Back in the late 1970s, when I was studying architecture at Carleton University in Ottawa, I was introduced to the phrase: "Well building hath three conditions: firmness, commodity, and delight," which was co-authored by English author and diplomat Sir Henry Wotton (1568 – 1639), in his work The Elements of Architecture (1624; a free translation of Vitruvius' de Architectura).
In essence, the phrase "commodity, firmness and delight" means that an excellent work of architecture is functional (the size and arrangement of its spaces meet the practical needs of its users); well built (it uses materials and technology wisely and efficiently); and pleasing to the eye (it is beautiful or meets the intangible needs of its users).
Since my career has transitioned away from architecture, I've become convinced that all marketing-communications 'artefacts' (whether in print, digital or live media) can also be judged by these same three, time-tested criteria.
In other words, I suggest we should ask ourselves the following questions when assessing 'creative' work:
- Does it accomplish its business objectives – whether that means simply informing, persuading or striving to change behaviour?
- Is it crafted intelligently – completed in a reasonable time, without excessive expenditure, and in a suitably durable yet environmentally friendly manner?
- Does it connect with people and touch their hearts – or at least speak to them as human beings rather than as 'automatons' programmed only to consume?
Perhaps it's time to approach internal stakeholder communications with this same broad yet disciplined perspective? If so, let's talk...
2 comments:
I've just come across another article called "Checklist: The 4 Key Qualities of Effective Content" which suggests that content has to be more than just good: it must be compelling, fulfilling, convenient and efficient. Check it out at http://bit.ly/9LkSDI.
An online post called "Make Your Content Do Double Duty When Writing to Multiple Audiences"
by Dianna Huff makes some great suggestions about how to leverage your content (and hence foster 'commodity' and/or'firmness'). Check out the article and my comment on it at http://bit.ly/cTpHul.
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