Providing Assurance

So much of the communication about our products and services amounts to conveying a feeling of assurance.

The teacher seeks to assure the student that the information being studied is correct and helpful. In return, the student is not just giving the correct answers to exam questions. The student, by elaborating on how the answer was reached, is assuring the instructor that the lesson has been learned.

The surgeon does everything to assure the patient that the operation will be well handled.

The job applicant seeks to assure the person who makes the hiring decision. The vendor seeks to assure the potential client. In both cases, the underlying message is that a favorable decision will not result in embarrassment or regret.

Leaders know the importance of command presence because of its subtle signals regarding assurance. Green grocers, fire departments, ministers, priests, and rabbis are all sending a message akin to the Allstate insurance slogan: "You're in good hands." 

We seek assurance because we know that at some point, the amount of our control will be reduced or relinquished. 

A point to remember: Providing accurate information is not enough. Information which assures is vital.