Bill Harrison Writes | Thoughts on business communications

Disney's presentation of Pixar's Cars - 2006

We’re hearing a lot of talk about “authenticity” in the primary election campaigns.

We’re hearing it in the ad world, too.

What makes for authenticity in communication—especially in business communication?

Marketing guru Seth Godin says, “If it acts like a duck (all the time), it’s a duck. Doesn’t matter if the duck thinks it’s a dog, it’s still a duck as far as the rest of us are concerned. Authenticity, for me, is doing what you promise, not ‘being who you are’.”

That’s a good start.

But there’s also more to it.

The communication has to ring true with the desired audience. And that means speaking to the audience’s experience and point of view.

Think about the Disney/Pixar movie, Cars. What could be less authentic than a bunch of talking cars? And yet, as with any animated film, we react positively toward the anthropomorphic talking cars because they vividly display feelings and emotions familiar to us all, grown-ups and kids alike. The cars have impact because their expressions overcome our skepticism about talking cars.

And that’s what we have to get into our business communications. Whether it’s a staff memo from the CEO or a presentation to venture capitalists, it has to say something that relates to the audience’s interests. It has to show that we understand the audience’s point of view. And that we care about it.

Of course, it’s easier to say this than to do it. But it’s always worth striving for. We should keep reminding ourselves never to do less.

Authenticity isn’t determined by who we are. It’s determined by what we do for our intended audience.

Actions speak louder than words.

-Bill

Bid Rejected! Proposal Non-compliant!!

Have you ever received those dreaded words?

All it takes is one overlooked requirement for a proposal review committee to throw out your bid.

Fortunately, there is an easy way to avoid this disaster, and that’s to create a good Requirements Matrix.

A Requirements Matrix is simply a table showing all the requirements and where they can be found in a bid solicitation document (for example, an RFP). It’s the first thing you should do when you are considering whether or not to bid.

Here is an example. It just lists a summary of each requirement and where it can be found in the solicitation document.

Besides listing requirements, a Requirements Matrix can also be a management tool to assign responsibilities and deadlines for the proposal project. Add a column for page numbers and a Requirements Matrix can turn into a Compliance Matrix. It will then be a detailed index and checklist showing reviewers where you have complied with every requirement.

To get you started, here is a link to a Requirements Matrix template in PDF format. Yours doesn’t have to look exactly like this one. You can modify it to fit your own needs. But I have found that this format fits most situations, is easy to adapt, and communicates clearly to client review teams.

Let me know how it works for you.

-Bill