47. THE ANNOUNCEMENT CIRCLE...
* There is no point in having a brilliant idea if no one knows about it. This could refer equally to colleagues as it could to potential customers.
* The Announcement Circle helps to map out how the idea will find its way from the drawing board to the wider world.
* Start by generating a rough draft of the idea in a form that most people would easily understand. If the subject matter is quite specialist or technical, refine different versions for different audiences, and then try explaining them to potential users, and/or relevant colleagues.
* Once you are satisfied that the message is clear, you can widen the announcement, moving outward in scale to the whole office, various cities, overseas, or even worldwide.
* Use feedback at any stage to refine the message.
* Plot all this before starting, and attach timing and who is responsible to each stage.
EXERCISE: Look at the current articulation of the idea. Now consider every possible audience that may need to understand it. Generate as many different versions of the announcement as required to satisfy them all. Now plot the most effective sequence in which to reveal it all. If necessary, use the plan to give others confidence that the launch has been well constructed.