Generative methodology is based on the strategic concept that in order to renew the communication system of any organization, it is necessary to create, as the project moves forward, an increasingly dense web of relationships on two distinct but simultaneously and synergistically developed fronts:
The CMO, identified by the planners as the most suitable tool to undertake the generative process of innovation for an organization’s entire system, makes it possible to start experimentation of new communicative and marketing solutions right from the earliest stages of the project. It’s an essential tool in that, alongside conceptualization of the new strategies being planned for the organization, it allows testing them for their effectiveness and advantages during the planning stage and at the same time brings to the surface conflicts that may arise (and they always do) and sets into motion fruitful negotiations among the various parties interested.
Therefore, using a CMO offers many advantages:
And the most important advantage:
All these aspects are within the context of community building, in which the use of new communication technologies places individuals and their value at the strategic center of innovation and development, whether they are internal or external stakeholders of the organization in question.
The decision to use the CMO to innovate communication and marketing of any organization derives from many years of testing. We’ve found that communication tools (i.e. brochures, websites, social media channels, events, etc.) are more effective the more they succeed in bringing into communication various stakeholders: incisive communication is such only if it is able to create the conditions for these subjects to discover unexpected benefits, expediencies, and common advantages.
In practical terms, this means:
In every CfGC project the objective is, and remains the same: to reinforce communities of knowledge, experience and practice that give live to the most diverse of organizations, considered by the Center as emulating living systems.
The Communicative Matrix Object (CMO) is the principal means by which the CfGC begins to rebuild the entire communication system of an organization.
In the initial phase of the project, a working communication tool is created to undertake in-depth analysis. At the same time, a new system of communication is developed and put into place for the organizations the CfGC has been called on to assist. These organizations maybe be businesses, institutions, or associations.
It may be a communication tool which is already in use or it may be created from scratch: from the rebuilding of a website to the creation of an event; from managing and monitoring a Board of Directors meeting to redesigning a point of sale; from developing an effective social media strategy to the creation of a coordinated image, a newsletter or a house organ.