[Sigia-l] What we do, How we do it, etc.

[Ziya Oz]

Jonathan Baker-Bates:

> I would love to suggest to a client that they construct a "why we are
> doing this" section as you describe, by I would think that by the time
> it had been through the marketing/corporate comms wringer, it would be
> dead.

Absolutely. That's why I said smaller organizations, before they get
bureaucratized and forget who they are, why they came to being and what they
are trying to do.

That's why, I suppose, Steve Jobs reiterates the raison d'etre for AAPL on
this planet over and over again, every time he gives a keynote or an
interview. Whereas, what would DELL's "why we are doing this" section
contain? "To collect our paychecks"?

I also follow job postings on this list and elsewhere for nuggets of the
same. Do they simply list the litany of "whats" or do they try to connect at
the emotional/empathy "why" level?

Target audience can forgive a lot of mistakes/oversights if they connect at
this level, so it's an aspect of design organizations should really pay
attention to. But then again, as you say, for the vast majority of
organizations "why we are doing this" is a mystery best buried in a mass
produced mission statement.

----
Ziya

Usability >  Simplify the Solution
Design >  Simplify the Problem