$2\mathrm{.}2$ Communicating Meaningfully Unique

Skill $2$:Meaningfully Unique: What is an Innovation?

Skill

Good ideas Are a Dime a Dozen.

Your ideas, analysis, and solutions must be clear, concise, and simple when you communicate for anyone to understand. Leadership begins with communication. You have:

$3$ seconds to gain the attention of the audience

$5$ seconds to inspire

$15$ seconds to describe how it's important for them

$15$ seconds to explain why they should consider your idea

$...$and $-$ you get this far $-$ a couple minutes to convince them to consider action.

NEVER MAKE YOUR POINT AND ANALYSIS A TREASURE HUNT FOR THE READER TO TRY TO FIGURE OUT WHAT THE KEY FACTORS ARE THEY NEED MAKE A DECISION ABOUT.

Decision makers do not have time to read an adventure story to find why they should make a decision. Always get to the point.

Inform, Don't Overwhelm. You cannot presume that users of new technology are as interested or as intellectually concerned in the ins and outs of understanding about technology as others. You must connect with all prospects in human terms that resonate with their interests rather than complicate or overwhelm with explanations they don't understand.

Use a simple tone whenever possible: Research reveals that customers associate the "voice" or language of an author as its personality and character. The challenge to leadership communication is to not sound too corporate and formal... to sound approachable, truthful and comfortable $($and disciplined$)$ to work and succeed together.

Avoid internal or business industry acronyms: Internal and business acronyms are acceptable for internal shorthand; it should never appear in customer$/$stakeholder$-$facing materials.

Use jargon judiciously: Before resorting to industry terminology, evaluate whether such language is appropriate for the customer$/$stakeholder segment being targeted and communicated to$.$ Unless speaking to an experienced technology professional, it is generally best to avoid industry jargon.

Emphasize simple, value$-$laden terms: Concrete terms that embody the idea, product, services and values are the verbiage that sounds and mean the most to decision makers. Always, remember, what you want to say is important$--$what the audience wants to hear is critical

Overview

Why are communications systems important?

Communications systems are critical to virtually every single function of leadership and getting approval of ideas. Whether it's calling Grandma, using the internet to do homework, or dispatching fire and EMS response, communications systems connect us and allow us to instantly transmit information. Systems are the guidelines of thought that power and align our brains like an engine. Each segue $($similar to a gear of an engine$)$ of the parts of the system must be fluid... from relevance of the preceding details to the setting up of the next cognitive gear of contemplation.

Few things are more frustrating than when you have a "wicked cool idea" and others don't understand it$.$ Practice the skill of analyzing and communicating a Meaningful Unique idea with clarity. Assume you just came up with the ideas pictured below and want to describe them to a team member. When you write your analysis, imagine a person with their eyes closed. Would they know what the subject looks like, how it works and how it delivers the promise?

Be clear on Meaningful $=$ Communicate an obvious value to a customer.

Be clear on Unique $=$ Communicate what is new and$/$or different versus alternatives.

EXAMPLE: Double Pour Pitcher

Umbrella

Ping Pong Table

Shower Cap

In this exercise you are to analyze the devices and describe them in $3$ or $4$ short sentences. If a person had their eyes closed $-$ would they know what the device looks like, how it works, and the value it provides? Notice how this previous statement describes a logic pattern: looks like $+$ how it works $+$ how it delivers value $=$ Proof of how the innovation delivers the promise.

Be concise in your descriptions. Sentences should be between an average of $12$ and $18$ words. Long wordy sentences give the impression of rambling thought. And, rambling thought encourages the assumption that the author will also manage resources in an unfocused manner. In this exercise you will craft an analysis and a descriptive logic model. Start with a to$-$the$-$point statement describing the device. Next write how it works. Finish with how it delivers the promise and value.

Don't use the word "I"

Any lab exercise that uses the word "I" will be returned for revision. Plural "I" $($we$,$ our, etc.$)$ is also wrong. Submissions are to be written in $3^{rd}$ person. Information written in $3^{rd}$ person gives an impartial connotation of fact. Writing in $3^{rd}$ person supports the ability of the author's mind to observe and manufacture the idea as if they were virtually building the concept looking from the outside in$.$ It forces the writer to have emp