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 Do Not Make Assumptions Given the enormous, and often hidden, challenges associated with successful communication within homogenous groups, the additional pitfalls of communicating to different cultures and ‘foreign’ markets can be a minefield of complexity. This further exacerbates the risks of misinterpretation, confusion, and brand damage. Communication is important. Some argue that it is in fact

Get them to get it! The Context People communicate every day. Communicators remain confident that their messages are being received and understood. Many receivers however remain confused or indifferent. Whether or not you ‘get them to get it is a bit of a quandary. The Question When we talk about communication, are we referring to the process or

Not all Customer Needs are Equal Abraham Maslow, a specialist in human behavioural psychology, developed a hierarchy of needs in 1943. The hierarchy was originally developed to assist in explaining the connection between basic human needs and human desires. Maslow’s theory argues that humans will not concern themselves with some needs until more basic ones