"Regardless of the changes in technology, the market for well-crafted messages will always have an audience." — Steve Burnett, The Burnett Group
Continuous
improvement means exactly what it says: It’s a nonstop effort to provide better
products and services at lower costs. It’s the only way to maintain a
competitive edge over companies that are out to grab your customers for
themselves.
There are two
reasons why good communication has to be at the heart of any continuous
improvement process.
To
do their jobs well, people must know what’s expected of them. It’s up to their
manager to make those expectations clear.
This
next reason is not so obvious and is related to the continuous aspect of
continuous improvement:
It’s
easier to get people to improve their work for short while than to get them to
sustain that improvement over long periods. To do that, you have to keep
reminding them of why they should use new methods, since they are often less
convenient than older methods.
But
those reminders become ineffective if people have to repeat them again and
again. To avoid boring your audience, you continually have to find new way to
get your “old” message across.
The key to
keeping your communication improvement program alive is to keep workers focused
on the right methods, and on the reasons for using them. Otherwise, they
inevitably will regard the program as just another management fad: something we
talk about today, and then forget about tomorrow.
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