Do the messages clearly explain what your company does and describe the products and services you provide?
How often have you gone on an organization's Website to find out more about it and clicked away without getting a clue about what it does? Or, worse yet, have you reviewed your own company's "About Us" summaries and concluded that they are just a collection of empty buzzwords and muddled messages? Whether we're talking Web content, annual reports, press releases or mission statements, internal teams at all levels must constantly strive for substance and clarity. The book "The Strategist: Be the Leader Your Business Needs" (HarperBusiness/available in May) expands on the following 10 questions designed to evaluate a company's messages. Author Cynthia Montgomery contends that clear, focused statements backed by strong data, research and anecdotal observations can boost a company's value distinction. This is especially important for those in IT, given that it's so difficult to describe technological concepts to mainstream audiences in an understandable way. Montgomery, who has taught at the Harvard Business School for 20 years, specializes in business administration. For more about the book, click here.
Dennis McCafferty is a freelance writer for Baseline Magazine.
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