They...

7:15 this morning.

My first grader is saying something as he is getting ready to go to school.

I get closer to hear.

“I think they are up there”

I am positive he refers to his siblings. 

“No. They are waiting in the car. Put on your shoes... “ (Automatic mom reply).

He is crying now. Keeps repeating that they are there.

30 seconds later I got it. They, meaning the shoes, his shoes were upstairs. (Mind-reader is a mom superpower!).

Clarity in communication is imperative. What I say might be heard, but not necessarily received as intended.  As a communicator, the responsibility lies in me, my distilling the essence. My explaining it simply. My questioning if there are assumptions in my delivery.  

As the communicator for a brand, being fully clear in your values, your essence and what you do is more important than pretty colors.  (Even if those truly help).

And together with that, you need clarity in your definition of They.  The people you serve: your clients, tribe, buyers, patients.  

Who are They?

When there is lack of clarity, there is lack of real communication. 

Who is your they? Who do you want to help?  Who do you want to inspire?

I got my son his shoes and they arrived to school on time.  But it got me thinking.

Language can build bridges, especially when used clearly. 
In the words of Dr. Seuss “I meant what I said and I said what I meant.”