M. G. Arun, Bureau Chief, Indian Express reviews Decoding Communications

M.G. Arun (or MG) , is the Bureau Chief with The Financial Express since 2000. He is a veteran journalist and was with the Jasubhai Media Group for two years before that. 


Here's what he says about Decoding Communications: 


"Great effort! That's what I would like to tell you in short about the book.  It reflects painstaking research, a scientific attempt to decode communications and the various factors that make it work. At the same time, you have thrown in enough examples, anecdotes and instances that makes it an interesting read. It's not a book to read once and keep away. The research that's gone behind it should make it a good reference for professionals and starters alike. 

I am thrilled by these sentences:

Understanding trust is like understanding the DNA of relationships, as it gives an insight into the relationship between humans and everything else. Trust is like the universal platform of human engagement - understand it, and you will realize that it is the umbilical cord of every human connection.
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The current day concept of focused communication (promotion) is, ‘Don’t tell it. Sell it’. Good communications, however, works towards idea acceptance. The more natural this process is, the better the acceptance. Therefore it should not seem or be forced. If an idea
has to be well communicated, the rule to use is quite the opposite, “Don’t sell it. Tell it.”
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I totally agree. Trust is the essence of great communication. And great communication is all about understanding and empathy. Only trust, supported by values and uncompromising quality, can nourish empathy and understanding.

I liked your comment about people proclaiming to be "most trusted", when they have hardly created an awareness. They should learn from some household brands like Dettol, Godrej locks, Gillette blades, Vicks Vaporub. I trust them because my Dad trusted them too, I trust them because I know they are unique in that space, it's difficult for me to think of an alternative, and an alternative product would be far too 'inferior'. Advertising, huge retail push, product novelty - many things would have contributed for getting my 'mindshare', but then, there is one unique element that distinguish them - these brands have lived up to my trust - consistently. That's no communication gimmick. That's a great effort to provide that unflinching quality, over decades.

I do hope organisations realise that before they splurge on advertisements and promotions to be 'known' and 'trusted' by all! "