The Digital Transformation of Communication

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.

How Data is Changing Human Trust and Connection

Define: Digital Transformation of Communication

Digital Transformation of Communication – the evolution of traditional corporate communication “Pipelines” into communication “Platforms” using Digital channels like Podcasts.

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According to IBM we have produced more data in the last 2 years than in the entirety of our human history.

We have granularity in our data that, even 5 years ago, would have been inconceivable. We are adept at connecting teams across time zones via video chat and have bots that manage our customer service interactions 24/7.

And yet, despite all these tools, we are struggling to communicate effectively at scale.

We are drowning in connectivity but starved of real connection.

Attention is Your Biggest Cost if Communication Today

Define: Attention

Attention – in modern business communication, Attention is your biggest cost. A partner, client or prospect may be “Aware” of your communications, but are they paying Attention to it? Paying Attention requires, literally, your audience to “pay” with their attention, so it’s not earned easily. You can earn Attention through trust and authentic communication.

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In business communication today, attention is our biggest cost. And the attention of those we want to engage and influence is as stretched as ever. The average Linkedin post is effective for only 36 hours. And once it’s lost in the firehose of social media, it’s lost forever.

We struggle to trust.

How do we know you are real?

How can we trust you?

How do I know you are human being?

Take a look at the world of communication today:

– Astroturfing
– Catfishing
– Clickbait
– Deepfake
– Do not shake hands
– Doxing
– Facecrime
– Fake News
– Gaslighting
– Ghosting
– Identity Security
– Lockdown
– Misinformation
– Pandemic
– Social Distancing
– Wear your mask

These are all a “thing” now in the 2020s.

Artificial Intelligence, Work From Home and The Covid19 Virus have massively disrupted the existing supply chain of communication.

Look at how organizations try to cope with the 2020s:

– “Business Events but Online”
– “Work from the Office is the Office but at Home”

We aren’t coping. We are treading water. It’s “New Media but Business as Usual”.

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The Future Won’t Be the Past

We are inflicted by a normalcy bias – a belief that the future is like the past, only slightly better. Normalcy bias exposes our functional fixedness with a structure of communication that no longer works: many organizations would rather do what’s known and ineffective than what’s new and effective.

One of the reasons we are hobbled by a normalcy bias is that most organizations aren’t able to see beyond the next quarter. For them, we will return to “normal” soon (just look at what every CEO email is saying).

But, we aren’t facing random events. We are in the middle of a larger shift for which few have joined the dots. Just like the historical Reformation that redefined human thought and gave birth to modern democracy, it was to those that lived it, just a series of random events: the printing press, the rise of Protestantism, mass literacy, the changing shape of society. Only 100 years later did historians give these seemingly random events a name.

The Digital Transformation of Communication is a Perfect Storm of Events

Today, we are experience a similar perfect storm of events:

– Work from Home
– The Pandemic and the post-handshake economy
– The shift from Industrial to Digital
– Remote teams
– Big Data
– The 4th Industrial Revolution and AI
– The growth of decentralized technologies

I call it The Digital Transformation of Communication.

The Digital Transformation of Communication is the changing shape of Communication afforded by Digital and expedited by the numerous exogenous shocks to our system.

Tsunamis don’t manifest, Hollywood style, like visible walls of water crashing down on seaside towns. Tsunamis come as relentless waves, each wave rising slightly higher than the next, until they engulf entire cities.

We need to be prepared.

The Digital Transformation of Communication won’t manifest as a Tsunami of change. It won’t be so obvious. There won’t be the Black Swan event people are looking for. Instead, there will be a number of seemingly unconnected and innocuous occurrences that expedite change in the direction of the new normal: the growth of podcasts; the decline of trust; the growth of virtual teams; the death of offline events; the decline of traditional PR; new hiring practises; the search for diversity and agility; leadership across all levels of the organization; the end of Branding and the birth of the Storytelling Organization.

Define: The Storytelling Organization

The Storytelling Organization – a company or government agency that empowers its leaders at all levels to find their voice.

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Individually, we need additive skilling. We need learning that enhances our Business Storytelling capacity.

Collectively, we need to evolve the shape of business. We need to communicate better. We need to build Storytelling Organizations. We need to use B2B Podcasts to give our people a voice.

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About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.
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