Communication resolution | Seth’s blog





What’s better, a phone call or a zoom call?

What creates more intimacy, a face-to-face meeting or a handwritten letter?

The only answer is: it depends.

It’s tempting to believe that being in a store, surrounded by sights, smells, packaging, crowds and helpful salespeople, offers more interaction and sales than a catalog. But a company like Zingerman manages to make a can of sardines much more exciting than it would the deli.

When we communicate, the real problem is not the number of available pieces of information. Instead, I think there are three forces at work:

Are we using all the information we can? (The baker can choose the smell of the store and the appearance of the display).

Are we arriving with permission, at the right time?

Is there a path to emotional connection and trust?

Whether it’s connecting with an old friend or hearing from a politician, there’s no one-size-fits-all hi-rez option. It is more complicated than that.

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