The Process Communication Model
Over the past week, both Abe and I had a chance to learn the Process Communication Model–a very intriguing tool developed to enhance the effectiveness of communication. The training was taught by Nate Regier of Next Element Consulting.
The Process Communication Model (PCM) acknowledges the idea that different kinds of personalities respond to different styles of communication, and provides the tools necessary to identify those personalities and deliver your message in a way that recipient will respond to.
As a skeptic of most personality models, I went into the training with a relatively closed mind. But through the course of the week I became increasingly convinced that this model has much to offer for practical application, whether or not you believe all of the tenants set forth (I should say that at this point I have no reason not to agree with everything that was taught!).
One of the most intriguing aspects of the model is its ability to predict behavior. It was amazing to witness everyone in the room light up when one person would start to explain scenarios from their personal or professional lives and the rest of the participants would be able to essentially finish the story for them, having never met any of the characters involved!
I would recommend working with Nate Regier of Next Element Consulting to anyone who is interested in improving their communication and relationship management skills.
The Expectation Effect
Not exactly a new theory, but I read an interesting snippet on a phenomenon called the Expectation Effect today. A section in the book Universal Principles of Design states that “when people are aware of a probable or desired outcome, their perceptions and behavior are affected in some way…For example, tell a large group of people that a new product will change their lives, and a significant number of them will find their lives changed. Once a person believes something will happen, the belief alone is sufficient to create that possibility irrespective of the actual performance of the product.”
I see this as a very obvious and simple yet profound thought that has huge implications for both designers and marketers.
For designers, it would seem that if you are trying to sell you design idea to someone, it would be very beneficial for you to seed the recipients thoughts with what exactly the design does before they are allowed to reach their own conclusion. You can set the expectations for them, basically guiding them to reach the conclusion you would like.
For marketers, you should strive to illustrate those probable or desirable outcomes in clear ways for your customers, because if you can instill the belief that your product will make them feel a certain way or allow them to accomplish a certain thing, they will probably find that to be true.
What’s the catch?
Besides the obvious ethical issue in knowlingly making up peoples’ minds for them, the effect is generally temporary. So if the design you’re promoting or the product you are marketing can’t stand on its own two feet after the initial sale, you’ll probably be worse off than when you started!
