The meaning of your message.

Why do most messages fail to engage us?
Why are we so reluctant to believe what we see and hear?
“The meaning of your message is the response it elicits.”
Have you ever heard that expression?
It suggests that a message means what the receiver thinks it means.
And increasingly, what most messages mean is apparent to us.
We sense that most are designed to sell their stuff.
To promote their cause.
To advance their agendas.
Yes, effective communication is one of the most important aspects of a leader’s job.
But it’s effective only if there is a resultant influence on people’s beliefs.
And behavior.
We can talk, blog, tweet, blast out press releases, and advertise until we’re blue in the face.
But unless people take some kind of action, it’s all for naught.
And now for my point, albeit a counterintuitive one.
Today, what you say and how you say it are the least significant components of your communication.
Because our sophisticated marketplace is bursting at the seams with masterful content.
And stunning delivery.
Slick and technically proficient communication is now the norm.
It’s virtually impossible to discern the Fortune 100 from the one-man show.
But technique doesn’t win hearts and minds.
Intent does.
Whether it’s an advertisement, a sales talk, a speech, or a presentation to your Board.
Being design-savvy, grammatical and logical is woefully inadequate.
Ours is an age of disillusionment and distrust.
You must do something different to win hearts and commitment.
Something many have lost focus of during their pursuit of wealth, reputation and power.
You must sincerely care.
And you must be willing to take a stance and make choices to demonstrate to us that you care. 
And if you don’t care, please don’t be surprised by the response your message elicits.
The meaning of your message will become apparent.
First to us.
And eventually to you.