CHAPTER 6
People
‘A really important thing for me – and this applies to anyone involved in communication in any discipline – is the ability to see and feel from other people’s perspectives. I am often surprised by how poorly developed many people’s skills are in this area. It is critical for me as developer of multi-platform programmes (TV programmes integrated with the web, mobile phones/devices and real-life activity) and as a scriptwriter, and it is just as critical if you are, say, a marketer or even a writer of instruction manuals. You have to be able to take a step back and take a view on what this feels like from the target audience’s, the user’s, the consumer’s point of view. I see bad examples of this all the time. A really common ...
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