Internal communications pro with a bent towards increasing impact while reducing noise and friction. Former US political consultant, London Business School MBA. Tribal loyalties include IABC, EACD, Tottenham Hotspur FC and the Wisconsin Badgers.
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People like to know stuff but they want to hear it in an interesting, engaging and concise format. The WIIFM is then completely satisfied because the content is consumed. It gets listened to and that surely is THE goal.
Mike, I look at WIIFM as a mandate to me as the communicator. I don’t use it to judge whether the content is important to each person individually. Rather, I need to make the information as palatable and usable as I can to help the reader understand what is important about it – to me that is WIIFM.