Just as a great restaurant experience involves more than just a great meal, a great communication experience involves more than just a great message. Creating a great experience relies on using people’s emotions to create connections. Without connections, messages are lost. Emotionally connective communications are created two ways:
- Through behaviors that convey warmth, caring, and interest in others.
- Through content that is emotionally appealing, such as stories, analogies, and humor.
The Communicator’s Roadmap provides a way of mapping every communication experience along a four-quadrant matrix, with the goal of moving from self-centered to audience-centered communication and low emotional connection to high emotional connection communication.
The quadrants in the Communicator’s Roadmap include:
- Lower left: Inform
- Upper left: Entertain
- Lower right: Direct
- Upper right: Inspire
All communications sit somewhere on the Communicator’s Roadmap, from the smallest interpersonal interaction to the most high-profile presentation.
Intentionality is the foundation for a great communication experience, ensuring all communications make an emotional connection with the audience. The Communicator’s Roadmap brings intentionality and emotion to the communication process, providing a method for creating a great experience every time. The ultimate goal is to intentionally shift all communications along an upward and to-the-right trajectory, making them more memorable, effective, and persuasive.
Being able to deliberately transition between the matrix components is a developable skill and is key to creating intentional communications that engage and inspire others. With work and attention, every communication can be more effective.