 OUR TAKE -
Nature Abhors a Vacuum
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Believe that life is worth living and your belief will help create the fact.
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William James
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Today, let's tie together the ideas of the last two columns. By staying ahead of the story - communicating quickly and clearly - an organization can build trust and keep customers in the fold. In the case of the story about HP's ex-CEO and the board, you get a current example of the importance of the headline test.
Here we are weeks after the story broke and the public is still left scratching its head about what really happened. The board, the ex-CEO, the outside consultant, and other parties are not talking with any clarity. So in the absence of facts, it is natural for people to speculate. Nature abhors a vacuum. A vacuum of information is filled with rumors, fabricated stories, half truths, and flat-out guesses that are typically worse than reality.
And so it is true when a company is not forthcoming with shortcomings in the customer experience. When a product doesn't work as expected, when service levels fall, or when shipments are missed, customers are more likely to create visions of worst case scenarios. However, by staying ahead of the story with quick, clear facts, the vacuum is filled with the right stuff.
And, as has been pointed out before, it is much more difficult to eradicate the false facts to make room for the truth later. What's your take?
Gary Lemke, Publisher
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