/writing/ Piece Of Wood

A PIECE OF wood is a piece of wood. Sure, you can do a few things with it: stand on it, throw it, use it for fire.

But as a single piece of wood, its function, and its value, is generally minimal.

How do we add value to a single piece of wood? We design, cut, nail, and frame – four pieces of wood becomes a door frame; hundreds of pieces becomes a room. The function of organized wood pieces expands dramatically, and so does its collective value. Thousands of pieces of wood become a home; hundreds of thousands become a neighborhood.

How does this relate to strategic communications?

It’s easy to trick ourselves into thinking that a single communications product is truly the end of the process. It’s hard to imagine this isn’t the case – that something that so time- and labor- intensive can be of such little value.

And so, we believe we have accomplished something.

This product – let’s say a brochure – amounts to no more than our single piece of wood. Does a brochure fully capture the brilliance of your organization’s work? Will your audiences be influenced from this single piece? Probably not.

But what about a collection of products? Each complementing one another and communicating a consistent set of messages that is systematically delivered to targeted groups?

We call this outcome strategic communications. Like a builder constructing a home, we create a collective value (our communications effectiveness) that exceeds the sum of its parts (individual communications products).

This is our work. Let’s build it one piece of wood, one product, at a time.

Still have questions? So do I … big questions, and lots of them. But don’t worry, this is a topic we will continue to explore.

Thanks for reading.

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