The Great Language Barrier

Updated: Dec 30, 2021

I’m working on a project where I’m deconstructing a business plan structure.


It’s funny to think that we can say something verbatim and each of us receive different interpretations. This is the source of why I’m deconstructing the structure of a business plan because the language barrier between business and brand is only understood by few.


The more I dig in, the more I realize the choices we make as business owners are voluntary.


Here’s a peek.


A business plan consists of information which tells the story of the business.

The first part of a business plan is called the executive summary.
It includes:

  1. Manifesto

  2. Mission

  3. Vision

  4. Emotional Pillars

  5. Business Name Meaning

  6. Why is product important

  7. Why it's an investment

  8. Brand Equity


If you ever found yourself in an engagement with an agency or vendor to work on branding, advertising, or marketing, there’s a good chance that these pieces of information are part of the conversation.


If you engage with me, it's context I'm looking for to leverage to make meaningful work.


I have stories of when I just started to be client-facing, and with particular clients, these questions wouldn’t get answered, and the project would go on and on. Empty promises from clients hastily steering their ships into abyss.


One time I was working on an ad where we had done so many revisions to it, I made the decision to only make one revision per day. ClientName_FileName_01_01_07. Conservatively, we surpassed 100 revisions 2 weeks prior approval. Ridiculous.


This happens because there is a lack of communication and understanding, ironic is an understatement.


The better a communicator, the better the parameters we can articulate and free space available inside and outside those parameters. Communication leaves space. Space to understand, process, welcome, circle-back, and possibility to interpret.


Good communication is patience and listening. I’d say what's more important than speaking, patience and listening are the most important things in dialogue.


I’ll stop preaching.


Back to business.

If you have trouble communicating with your agency partners – in-house, offsite, or an outside agency – this is a good place to start. Just as we begin the business story with ideals, values, and commitments, that’s the lens in which you communicate and act through.


Start with the executive summary.


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