Wednesday, June 4, 2008

Building Synergistic Business Communication Models

John Wheeler (colleague of Einstein) is quoted by Cosmic Search Magazine (Vol. 1 No. 4) as saying “No elementary phenomenon is a phenomenon until it is an observed (or registered) phenomenon.”

This means that unless and until the moment of observation the universe exists only as a possibility. PPMG incorporates this thinking with scenario planning in our approach to creating synergistic business communication models. By this we mean brands that are extensible, adaptive, and meaningful. We look at the uncertainties of the future and try to discover the undiscovered in the present.

Exploring uncertainty is a means by which we can create a context for what is presently thought to be known. It is an excellent tool with which we explore a wide range of possibilities for what cannot be known. Scenario planning, which is a strategic process of exploring uncertainty, challenges assumptions, identifies contingencies, anticipates changing paradigms, ignites creativity, and most importantly, identifies actionable items that make business models and communication plans vigorous and elastic.

PPMG’s process is not exhaustive by any means, but it does reveal paradigm shifts and points toward communication implications in the uncertain future. Going forward it is critical that businesses stay fluid, are aware, and frame their aspirations. We are not saying that the business ethos should be in constant flux, but rather adaptive to new trends and technologies.

We begin with the question at hand, “how will the brand become synergistic with the new, emerging communications paradigm,” and we look at the uncertainties surrounding this query. This is not a deterministic process but rather an intuitive one that is built on consensus. This process reveals the possibilities of the future and fixes them in the present. Once possibilities have context and can be described, they can then be used to form scenarios which can be evaluated with intelligence.

Our ultimate goal is a synergistic business model that is achieved by visualizing the paradigm created by the discovered scenario data. We take our newfound perspective and use it to re-evaluate existing communications. We identify the business dimension and message base. Then we visualize all this as a synergic communication scenario. From there we are able to create holistic, flexible, and above all meaningful brands that truly communicate the business ethos.