Don't Say XML - or How to Communicate with the Boss.
Issue #51 - March 13th, 2025
Earlier this week I had the privilege of joining the Boston DITA Users Group for a discussion on communicating with executives.
As one of the members put it in an email exchange before the meeting:
Spoiler alert: Execs do not seem that interested in debugging DITA relatable issues. :-)
And neither should they be. Senior executives have their own concerns, and we need to be able to communicate our concerns and needs to them in a way that resonates with their goals.
When I ran professional services for a XML based content management system vendor I used to challenge the sales team to present our solutions to prospective clients without using the term XML. Yes, it was the underlying technology for our software product, and everyone on my professional services team was knowledgeable and proficient in its application, but that wasn’t what the senior executives at those prospective client companies wanted to hear - they wanted to know how we could help them achieve better results.
It’s a philosophy I’ve continued to employ. When communicating with people in a different role, don’t assume that they know the details or what you do, instead find out what drives them. What are their goals and passions, and put your message in terms that resonate with what they understand.
Alan
A Note of Appreciation
Thanks to the folks who have reached out in recent weeks
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Thought of the Week
By looking at customer-related metrics as part of an overall ecosystem rather than as separate KPIs, you can develop a clearer picture of a customer’s overall journey.
Talking About Storytelling
Recent Events
Just a reminder you can find my recent conversation with Larry Swanson on the Content Strategy Insights podcast about the power of storytelling at https://ellessmedia.com/csi/alan-porter/
Or you can catch the video version below.
If you missed it you can still access my webinar on Customer Focused Storytelling that was hosted by The Content Wrangler
Upcoming Events
I’m looking forward to presenting “Is DITA Just a Story” at the ConVex conference in San Jose in April, 2025. -
And in June I’ll be making a return to the CX Behind The Scenes podcast to discuss the AI Hype Cycle.
NEW - I’ll be back at Lavacon this year - so come join me in Atlanta in early October where I’ll be presenting my thoughts on the adoption of generative AI.
Customer Focused Storytelling Workshops
Our March workshop dates are now sold out.
WE ARE NOW TAKING BOOKINGS FOR APRIL AND MAY.
SECURE YOUR SPOT BY EMAILING US AT AJP@4JSGROUP.COM
“Weaving storytelling into the mix makes the content more compelling, accessible, and effective!”
Learn how to deliver content-driven experiences that your customers relate to on our two-day Customer Outcome Focused Storytelling workshop.
In this workshop, we will:
Examine content from the customer’s perspective.
Plan how to adapt content delivery to meet the needs of a rapidly changing marketplace
Examine why every business transaction is a story
Outline the 10 Rules of Storytelling as applied to Customer Experience
Apply proven storytelling techniques to your content.
Identify potential opportunities for incorporating storytelling techniques
into the production of your customer-facing content assets.Facilitate an interactive feedback session on your existing customer-facing content.
If you would like more details, or you like to discuss reserving a date for yourself and your team to benefit from a Customer Focused Storytelling Workshop, just email us at ajp@4jsgroup.com to reserve your date.
In The Bookstore
If you enjoy the contents of this newsletter and would like more, we have three books always available from XML Press.
You can also check out The Content Pool website or follow us on FaceBook. - you can also find Alan on most of the social media platforms @alanjporter.
Please feel free to share the newsletter and pass it around to any friends or colleagues you think might find it of value.
Till next time - have fun paddling in The Content Pool.
Alan J. Porter
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The Content Pool™ is a division of the 4Js Group LLC