This document discusses the costs of confusion in business and provides a methodology to cut those costs. It argues that in the knowledge economy, confusion is a greater threat than ignorance. It then outlines steps to analyze stakeholder groups, make complex information clear and useful, deliver the right information to the right people, and foster inspiration to cut the costs of confusion. The goal is to approach marketing and communication as decision-enabling rather than just promotional.

1. 1
In the Information Age:
the greatest threat to
Knowledge isn’t
Ignorance…
it’s Confusion!

2. 2
The Cost of Confusion™
The Bottom Line on Failures to Communicate
©Copyright TransForm Communications, 2001. All rights reserved.

3. 3
The Knowledge Economy
Effectiveness is determined moment-to
-moment as the sum of thousands of
individual stakeholder choices

4. 4

5. 5
Confusing Our Employees

6. 6
Confusing Our Customers

7. 7
“I wish I could say most people understand what
PhyCor is and the contribution we make, but
perhaps they don’t.”
Joseph Hutts, CEO
Confusing Wall Street

8. 8
Ripped from the Headlines!

9. 9
Failure To Communicate

10. 10
Clarity as a Mission-
Not an Event
Will one more…
 double-spaced memo from the CEO
 four-color, vinyl breakroom banner
 clip-art PowerPoint presentation
 commemorative coffee mug
…Take Our Business Where It Really
Needs To Go?

11. 11
Calculating the Cost

12. 12
Cutting The Cost: Methodology

13. 13
1. Analyze Stakeholder Groups

14. 14
1. Analyze Stakeholder Groups
Engagement
Understanding

15. 15
2. Make the Complex
clear and useful

16. 16
2. Make the Complex
clear and useful
Decision Maker
Involvement
The Influence
Curve
Portfolio
Management
Multidiscipline
Team
DefinitionConceptual Implementation Start-Up/
Close-Out
Feasibility

17. 17
3. Deliver the Right Info to the
Right People at the Right Time

18. 18
3. Deliver the Right Info to the
Right People at the Right Time
Reference Guide Workshop Guide Decision Makers Guide

19. 19
4. Foster Inspiration and
Provide Incentive

20. 20
From Theory Into Practice…

21. 21
Disciplined Methodologies

22. 22
Systematic Execution

23. 23
PM for Communications

24. 24
Client Education

25. 25

Cost of Confusion Checklist

26. 26
- Shift
Cut the Cost of Confusion and
gain a competitive advantage,
by approaching Marketing as
Decision-Enabling

27. 27
For More Information...