Page 18 - The Voice of Authority

Information is not com-
Information is not com- munication. Information is
munication. Informa- not a message. Information
tion is not a message. In- is not a connection. Infor-
formation is not a mation does not translate to
connection. Information execution. Information does
does not translate to exe- not drive sales or profits.
The difference between in-
cution. Information does
formation and communica-
not drive sales or profits.
tion is the difference be-
The difference between
tween an X-ray and surgery.
information and com-
Leaders understand the dif-
munication is the differ-
ference between the volume
ence between an X-ray of communication and its
and surgery. significance.

Gurus Repackaging the Old as the “New”

Professors, consultants, and others out to make a name for
themselves by selling new “models” have to repackage
ideas continually. We humans come by the habit naturally.
Check any collection of quotations and you’ll find that
what Aristotle, the Apostle Paul, or John Adams said has
been rephrased by rock stars, pro athletes, and corporate
leaders through the years.
The problem: Repackaging typically calls for more com-
plex labels and language. So people tune out with “heard
it all before.”

“Spin” Spotting

Our psyche filters out messages that first come to us. We’re
schooled to “sniff for the stink,” “wait for the other shoe

6 The Voice of Authority