CONTACTS 
0201 - CRM Films                            760 431 9800 800 421 0833
020101 - Mr. Kirby Timmons; Creative Director
020102 - Production Department  =800 421 0833
0202 - CRM Films                            760 431 9800 800 421 0833
020201 - Ms. Antronet Arnold
020202 - Marketing Representative =800 421 0833 ext 130
020203 - Marketing Department  =800 421 0833

SUBJECTS
Demonstration video, 901218

0403 -    ..
0404 - Summary/Objective
0405 -
040501 - Follow up ref SDS 7 3908, ref SDS 5 1287.
040502 -
040503 - Received film descriptions from Antronet.  None cover the point on the
040504 - cost of communication failure.  They all have potential to support the
040505 - need for Communication Metrics, but we need to show the extra cost
040506 - incurred.  Received a call from CRM's creative directory, Kirby
040507 - Timmons, this afternoon.  He suggests submitting a script idea. ref
040508 - SDS 0 2199
040509 -
040510 -      [See follow up call from Tracy on getting actual videos to
040511 -      preview. ref SDS 8 2757]
040512 -
040513 -      [See receipt of videos on 971224. ref SDS 9 3627]
040514 -
040515 -      [See analysis of videos on 971229. ref SDS 10 3462]
040516 -
040517 -      [On 980908 Lin Simpson submitted to Kirby information on
040518 -      Communication Metrics web site. ref SDS 16 0000]
040519 -
040520 -
040521 -
0406 -
0407 -
0408 - Progress
0409 -
040901 - Received ref DRT 1 5808 from Antronet, per our telecon last Friday.
040902 - ref SDS 7 3908
040903 -
040904 - Antronet submits descriptions for the following films:
040905 -
040906 -    ..
040907 -   Listening for Results, ref DRT 1 5164
040908 -
040909 -   This film sounds like it would show the value of probitive inquiry
040910 -   which is part of Communication Metrics. ref DRT 1 2843
040911 -
040912 -   There is nothing in the description that sounds like a calculation
040913 -   of extra cost incurred due to failed communications, which Antronet
040914 -   read last Thursday. ref SDS 5 0853
040915 -
040916 -
040917 -    ..
040918 -   Can You Guys Hear Me? ref DRT 1 6424
040919 -
040920 -   This is a 5 minute film, ref DRT 1 6343, produced by NFL films. It
040921 -   uses clips from professional football games to show the impact of
040922 -   time and tension on effective communications. ref DRT 1 1081
040923 -
040924 -   This could be effective, but because it is so short and because it
040925 -   is set on a football field, it may leave the impression that the
040926 -   problems are not conducive to a Communcication Metrics solution.
040927 -
040928 -
040929 -    ..
040930 -   The Power of Listening, ref DRT 1 3792
040931 -
040932 -   This film could show the value of Communciation Metrics to ensure
040933 -   effective listening, but there is no mention in the description of
040934 -   calculating the cost of communication failures so that people can
040935 -   assess the cost/benefit of a solution.
040936 -
040937 -   The implication is that adequate "listening" can be achieved without
040938 -   any cost, by showing the CRM film and everybody trying harder to be
040939 -   be better listeners.
040940 -       ..
040941 -       In my call to Jim Jones at USACE in Washington DC last
040942 -       Friday, he noted Communcation Metrics solves the listening
040943 -       problem, but said the cost of the problem is not evident in
040944 -       USACE budgeting processes, and so they cannot evaluate the
040945 -       benefit of paying for Communication Metrics. ref SDS 6 2312 and
040946 -       ref SDS 6 1688.
040947 -
040948 -   The film shows listening "skills" as a solution, which promises
040949 -   better communicatoin on the cheap.  But since no one knows the real
040950 -   solution of adding a "metric" to communication, this film may be the
040951 -   best way to demonstrate the value added of Communication Metrics.
040952 -
040953 -
040954 -    ..
040955 -   The Power of Words, ref DRT 1 5075
040956 -
040957 -   The description indicates this film could illustrate common ways
040958 -   that communication fails and how it can succeeed by adding feedback,
040959 -   ref DRT 1 3341 and, ref DRT 1 3799, which is a key attribute of
040960 -   Communication Metrics.
040961 -
040962 -   The film uses a pilot to demonstrate the benefit of "feedback" to
040963 -   ensure successful communications for staying on course. This could
040964 -   be a powerful metaphor for adding a new specialist in daily
040965 -   management to provide communication feedback which others do not
040966 -   have time nor the skill to develop.
040967 -
040968 -   There is no explanation of the cost of miss-communication which
040969 -   Antronet read the other day. ref SDS 5 0853
040970 -
040971 - ..
040972 - None of these films have the cost calculation of communication
040973 - falure, so possibly there is another film she identified, but forget
040974 - to include in this submission.
040975 -
040976 -
040977 -
040978 -
040979 -  ..
0410 -
0411 -
0412 - 1813 received call from Kirby Timmons
0413 -
041301 - Kirby said he is the Creative Director and is responsible for
041302 - determining the content of CRM Films training films.
041303 -
041304 - I explained discussions with Antronet for a film that illustrates the
041305 - cost of miscommunication.  I explained the meeting at HQUSACE last
041306 - week on 971202 where Ed East showed me the CRM Films video
041307 -
041308 -                      You know what I mean?
041309 -
041310 -    ...which illustrates the common mental phenomena of people drawing
041311 -    different meanings from verbal communications, ref SDS 3 7488, that
041312 -    costs a lot of money to recover through re-work and lost business
041313 -    opportunity, per the report from the U.S. Army Corps of Engineers,
041314 -    ref DRP 1 0129, received on 971008. ref SDS 2 2979
041315 -
041316 -      [On 980412 CBS 60 Minutes broadcast a segment on "Information
041317 -      Overload" that shows growing awareness of problem. ref SDS 15
041318 -      0000]
041319 -
041320 - Kirby said the film "You know what I mean" is out of circulation. They
041321 - no longer sell it.
041322 -
041323 - He said CRM is in production for a new film on business communication
041324 - which may be helpful to Communication Metrics.
041325 - ..
041326 - I explained the need to show in a film the cost of communication
041327 - failure, in order to help executives overcome ignorance, fear and
041328 - denial that it requires paying for a solution, per analysis above. see
041329 - ref SDS 0 2759.
041330 -
041331 - I explained that Antronet read a description last Thursday of a CRM
041332 - video that covers this point. ref SDS 5 0853, but the descriptions of
041333 - films received from her today, do not indicate that this point is
041334 - covered. ref SDS 0 4006
041335 -
041336 - We considered the example of the CEO for PG&E, the utility company in
041337 - Northern California, who recently issued a notice to all employees
041338 - that improving communication is critical to survival of the company,
041339 - ref SDS 1 2515, yet executives are ignorant of what this entails. They
041340 - fear change and deny that adding metrics to communication is needed.
041341 -
041342 - This is typical of the executive mindset.
041343 -
041344 - Executives in all organizations believe they are good communicators
041345 - and need merely show a film to get eveyone to communicate better, like
041346 - the executives do.
041347 - ..
041348 - Overcoming this resistance to better management requires a film
041349 - that shows "communication" entails more than talking people into
041350 - things, more than getting people to say "yes," more than "winning them
041351 - over."
041352 -
041353 - Leadership is only the beginning of effective communication, which
041354 - must ensure that the things people are talked into doing, are retained
041355 - and carried out successfully over time.  When "understanding" and
041356 - "follow up" are not integrated into communication, then the cost of
041357 - failed communication is extremely high.
041358 -
041359 - Kirby said CRM Films has a new video in production on communication
041360 - training, but it does not cover this point on the cost of failed
041361 - communications.
041362 - ..
041363 - I asked if the script could be upgraded to include the cost of
041364 - poor communication, and I mentioned the other points that need to be
041365 - covered in order to improve communication practice, per telecon with
041366 - Antronet last week?  ref SDS 5 2481
041367 -
041368 - Kirby said it is too late to change the script for this video.
041369 - ..
041370 - He suggested I submit a script idea for a future film.
041371 -
041372 - I will review CRM Films vidoes on communication and then submit some
041373 - ideas for Kirby to consider.
041374 -
041375 -     [See review on 971229. ref SDS 11 3462]
041376 -
041377 -     [See letter returning films on 971230. ref SDS 12 3068]
041378 -
041379 -     [On 980107 talked to Tracy Hawly about submitting film idea. ref,
041380 -     SDS 13 2538]
041381 -
041382 -     [On 980215 submitted revised NWO... paper to Tracy. ref SDS 14
041383 -     1452.]
041384 -
041385 -     [On 980908 Lin Simpson submitted to Kirby information on
041386 -     Communication Metrics web site. ref SDS 16 0000]
041387 -
041388 -     [On 980922 received call from Kirby. ref SDS 17 0000]
041389 -
041390 -
041391 -