It’s not just how you look but how they see.

‘Everything communicates’ but you have to understand how your audience sees if you want to win them.

A premium venue can lend your organisation credibility or paint you as wasteful and opulent.

A statement can be challenging or offensive.

Budget coffee can appear frugal or cheap.

It may not be important to you but how important is it to others? Beware of driving away your best customer because of something you can tolerate.

The goal should be to win true fans, not placate the cynics.

Think about the long term benefits. Not this month’s bottom 

line.

Stephen Covey says “seek first to understand, then to be understood”.

I say, know thy audience.

You don’t want to end up like these guys.