A need for change

In the post 'Signals vs. causes', Seth Godin describes a way of approaching problems that is far to common:

Before changing the signal and thus assuming that this will change the outlook, it probably makes sense to understand what will change the causes of someone's perception and habits, and use the signal as a way of figuring out who needs to be taught.

It ties into how companies have to change to survive. When a crisis occur, the problem is not that media found out. The problem is that there was something to find out. In a time when every person has a platform to share their side of the story, no well crafted press release will save a company for taking the consequences if they have done something wrong.


I freelance with online communication, project management and content production.

Mostly location independent, originally from Sweden, calls Berlin home and travel more than I intend to. See what I’m up to at the moment here.

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