This is broken!

I came across this wonderful talk by Seth Godin on “broken” things – stuff that makes no sense while communicating a product or service, or just everyday stuff that’s isn’t thought out correctly while designing/executing it.

Some examples are communication/sign boards like:

In the first few posts on my blog, you will find other signs like these that are hilarious!

This is broken, incidentally, is a project in customer experience and how to enhance it. The site by  Mark Hurst is a good resource where people can log on and post samples of what they think is ‘  broken” and doesn’t work. There are multiple categories where you can post.

The idea is for us, in the communications business to actually think about what we are  communicating/ marketing and how are we putting the idea/ thought across? Is it working or is it  appearing to be “broken” to a customer. Everything we say or do in our messaging, either works or  doesn’t work for the customer, putting a question mark on the customer experience, so to speak.

While designing a communication, do we actually pay attention to the smaller things like the font  size of a print ad, the correct sequence of pictures and captions (like the nail ad above), the purpose of the  communication itself? (In one example Seth shows us a sign board that warns people to be careful  of the sharp corners of the board. That’s all! Why would anyone put up a sign board that says  “Beware of sharp corners of this sign”!)

A must see video, in three parts, for anyone who is in the business of marketing communication.

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