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Can tigers change their stripes?

by Randall Craig on December 27, 2006

Filed in: Blog, Communication, Media

Tagged as: , ,

Today, I appeared on two very different radio shows. The first was CKTB in St. Catherines, a local market, where the host had a number of specific questions he wanted answered. It was a fast-paced Q and A format on the lunchtime talk show. The second interview was on CBC Radio One, for Freestyle, a national radio show. In this case, it was an intellectual conversational format, with the two hosts and I going back and forth on the subject matter.

Two different audiences. Two different show formats. Two different geographical reaches. Two different time slots. And one “same” Randall Craig.

To me, the essence of communication isn’t subject expertise, or vocal skill, but rather whether the audience truly understands the key points. And for this to happen requires a knowledge of the audience’s needs, and an ability to adapt to meet those needs. The adaptation might be in content, style, logic, or any other element.

This is applicable if you are a senior manager addressing your team, a salesperson making a pitch, or a professional speaker delivering a keynote.
Can a tiger change it’s stripes? Probably not. But if you want to get your message out, you must!
Randall Craig


Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

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