Weligaa ma isku dayday inaad qof wax u sharaxdo oo aad gabi ahaanba ku guuldareysatay inaad fikradaada fahanto? Ma isku dayday inaad qof kale u fududayso fikrad adag oo aad meelna ka helin? Subtitles Supercommunicator^{(Supercommunicator)} 's waa "Sharaxaad ka bixisa waxa adag si qof kastaa u fahmo." ^{("Explaining the complicated so anyone can understand.")}Maadaama aan la mid ahay dad badan oo aan mararka qaarkood dhibaato kala kulmo isku dayga in aan sharaxo shay aan fahmay si qof kale u fahmo, aad baan u xiisaayay in aan arko in buuggani uu i bari karo sida aan si hufan ula xiriiro. Ma ka soo baxday wixii aan filayey? Aan^(Let) aragno.

Hage fudud… ama maya

Qoraagu waxa uu ku bilaabay in uu dhawr bog ka faano naftiisa, taas oo iga yara yaabtay. Waxaan caadaystay in qorayaashu ay caddayntooda ku soo bandhigaan lifaaq ama qaybta Qoraallada Qoraaga^{(Author's Notes)} ama xitaa qaabka blur ee jaakadda buugga. Waxay u muuqataa in Mr. Frank J. Pietrucha uu doonayo in qof walba uu ogaado dhammaan wax-qabadkiisa, sida hordhaca ah buugiisa.

Taasi way shaqayn kartaa haddii hordhacu uu ahaa mid ku qoran luqad cad oo fudud—laakin ma aha. Waa kuwan qoraal muunad ah: "Shaqadaydu waa inaan hubiyo in fikradaha macaamiishayda loo qeexay si macno u keenaya fikradahooda oo u beddela qalafsan wax la fahmi karo." Sida qof mar qoray buug-gacmeedyada software-ka, tarjumaadda programmer-speak into daily English , Waxaan dhihi lahaa "Mararka qaarkood fikradaha macaamiisheena ka dhigaya macno qumman ayaa aad uga buuxa jargon dadka kale si ay u fahmaan. Shaqadeydu waa in aan hubiyo in qof kastaa fahmi karo waxa. macaamiishaydu waxay ka hadlayaan." ^{("Sometimes concepts that make perfect sense to my clients are too full of jargon for others to grasp. My job is to make sure everyone can understand what my clients are talking about.")}Qaybtii u dambaysay ee cutubka hordhaca ah waxay ahayd meesha aan ka joojin lahaa akhrinta buugga haddii aan la i waydiin inaan dib u eego. Fiiri waxaad u malaynayso:"Fikrad ahaan, inta badan soo jeedintayda waxaa aqbali doona adduun diyaar u ah in uu si wax ku ool ah u gudbiyo nuxurka murugsan Waxaa laga yaabaa inay kugu habboon tahay inaad noqoto majare oo aad u abuurto hab cusub oo isgaarsiineed shirkaddaada-laakin, haddii aad aad u fogaato waxay la macno noqon kartaa dhibaato xirfadeed. u isticmaal dhegaystayaasheeda, laakiin ka digtoonow arrimahan keligaa."

Waa hagaag, waa, waa

Shaxda tusmada ee Supercommunicator waxay u muuqataa mid rajo leh waxaana ka mid ah maaddooyin ay ka mid yihiin: sida tignoolajiyada dhijitaalka ahi u beddelayso isgaadhsiinta, warbaahinta badan, talooyinka khubarada nuxurka (waxaanu rajaynaynay inaan helno talooyin wanaagsan oo loogu talagalay bloggers annaga oo kale ah), sida loo fududeeyo macluumaadkaaga, muuqaallada bandhigyo, shakhsiyaynta, iwm. Nasiib darro buuggu kaliya kama soo baxo ballamihiisii. Waxaa jira qayb ku saabsan tignoolajiyada dhijitaalka ah iyo warbaahinta badan, iyo helida warbaahinta saxda ah ee sida ugu wanaagsan u gudbin karta macluumaadkaaga. Laakiin qoraalku waa wax kasta oo fudud: "Aaladaha cusub ee warbaahinta badan ayaa fududeeya wada-hadal laba jiho ah oo ku hawlan marka ay wargeliyaan." Riiiiiiiiiight . Waxa jirta qayb la yidhaahdo Ogow Dhagaystayaashaada^{(Know Thy Audience)} oo ka bilaabma sheeko ku saabsan Mr. PietruchaWaaya aragnimada Chile , wareysiga madaxa sare oo bilaabay sharaxaadda tignoolajiyada cusub ee Mr. Pietrucha uu fahmi waayay. Laakiin halkii uu ka hadli lahaa oo uu odhan lahaa ma fahmin, Mr. Pietrucha waxa uu dareemay in ay ku xiran tahay fulinta "in uu akhriyo wejigayga"^{("read the expressions on my face")} oo uu ogaado in uu muddo dheer lumay. "Supercommunicator" runtii ma filan karaa in qofka kale uu noqdo weji (ama maskax) akhriste halkii, oh, la xiriiri lahaa^{(communicating)}dhibka? Qaybta ayaa sidoo kale si qoto dheer uga hadlaysa cilmi-baarista suuqa iyo sababta ay gacan uga geysan karto in la xakameeyo farqiga u dhexeeya waxa ururku u maleynayo in dadka dhagaystayaasha ah ay xiiseynayaan, iyo waxa dhagaystayaashu dhab ahaantii xiiseynayaan. Sahan suuqa qaar ka mid ah keligiis. Ka dibna qaybtu waxay ku dhammaataa sidan: "Adoo ku hubaysan macluumaadka saxda ah ee ku saabsan dhagaystayaasha bartilmaameedka ah, waxaad soo bandhigi kartaa nuxur aad diirada u saareysa alaabtaada isgaarsiineed." Alaabtaada isgaarsiineed? waa maxay taasi? Buug yar? Bandhig PowerPoint? Casriga casriga ah? Qaybta la yidhaahdo Ogow Mawduucaaga^{(Know Thy Subject)} waxa ka kooban:"Dhammaan waxa aan leeyahay oo ku saabsan muhiimadda ay leedahay in la ogaado mawduucaaga, waxaa laga yaabaa inaad la yaabto inaad ogaato inaanan asal rasmi ah u lahayn sayniska, tignoolajiyada, sharciga, adeegyada maaliyadeed, ama mawduuc kasta oo kale - oo aan ahayn isgaarsiinta in la ii shaqaaleysiiyay inaan la xiriiro." Waa maxay dhab ahaan "xidhiidhada la ii shaqaaleysiiyay inaan la xidhiidho"?^{("communications that I've been hired to communicate"?)}

Sheekada dheer aan soo koobno

Waan sii wadi karaa ka hadalka inta ka hartay buugga, laakiin si daacad ah, Haddaanan soo gudbin ra'yigayga ku saabsan Supercommunicator hadda, waxaa hubaal ah inaan ku guuldareysan doono shaqadayda xiriiriye maalinle ah. 🙂 Ma rabtaa inaad aragto sida wax loogu sharaxo luqad cad oo qof kastaa fahmi karo? Aad maktabadda dadweynaha xaafaddaada oo ka eeg mid ka mid ah qoraallada Isaac Asimov . Waxaan si gaar ah ugu talin lahaa Masiibada Dayaxa^{(The Tragedy of the Moon)} , oo ay ku jirto qormo la magac baxday "The Qadiimiga ah iyo kan ugu dambeeya." ^{("The Ancient and the Ultimate.")}Waa wax walba oo ku saabsan buugaagta.

Xukun

Buuggu waxa uu si toos ah uga soo dhacaa is-tagga oo isma soo qaado hadhow. Waxaa ka buuxa tuducyo la dul-qoray, is-kor-u-qaadis iyo jargon jahawareer leh. Aad bay u xanuun badnayd in la akhriyo, laga yaabee sababtoo ah waxaan sannado badan ku qaatay akhrinta buugaagta REAL super-communicators.

Book Review - Supercommunicator by Frank J. Pietrucha

Have you еver tried to еxplain something to someone and completely failed to get your point across? Have you tried to simplify a complіcated concept for ѕomеone else and gotten nоwhere? Supercommunicator's subtitle is "Explaining the complicated so anyone can understand." Since I'm like many people and sometimes run into trouble trying to explain something that I understand so someone else can understand it, I was very interested to see if this book could teach me how to communicate more clearly. Did it live up to my expectations? Let's see.

A simple guide… or maybe not

The author begins by bragging about himself for several pages, which took me a little by surprise. I'm accustomed to authors laying out their credentials in an appendix or an Author's Notes section or even in blurb form on the book jacket. It appears that Mr. Frank J. Pietrucha wants everyone to know about all his accomplishments, as an introduction to his book.

That might work if the introduction were written in clear, simple language—but it's not. Here's some sample text: "My job is to make sure my clients' concepts are articulated in a way that brings meaning to their ideas and turns the complicated into something understandable." As someone who once wrote software manuals, translating programmer-speak into everyday English, I would have said "Sometimes concepts that make perfect sense to my clients are too full of jargon for others to grasp. My job is to make sure everyone can understand what my clients are talking about." The last part of the introductory chapter was where I probably would have stopped reading the book if I had not been asked to review it. See what you think: "Ideally, most of my suggestions would be embraced by a world ready to communicate complicated content more effectively. But in actuality, some organizations cling to the formality and stilted ways of yesteryears. Your judgment is necessary to determine the applicability of content in this book to your situation. It may be worthwhile for you to be a maverick and forge a new communication style for your company—yet, if you go too far it could mean professional trouble. When possible, I do my best to point out what approaches to use for which audiences, but do be mindful of these matters on your own."

Woulda, coulda, shoulda

The table of contents for Supercommunicator looks promising and it includes subjects like: how digital technology is changing communication, multimedia, advice for content experts (we were hoping to find some good tips for bloggers like us), how to simplify your content, visuals for presentations, personalization, etc. Unfortunately the book just doesn't live up to its promises. There's a section on digital technology and multimedia, and finding the right media to best deliver your content. But the writing is anything but simple: "New multimedia tools facilitate a bidirectional dialogue that engages as they inform." Riiiiiiiiiight. There's a section called Know Thy Audience that begins with a story about Mr. Pietrucha's experiences in Chile, interviewing a top executive who launched into an explanation of new technology that Mr. Pietrucha could not understand. But instead of speaking up and saying that he didn't understand, Mr. Pietrucha felt that it was up to the executive to "read the expressions on my face" and figure out that he had long since gotten lost. Would a "supercommunicator" really expect the other person to be a face (or mind) reader instead of, oh, communicating the difficulty? The section also talks at length about market research and why it can help bridge the gap between what an organization thinks its target audience will be interested in, and what the audience is actually interested in. There are also good suggestions for low cost ways to do some market surveys on your own. And then the section ends with this: "Armed with the right information about your target audience, you can deliver highly focused content in your communication product." Your communication product? What's that? A brochure? A PowerPoint presentation? A smartphone? The section called Know Thy Subject contains this clunker: "With all I have to say about the importance of knowing thy subject, you may be surprised to learn that I don't have a formal background in science, technology, law, financial services, or just about any other subject—other than communications that I've been hired to communicate." What exactly are "communications that I've been hired to communicate"?

Let's make the long story short

I could go on talking about the rest of the book, but honestly, If I haven't conveyed my opinion of Supercommunicator by now, I surely will have failed in my job as an everyday communicator. 🙂 Want to see how to explain things in clear language that anyone can understand? Go to your local public library and check out any of Isaac Asimov's collections of essays. I would especially recommend The Tragedy of the Moon, which contains an essay called "The Ancient and the Ultimate." It's all about books.

Verdict

The book falls flat from the get-go and it doesn't pick itself up later on. It's full of overwritten paragraphs, self-promotion and confusing jargon. It was downright painful to read, perhaps because I have spent so many years reading books by REAL super-communicators.

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