Kaizen Communication: Quésaco?

What if, rather than trying to create a buzz at all costs, 💥 we bet on smooth and progressive communication? 🙏 We deliver to you our Kaizen-style communication proposal, strategy up to your content. With a few recipes to boot! Inhale, exhale and let yourself be guided. 

🇯🇵 Birth of the Kaizen movement

Japanese word bringing together the quay (movement) and the zen (quiet / stripping / better), Kaizen is a system consisting of continuous improvement. History tells us that it was created by the Toyota brand. the Lean management, from Kaizen, also bears the name of "Toyota way". One of the principles of Kaizen is based on simplification and analysis. Several methods and tools claim this movement. For example, the method " 5 S Is used by companies to improve the management of their logistics and their space. 

  1. SeiriGet rid of  
  2. SeitonCleaning
  3. SeisoClean
  4. SeiketsuMaintain order
  5. ShitsukeBe respectfulof the first 4 rules

Two gateways to Kaizen 🤔

Two key components seem particularly important for understanding Kaizen: relation to time andapproach internal.

  • The development process takes time so that the best solution is revealed in its obvious simplicity: time for analysis, time for consultation, time for the involvement of all the actors concerned, time for action (slow rather than abrupt), time for observation ...
  • Change happens from within, by the teams. The company is a living body which evolves, moves forward, grows through the interactions of its members, of its internal organs which are all connected.

The Kaizen movement thus opposes brutal change. He is progression and not revolution. He's not trying to be disruptive. To sum it up to a phase of "transition" would be inaccurate, because it points more to the moment when the change takes place than to the process of evolution as a whole. The Kaizen movement is a built movement that is being developed step by step, and this in a constant manner.

But what does communication do in all of this? We enlighten you!

✨ Kaizen communication

In communication, being a kaizen enthusiast means taking the time, choosing gentleness rather than aggressiveness, seek to progress rather than transgress. We immediately see the effects of this approach on internal communication: involvement of teams, working groups, relying on design thinking… The " read "Communication leans on" lean "management in search of inclusive, fluid, progressive, simplified communication.

But what about the external communication ? How to get the attention of medias and public on changes that are sometimes barely perceptible (one of the effects of the "small step" method). How can slowness and in-depth work be reconciled with the ultra-responsiveness dictated by the pace of social media and the quest for sensationalism? 

The media, as we know, whether it is the so-called traditional press or Social networks, are more interested in blows of brilliance, shattering announcements, doors slamming in the face of a leader, the operation punch of angry yellow vests. The key to Kaizen communication for your external targets could well be the quality of your content. Why ? How? 'Or' What ? Let's go, we'll explain!

12 keys to Kaizen communication content

✅ It is through them that you will gradually reach qualified audiences, in particular those you are seeking to transform into customers. The Kaizen approach to your communication editorial will be based on the 14 fundamental principles:

  1. Take the time to the observation,  veille : to probe,benchmarker, stand out or, on the contrary, be inspired!
  2. Take the time to analysis your own content: the reactions or lack of reactions from your readers are valuable indicators for improving yourself.
  3. Take the time to the exchange with peers, with clients. It is necessary to extract oneself from the figures and the KPIS to exchange (telephone, meetings, polls): the truth always comes from the ground.
  4. Take the time to source, get information: for quality, reliable, honest content.
  5. Taking time to reread, to illustrate with accuracy (photos, videos…), for beautiful, pleasant content that improves the experience of your readers.
  6. Get out of the ultra-short format that limits the experience and dries up your content. The reader follower of slow content research rich, in-depth, researched, educated content that make it grow and set it in motion. 
  7. Take the time to take ownership : give yourself time to improve and don't be afraid to make mistakes. Test new formats, try new forms of writing, new media. Little by little, you will find your style, the media that you really like: your communication will only be better. Appropriation time is necessary. It also allows you to grow with your readers.
  8. Look for the long-term effect and not the short-term effect: more and more of us are looking for content that supports us rather than content that campaigns ...
  9. Take care to involve the Other in its content : Kaizen style, opt for co-constructed and inclusive content. One podcast who gives the floor, testimonies. Your content is inspired by the field, the living, your encounters. Value them! 
  10. Always aim for simplicity : simple words, short sentences, concise paragraphs, a light style. Simplicity is an act of generosity and a mark of courtesy.
  11. Take the height : the content derives from an editorial strategy, which itself derives from a communication strategy, itself developed in the context of a search for positioning and identity.
  12. Communicate regularly: because it is in practice that we improve and through practice that we build loyalty.

You now know what posture to adopt to design your Kaizen-style content. Here is another recipe that we offer you to write a Kaizen article. This recipe makes direct reference to the 5 S » seen previously 

The “5 S” of a Kaizen communication article 

The “5 S” you will respect. Efficiency you will aim for. 👊

  1. Seiri /Get rid of : give up certain topics, focus on the content that you master and that interests your readers. In this way, your expertise will appear and more readers will attract you.
  2. Section / Cleaning : sort, put in order, organize, plan your content. Guaranteed time savings!
  3. Seiso /Clean : for more visibility and comfort, ventilate your layout, constantly simplify, breathe your content, choose impactful colors and visuals.
  4. Seiketsu / Maintain order : be rigorous in your editorial planning, keep your publication priorities in mind. The unforeseen will then no longer be seen as a source of stress but as a new opportunity to connect with your community.
  5. Hitsuke / Be respectful : follow the first 4 rules! 

So, are you ready to get started? Keeping it simple is never easy. And to progress, the help of an expert content consultant can be useful! We hope in everything to make you want to adopt the Kaizen method and exercise your pen. ????

Anne Josse

Anne Josse,

Consultant in communication strategy, editorial strategy and content strategy

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