You may not even be aware, but you have one too. A bubble. We are not talking about the social bubbles in the context of Covid. And not even about the hypes that are referred to as bubbles. We are talking about ‘islands’. That kind of bubble. Maybe yours is your own private, single person bubble. You might be in a bubble with your fellow students. Of with your colleagues. With people with the same political preference. Or the same background. The same educational level. Or people who share your opinion. In short: what used to be called a circle, or pillar, is now often called a bubble.
At Ftrprf, every day we have morning calls for the much-needed coffee machine talk. A bit of “storytelling for colleagues.” It is about the cat that has to go to aqua physio, the question of how to find a partner during the curfew, how sad someone gets from weird politicians, the municipal waste policy, where you can find the right ingredients for a Sri Lankan curry: the things that belong to our own, inevitable, bubble. Anyone who is not in that bubble and joins the conversation, will probably not understand everything we talk about.
And of course, it is also about what concerns us in our work. For example, a colleague started a large project about pensions. With the target group, “everybody.” A team of analysts provides a structured overview and then writes comprehensible texts. Understandable for ‘everybody.’ So also for the people in those other bubbles. But who are they? Where are they? What do they think about? And most importantly, how can we reach them? Because if the Netherlands is your target audience, you’re talking about another bubble, containing a huge set of smaller bubbles. If we want to get through to as many as possible, we will have to step out of our own little world.
And we do go out. During shopping for groceries. Why not, since we are already there? When we start writing, we first do a “Walmart 360” or an “Aldi 360”. We go to the supermarket, look for the center and make a circle. We write for everyone we see there. It’s overwhelmingly simple but oh so confronting. Because of how many people did you unconsciously not think? How many of them did you unconsciously not tag along? And even if it happens unconsciously, being excluded doesn’t feel great. It decreases inclusion.
Are you working on a strategic plan, a disruptive innovation, or an empowerment note today? Take a look around at Sainsbury’s, or any other supermarket. We bet you will say: “Aa Ha ...!”. Shall we?
On Thursday February 25, our pagelong ad in FD will be dedicated to this subject. You can find it below.