How Do You Engage the Community? Organize Online Challenges!

How Do You Engage the Community? Organize Online Challenges!

Building a community around the brand is one of the most important tasks a company has to face today. Customers are becoming more demanding, less involved, and thus very often, “temporary”.

You don’t have to convince anyone that it’s better to keep a current client than to look for a new one. Creating a community around the brand, however, is neither a simple nor a quick solution. I have already written about how to build it here and here.

The worst time related to the pandemic is behind us, but the vast majority of us still work online. The days when almost all of us worked in offices are gone. According to the research company Gallup, in 2022 as many as 53% of employees will perform hybrid work. This will certainly translate into consumer behavior, whose commitment to brands will be visible primarily on the Internet. The vision of a committed group of people who follow our activity, comment on it, and willingly participate in our projects is tempting, and certainly, many of us dream about it. Below, I present some factors that determine the establishment of such communities and give you some tips that will help you create their foundations. I believe that they will prove helpful despite general fatigue and jadedness with online work.

Let’s start with the most important question: what do you do to start building a community around your brand?

Where to Start Building a Community

 

1. Define a common goal and values that you want to follow, and that will attract other people.

Are you a fan of healthy food? Perfect!

Show your community that this is an important topic for you. By sharing your knowledge, show what your healthy approach to nutrition is—describe what you eat every day and what tricks and techniques you have to improve things. Show your actions behind the curtain.

Is your company engaged in creating online stores, and do you want to go to a higher level of service and standards in e-commerce? Show examples of your work regularly, ask about the experiences of others, and share your thoughts.

A few years ago, we organized events under the name of Wenusjanki (Venusians). Cyclical meetings were held in Krakow, Warsaw, Wroclaw, Tri-City, Kielce, and Poznan. Their main goal was to present interesting people who worked in three areas: business, fashion, health, and beauty. Meetings were organized exclusively for women, and each time attracted crowds of women who wanted to learn about interesting issues related to these areas. Over 2,500 women attended our events every year!

 

2. Find a place for your community.

It can be, for example, Instagram, LinkedIn, or YouTube. This should be the space you like, feel comfortable in, and where you can meet many people who represent your views and values. Your task will be to gather interested people and provide them with appropriate content regularly.

However, I advise against persuading others to switch their platform. Even when you know that a person prefers Instagram to Twitter, don’t focus on it. You will needlessly devote time and energy to this, and the effect cannot be assured. Instead of reinventing the wheel, it’s better to paint it in patterns that you like.

 

3. Take on common challenges.

Every community has its challenges! If you are interested in sports, you may often have a decrease in motivation, or, on the contrary, you are looking for people with whom you will also be able to train. Or maybe you want to ask about diet or health issues because when you do specific exercises, you feel pressure in the body and want to know if others have similar ailments. Or do you just want to be sure that you are doing the exercise correctly?

Talking openly about passions or the pros and cons of advertising methods, using selected platforms, and showing how to deal with them are plenty of reasons to create a community.

And here we come to a very, very important aspect of building it. No community is created just to celebrate something together. People have been gathering for generations to grow and support themselves. When planning the development of your community, ask yourself what kind of problems arise from a given job, technology, or service. Looking at what people you care about are struggling with shows how you handle similar challenges. And so, we move on to the next point about community building.

 

4. Create an opportunity to get to know each other and identify each other.

The more we allow others to get to know each other, to talk about common values and experiences, the greater and more integrated our community will become. We do not know when events will return on the same scale we know from before the pandemic. Relations between the participants of such meetings were replaced indefinitely by contacts on social networks. The space under the posts, or during the open webinars, became a place as important as the pre-pandemic conference room.

In addition, it is ideal when people can name themselves and define themselves as members of a group. That is why this last point is equally important here.

 

5. Use names to identify yourself as a member of the community.

After some time, the participants of the Wenusjanki meetings began to call themselves that. We’re Venusians, they said! It was assumed that a Venusian is an active woman, eager to learn new things and meet new people. We are currently creating the Strong Women in IT community, i.e., women who create Polish and global technologies.

But it is enough to look at other people to notice that this mechanism really works well; Michał Szafrański has Financial Ninja, Ewa Chodakowska has members of Chodagang, and Pani Swojego Czasu has women interested in managing their time more efficiently.

The same thing is true in many other aspects of our lives: I am a runner, a karate fighter, a singer, a politician, an entrepreneur. Naming yourself is an important aspect of your sense of identity. I encourage you to take advantage of this need also at home.


Online Challenges as a Way to Engage the Community!

 

Now that we have summarized what is needed to build a community around your brand, let’s focus on one issue that has recently been particularly visible on the Internet: challenges.

I honestly admit that I am delighted with how some people have gotten to the master level of this kind of community activation.

An example is #fighterchallenge by Anna Lewandowska. The challenge encouraged active training. During the challenge, meetings with experts were held, and nutritional and healthy lifestyle advice was presented. For me, it is a win because…

  • it promotes the Sportswoman app,
  • it shows the people who work with her, so it is not only a challenge, but it also shows appreciation to others,
  • it promotes the catering service she offers.

There are certainly even more business benefits. What is particularly worth paying attention to is the name—anyone who faces their weaknesses wants to see a fighter, a person who does not give up easily and fights to the end. When we face a challenge that means changing our habits and lifestyle, and putting in the physical effort; the name can strengthen our perseverance to the end.

This should be accompanied by showing the efforts of others and their transformation. It’s very motivating to see the woman who joined the challenge lose three or four kilos in the process. “If she could, then so can I.” (This is an interesting way to present Point 4 of the principles of community building—we show other ordinary people who are with us in this challenge; we are not alone.)

A similar mechanism is also used by Ewa Chodakowska in her #body&mind.

animacje filmowe

What Speaks in Favor of Creating Such Challenges? Why Is It Worth It?

 

1. They make us better.

It can be a monthly course in writing SEO-friendly texts, setting up Facebook ads, or creating communication in webinars. You can select any challenge and translate it into an interesting one for your target group activity. There is only one condition: they should help us acquire a new skill or improve our current skills.

 

2. It develops a sense of identification with the brand.

If someone teaches us something, we start to trust them more and believe in the effectiveness of the services they offer.

 

3. Challenges are defined in time.

That is why you will be able to verify their impact on your business relatively quickly. Has the number of orders, inquiries, or recommendations increased?


If you want to develop the community around your brand, write to me. We can plan activities tailored to your needs.

 

Fot. Unsplash oraz archiwum prywatne agencji Come Creations Group 

Video Animations—Why Should You Make Them?

Video Animations—Why Should You Make Them?

Are you creating a new product on the market? Is it a novelty, an innovation that will require additional work from you, such as explaining the opportunities it offers? Or maybe you already see that this solution needs more education for the audience than you thought at the beginning? I have a proposal for you: make an animated video that translates the functionality of the project you have created!

I have been communicating new technological solutions for over twelve years. From experience, I know that one of the biggest challenges in creating innovative products is finding an idea of how to talk about their capabilities effectively and efficiently. What tools should be used to translate this into a better understanding of technology?

When we create new products, we always have to teach users how to use them and show what the solution can improve in their daily business and life.

When creating new products at the beginning, it is worth assuming that we will have to become the largest educator on this solution. The more understandable and easier it will be to use, the faster it will become your showcase.

 

The Power of Video Animation

The interest in video materials is growing, and it is also visible in our country. According to Nielsen data, in 2022 a statistical pole watches video content, including linear television,   for 4 hours and 59 minutes a day, 46 minutes of which are spent watching video streaming in various forms.

The popularity of video content translates into advertising expenses. As predicted by Zenith (Publicis Media), the increase in global spending on online video advertising will be sustained, with a growth forecast of 6.9% in 2022 and 5.6% in 2023.

The use of video and streaming content is increasing, and we should not be surprised. The pandemic had a huge impact on the use of video and content made available via streaming. Of course, it is also significant that we live in a fast-paced world, and people do not want to spend more time than is necessary to understand how the solution works. Therefore, one of the ideas for an effective and eye-catching presentation of your offer, services, or technological solutions may be a video in the form of a cartoon.

Such a video has several advantages:

  • You don’t have to hire actors or think about a film set.
  • By referring to abstractions, visualizations, and comparisons to present your products more simply, you will explain their functionality.
  • It is easier to smuggle in visualizations and colors that can build associations with your brand.

Does such a video animation also have drawbacks? Obviously:

  • You don’t put real faces in them.
  • If the company wants a very “serious” image, it will not be a good communication tool. It can be seen as too casual.

Now the Question Is: Where Can I Use Such a Video? Isn’t YouTube Enough?

A video can often turn out to be better than a presentation to a potential customer. In the email, you send not only information about the product, but also a link to the animation. Thanks to this, the customer does not have to spend valuable time analyzing how your solution works. He watches the video and can quickly understand what product you are coming to him with.

What Can You Gain From Video Animation?

In sale:
  • A chance for a much faster signing of the contract. You take away the need to explain the operation of a product or service.
  • Time! There are no more explanations and conversations, or they are much shorter.
  • Scale. You can send many more such emails for informational purposes.
 On your website:
  • The Internet user who enters your website will be able to understand more quickly where he was directed, what you offer, and how this product works.
During conferences or webinars:
  • It is easier and more effective to show a video that doesn’t require the participants to listen carefully and gives dynamic animation a chance to increase their attention and thus remember the brand.
At meetings with a potential investor:
  • The film can help give a fuller understanding of the company, its goals, and its vision.

I hope that I have convinced you to think about animation for your company’s communication. If you are interested in such material, contact me! Below you will find some of our productions.

 

Do You Want to Raise Funds as Part of the Crowdfunding Equity Campaign? Don’t Forget to Communicate!

Do You Want to Raise Funds as Part of the Crowdfunding Equity Campaign? Don’t Forget to Communicate!

Equity crowdfunding is gaining popularity every year. According to the forecasts of the research company Technavio, the value of the global crowdfunding market will increase by 239.78 billion USD between 2021 and 2026. Therefore, it is an attractive and interesting way to obtain financing for the development and operation of your company. By giving away part of the shares, you can fund the company financially, as well as acquire a group of ambassadors. What increases the effectiveness of the campaign?

In this post, I will share with you information not about how to obtain such funds, but what should not be forgotten when planning an equity crowdfunding campaign, i.e., promotion!

Expectations and Reality…

Even though promotion seems obvious, I see a rather mixed approach to this issue from discussions and observations. Often, a company’s board seeking funding assumes that a mere presence on the platform will provide adequate funds. It sometimes limits its activities to posting on social media and the company’s website.

Unfortunately, reality can be disappointing here. Often, when all family members and closest friends have paid, the meter stops. Nervous refreshing of the page won’t do any good. Analysis of companies that are on equity crowdfunding platforms and the search for whom to invest in here today is not a routine activity of Poles.

In such situations, it is best to take a step back and see what the plans for communication activities look like. Do you have every week of the campaign planned? Do you know what’s going to happen and where? Or do you rather decide to go with the flow and let come what may?

Communication Is the Key to Success

Some campaigns do not end in spectacular success for a simple reason: you need to inform others that you are planning or starting to collect funds, e.g., on the Beesfund platform. I keep saying that, and I’m going to say it here. If you don’t talk about your company loudly enough, often, and substantively, no one will notice you. People are so busy that they either need to be amazed by something, or you need to be extremely visible so that others decide to invest in your product.

We have already implemented several promotional campaigns for companies raising funds using Beesfund, Crowdway, and FundedByMe. And I admit that usually, companies come to us a week before the start of the campaign, or… when it is already in progress. But the results leave a lot to be desired.

In such situations, we have two options: get to work quickly (we do it when we believe that the project is interesting and we have an idea for it) or apologize and say that, unfortunately, we do not have enough hands to work at the moment.

But It Can Be Different…

Starting work with the selected platform does not take only fifteen minutes. You have to prepare the proper documents, and arrange all the formalities. If you plan such activities, come to us. Talk to us and tell us what you do and why others should be interested in your product. Do not wait for support until the raising of capital stops.

How Can We Help You Raise Funds for Development?
  1. We’ll plan the campaign from start to finish.

“Stand out or get lost” can be paraphrased here to “Stand out or get lost in a crowd.” When equity crowdfunding becomes more and more popular, you start to compete with other companies in your category.

You are competing not just for funds that someone can invest in your company. First, you compete for the attention of the media, influencers, and investors who like such initiatives. And the campaign can give you more than just extra funds; this is a great opportunity to promote the company and gain more recognition in your segment. You can get the visibility that you would normally have to pay a lot more for. Don’t waste it!

  1.   We will offer you interesting activities.

As I wrote above, you need to stand out. Therefore, we will offer you activities that will allow for an interesting presentation of what you are doing. According to one advertising slogan: “Better visible, visibly better!”

  1.   We will regularly inform you about the public interest in what is happening around your campaign.

Let’s talk a month before your campaign. Then we can calmly plan all the activities. You’ll feel more confident because you’ll know what’s going to happen. Such a campaign is an additional job—after all, you will not suspend your normal activity for a month or two while it lasts. If you plan it properly, you get the feeling that you have control over what’s going on. You don’t need the extra stress. Above all, however, you will gain more funds.

Do you want to take care of the communication yourself? Below is my checklist, which is what you should have if you plan to implement a communication campaign yourself:
  1. Write down the most important things about your company that make you different, better, and more interesting.
  2. Prepare a dedicated video about the campaign. Let others get to know you and find out why they should invest in your company. Show how you want to spend the money you collected.
  3. Make a calendar of posts and ads on social media. Once the promotion starts, you won’t have to work on it on an ongoing basis.
  4. Make a list of the media and journalists you want to reach with the information, and then send them a message about the ongoing collection.
  5. Make a list of all the people who could help you share information about your campaign.
  6. Test and observe. Here, unfortunately, there are no ready-made patterns that you can copy 1:1. Analyze what makes the meter on the campaign page grow and repeat these actions.

Good luck! If you want to talk about your campaign, I invite you to individual consultations.

Create Your Personal Brand! But How Do You Find the Time?

Create Your Personal Brand! But How Do You Find the Time?

Since the beginning of my professional life, I have been struggling with a constant lack of time. I’m so curious about so many things, and I would try so much that I was constantly running. A few years ago, it seemed to me that I couldn’t take on more responsibilities while still training and finding time for my private life, let alone taking on the next challenge, which is promoting my image. Impossible!

Several years have passed, and I have found time not only for all the above activities and development programs but also for vacations. How? You’re about to find out.

Awareness and the ability to manage one’s time did not come suddenly. I have read a lot about this topic and tested the most interesting solutions on myself. I held off on promoting my personal brand for a long time. My friends persuaded me for a few months—well, maybe a few years—to finally start sharing my knowledge. I finally overcame myself and took action.

To be honest, I think it’s only now that my friends know what I do and are starting to understand my work 😉 Do you know what that feels like?

I introduced the methods and systems that I adopted to manage myself while developing my personal brand strategy. First of all, I had to get rid of the feeling that what I knew was so obvious. As it turns out, it isn’t obvious to everyone. Each of us is an expert in something. By engaging strongly in your work, you sometimes lose sight of your own knowledge. I wrote more about this in the text The Curse of Knowledge in Practice.

Working in a given industry for several years, you have the impression that the environment changes with you, and everyone can differentiate between VR and AR and is familiar with the subject of innovation and robotics. But if you think about it… well. They’re not.

But first things first. How do I start taking care of my personal brand and automating this process?

Stwórz swoją markę osobistą! Ale jak znaleźć na to czas

#1 Social Media, long live!

When you think about Facebook, Instagram, and LinkedIn, do you have trouble reconciling them all? Do you know how to organize the whole process, when to publish, and what content to choose? Do you have very little time during the day? Select ONE channel that is closest to you at the beginning. Remember that it is better to give 100% to one thing than to give three things just “a lick and a promise.”

Choose LinkedIn. Of all the platforms, it is most suited to business. It operates globally and is used today by 810 million users in 200 countries. Do you want to introduce people from the industry to what you are best at, what is happening in your company, and what you are looking for? Sit down for a few minutes and plan how you want others to see you. Take an hour to prepare your posts for the whole month! If you have not been active before, assume that the post will appear once a week. It may be about your meetings, work, and company news. These are only four posts to be scheduled! Currently, LinkedIn prefers there to be more, but at first, it is better to publish fewer posts rather than have nothing.

Be active!

Open your own social media channel during your morning coffee. Choose profiles, add friends you are interested in, observe channels that are similar to your subject, and comment, recommend, and share. Spend a few minutes a day on it. Be systematic, and it will bring you closer to your intended goal.

#2 Focus on one thing

But how do you do that when you have dozens of outstanding assignments on your list? I’ve been asking myself the same thing. Eventually, I decided to cut all distractions, close my mailbox, and mute the phone. I only deal with the matter at hand. As a result, I noticed a significant difference in efficiency. Now I can do something in a much shorter time when it used to take all day because other things constantly distracted me. Sometimes it only takes a few minutes.

#3 A few minutes a day

As I wrote earlier, you don’t have to spend three hours a day running the accounts, because you know you won’t find the time to do that. Make a goal – “every day, at 8:00, I will review the feed and respond to comments. I have 20 minutes for that.” Do it and make it a habit. It’s normal that no matter how much time we plan for a given task (or meeting), it will take us all this planned time.

#4 Feel good

I will now focus on brand promotion. Often our clients think they have to pretend to be someone, step out of the back room, play star, and be perfect in every way. But what is the most important thing? To be yourself, to be honest in your communication. People will sense and appreciate it very quickly.

Are you still unsure of how to turn plans into reality – how to start, what to do, how to organize them? Write to me, I will be happy to help 😉

In the following sections, I will discuss the topic of creating expert articles, media, and image promotion from a different angle.

How to Prepare for Participation in Trade Fairs?

How to Prepare for Participation in Trade Fairs?

Finally, the opportunity to participate in fairs and conferences is back. Forecasts indicate that in 2022 there will be a gradual return to the economic state before the pandemic, and the market will grow steadily in the coming years.

Trade fairs are always a unique opportunity to show the world what we do on a daily basis, present the methods of our work, and pass on our experience to others. It is also an opportunity to acquire new customers and business partners. So how do you prepare for participation in the fair and make the most of this time? The most important thing is to choose an event, including the decision whether to come to one in Poland or go abroad. If you want to go to a different country, you should first know whether the company is ready to show up in international markets. There are more questions regarding the choice of the fair. I encourage you to do your homework and answer them.

The level of satisfaction – for both image and financial – depends on how much time you devote to preparing the answers. Below, I’ve shared my checklist, which will help you in deciding on participation and choosing the right trade fair:

  1. Are we ready to acquire new customers?
  2. Can the team going to the fair tell about the technical aspects of the product? Do they understand the technology, and can they present its business application?
  3. Can the team talk about the product not only in Polish but also in English? How about other languages? (For example, if we decide to go to a fair in Italy, you can be sure that the talks will begin in Italian.)
  4. Do we have an idea for a booth arrangement? Stands and roll-ups alone may not be enough to stand out. They often act as a deterrent and do not attract attention at all.
  5. Do we have any idea how to attract people who don’t know us to the booth? What’s going to happen in it?
  6. Have we informed customers and business partners that we will be at the event? Perhaps it will be an opportunity to meet and expand cooperation.
  7. Have we defined success rates? How will we know that participation in the event was successful? (Believing that inquiries will start coming is not enough. Define precisely how many queries you would like, and then calculate how much they actually cost you to obtain).
  8. Does marketing cooperate with sales well enough that people working there can communicate information about companies interested in a partnership?
  9. Have we chosen people who will contact new customers?

Fairs? The Team Is Key!

The fair is first and foremost a meeting of person to person. And although the location of your booth and the idea for the arrangement is extremely important, the team that will go to represent the company will be the most important factor.

Even the best location and the most creative presentation will not give as much as a brave and personable team. Why? Specialists who are too shy to approach and talk to a stranger and encourage them to visit your booth will not do much.

What is the perfect set of personality traits for the fair? You should decide on people who are communicative, curious, and cheerful, who like people and talking to them. Participation in the event should be good fun for them, not torture. The above questions also clearly indicate that you should be represented at the fair by people who know technology well, as well as those who understand business.

During the event, there will certainly be a lot of fans of technology and fans of the most complex solutions. But there will also be people who will be oriented towards business and its development. Not everyone combines knowledge in both areas, so it is worth choosing people who will complement each other in this area.

Conferences and Events Accompanying the Fair

The fair is a real holiday for the industry. Under one roof, you can meet the companies that create it, as well as listen to interesting speeches and take part in workshops or discussion panels. I wrote about how to prepare for the latter in Discussion Panels: How to Use Their Potential.

The conference is often a great opportunity to share the conclusions of implementation, observations, or lessons learned. This is when you have a chance to invite potential customers who visit your stand and encourage them to get to know your work better. It is worth choosing a person who will present the company from its best possible angle. Ideally, they would be trained in public speaking and would feel comfortable in this role.

Jak przygotować się do udziału w targach

If more people participate in the event, it is worth dividing your team, taking into account the diversity of the audience. One person could join a workshop with an interesting topic, someone else might want to see what the competition will talk about, and a third representative can visit individual stands and look for partners.

Of course, roles can be assigned on the spot. However, planning and deciding who does what and when will allow you to control the team at the booth. You’ll avoid a situation where suddenly there’s no one around.

The fair may prove to be a very good sales and promotional tool. The keys to success are adequate preparation for participation, planning how you will show up and what you will say, and knowing how you will stand out. The better you plan all communication before the event, the more satisfied you will be with the work, during, and after.

The Curse of Knowledge in Practice

The Curse of Knowledge in Practice

Has it ever happened to you that someone asks you how to prepare something, and you are surprised that this person does not already know? You get a proposal to write an article and suddenly all that comes to your mind are the same obvious things, and thoughts such as, “After all, everyone already knows this; I have nothing interesting/revealing/innovative to say?” I do this very often, and I commonly encounter such a situation with customers.

I was recently asked to write answers to a few simple questions about my work. It took me less than 10 minutes to answer all of them, and I was happy to show them to a colleague of mine from the team. We do this with every article. This way we avoid unnecessary typos, incomprehensible forms, or thought abbreviations. I looked at her, and I could see on her face that she didn’t like what she was reading. More specifically, she didn’t understand. There were too many vague statements; I didn’t explain what came from where. For me, what she was talking about is, to quote the classics, “the obvious.” But it wasn’t for her, and probably not for others. During the reading, my colleague probably thought that I was caught up in the “curse of knowledge.”

Four Levels of Knowledge

When I talk to my friends, they fall into this trap, too. We just think everyone knows everything. And after all, there is the principle of the four levels of knowledge.

  1. I don’t know that I don’t know. It represents the knowledge that we have no idea exists. For us, a person in this situation could be an ideal user of our client’s solutions, who does not know that he does not know about the existence of a solution that can help him, and the task is to inform him about it through various forms of communication. Or, I don’t know if there’s another Anita in the world who works in communication on a daily basis.
  2. I know that I do not know. I know that I have some shortcomings in a given area. I can do something about it, or I can’t. For example, I know that I don’t speak Chinese, and I don’t really engage in learning it.
  3. I know that I know. That is, I am aware that I am able to do something and I can do it. For example, I know that I know the multiplication table.
  4. I don’t know that I know. And this is where the curse of knowledge begins. So, I don’t know that I can do something or know something—I just do it.

Why is something that we have been working on for so long called the “curse of knowledge” and not the “gold medal for knowledge”? Because this skill, sometimes routine, causes us to often underestimate ourselves, our achievements, and how much it cost us to gain this valuable experience. By this, we might price our services cheaper than we should.

This “curse” may also mean that we are not able to present our knowledge well enough during conferences, speeches on the radio or TV, or when writing an article because we will use generalities. As a result, we do not take advantage of these opportunities very well.

Klątwa wiedzy w praktyce

Jak sobie radzić z klątwą wiedzy?

Handwriting makes me think differently. I always start with preparing an article or creating a schema of speaking at a conference by listing things that are important in a given topic. It is not a systematic list, but rather a loose reflection, a case study that may fit, and interesting examples. Only then do I organize them and arrange them into a story. I cross out what’s unnecessary.

However, it is at that time, when I am doing such brainstorming on paper, that I notice that I have more to say about the subject than I initially thought.

I present my ideas to someone outside the environment.

The next, very important stage for me is the verification of this story. Is everything clear? Did I skip a stage that was obvious to me but is not necessarily for someone else? In turn, I try to present my point of view and make sure that the presented materials are clear, and one results from the other.

It is here that I most often catch the obvious issues for myself, and for another person, it could perhaps be full of understatements. I also notice how often it is difficult for me to explain precisely the issues that are obvious to me.

It is good to have people around you who will read the material, whom we can present our presentation to, and thus make sure that we can explain what we do in a way that is understandable to others.

I am not even able to mention how many times I have written something, happy to show it to the chosen person and already counting on a positive opinion, and… I see the consternation on their face. “I don’t understand anything here,” I hear, or “But what is this…?” As a result, I inquire, supplement and, in fact, this person draws out specifics from me. Then I hear, “And how do you do it every day?”; “How do you start?” Without analyzing too much, I just answer, and—eureka. That’s what was missing!

On the one hand, I love that “squeezing” of valuable content out of myself, because sometimes I do not realize it’s there. On the other hand, it can be really tiring.

klątwa wiedzy w praktyce

3. I ask others what elements of my work may be interesting to them.

Another issue is our perception of readers, viewers, or listeners. When we listen carefully to the questions that our interlocutors ask us during the job interview, we will see what topics are interesting to them.

Informal meetings, social outings for coffee—this is my treasure trove of ideas. I can’t count how many times my loved ones have asked me, “But what do you even make money on?” “What exactly is your job?” I once went on a trip to Kilimanjaro with friends. We have known each other for a while and have climbed many peaks together, and each expedition is a lot of conversation and confession. We go on a bus and talk to people we just met. Everyone tells me what they do—one runs a kindergarten, the other runs a factory, and finally, it is my turn. They look at me and there is a moment of silence… “I still don’t know what you really do,” I hear.

And then I go home, and I think about what I should improve in my communication so that others understand what I do in the company. If I, the person in charge of communication, am not making this clear enough, then how much work must be done by people who are more technical in explaining their projects?

Looking at these reactions, I can see my work from a completely new perspective, thus far unknown to me. I see what fascinates others in my activity and what may be suitable to show the world, even though it seems obvious to me, and I find out where I use industry vocabulary that is not understood by everyone.

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