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COMMUNICATION
FRAMEWORK
VBM
LISTEN
EXAMPLE
| Context | Traditional syntax | VBM syntax | Expand with |
|---|---|---|---|
All-hands meeting | This quarter, we introduced new promotions which led to 15% sales growth. | This quarter, we achieved a 15% sales growth by launching targeted promotional campaigns. | Team contribution, alignment with goals, etc. |
Sales pitch | Our product uses AI to analyze data and optimize workflows. | We boost workflow efficiency by up to 30% by leveraging AI-driven data analysis. | Differentiators, support, cost effectiveness, etc. |
Investor pitch | We created a device for remote patient monitoring. | We reduce hospital readmission rates by enabling continuous remote monitoring with real-time health alerts. | Scalability, market potential, vision, etc. |
Professional introduction | I lead innovation projects and foster new partnerships in education technology. | I enhance student engagement by leading digital learning initiatives and fostering strategic partnerships. | Personal impact, motivations, career trajectory, ecosystem, etc. |
Job interview / CV | I led a team to reduce project delivery time. | I reduced project delivery time by 25% by implementing streamlined processes with my team. | Methods, lessons learned, alignment with target job, etc. |
WHY IT MATTERS
Many communications start by listing actions (e.g., “I did A, B, C”) and end with the result (if mentioned). This approach can be vague and overlooks the actual impact.
Leading with the value (e.g., result, insight, improvement) followed by the means (e.g., actions, methods) makes the impact clear and immediate. VBM syntax enhances clarity, focus, and persuasiveness in communication by emphasizing outcomes over activities.
In professional settings, communicating value first aids decision-makers and stakeholders by directly answering, “What was achieved?”.
WHAT TO DO
Practice using the VBM syntax in daily conversations: Start by stating the value — the main outcome, impact, or insight. What was gained, improved, or learned? Quantify as much as you can. Then follow with the means by specifying the actions or methods used to achieve this result. This approach will help make the impact of your statements immediately clear to your audience.
Use VBM not only to present what has been achieved but also to articulate planned goals. This can help others quickly understand the purpose and anticipated impact of your efforts.
Introduce the VBM syntax to AI conversational agents and ask answers following its structure (feed in this seesnote or leverage dedicated prompts).
NOTES
The VBM Syntax is a standalone framework that aligns with a top-down communication approach, like the Pyramid Principle, and with the SOWHAT framework, which highlights the implications —positive or negative — of specific facts or assumptions.
VBM is intentionally simplified, making it easy to remember and systematically apply across various communication contexts.
BIBLIOGRAPHY
Sissoko, T. (2024). Elevate your message for impact with the “So What”. Seesoc & Co.
Rusche, H. (2023). Effective Top-Management Communication for Consultants and Other Practitioners. In: Pfeffermann, N., Schaller, M. (eds) New Leadership Communication
Minto, B. (2009). The pyramid principle: Logic in writing and thinking. Pearson Education
CITE
Sissoko, T. (2024). Demonstrate your impact clearly by communicating with the VBM Syntax. Seesoc & Co.
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