I once worked for a CEO who refused to spend money on measurement. He once said to me “what would you rather put your trust in – a spreadsheet compiled by an expensive consultancy … or your gut? No, this is the best measurement tool”, he said, patting his stomach, “and it’s free.” At the time, I didn’t really know what to make of it. I thought he was just tight. But now, with the debate about comms measurement and ‘proving the ROI’ raging fiercer than ever, I find myself coming back to that brief conversation more and more. I have to admit here, and I say this with some trepidation, that the whole measurement agenda leaves me a bit cold. In fact, it bores me senseless (cue disapproving tutting sound from my fellow comms professionals!).
Don’t get me wrong, I’m not anti-measurement. I get the whole evaluation thing. I’m just saying I find it really dull. In fact, I’ll go further, I actually find much of the debate pointless, distracting and unnecessary. A lot of comms measurement seems to be about justifying investment (valid) or making comms people feel good about themselves (less so), not about improving the craft or indeed the quality of the outcome. I just don’t find a lot of measurement particularly enlightening. The thing is, communication is soft, measurement is hard. Trying to produce data to prove the causal effect of a communication is like trying to write a business case for love, or measuring the sincerity of a smile, or the warmth of a hug. Communication is emotional. The things we want to measure are understanding, belief, commitment – these are emotional responses. But we know that people find it hard to express their emotion in words or tick-boxes, because the part of the brain that handles emotion has no capability for language. Asking people to describe how they feel about an event, a message, a channel or an experience is asking for trouble, or blandness.
No, the best way to measure emotion is with emotion. Let’s face it fellow communicators, when something you’ve done has worked well you’ve instinctively known it haven’t you? Have you ever been to a communication event and been genuinely surprised by the feedback? Be honest now, if it went well, you knew it from the buzz and the vibe didn’t you? When it went badly, you could read it on the faces as they left the room. How many times has your company spent thousands on a staff survey to tell them “what we already know”? When I work with new organisations, they sometimes send me spreadsheets and PowerPoints detailing the recent staff survey. But I can get more from saying “forget the survey, just talk to me”. The insights are always more valuable, and probably more accurate.
And there’s the rub. My old boss was right in the end, I think. Gut feel – instinct – should not be under-estimated. Not sure? Then read Malcolm Gladwell’s best seller ‘Blink’ about the power of snap judgement. It’s a brilliant insight into those moments when we just know something without knowing why. Taking stories and experiments from the military, medicine, music, art and business, Gladwell’s book disproves the conventional wisdom that big decisions require informed decision making, that more information helps you make the right call. It doesn’t. For big decisions, it’s nearly always better to rely on your initial reaction, the gut feel. If you want to communicate a strategy and produce an emotional response with your audience (buy in), make an impact first time and with as few words as possible. Your audience’s first reaction will usually be the one that sticks. And you’ll instantly know if it’s worked, because you’ll feel it too. Of course, a comms survey that tells you 80% of your audience understood the message and felt compelled to act upon it sounds like money well spent, just as it would if the data suggested the figure was 5%. My point is that you would probably already have known. You would have known if the comms had worked, or not, by your own instinct and by the gut reaction of those around you. A good comms person is connected to his/her audience (as surely a good leader is too?) and it’s the quality of that connection that will tell you what you need to know. Some measurement is good, obviously, but it feels like it’s becoming a bit obsessive. I just think we should follow the advice that I keep trying to give my daughter when she’s struggling with her homework…. “trust your judgement, darling, go with what feels right.”