The big idea

Kirk Bridgman (2010) has created an approach that looks at different communication behaviours called the Communication Style Preference Model (CSPM). The model suggests that there are four styles of communicators:

1. Contemplators who have a logical approach and focus on tasks
2. Narrators who also have a logical approach but are more people-focused
3. Assertors who have an emotional preference and focus on tasks
4. Demonstrators who have an emotional preference and are people-focused

Purpose

The CSPM is a useful tool to better understand the communication needs of an audience, thereby allowing more effective message preparation for:

• Individual conversations
• Group discussions
• Formal and informal presentations
• Education and information delivery
• Marketing

Messages that are aligned with a recipient’s preference are likely to be taken on more quickly and facilitate communication. It is important to note that, as individuals and groups, we are able to communicate from more than one quadrant. But we are likely to have one dominant preference, two secondary preferences and one recessive quadrant.

The Tool

The tool gives a breakdown of the communication styles and the methods that are likely to be most effective with each style. It takes you through a series of steps to prepare for communicating your vision. You can do this on your own or with a team if you have one. Your initial analysis should not take very long but it is a tool that you are likely to use over a period of time.