In my recent reading, I came across the following quote attributed to the English playwright, George Bernard Shaw:
The single biggest problem in communication is the illusion that it has taken place.
That thought stopped me in my tracks. I have many times expressed, to clients, in presentations and in this blog, that "as a writer and/or speaker, I have 100% control over what I say and imply and 0% control over what the reader and/or listener takes in or infers."
If what you take from my speech or writing is different from what I think I said and/or implied, have we really communicated?
Recent discussions with marketing and other A/E/C firm leaders reveal that more than half the lawsuits in our industry are not about the quality of the work, but are about unfulfilled expectations, which are generally the result of imperfect communications.
One secret of effective communications is that the speaker provides enough context to help make the content or intent of the communication crystal clear. For example, if a politician speaks of philosophical reasons why one country goes to war against another, he should make sure that listeners understand for a certainty that this is a hypothetical and philosophical discussion, and not a call to arm themselves and form a neighborhood militia!
Also, the active solicitation of questions encourages listeners or readers to express what they have inferred from the presented materials so that misunderstandings can be cleared up before anyone undertakes an action that cannot be taken back.
When it comes to writing proposals, be specific and detailed. When you finish explaining what your firm will do under that contract, detail what your firm will not do. Of course, you don't say "these are the things my firm won't do." But you can present these items as a list of things that can be added to the scope, for additional cost, should the client so desire.
Remember that words have specific meanings, and choose them carefully. In addition to what specific words mean, be aware of what they imply. You don't want to use a word that implies grudging support when you are actually in enthusiastic agreement with the actions being undertaken.