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In the Information Age:

the greatest threat to Knowledge isn’t

Ignorance… it’s Confusion!

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The Cost of Confusion™ The Bottom Line on Failures to Communicate

©Copyright TransForm Communications, 2001. All rights reserved.

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The Knowledge Economy

Effectiveness is determined moment-to-moment as the sum of thousands of

individual stakeholder choices

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Confusing Our Employees

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Confusing Our Customers

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“I wish I could say most people understand what PhyCor is and the contribution we make, but

perhaps they don’t.” Joseph Hutts, CEO

Confusing Wall Street

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Ripped from the Headlines!

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Failure To Communicate

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Clarity as a Mission- Not an Event

Will one more…

  double-spaced memo from the CEO   four-color, vinyl breakroom banner   clip-art PowerPoint presentation   commemorative coffee mug

…Take Our Business Where It Really Needs To Go?

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Calculating the Cost

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Cutting The Cost: Methodology

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1. Analyze Stakeholder Groups

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1. Analyze Stakeholder Groups

Engagement

Understanding

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2. Make the Complex clear and useful

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2. Make the Complex clear and useful

Decision Maker Involvement

The Influence Curve

Portfolio Management

Multidiscipline Team

Definition Conceptual Implementation Start-Up/ Close-Out

Feasibility

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3. Deliver the Right Info to the Right People at the Right Time

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3. Deliver the Right Info to the Right People at the Right Time

Reference Guide Workshop Guide Decision Makers Guide

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4. Foster Inspiration and Provide Incentive

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From Theory Into Practice…

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Disciplined Methodologies

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Systematic Execution

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PM for Communications

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Client Education

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Cost of Confusion Checklist

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- Shift

Cut the Cost of Confusion and gain a competitive advantage, by approaching Marketing as

Decision-Enabling

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