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The Value of Business Analytics: Identifying the Path to Profitability by Evan Stubbs

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CONCEPTUAL RELEVANCY

We do not all view the world the same way. Although we can choose to view the world in any way we want (given enough effort), we all have preferred ways of thinking. And, if the message being delivered does not align with our thinking preferences, it is likely to be ignored.

Once a message has been understood and accepted, we need to process it within our personal conceptual framework. Making information conceptually relevant is critical—failing to do this can lead to an impasse where one party simply ignores the other. Effective communication requires the person doing the communicating to have an understanding of how the other person prefers to understand things and, in so doing, tailor his communication style to suit.

This involves moving beyond technical understanding and into conceptual understanding. Although we are all different, it is useful to consider some common perspectives within most organizations and use those as a starting point to try and frame a message. Effective communication often involves “getting in the other person’s shoes” so as to provide greater conceptual relevancy.

Regardless of whether one or multiple approaches are used to frame communication, identifying the value created from the initiative is a common feature. Although it will primarily appeal to people who prefer to conceptualize analytically or sequentially, it is a generally accepted minimum criterion for acceptance. It will not always be the most important factor, but it ...

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