In the quest to understand what makes for effective communications, I have come to believe that the viewpoint factor is a universal law and foundation for communicating.
Viewpoint is the mental position from which things are viewed. Beginning with a clear understanding is crucial. A framework of engagement and receptivity is established. It is necessary whether the communicating is one-on-one dialog, speeches, video, audio, or of course writing.
It would seem that understanding the viewpoint of your audience goes without saying. Some are simply not aware. Incredibly, otherwise gifted leaders resist any consideration of the viewpoint factor.
In fact, a study by Copernicus Marketing (copernicusmarketing.com) concluded that multi-million dollar advertising decisions are frequently based on it just feels right. This is a phenomenon of male CMOs, which they dub testosterone marketing.
LASO Process
What goes into understanding the viewpoint? Follow the four-step LASO process.
1. Learn about and understand your publics. Dont assume; research.
2. Ask questions. Actively listen and learn.
3. Sense internal dynamics.
4. Observe the context. Observe the external environment.
Understanding viewpoint will help determine how to open. It will assist in balancing the technical and details on the one hand with the general and sweeping on the other. It will indicate how to package your communications. It will aid in determining length, and how much repetition is needed.