A paradigm shift is a fundamental change in approach or assumptions. And business communication is in the midst of one — a transition from digital pollution to human-centered communication.
Digital pollution is any unwelcome digital distraction. And while it’s subjective, it includes spam, bots, hacking, social manipulation, and other forms of digital communication that add friction, confusion, annoyance, frustration, threat, or even danger to our lives and our work.
Centuries ago, the Industrial Revolution (followed more recently by Henry Ford’s assembly line) set in motion an evolution from personal to industrial production. And not only did this transition change the way we do business, but it also shifted the way we communicate, too. And as we’ve continued to work alongside machines, they’ve also become entrenched in our day-to-day communication.
You see, automation has replaced much of our jobs and processes, thus decreasing the value and humanity in our everyday lives and relationships. As a result, our communication has gotten noisier and more polluted over time. Attention – and therefore trust – is harder to get and keep.
The time has come to restore some of our previous beliefs about communication — that the personal, emotional, and meaningful are paramount to efficiency and convenience. The bottom line is that our relationships matter. And to foster meaningful connections, it’s time to shift to more thoughtful digital experiences. It’s time to restore the balance.
So, if a shift from industrial to personal, from efficiency to effectiveness, from selling to helping, from people as numbers to people as people, from corporate voices to human voices, or from automatic to intentional resonates with you — you sound ready to be a part of the restoration of the individual, the real, and the trustworthy.
I co-authored a book about this communication shift with my longtime friend, and colleague Steve Pacinelli, CMO at BombBomb, called Human-Centered Communication and its official release day is today! If you’re looking to restore the balance in your communication — you can find it right here.
• What the echo effects are of the Industrial Revolution
• How to restore the balance between the personal and the industrial
• What human-centered communication means for organizations
Restoring the Balance: Human-Centered Communication
Hear to Episode 163 (and every other episode of The Customer Experience Podcast) in your favorite podcast player …
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Bonus Video — Human-Centered Communication: From Industrial to Personal
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Our Human-Centered Communication Series:
As part of the release of Human-Centered Communication, Steve Pacinelli and I hosted a special series on the podcast.
Throughout the series, we were back in conversation with each of the 11 experts featured in the book in a way that adds to the philosophies, strategies, and tactics found in their respective chapters.
- Ep148 with Dan Tyre, “Video Messaging and The Next Normal”
- Ep149 with Lauren Bailey, “A Blissful Approach to Training Customers and Employees”
- Ep151 with Mathew Sweezey, “Creating Holistic and Immersive Experiences”
- Ep152 with Morgan J. Ingram, “Creating an Environment of Continuous Coaching”
- Ep153 with Dan Hill, Ph.D., “Emotional Intelligence and Human-Centered Connection“
- Episode 154 with Mario Martinez, Jr., “The Art and Science of Selling to Prosumers“
- Episode 156 with Julie Hansen, “An Actor’s Guide to Authentic Videos“
- Ep157 with Shep Hyken, “Why Repeat Customers May Not Be Loyal Customers“
- Ep158 with Jacco van der Kooij, “Creating Customer Impact in Moments That Matter“
- Ep159 with Viveka von Rosen, “Sending Videos for Greater Sales Visibility“
- Ep161 with Adam Contos, “Video Is About Who, Not About What“
Other Episodes You Might Enjoy:
- Episode 69 “The Essence of CX: How We Make People Feel”
- Episode 138 “Human Factors and Design Thinking”
- Episode 160 “B2B Sales with Human-Centered Communication“
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