I call majoring in the minors and minoring in the majors. We become so engrossed in the details of a task that the overall breadth of a project is missed and we fail to understand that just because we broadcast, print or speak a message, it does not mean we have communicated. Unfortunately it is not uncommon that we begin to focus on one or two individual elements that appear to be needed to communicate at the expense of the overall strategy. When this happens, as it often does, the market position of the product or service is substantially weakened. This weakening occurs because the development of a total strategy is bypassed in the pursuit of accomplishing what is perceived as immediately necessary.
Effective communication is a system.
And, when we are attempting to motivate people to a specific action, understanding that that process is in essence a marketing system is essential. I can almost hear the pages turning in disbelief and disgust. However, before you dismiss this as just some secular theory with a Christian facade, let me say just one thing. And the world system is full of truth that is working. This is so, not because they are really smart or superior in their thinking.