Entering beach vacation season, I’m reminded how great communicators are like experienced surfers. Like the ocean, the communications landscape constantly changes, sometimes quickly and without warning. There is, however, a rhythm to be found, and good communicators can learn to read the communications landscape the way experienced surfers read waves.
1) Experienced surfers pick their timing carefully. Too many waves at once can overwhelm even the most enthusiastic surfers. Too few can leave them bobbing on the coastline, waiting for the next set. The same is true for communications. Good campaigns have a steady cadence, striking the right balance between overwhelming the audience and leaving them hungry for critical information.
2) Experienced surfers communicate with each other. Whether through whistles, body language or yells of “Got this one!” a pack of experienced surfers is rife with communications. If not, the lineup dissolves into frustrated fits and starts…and the occasional dangerous collision. The same is true for good communications. Whether it’s a quick check-in, or sharing detailed plans between internal and external colleagues, communicating with fellow communicators ensures tight alignment and minimizes risk.
3) Experienced surfers do their homework. Pop-up storms, tide changes and even jellyfish can impact a surfer’s original plan. Even the most laid-back surfers check the weather, tides and water conditions and stretch before paddling out… and they remain alert, nimble and flexible on the water. The same goes for good communicators. Training, anticipating issues in advance, having back-up plans, and remaining flexible mean that when a “shark” shows up, you’ll know what to do.
The best surfers in the world demonstrate a balance of laid-back intensity. Often, their effortless appearance is a result of careful timing, good communication and intense research and training. Thinking like a surfer when considering communications will help you more easily surf the communications landscape and enable you to deliver smart – and seemingly effortless – communications.
