Surfbird Communications

What is Communication?

Some people think that communication is merely the act of imparting or transmitting ideas and information.

But we believe that communication is a two-way street -- a process that requires both a sender and a receiver.

And that only when the receiver responds to the message by taking the appropriate action can communication be considered successful.

If the receiver understands the meaning of a message that asks for action but fails to act, communication has not taken place. For instance:

A product's user guide that doesn't help its readers use the product.
A technical manual that's more confusing than the technology it's supposed to explain.
A corporate intranet that fails to help people get the information they need quickly and give them that information in ways that they can easily understand.
A website where customers can't find what they're looking for.
An online store where buying something isn't simple and easy.
An e-commerce site that fails to attract return visitors.