Use Soft Information

There would be no news, no surprises, no shocks for the media to report if the media listens to what people are saying. Communications move through time & history by people first communicating to themselves, verbalizing the pains they are experiencing & then communicating these to others by what is termed as “Soft Information”. When a critical mass of listeners & activists is created the pain is expressed in public. If the noise is loud enough it makes NEWS. If it has a significant & long-term impact on society it is researched & distilled down into articles, research papers & books.

All decisions have “People Content” & one must understand these to make a good & effective decision. The “Dialogue Route” in decision-making involves collecting information & taking decisions by discussing with people, getting their opinions, convincing, negotiating, getting involvement & participation. This approach may appear to take too long, be a waste of time & often goes nowhere. But used with skill the decisions become easier to implement & the results are long lasting. The approach is an antidote to UNCERTAINTY --- the pitfalls stemming from over optimism, untested assumptions, unheeded warnings, poor intelligence & failure to clarify authority. It determines who will decide & implement the decision. “Nobody is better at spotting holes in your plans than your opponents”. The approach combines the technical side of decision making with the human side --- it merges Hi-Tech & Hi-Touch.