Home > Customer Experience, Strategy > What do you do when they don’t understand?

What do you do when they don’t understand?


English: American entrepreneur, author and pub...

English: American entrepreneur, author and public speaker Seth Godin (Photo credit: Wikipedia)


This is a great point. And technology really helps solve the problem. My blog writing tool (WordPress) has plug ins that recommend links, tags, photos and related articles for me. It is improving my writing (I hope). What used to take a long time to do manually is now speeded up and I can focus on what I want to say.

Many sources, from textbooks to websites, take the position that if you don’t understand a concept or a nuance, it’s your loss. I think that’s an strategic failure on the part of the writer. (I’ll give scientists and other professional writers a pass.)

Just recently (a decade or so) we opened two doors that change the way we communicate: we can link now, which means that any time you’re worried you’ve hit something too complex, you can easily link to more data and more explanation, and second, you can keep writing. Length (given appropriate organization) is no longer an issue.

At the same time, there’s an onus on the reader to look up words and references that are easily found in a search engine before giving up.

Ikea, then, should quit trying to jam nonsense instructions with no words on tiny sheets of paper and should instead post videos or detailed instructions in native languages online. Annual reports should get significantly longer (with better hyperlinked indexes), not shorter.

No one is going to read the whole thing, ever again. But we need to make it much easier to read the part of the thing that someone really cares about.

via Seth’s Blog: What do you do when they don’t understand?.

Related articles
  1. August 19, 2013 at 3:18 pm

    Finally, tired of hearing “the same topic being beat to death by show after show, host after host,” Phillips, now
    28, was so desperate for more diversity sports talk that he took it upon himself to create Paydirt Sports Talk’never mind that he’d never worked within talk
    radio before. should be possible through the vendor, as well as webinar support and webcast support.

    Broadcasting live events not only save considerable
    resources, but also enable users to reach a wider audience
    on an easily-accessible platform.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: