Organizations as living systems

The generative communication paradigm considers organizations as complex living systems. An organization’s identity, as perceived through communication (starting with those who work within it and ending with those who use its products, goods or services), is the result of continuous interactions which are constantly growing and changing among all the subjects involved in its activities. This identity, defined by the way each organization communicates is an outgrowth of the physical and symbolic, practical and abstract relationships which are established among all the individuals and organizations that are directly or indirectly, knowingly or unknowingly implicated in these activities of theirs. It doesn’t matter what sort of relationships they are: collaborative, contrasting or conflictual. In this sense, the CfGC’s approach to the communication needs of each organization starts with the idea that it is a complex living system. From there, it recognizes that emotional, intelligent and proactive participation of individuals is a fundamental resource for the organization: to learn, to face changes creatively, and not only survive but, above all, evolve in a world that’s constantly transforming. Generative methodology interprets that transformation as an inexhaustible source of energy which doesn’t compromise the organization’s original identity but, if applied well, can give it direction and reinforce its unique features.

True innovation creates new systems

Therefore, innovation is not seen as an exceptional response necessary to find a way out of a serious crisis but rather, if innovation is not systemic, it’s not innovation. Innovation is a “normal” condition that gives continuity to any entrepreneurial, institutional, or socio-economic or cultural activity which can, naturally, experience moments of great acceleration and others of consolidation; it’s never static. They can encompass dedicated areas that carry innovation forward, compared to other less generative areas, but even these need to work in accordance with the entire system. If the system is not renewed in its totality, sooner or later counterproductive results appear.

This is a scenario in which individuals are naturally at the center of every project: to analyze needs, to reinforce a sense of belonging, and to strengthen and enhance the many resources that can propel the organization, through improved communication, toward achievement of its objectives.

Giving value to complexity

To achieve these results, the generative communication paradigm aims to give value to the complexity that, on a daily basis, characterizes organizational and productive systems of businesses, institutions and agencies through tangible intervention in their mode of communication, both internally and externally. Indeed, to reinforce a system it’s necessary to work on the texture of the relationships that link the various subjects and elements involved or to be engaged. It’s also important to address the intersection of interests as well as conflicts, preventing the latter from coming to the surface in an advanced phase of production. It is the texture of relationships that redefines and reinforces the identity of individuals, that generates new relationships, and that favors increased vitality of the system, thus ensuring a high level of development.

The effectiveness of the generative paradigm is based on the conviction that communication can contribute to:

  • recovering relationships, interactions and collaborations that have deteriorated over time, offering a new sense of purpose and a fresh intersection of interests;
  • enhancing already established relationships, infusing them with greater awareness and strength;
  • creating new meeting points of interest and setting into motion new alliances that will reinforce, by embracing diversity, participation in the common project that is at the base of the entire productive process.

In other words, a good communication strategy can generate a community of intent and action based on a clear and shared project. This is community building.

Communicative Matrix Object (CMO): the heart of generative planning


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.

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