The professional touch: And other ways to kill your effectiveness

What does being professional mean in a digital world?
Once it was 'professional' to complete and perfect products to the nth degree before releasing them from secrecy. Now it is the norm to release Betas and Alphas to learn from doing, to measure response, to shape to adoption and behaviour.
In the same way professional writing, publications, presentations and thought leadership once served to provide a clear and final view. This was how it was. No argument expected and few tolerated.
Blogging, and other social media changed that - a space was created where ideas were kept alive rather than shot dead to be stuffed and placed on the wall as some kind of trophy.
The digital world requires a different kind of 'professionalism' - one which is less about the refinement of the 'professional touch' and more about using your skills to engage, learn and iterate.
This is a world in which a messy kitchen is more valuable than a neat and tidy professional one. Clay Shirky came up with the analogy in an interview I conducted with him 10 years ago. He argued that people felt less comfortable about joining in if they entered a kitchen in which nothing was out of place. If there was a little bit of mess, we were more likely to pick up a utensil and help out.
There's evidence from the world of dodgy fonts, too. While the professional approach is to use clear fonts with limited amounts of variation in size, emphasis or hue, what actually works is somewhat different.
Studies at Princeton discovered hard to read - or what designers call 'ugly' fonts deliver greater retention of what has been read. If you want to land the message make it ugly, messy and... naturally add some emotion.
Professional detachment is of low value in this last case. Creating memories does not simply rely on the world we experience externally. It is as much about our feelings at the time of experiencing. Let the excitement shine out.

Maya Angelou — 'At the end of the day people won't remember what you said or did, they will remember how you made them feel.'

If we accept that we can scale our effectiveness as professionals when we gain engagement, and in so doing can better land an idea, then what passes for professional communication demands to be reappraised.

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