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Yes, we’re in the midst of the digital revolution. If you know me, you know I’m totally into it (and have been for a long time).

We made a slow but steady move toward taking our training and marketing and communications, and migrating them to digital formats and platforms. Learning Management Systems. Content Management platforms. iPads. YouTube. Closed-loop Marketing programs. On and on.

That’s not what’s primary, however. It’s inevitable that we evolve into using these new tools. But digital conversion is not enough.

The conversation should not primarily be about digital. When delivering information to any audience, these three things should be at the forefront, driving every format and delivery decision:

  • Clarity
  • Relevance
  • Timeliness

Whether it’s 1954 or 2014; whether it’s print or .pdf or television or Twitter; whether it’s sales or marketing or training; these three issues are our primary concerns.

> Is it clear? Whatever you’re trying to convey has to be understood by your audience, not just put in front of their eyeballs. Even the Golden Gate Bridge cannot be appreciated when it is buried in fog.

> Is it relevant? The most wonderfully formatted and expressed information will not move any needle strategically, if it is delivered to an audience that doesn’t see a WIIFM.

> Is it timely? Communications of any sort have to reach people at the point of felt need. Digital may – or may not – be an important part of the timeliness equation.

We (and our vendors) often think about tactics and programs in terms of deliverables; e.g., this is going to be blended learning module on A&P and disease state which will be compatible with iPad delivery. That’s fine, but it’s a layer below the top-tier concerns. How will the information design be incorporated to achieve maximum clarity? How can the most prominence be given to the most relevant information? How can ensure that our audience can access what they most need when they most need it?

Utility is primary

Format isn’t the focus. Utility is primary. If it’s not clear, relevant, and timely, it’s not useful.

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