It’s not about you, it’s about them.


A key trait of a truly strategic communicator is the ability and the reflex to think about a project or an issue through the eyes of your audience. This “outside-in” perspective helps you challenge legacy thinking and assumptions that may exist within your organization, and position yourself squarely on the side of your audience – this will immediately improve the relatability and resonance of your communications.

Here are some simple steps you can take to become an advocate for your audiences:

  • Get insight into what matters to them. Read what your audiences read.  Attend the events they attend. Build your knowledge of what they know.
  • During meetings or strategy sessions, contribute input from their vantage point – how would they react to what’s being proposed, if they themselves were in the room.
  • Develop key messages and communications products based on what’s relevant and meaningful to them – show them you know them.

Take the time to figure out what makes your audiences tick and level-up your strategic contribution game.

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