The Next Next Common Sense
in multiple chat channels, video calls, and collaborative workspaces. Effective communication requires new approaches. Communication serves as both the manifestation and reinforcement of coherence. It makes purposes explicit, language tangible, contexts navigable, and autonomy possible. As communication theorist Marshall McLuhan observed, "The medium is the message." For organizations, how communication happens shapes what gets communicated and how it's understood. Three significant shifts have transformed organizational communication: Communication has become multi-directional. Traditional top- down messaging has given way to networks where information flows in all directions. Bridgewater Associates' "Dot Collector" system allows anyone to provide real-time feedback to anyone else, creating coherence through radical transparency rather than controlled messaging. This multi-directionality requires new approaches. Investment firm Bridgewater Associates implemented its "Principles" system, which en- ables any employee to rate any other employee (including the CEO) on ad- herence to the firm's core principles during meetings. This practice creates coherence through consistent application of values regardless of hierarchy. Communication now spans formal and informal channels. Official announcements coexist with casual conversations, each playing distinct roles in creating coherence. Patagonia uses formal channels for environmental positions while fostering informal story-sharing through its "Worn Wear" program, creating coherence across these varied contexts. This channel diversity requires intentional integration. Technology company Atlassian created its "Work Life" platform, which connects for- mal corporate communications with team-specific channels and social spaces. This integration creates coherence across different conversational contexts while respecting their distinct purposes. Communication has become more experiential. Static memos and presentations have given way to interactive and immersive com- munication. Microsoft's launch of Teams included interactive learning
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