Process of meaning design
The Process of meaning design® goes from idea development to communication management to business designing.
In idea development (recognize, thematize, draft), feelings are consolidated to ideas, then to topics, and finally to alternative concepts. In communication management (formulate, perceive, understand, and agree), context-related information is prepared, published, discussed, and agreed. Business designing (do, know) converts selected and communicated concepts. With business, designing starts a continuous improvement cycle.
- Recognize
The development of new ideas requires a quantum leap from a fuzzy feeling to an understandable statement. This can become stimulated by appropriate creativity activities.
- Thematize
Ideas exist without form in the space of possibilities. Topic structuring concretizes an opinion and is an essential step toward a concept. It is enabled by the comprehensive specification of the problem and its transformation into goals. The description elements are context, relations, net, associations, pro/con, and ecology.
- Draft
Idea development is finished after the original idea becomes stable in a concept. A defined concept structure is available consisting of a short description, scope, procedure, SWOT (strengths/ weaknesses and opportunities/ risks), expenditure/benefit, and a topic evaluation. The final concept should be selected from several alternatives to having sufficient momentum, viability, and sustainability.
- Formulate
Here, the communication plan development stands in the center with a detailed description of communication measures (i.e., publications, meetings,, or events). Beyond that, this phase consists of expectation management (i.e., gathering and evaluation of stakeholder expectations), identification of communication needs (i.e., Informing and information needs), and improvement of organizational communication (i.e., comprehensive target-group modeling, communication planning, and measure development).
- Perceive
A structured design can improve the development of communication measures. It guarantees that the measures obtain the desired effect. Surveys can be accomplished, mailboxes, or online FAQs, and personal discussions be arranged to achieve this. Thus, misunderstandings are promptly identified.
- Understand
With the publication of communication measures, a resonance phase begins, in which target group feedback is obtained actively. This happens via meetings, feedback channels, and similar activities. This happens with generally available information (e.g., facts, opinions, and open questions), known associations (e.g., known experiences, mental models, and abilities), expectations (concerning doing, results, or consequences), and available situation descriptions. This way, you achieve that your messages reach the target group.
- Agree
To increase the target group’s motivation, commitment amplifiers can be built into communication. This takes place via formal, contentual, and personal amplifiers. The formalization of Commitments supports increasing acceptance.
- Do
Business engineering covers the vast space of standard advisory activities. The meaning design focuses on management support in planning, requirement specification, and order monitoring consultation services. - Know
Change management covers personality and organizational development measures that support the transformation of meaning.
For each stage of meaning design®, there are various approaches available to make the meaning more effectively conveyed. The methods are appropriate for business enterprises, non-profit organizations, and public administration, but also individuals.