Chapter 9

Principle Seven: Use Very Plain Words to Describe What You Want

Throughout the book, we’ve talked about bringing new and more focused value to customers by starting with what works. As the value you offer changes, your organisation will have to keep up. When people are talking about a change that’s needed in their organisation, they bandy about words like transformation, communication and engagement and everyone nods. But what the heck do these words mean? Unless you get really clear, you’ll be tempted to buy in generic ‘transformation programmes’, ‘communication trainings’ and ‘engagement tools’. These generic ‘solutions’ are often ...

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