I’ve been thinking a lot lately about the lean movement that’s been afoot in industry for almost two decades now. Eliminating waste, promoting efficiency. Producing according to demand, satisfying customer needs. Creating a value stream. Hmmmmm . . .

Surely, there’s room for a lean movement in communications. Business communicators in particular have filled virtual landfills of hollow words, meaningless slides, and endless meetings. Waste is an understatement.
The value stream begins with customer — or audience — needs. Creating and delivering value, whether in manufacturing or communicating, requires some forethought and some planning on the part of the “producer.”
We could all be leaner and meaner if we first thought about our audiences and what would be of value to them, rather than figuring it out as we talk . . . and talk and talk.
More on this another time!
Beth Levine