The Next Next Common Sense
creating artificial communications that lack authenticity. A technology company implemented rigid messaging templates that created technical consistency but resulted in communications that felt mechanical and ge- neric to both employees and customers. Solution Approach: Effective organizations develop "principled lan- guage frameworks" that guide communication through shared values and purposes rather than prescribing specific wording. Professional services firm McKinsey created a "narrative principles" approach that established core themes and values while encouraging consultants to express these in their authentic voice rather than through standardized phrases. This principles-based approach maintained essential coherence while enabling the authentic expression necessary for effective communication across diverse contexts. Assessing Readiness to Move to Step 3 Before advancing to context design, organizations should assess their language readiness through:
Language Alignment Verification
• Do key concepts maintain consistent core meaning across differ- ent parts of the organization? • Can teams with different specializations effectively communicate about shared challenges? • Is there a common vocabulary for discussing the organization's purpose and strategy?
Language Flexibility Evaluation
• Can your language adapt to different contexts while maintaining essential coherence? • Do communication guidelines focus on principles rather than rigid prescriptions?
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