intelligence by measurement sean williams. who’s this guy?

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

Sean@CommunicationAMMO.comwww.CommunicationAMMO.comTwitter: @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.