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Intelligence by Measurement
Sean Williams
Who’s this guy?
OK, so?
• Performance against objectives is best measurement
• Measure at the:– Output (What did we do?)– Outtake (What happened directly?) and– Outcome levels (Business results)(
Demonstrating value is important, but
• How do you set strategy?• What’s your process for explaining strategy?• How do you handle naysayers?• How do you know your strategy is working?
Measure for intelligence
• Test concepts and adjust• Experiment at will• It’s a strategy, not a straitjacket!
You need AMMO
Not that kind…
You need AMMO
• Audience• Message• Method• Objective
AMO
Audience
Objective
Message
Method
Think, feel or do
Messages
• What do we have to say, show or demonstrate to attain our objectives? – Be direct– Be clear– Omit needless words (go easy on descriptive words
and phrases. See Strunk & White, Elements of Style)
Your objective determines the messages!
Methods
• How do we need to deliver those messages? – Memo– Email– Video– Face to face– ?
Think Objectives: What does the audience need to think, feel or do?
Audience Objective
Method Message
AMMO Grid
Contact
[email protected]: @CommAMMOLinkedIn: http://bit.ly/cfXvnUOffice: 216-333-1615
Let CommAmmo help you with personal communication coaching as well as strategy, planning, writing, editing, measurement/evaluation, audits and surveys.
