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Open(ish) access for tight-lipped companies

Technical people can learn something from advertising people.

My creative director friend presented advertising concepts by first showing how his agency team came up with the idea. His presentations took a bit more time, but along the way he restated the problem, showed visuals of how competitors attempted to solve the problem and then revealed stumps of ideas that never really worked. Then he got to the solutions he hoped the client would pay for.

My friend’s process placed his solution in a context that helped those around the conference table understand why the solution made sense. As he spun out his process, he verbally brought these people with him so they were nodding “Yes” long before they signed off on the solution.

The boardwalk protects fragile land while providing access.

The boardwalk protects fragile land while providing access.

Many of my clients guard their proprietary information with fierce protections. And rightly so: their processes keep things running and bring in the coin that satisfies employees, stakeholders and shareholders. But in a search and share economy where like-minded people find each other more and more often, is a firewall surrounding all information really the best way forward?

The right information presented at the right time (that is, just when someone needs it, which typically coincides with a search for that information) affects buying decisions and brand loyalty. Interestingly, your technical people are right now busy working through the context that, if properly presented, would draw others to your product.

People are searching for your information.

If only they could find you.

My more innovative clients are finding ways to help their problem-definers and solution-makers talk more publicly. And as these discussions move outside the corporate walls, they best ones are finding ways to combat the PR department temptation to suck meaning from the words. Because sharing useful information happens person-to-person. And useful information will always have something of an unfiltered quality to it.

How is your organization preparing to share details with those who can help you move forward?

 

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Image credit: Kirk Livingston

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