Business Communication: Seven Cs of Communication Design

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Business Communication

Seven C's of Communication Design


Do you design your communications or do they just kind of happen? When your communication is important -- that is, when you want it to be remembered -- you need to think carefully and design it to resonate with your intended audience.

Designing your communication is an iterative process. It begins at a high level, with good questions and good listening; and ends in details; constructing a presentation, document, system or user experience.

You can improve your communication by thinking about seven "C's" of communication design: The seven C's lay out a simple sequence which can help you start broadly and work your way down to specifics.

Here are the seven C's, in order:

1. Context.
What's going on? Do you understand the situation? Is there a dead elephant in the middle of the room that you're not aware of? Ask good questions. You'll need a clear goal before you begin to design any communication. Ask: who are you talking to and what do you want them to do?

2. Content.
Based on your goal, define a single question that your communication is designed to answer. This is the best possible measure of communication effectiveness. What do you want your audience to walk away with and remember? Once you have defined your prime question, set out to answer it. What information is required? Do you have the answer already, or do you need to search it out?

3. Components.
Before you build anything, break down your content into basic "building blocks" of content. Formulate the information into clusters and groups. What patterns emerge? How can you make the information more modular? Given your goal, what is the most fundamental unit of information? You can use index cards to break down information into modules.

4. Cuts.
This is one of the hardest parts of the process and most often neglected. People's attention will quickly drift -- they expect you to get to the point. Learn to edit. Kill...
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