Writing has Commenced! Also, Vision and Mission are Key

The hardest part about writing anything of any size is usually just getting started.

I started talking about writing a book on Communication Orchestration back in February, and my initial thought was that it would be easy to get started. I had a ton of motivation (still do!). I knew that writing a book wasn’t going to be easy per se, but since much of the material already exists, and we have a roadmap for it, it should be less difficult for me than for most first-time authors.

The biggest issue was buckling down and getting started. This is also a challenge that I think many people face,

I kept finding excuses not to start writing, some of which were more legit than others.

As of now, there’s a basic outline and structure to the book.

Facelift’s own orchestration journey

Facelift is the first use case for Communication Orchestration, and implementing it along side the process of creating the Communication Orchestration Framework has had its challenges.

So far this year, we’ve held workshops with various teams at Facelift to ensure that they know what orchestration is all about. These meetings are actually somewhat simplistic, but they seemed to be received well and communicated the core points of orchestration.

However, one particular point stood out in all of these meetings - including the executive workshop we had with the company leadership team. Vision and mission are the two highest points on the communication hierarchy that orchestration uses to visualize its channels and campaigns.

Everything a company creates around its communication needs to tie back up to Vision and mission. This is at the very heart of orchestration: connecting communication campaigns and channels all the way back to business objectives that support the company vision and mission.

But seeing the difference between the two was surprisingly difficult.

These words mean different things to different people, but to me, the vision is the way that a company perceives itself existing in the world, and what it brings.

Facelift’s vision shows a world in which organizations are able to efficiently interconnect their communications efforts both internally and externally, with consistency, clarity, and measurability. Its mission is to be the ultimate solution to transforming fragmented communication into a unified, cross-channel orchestration process.

In short, the mission supports the vision. It is the action element that leads towards attaining the reality Facelift sees for itself.

All goals, campaigns, topics, all the way down to the lowliest tweet can be traced all the way back up the food chain to this mission and vision.