1st Edition
Cutting the Cost of Confusion Eliminate the High Price of Failure to Communicate
Confusion is more than just another daily inconvenience, though its impacts are often hidden in metrics such as market share, productivity, and ROI. This book shows how to identify and eliminate the Cost of Confusion in workplaces, marketplaces, and communities.
Cutting that cost demands the ability to distill, integrate, and synthesize ever more complex information from a broad range of perspectives and disciplines. Any gaps in understanding can and do negatively impact performance. Based on Richard Layton’s 20 years of experience helping organizations to be heard and understood, this book offers a powerful universal lens to view the costly impacts of confusion, and provides a framework to identify and manage the risk of failure to communicate with a range of stakeholders and audiences – and save millions of dollars in the process.
Decision-makers, practitioners, and students in marketing and advertising, organizational development, knowledge management, information technology, project management, and other fields will appreciate this unique set of insights and tools they can employ to great effect within their companies, organizations, and public institutions.
1. Introduction. 2. The Cost of Confusing Customers. 3. The Cost of Confusing Employees. 4. The Cost of Confusing Citizens. 5. Confusion As Strategy. 6. Deadly Confusion. 7. Cutting the Cost: A Methodology. 8. Application and Case Studies. 9. Conversation with a Change Agent. 10. Resources. 11. About the Author. 12. Index
Biography
As Chief Clarity Officer of Transform Communications, Rich Layton works "under the hood" of global organizations to engage, educate, and inspire all those on whom success depends. Rich’s "secret sauce" is a disciplined methodology that blends strategic communication with risk management, empowering leaders and teams to identify and overcome their organization’s complex business, technology, and marketing challenges. The methodology and the mission are one and the same: Cutting the Cost of Confusion.
