I. T. Don't Mean A Thing If It Ain't Got That SWING

From The Simple-Minded Manager, Cutting Through Your Work-Life Chaos

I had an experience recently that highlighted such issues for me. We have all heard of email mistakes, big and small, that produced inconvenience, embarrassment, or catastrophic consequences. Ask Bill Gates about emails. I recently placed an online bookstore on our website. I was excited to let friends and colleagues know about this venture, so I sent email messages containing hyperlinks to the bookstore internet address to professional groups with which I am affiliated. In general, the feedback that I received was very positive -- phrases like "very creative", "entrepreneurial" and "a real resource". However, I was stunned to receive a stern email from the President of one group. He stated that I had made a serious breach of "netiquette" by using the club email list to broadcast a commercial message, and that I had jeopardized my relationships with other club members.

This obviously was not a life event, but it reminded me that no matter the technology (quill pen or Pentium chip), information is what is important. It reminded me that, while we exploit all available technologies to communicate, reaching people in their own contexts is what is critical. I have given a lot of thought about what is important to me in communicating information and perspective. My thoughts evolved into an acronym that I borrowed from that 1940's jazz composition, "It don't mean a thing if it ain't got that swing". I offer these thoughts to you to consider when you design that website, send that email or just sit down with pencil and paper.

So -- What is SWING?

SUBSTANCE -- the subject matter of thought, discourse or study; the actual matter of a thing as opposed to the appearance; the meaning or gist.

Concentrate on the essence of your communication. Do research. Get the facts right about your subject and understand its significance to your audience. Address the basis, meaning, and import of the issue. Provide your understanding of its reality.

WORDING -- the manner of expressing or phrasing.

Think about your phraseology. Take time to express your point of view in your parlance and style.

INTEGRITY -- soundness of and adherence to moral principle and character; the state of being whole, entire, or undiminished.

Approach the subject with honesty and uprightness. Deal with it in its entirety. Show the soundness of your information and arguments.

NUANCE -- subtle shades of color, expression, meaning and feeling.

Share your understanding of the subtleties of the issue. Be sensitive to shades of meaning. Provide your suspicions concerning causes of problems. Offer your hints about solutions.

GRACE -- elegance or beauty of form, manner, motion and act; pleasing or attractive quality or endeavor.

Review what you have written or designed before it "goes out". Does it reflect the elegance, polish and refinement that you want people to associate with you? Does it communicate humanity, compassion, benevolence, and courtesy?

We truly live in revolutionary times. The Information Technology revolution will markedly change every facet of our future lives. But some things do endure. The need for human communication is older than humanity itself. The same instincts that prompted primitive drawings on cave walls will manifest themselves in some as yet to be conceived virtual reality. But please remember -- Technology will never be more than the vehicle for that communication. Please remember -- I.T. don't mean a thing if it ain't got that SWING.

Oh! One more thing. SWING makes better speeches too.

Buy The Simple-Minded Manager online from Amazon.com!

Top of Page