My dog, Roger, is part beagle, part basset and part bugle horn.
With a few ear-piercing bellows, he can chase away most anything from my yard—deer, squirrels, birds, FedEx guys.
But no matter how loud he barks, he can’t budge the cows at the farm across the street.
He’s been trying every spring and fall for years. (The cows help clean and fertilize the cornfields.) But the bovines never blink.
Watching the scene unfold again yesterday, I couldn’t help but see the parallel with so many communications programs.
When you don’t understand your audience—or match your message to their mindset—it’s all just barking at the cows.