The 3 Levels of Awareness

When you communicate a message to someone, three levels of awareness are at play at the same time:

• objective reality - what the person actually sees and hears happening
• interpretation - how they make sense of what they hear and see
• the individual - how they react to what they see and hear

Getting the message across depends on the level of awareness you have while you are in conversation.

Conversion Rate Optimisation

Looking around the digital industry you could be forgiven for thinking improving conversion was simply
a matter of buying the latest technology. This is simply not true. Improving conversion requires both technology and people. It is people that make things happen. People are your strongest asset and your greatest tool. In fact, being in control of conversion, having someone directly responsible for conversion and incentivising staff based on conversion are the three variables most highly correlated with improved conversion and sales. These are all people issues. Technology can only take you so far, the rest comes down to people.

The need for a culture to embrace innovation

Not all companies have a culture that embraces innovation because there is a perception
of risk. To change a culture means securing buy-in at all levels of the business. If senior
management is not on board, you will not get the support you need to make the change across the
business. If the employees are not interested, you will not get the execution you need to
fundamentally change the way the business works. Effective leadership can overcome these
barriers.