The 3 [C's]: Clarity, Coherence and Consistency in Your Message

Clarity: use simple language and avoid ambiguity.

Clarity is the first pillar of effective communication and its objective is to be easily understood.

It is about expressing ideas as simply and directly as possible, eliminating any ambiguity that could lead to multiple interpretations.

A clear message uses vocabulary that is accessible to the audience, well-structured sentences and avoids unnecessary detours.

It is not a matter of oversimplifying the content, but of presenting it in a way that does not require additional effort on the part of the receiver to decode.

When communication is clear, it drastically reduces the risk of misunderstanding and ensures that the core message is delivered clearly and accurately.

Coherence: ensuring that the parts of your message are logically connected.

Coherence refers to the internal logical structure of the message. It is not enough for each sentence to be clear on its own; all parts of the speech must be interconnected in a way that makes sense.

A coherent message presents ideas in a logical order, where each point builds on the previous one, guiding the listener through a clear path of reasoning.

This internal structure prevents the message from sounding like a jumbled collection of ideas and instead presents it as a solid, well-thought-out argument.

Coherence is what makes a message not only understandable, but also persuasive.

Consistency: maintaining a key message over time.

Consistency is the quality of sustaining the same key message over time and across different communication channels. It involves repeating the central ideas without falling into contradictions.

What is communicated in a team meeting should be aligned with what is sent in an email and what is presented publicly. This consistency is critical to building trust and credibility.

When an audience receives a consistent message from a variety of sources and at different times, they perceive it as more trustworthy and authentic.

Inconsistency, on the other hand, generates confusion and weakens the reputation of the sender.

The "New Coke" case: a historical example of inconsistency

A classic example of the disastrous consequences of communication inconsistency is the launch of "New Coke" in 1985.

The company attempted to change its 99+ year-old formula, which represented a radical break with its brand identity, built on the idea of being "the real thing".

The lack of clarity and, above all, consistency in its message confused and alienated consumers, who had a strong emotional attachment to the original product.

The reaction was so overwhelmingly n