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The Centre of Gravity

by Randall Craig on February 6, 2007

Filed in: Blog, Communication, Make It Happen Tipsheet

Tagged as: ,

We communicate by writing and by speaking. We project our ideas to others using nuance, idiom, tone of voice, and body language. We do it in our business presentations, group meetings, in proposals, job interviews and resumes. But how do we know that the message is getting through?

We don’t.

The first paragraph of this Tipsheet has a center of gravity that is me-focused: WE write. WE speak. WE use body language – and so on. But what about the recipient? They read, they listen, they observe, they react – and then they respond. They recommend, they buy, and they hire.

To achieve your objectives – and indeed to work successfully with others – your message must be received clearly. Use words that can be easily understood. Look for active listening signals. But most importantly, look at the situation from their perspective – not yours.

This week’s action item: Before you next write or say anything, think about what the other person expects to get from the interaction — and then deliver. When your message matches their requirements, it is far more likely to get through: you’ve successfully moved the center of gravity.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)



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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