Communication works for those who work at it.John Powell
The history of human communication can be traced back to around 100,000 BCE. Simple but fundamental means — oral stories, cave paintings, pictograms — allowed us to generate collective knowledge and pass it between people and through time. As humanity developed, cultures emerged and started to establish norms around how information was created, transmitted, and consumed. Symbols, in particular, allowed complicated information to be conveyed in a much simpler way than speech. Calendars, for example, started to gain traction from 15,000 BCE. Now, in 2022, we have virtually all of humanity's accumulated knowledge accessible at any time, stored in our pockets.
So, with this increased complexity and the absurd quantity of information, how has communication evolved? In this article I want to view that question through the context of a business that develops and manufactures complex engineered products.
Starting with the fundamentals
Each business brings together a myriad of people for the first time — from different backgrounds and with different cultural norms that shape understanding — and asks them to cooperate to achieve shared objectives. All too often, this is where communication fails. It doesn't matter if they're the best at their role, a sought-after and talented individual; they need to know the music.
Sticking with the analogy: an orchestra contains many musicians and instruments, almost all of whom would be excellent at sight-reading music. But if the music was being written in real time and they were all playing together for the first time, it would be exceptionally challenging — and almost certainly a disaster.
So, where does communication fail?
If you were to print this page, place it on your desk, and ask the person opposite what symbol this is — 6 — they could tell you it was a nine. Exactly the same symbol, but an entirely different perspective and meaning. A well-known parable from the Indian subcontinent describes a group of blind men who come across an elephant for the first time. Using their sense of touch, they each feel different parts of the animal and are unable to reach a consensus on what it actually "looks" like. Depending on the retelling, accusations of dishonesty ensue and it descends into violence.
Our perspectives and biases can fundamentally affect the decisions we make and our ability to correctly interpret information — emotions consciously or subconsciously shaping our interpretation of facts. In most contexts, we're experienced enough to be right most of the time and muddle our way through. But some things are simply too complex.
What does great communication look like?
There's a joke that studying the science of linguistics is like learning a new language. While most of our communication is oral or visual, effective communication can also be made using other means — like braille — or the delivery of the same words can lead to wildly different interpretations on account of tone or body language. "Come with me" can be either menacing or inviting, depending on the delivery.
What about those from different cultures? Have you ever found yourself overseas in a wholly foreign setting and reverting to basic hand signs to aid in communication? While I wouldn't classify that as "great," it almost certainly helped convey some form of basic information in an otherwise impossible situation.
Coming back to the professional setting — more specifically, the development of complex engineered products, and product data and lifecycle management — the quantity and complexity of information is impossible for a single person to comprehend, remember, or transmit. In those circumstances, my top criteria for successful communication:
- One — If data can be made to accurately represent the physical world, then agree upon which information matters — and how to know when it's "good," in the sense of both its accuracy and desired value.
- Two — They say a picture speaks a thousand words. In QR_'s world, the right format of data reporting can convey that beyond comprehension.
- Three — It's vital that we take time to understand what motivates others. What do they need? What do they understand?
- Four — Document definitions and make that information accessible. Cascade this to anyone joining the business.
Despite the fact that we've been doing this for over 100,000 years — and are, at this very moment, engaged in it — communication is never perfect. It is, however, undoubtedly the key to collaboration, which is fundamental to life and especially to product development.
Product development is all about the data — ensuring its quality and making sure it gets to the right person at the right time. If done right, there's a single source of truth with no ambiguity — ensuring everyone is on the same page and knows what needs to be done. That can enable successful collaboration with disparate groups, even those that may be working together for the first time.
