Welcome to Communication 101

This year marks my fifth year as a Corporate Communications professional, and what an amazing journey it has been! But as I reflect, I realize my journey began much earlier, back in my school days. As the Speaker of the student council, I led daily morning assemblies (internal communications), compered events, represented the school at various platforms (external communications & PR), delivered presentations and speeches (public speaking), and brought everyone together around a shared vision (stakeholder management). These experiences became the foundation of my communication skills, and it’s fascinating to see how they remain essential in my professional life today.

The communication landscape has evolved dramatically—technology and AI continue to shape it daily. Yet, the fundamentals of communication remain timeless. Mastering these fundamentals has given me an edge in my career. When you grasp the basics, everything else falls into place.

As a communication leader, when I ask myself, "What does communication mean to me?" the answer is simple: shared understanding. The urge to communicate comes from a desire to connect with others, share a part of ourselves, and foster mutual understanding. This is the ultimate goal of communication.

Throughout my career, I’ve often pondered: "What is the true objective of communication?" It was only recently, while serving as a Corporate Communications Manager for an ESG advisory firm, that I fully understood its meaning. This role, by far the most dynamic I’ve held, offered invaluable exposure. In my early days, I focused on capturing the CEO’s tone, refining branding communication, and grasping all the intricate nuances of our messaging. During this period, I realized I was subconsciously using the lens of shared understanding in everything I communicated. Each day brought fresh challenges and new urgency, especially when representing the organization and its stakeholders. What helped me succeed was the simple question: Is my communication just well-executed, or is it fostering shared understanding? Focusing on the latter made excelling in my job a natural outcome.

I’ve always been committed to upskilling and refining my communication abilities. In this era of information overload, it’s easy to fall into the trap of mindless communication. But I believe in structured learning—because we can only improve what we measure. That’s why I’ve created this newsletter, Communication 101, to analyze, and synthesize communication from its core principles and share my learnings.

Each week, I’ll explore one key concept in communication, diving deep into it through various resources and presenting a well-rounded synthesis—through the lens of Communication 101.

Today, I want to introduce you to my favourite framework for written communication: the MACJ Framework.

Three years ago, I discovered the MACJ Framework through Professor Betty Sue Flowers in the Harvard Business Review Book on Business Writing. Since then, this framework has been my secret weapon for organizing my thoughts across job interviews, speeches, social media posts, emails, newsletters, and more. It helps me structure and streamline my communication.

Before diving into the details, let’s talk about a common challenge we all face—fumbling because our thoughts aren’t structured before we start speaking or writing. Often, it’s our inner Madman taking the lead without any guidance. Other times, we hear two conflicting voices: our authentic voice, eager to communicate, and our inner critic, ready to nitpick every word. This internal battle is normal but disruptive. The MACJ Framework gives you a method to manage this chaos.

Here’s how it works:

1. Madman: This is your brainstorming phase. Let all your ideas flow freely—don’t worry about structure yet. Gather everything that comes to mind—data, quotes, reflections, experiences, and anything else related to the topic.
2. Architect: Once you’ve unleashed the Madman, it’s time for the Architect to step in. The Architect organizes and structures those ideas, aligning them with your communication’s objective. This is where your thoughts take shape.
3. Carpenter: With the structure in place, the Carpenter gets to work, filling in the details and crafting sentences that fit perfectly within your framework. The Carpenter builds your message with clarity and precision.
4. Judge: Finally, the Judge reviews everything, ensuring your communication is polished, clear, and aligned with your goals. The Judge checks tone, accuracy, and flow, making any necessary edits.

This method has been a lifesaver in corporate communications, especially when juggling multiple tasks. Whether drafting a CEO’s article on a deadline or writing a quick email, this framework keeps me efficient and on point.

That’s all for today! See you next week as we explore more insights into communication.

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