Prioritise feedback over finesse

Will Goodhand, Chief Innovation Officer at GoodMore Global Ltd. advocates that communicators should be just as focused on user emotion as the technology industry is on user experience.

Why? Because it’s emotions that impact and rewire our memory and create change that will stick with people and influence their decision. And when the ideas are as brilliant and effective as they can be, they are generating emotion in users.

‘’It’s funny,’’ he said ‘’if you make people feel something or put them in situation they will remember, you can achieve uplift on so many of the things that can be found in communications brief. Simplicity is key!’’