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Creating Communication Strategies,[object Object],Guided by 4-Quadrant Models,[object Object],Kirk Bridgman, M.B.A.,[object Object]
A Classic Communication Strategy Model (Berlo),[object Object],Now Almost 50 Years Old,[object Object],              Sender              Message             Channel            Receiver,[object Object]
Times Have Changed – New Research and New Approaches,[object Object],Sender,[object Object],Behavior Processes,[object Object],Receiver,[object Object],Behavior Processes,[object Object],Messaging Needs to Reflect Behavior Processes,[object Object]
In 1978 Ned Hermann developed an assessment protocol to profile ,[object Object],Thinking Styles,[object Object],in accordance with his 4-quadrant brain dominance theory, now known as the ,[object Object],Whole Brain Quadrant Model,[object Object]
The Whole Brain Quadrant Model is only one of many 4-quadrant behavioral models,[object Object],All provide similar results although starting from different directions ,[object Object],There must be something to the idea that we can roughly categorize perception and behavior in a simple, easy to use, and easy ,[object Object],to understand framework.,[object Object],Most 4-quadrant models evaluate using two scaled continuums, one forming the vertical axis of the model, the other forming the horizontal.,[object Object]
Some Examples of 4-Quadrant Models:,[object Object],Gregorc Model, used primarily by educators, has implications for teaching and learning styles.,[object Object],Scale continuums:   Concrete ↔ Abstract,[object Object],Sequential ↔ Random,[object Object],Merrill-Reid Model focuses on observable social behavior.,[object Object],Scale continuums:    Asks ↔ Tells,[object Object],Controls ↔ Emotes,[object Object],DISC Model, very popular for business applications, is most useful for individual performance and team development.,[object Object],Scale continuums:   Task ↔ People,[object Object],Process ↔ Quick,[object Object]
PS: RESEARCH! & Consulting,[object Object],uses various 4-quadrant models to:,[object Object],Better understand the communication needs of both senders and receivers,[object Object],Develop approaches to improve interpersonal as well as group communication and organized messaging between senders and receivers,[object Object]
HOW,[object Object],WHY,[object Object],What has evolved is a synthesis of a variety of 4-quadrant behavioral models into what we now call the,[object Object],Communication Style Preference Model (CSPM),[object Object],CSPM evaluates individuals and groups based on two scale continuums:,[object Object],Concrete ↔ Abstract,[object Object],Reflective ↔ Expressive,[object Object],WHAT,[object Object],WHO,[object Object],CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:,[object Object],[object Object]
  Group discussions
  Formal and informal presentations
  Education and information delivery
  Marketing ,[object Object]
Key Points Regarding CSPM ,[object Object],[object Object]
  Most individuals and groups have one dominant preference quadrant
  Two secondary preference quadrants
  One recessive quadrantAlmost  everyone communicates using all 4 quadrants – its just that some quadrants are easier to relate to.   An individual with a WHO dominant preference is able to communicate with a stock broker (who typically communicates through the HOW quadrant) about portfolio results.  It’s just that the HOW communication style is not as comfortable for the WHO dominant individual.,[object Object],[object Object]
  Are decoded faster
  Provide more clear understanding for the receiver
  Enable quicker response
  Make communication easier,[object Object]
Typical Quadrant Preferred,[object Object],MESSAGE APPROACHES,[object Object],HOW,[object Object],[object Object]
  Proof of validity
  Research references
  Quantifiable numbers
 Subject matter expertiseWHY,[object Object],[object Object]
 Pictures, metaphors, overviews
  Freedom to explore
  Quick pace and variety in format

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Creating Communication Strategies Guided by 4-Quadrant Models