Questions and Answers
 With Cisco's Karen Horn
Creator of My Communication
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Q: What gave you the idea to create a communication tool, internally, for Cisco managers?
A: Two key strategies merged together: 1) At Cisco, we're working to build the next generation of leaders for our company while building meaningful careers for individuals; 2) We believe that managers are the key link in the organizational communication process. Building a tool to help managers be better communicators seemed a natural; and to be part of the Cisco culture it had to be a networked tool.
Q: Was it a model you've been using for years? Does it have a patent?
A: We communicators use it informally all of the time: we go through a thought process to formulate what we're going to say and how we say it. So, in a world in which everyone communicates, it seemed obvious to raise the skill level of individual managers by improving their strategic thinking process before they get to the tactics of “selecting delivery methods,” which is where a lot of people start. We have applied for a patent with the U.S. Patent office.
Q: In a nutshell, how does My Communication work?
A: It's a communication planning wizard: a networked tool that directs the user's thinking to help make good choices. Plans can be shared easily and it enables you to review your recommended key messages or delivery vehicles, and checks to see if there is a shared understanding about the desired outcome or the “givens.” Too many times we get hung up on the choice of delivery vehicles or the clarity of the message, but the real problem is that many people don't have a clear understanding upfront of what they want people to do as a result of hearing the message.
Q: How successful has the tool been at Cisco?
A: The greatest success is when managers see they have a need to improve their communications and they welcome a tool to help them. We do 360 evaluations of managers, and our employee survey is focused on improvement at the workgroup level—where we believe we can define improvements that are most actionable and also where strong communication is most critical.
Q: How did the decision to make My Comm available to IABC members come about? Why not sell the tool or license it to other corporations?
A: We believe at Cisco that the internet will “change the way we work, live, play and learn." Because IABC has the respect of the professional global communicators, Cisco was pleased to share a best practice tool to help improve the communication profession.
Q: Why was Roger D'Aprix, ABC, brought in to create the communication framework surrounding My Communication?
A: Roger is one-of-a kind: a real gem of a resource. He has experience in multiple business cycles and is able to connect the dots more than anyone I have met. I have found that some of his thinking has resonated with managers in every company I have worked, so we asked to use some of his work in our “expert help” sections.
Q: Can this tool be used by anyone, ie: account executive, senior manager, in-house PR manager, employee communications, investor relations, etc.
A: Yes. It can be used in a very sophisticated communications situation, and it could be used to ask someone to dinner.
