The Trending Communicator: defying organisational gravity
Matt Wilkinson
Dan Nestle had me back on The Trending Communicator to ask what happens to a customer's words between the research readout and the launch. We covered organisational gravity as a force no single department can fix, why an "act as" prompt falls short of a synthetic customer grounded in your own evidence, and the book cover test where a synthetic panel and a LinkedIn poll split the same way on three covers, then agreed on a fourth. Then the limits: temporal drift, pricing and emotion, with a Montblanc pen and New Coke along the way. For communicators, the closing section turns the method on investors, stakeholders and the lobby groups working against you.
