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Great Ideas MUST Be Well Communicated

communicationGenerating fresh ideas is all very well, but of little or no use to your organisation if the ideas aren’t well communicated. Here we explore some of the key things we need to think about once we have that brilliant idea that needs to see the light of day…

Start with WHY and WHO

The start point needs to be the purpose of the communication and who it is going to be aimed at. As a result of reading, seeing or hearing your communication, what do you want people to know, think, feel or do? Once you’ve decided that, you can move on to planning the rest of your communication.

WHAT are you going to communicate?

If you are clear about what you are trying to achieve, the ‘what’ should fall into place fairly quickly. Some (or all) of the following could be included:

  • The key benefits of the idea (additional sales, increased profit, reduced cost, shorter timescales, enhanced quality, etc)โ€‹
  • The risks associated with the ideaโ€‹
  • How much it will cost to implementโ€‹
  • How long it will take to implementโ€‹
  • Who needs to be involved with the implementation and who it will affectโ€‹
  • How you developed the idea and who was involvedโ€‹
  • What the alternatives were and why you chose this oneโ€‹.

WHEN are you going to communicate?

Once again you are going to be driven by your purpose in deciding when is the most appropriate time to communicate. In addition your decision may be governed by whether or not you are going to need additional resources to progress your idea and whether you need support from influential people in order for the idea to gain acceptance.

The other key consideration with regard to timing is whether or not it would be beneficial to wait until a pilot project has clearly demonstrated some of the benefits that you are claiming.

HOW are you going to communicate?

The obvious contenders here are speaking and writing. However even these break down further. If you are planning to tell people verbally, would that be done more effectively in a big meeting or a series of one to ones. If you are writing, do you need a high level one pager or a detailed report?

Of course, speaking and writing aren’t the only options. You could build a model or a prototype. You could create a new user experience or pictures – or a combination of all of the above!


So, plenty to think about. All too often, organisations that encourage their managers and staff to be more creative and come up with new ideas, give little or no thought as to how those ideas should be communicated in order to give them the maximum opportunity to provide real benefits.

If you or your organisation would benefit from greater creativity, take a look at our unique Creativity for Logical Thinkers programme – the perfect introduction to the creative process and practical tools to generate fresh thinking and new ideas. And if you are interested in improving verbal communication, you will find the Think Before You Speak course very useful.

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