association into the experience of reading the procedures. It is
therefore likely to be more memorable than the dissociated,
neutral language.
Or compare the following two passages:
Things have been difficult for some time now. As a result of this
our objective for the next period is to introduce a quality
program. It will be crucial to the future success of the company.
By giving attention to quality we will be understanding and
meeting the requirements of our customers, both internal and
external. I cannot stress the importance of this enough.
For the last year our sales and it seems our spirit in this team
have fallen. Because of what I feel to be the problem and
because you tell me that our focus of attention now needs to be
different, I have written out my thoughts on our outcomes for the
year to come. I would like to explain these to you; I’d like you to
listen and ask yourself, “How can I make this work for me?” I
want to hear the answers to this question. My vision of the future
is one where each of the people—staff and clients alike—with
whom we come into contact will see a new image emerging, one
that communicates attention and care and concern that we really
meet their needs. I believe we can do this by ensuring that we see
each and every one of them to ask them all, “What do you really
need from us in order for you to feel that you are being served
well?” and “What would have to be true for you to want to
continue to keep us as your main supplier for the next three
years?” We will know when we have achieved our goal when our
customers invite us to meet with them to discuss their needs and
when they say, “You understand us and demonstrate that you will
act to ensure our needs are met.”
Each style of communication has its place. Unfortunately,
neutral, abstract language is often used in business through
habit rather than choice. If you want to increase understanding,
motivate, and inspire, then enriched communication is the way
to do it.
NeutralEnrichedENRICHED COMMUNICATION 87