Showing posts with label Importance. Show all posts
Showing posts with label Importance. Show all posts

Thursday, July 26, 2012

Is an Aircraft an Aeroplane Or the Other Way Round? The Importance of Proper Terminology

The word game

A lot of air traffic management related material passes through our hands, usually to be checked with a view to ensuring quality of content and consistency of the terminology. There is a disturbing trend that is becoming more and more evident with the passage of time. The documents show a deteriorating level of quality in respect of terminology use.

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Why is this a problem? Unless they have been sensitized to the issue, the authors of those documents may not feel particularly disturbed by the fact that they use the terms aircraft, aeroplane or airplane interchangeably in their text, they may even feel that the varied use of words reflects better writing style. But in technical documents, the terms used must all have their precise definition and it is not enough to find a given word in a Webster's Dictionary.

Let's have a look at these three words, aircraft, aeroplane, and airplane. They are all English words and they all mean something that flies. Very true. But there are many things that "fly", from hot air balloons to helicopters and, depending on how you define "fly", even hovercraft. So how do we know which exactly a given text refers to if it is not clear from the context?

If you see a piece of text that says "a flashing white light shall be displayed on all aircraft" and then another one that says "a flashing white light shall be displayed on all aeroplanes" and you own a helicopter, a glider and a hot air balloon, which one would you need to equip based on the first requirement? And the second?

Although I assume you know the answer without the explanation that follows, it is still interesting to look at these terms in more detail.

First and foremost, we have to say good-by to the term "airplane", at least in the international context. Only aircraft and aeroplane have been defined by the International Civil Aviation Organization (ICAO).

An aircraft is any machine that can derive support in the atmosphere from the reaction of the air other than the reactions of the air against the earth's surface.

A aeroplane is a power-driven heavier-than-air aircraft, deriving its lift in flight chiefly from aerodynamic reactions on surfaces which remain fixed under given conditions of flight.

So what do these definitions tell us? A hovercraft is not an aircraft (reactions of the air against the earth's surface) and a glider is not an aeroplane (power driven) but it is an aircraft. A balloon is an aircraft but it is not an aeroplane... and so on.

As you can see, expressing requirements, infrastructure suitability and services desired does need proper terminology use, otherwise things quickly become ambiguous, leading to misunderstanding and endless discussions.

We used the terms aircraft and aeroplane (the subject of the most common errors) as examples but there are scores of other terms which, if used improperly or inconsistently, can lead to serious problems of understanding.

A few simple rules can help

Proper terminology use is not rocket science. It needs good knowledge of the subject and a bit of discipline. Here are a few simple rules that can help.

If there is an ICAO defined term for something, use it. ICAO has developed definitions for the terms it uses in the provisions aviation the world over follows. Using terms as defined by ICAO provides immediate benefits in terms of consistency with ICAO documents and documents derived from them. Those definitions are also consistent among themselves.
If there is no ICAO definition but a definition from another big organization, use it. In some cases ICAO may be lagging behind developments and they may not have a definition (yet) for a term or the term is not used in the ICAO provisions. Some other organization may however have developed a definition that is widely accepted or even standardized. In such cases, this recognized definition should be used and the source clearly identified. There may be several definitions from different sources... use the one that appears to be the most appropriate but use it everywhere consistently.
Create your own definition. In some cases you may find that a term that nobody has yet given a definition needs to be understood in a particular way and only that way. Create your own definition and use it consistently across your documents. It is also a good idea to try and promote your new definition. If you had a need for it, so might do others. The wider it will be used, the better for overall consistency.
When a term has multiple meanings. A great example of this is air-side and land-side, two terms that divide an airport in two, one you might call the public area and one restricted to passengers and employees only. The trouble is, there are at least two schools of thought on where the dividing line is between the air-side and the land-side. Although the dividing line is always artificial and arbitrary, its actual position does make a difference to the processes that extend across the division. In such cases feel free to adopt whichever dividing line position is best for you, however, always state clearly where the boundary between air-side and land-side is (or any other aspect the given term requires). A clear indication mitigates the negative effects of this kind of multiple usage.
Be consistent. Perhaps the most important rule is to be consistent. There is only one thing worse than using undefined terms or terms with the wrong definition and that is using terms inconsistently across a document. Inconsistent use of technical terms is the surest way of confusing the reader.

What about abbreviations?

Few disciplines in the world are so prolific with creating abbreviations as aviation. When we speak, the uninitiated may think we are using some kind of secret code language... Worse, we tend to assume that each of us knows all the abbreviations from every part of the business while in fact CUTE (Common User Terminal Equipment) may mean nothing to an air traffic controller while ATIS (Automatic Terminal Information Service) may sound like a four letter word to a check-in agent. To managers higher up, who may have come from the financial world, neither CUTE nor ATIS may say much except if there is a price put against them... So what to do with abbreviations?

Here again the main rules are: use accepted abbreviations whenever possible and be consistent at all times. Include a list of abbreviations in all technical documents and consider writing the words full out (followed by the abbreviation) when first used in the text.

Avoid creating new abbreviations. Of course this is not always possible, if nothing else, there are new working groups, new processes, new equipment and they all crave their own, easy to remember names. So, go ahead and come up with new abbreviations but do try to avoid re-using abbreviations that already have a well established meaning. You may feel that your field is stronger and you will eventually squeeze out the other guy but believe me, not paying attention to this will only confuse everybody.

What if you are writing in your national language?

Whether you are writing in English or your national language, the guidelines are the same. But, they may not be so easily implemented if the terminology has not yet been introduced into your language to the same level of detail as it is in English. There may be opportunities to be a pioneer in enriching the local language with the required new terms... In some cases trying to force consistency and new terms onto the professional writing scene may not be easy or appreciated by your peers. Use good arguments and examples similar to those above to convince them of the importance of proper terminology use.

The responsibility of SESAR, NextGen and SWIM

Experts in Europe and the United States are busy writing the blue prints for the next generation air traffic management systems SESAR and NextGen respectively. Those systems will introduce new concepts, new technologies and new processes, each bringing with them their specific terms and abbreviations.

System Wide Information Management (SWIM) is something that draws heavily on ideas first put forward in the general information technology field, with SWIM applying those things in an aviation context.

All the above activities will be generating tons of new documents which must be consistent across the board, both in terms of the old definitions and abbreviations and the new ones they will be introducing. Their responsibility is huge if we consider that the SESAR and NextGen documents will determine for decades to come what is called what and what we mean by what.

Get it wrong or inconsistent and future generations will struggle with the inconsistent, diverging terminology for a long time to come.

The new documents we see to-day are cause for concern and show signs of people ignoring the simplest rules of terminology use. They must remember that at the end of the day, we will all need to know beyond a shadow of a doubt whether we need to bolt that flashing white light onto the particular flying machine we own. Only consistent, proper terminology can help in deciding...

Is an Aircraft an Aeroplane Or the Other Way Round? The Importance of Proper Terminology

Tuesday, April 10, 2012

The Importance of Being Different - Brand Identity

One of the key concepts to any brand identity initiative is helping organizations understand their differentiation. It's one of the hardest parts of the process, but it's also one of the most critical. As Philip Kotler, professor at the Kellogg School of Management has written, "The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner."

This cannot be seen more clearly than in the example of Imax theatres. Imax had a very good recession, according to an article in the January 30 New York Times.

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A few years ago, Imax was deeply burdened by debt and looking unsuccessfully for investors. Cut to 2011. Global box office receipts at Imax theaters more than doubled last year to 6 million, from 0 million in 2009.

Just as other media companies have been fighting the effects of the digital revolution and piracy, Imax is benefiting from the fact that it offers a unique viewing experience - one that is difficult to replicate in other theatres or in-home. Its curved screens are massive, about 72 feet by 52 feet, although some are much larger. The film screen resolution is also higher than what is shown in traditional theatres.

The average ticket price for an Imax movie last year in the U.S. was , about higher than the average traditional theatre ticket price, and the company was able to reduce its costs starting in 2007. That year, Imax switched to a digital projection system, replacing analog prints that had been costing about ,000 per theatre with digital versions that cost 5 per theater. That made it possible to add more screens. By the end of 2011, the company will have doubled its number of screens worldwide to 600 total, compared to 2005 when it had about 300.

This story is one of transformation, but also a tale of best-in-class branding. It's about a company that knew what it was, one that saw an opportunity to apply its market distinction to achieve success, and that continued to build and promote its own unique set of characteristics.

According to Richard Gelfond, CEO, "All over the world, people are willing to pay for premium content," he said. "They want something they can't get in the home."

It's a classic case study in differentiation. Imax saw the challenges of the digital era and instead of abandoning their model, they reinforced it and managed to find a way to build the brand by adding screens. Fundamentally, they were banking on the idea that consumers would pay a premium for a quality viewing experience that cannot be matched. And they were right.

Instead of chasing the problem, Imax went the other way. They embraced their big-screen brand image. The company was able to see that their strength was in the unique value proposition they offered to viewers. Knowing this clear distinction in its market provided the foundation of confidence to finance an expansion at a time that didn't encourage a great deal of confidence in the company's future.

Now, the company is launching a V.I.P. cinema in Moscow in April. For those who choose to relax in oversize leather chairs while watching their desired blockbuster of choice, it should be quite an experience. The cost of a ticket for one of the 80 seats: close to 0. If this one is successful, Imax has plans for more V.I.P. theatres in cities like St. Petersburg.

* * *

It's a scary notion, this business of standing out and being different. I know from experience that it's far easier to use the same old borrowed language from within the industry we serve. Stepping outside of the din of a thousand agencies all barking the same thing feels like teetering on the edge of a precipice. It can be scary for people in group dynamics, and it's proportionately even more daunting for an organization.

A consultant once shared with me that the most successful, enduring brands were the ones that created a memorable experience for its customers. He felt strongly that the best brands, the ones that resonate with us for a lifetime, are the ones that appeal to our emotions and passions, as opposed to the ones that are based on an intellectual benefit. Citing companies like Harley Davidson, Apple, Polo Ralph Lauren, among others, he argued that a brand's differentiation was its heart and soul.

I believe it's also what Mr. Godin was referring to by the now famous purple cow analogy.

Another consultant once said, "No company ever lost by taking the high road." I know that can mean a lot of things, and perhaps it meant that it's important to remain principled. Or perhaps it means that luxury market brands are always more durable in the long run.

But I like to think that he was speaking about the importance of getting above the fray, standing out from the pack and projecting an image - indeed, living an image and brand promise - that is bold, unique and clear, and that can never be mistaken with another brand. That type of recognition and distinction that sets apart high-performing brands, the kind that elevates the company well above all competitors - that's a goal that every company should aim for. 

The Importance of Being Different - Brand Identity

Sunday, January 1, 2012

Importance of CRM (Customer Relationship Management) System

Managing small business amongst the big competitors of the marketplace is a really bigger thing for every business owner. Hence, small business owners require to proficiently recognize their client's wants and requires making use of CRM software programs or different technique. To recognize clients completely, CRM (Customer Relationship Management) can assist you to a great level.

CRM is short for customer relationship management. While its title suggests, it's the data source of all the information of the client and their whole record, when it is active client's information or prospective. To create your own Small Enterprise CRM powerful, you will want to focus on your present and the capability clients. Feasible or potential clients are those clients which can be instantly transformed into faithful clients of your small company.

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It is very clear that a great business owner of a small company require creating continuous relationship with their clients. But, it remaining a small company there might be lack of manpower and finances. As a result, all small business companies flunk to handle the data store of the leaving clients and potential prospects of the clients.

The greatest option for small company firm to control its CRM:

There are lots of small companies that use web based CRM. This web based small business CRM enables you to maintain the correct knowledge and information of the current clients and potential client also. It handles all the tasks of the clients for example special notes, follow ups, purchase and a lot more. This Small Business CRM software allows you to obtain new clients simply.

All that's necessary to perform is simply click on the special note of the prospective leads to call them on time and tell them. It is quite beneficial in handling the primary routines of small company. You'll be able to buy this internet based small business CRM software online quickly and use it in your company system.

Importance of CRM (Customer Relationship Management) System