When talking about communication, the most frequent quest is that it needs to be better. It’s not transparent enough, there is too much of it, it should be more adapted, more personal, more … the list can be continued endlessly.

We’ve come to believe that the method is the solution.

It transformed our understanding of communication into a one-way street. Communication becoming the means to either inform or persuade others.

What it leaves out is the original goal of communication. Communication is there to establish a connection with someone else. A connection which allows to establish a relationship. A relationship which allows to do something together. Something which is more than one person alone can do.