Intent: Case Studies

personal995
Jun 4, 2024
9 min read

Updated: Dec 5, 2024

Index

Abraham Lincoln
Steve Jobs

1919 Paris Peace Conference
2017 Fyre Festival

Introduction

Take heed of the stories of others. We are a storying telling species, they help us remember.

We often won't understand the ramifications of poor planning, preparation or actions until it is too late. We have all had to learn something over and over. Either 'the penny doesn't drop,' we have cognitive biases that hold us back, or we do not quite yet have the accumulated knowledge or experience to tie it all together.

The Case Studies are provided to help show what can happen when it all comes together or caution what can happen if it doesn't.

The Case Studies are just appetisers to get you started. Read the referenced further readings in the Library (or similar books that might more readily align with your specific goals) to really submerse yourself into another's experience and absorb the learnings.

Process

As with the Lessons, review these Case Studies as and when it best serves you to do so:

Review with the aim of prevention in mind. To avoid having to learn the hard way yourself.
Review if you are stuck on a specific phase or step.
Review if you are making repetitive errors.
Review if you need inspiration and motivation.
Review if you need to review or reconstruct your Models & Theories.
Review if you are looking for inspiration for Values or Goals.
Absorb and Action the Case Studies:
Document any insights or ideas in your Templates and ultimately if suitable, in your Action Plan.
Read more deeply about someone you may want to emulate.
If the individuals mentioned do not resonate with you, who does? Discover them and learn their story.
Take what you learn and put it into action.
Whatever you discover that you need to learn, whether positive or negative, it doesn't really matter. Again, what matters is what you do next.
Continually learn, continually improve and move forward.

Case Studies: By Example

1. Abraham Lincoln

During the tumultuous years of the American Civil War, President Abraham Lincoln faced immense pressure to address the divisive issue of slavery. By 1862, the war was not progressing as the Union had hoped, and various political factions held differing opinions on how to handle the question of slavery and the broader war effort. Lincoln knew that any communication regarding slavery had to be carefully crafted to achieve multiple objectives: weakening the Confederacy, balancing political demands, and adhering to his moral convictions.

Lincoln spent months meticulously preparing and planning the Emancipation Proclamation. He engaged in discussions with his cabinet and political allies, gauging their reactions and refining his approach. He understood the critical importance of timing and decided to wait for a Union victory to announce the proclamation, ensuring it would not appear as an act of desperation.

Lincoln's intent with the Emancipation Proclamation was multifaceted. He aimed to disrupt the Southern economy by encouraging enslaved people to escape, thereby weakening the Confederacy's labor force. Additionally, he sought to invigorate the Northern war effort by framing the conflict as a moral struggle against slavery. This reframing was designed to gain greater support from abolitionists and ordinary citizens in the North. On the international stage, Lincoln intended to prevent European nations, particularly Britain and France, from recognizing and supporting the Confederacy, knowing that these nations were largely anti-slavery.

After the Union's narrow victory at the Battle of Antietam in September 1862, Lincoln saw his opportunity. On September 22, he issued the preliminary Emancipation Proclamation, declaring that if the Southern states did not cease their rebellion by January 1, 1863, their slaves would be freed. When the deadline passed, Lincoln issued the final Emancipation Proclamation, a carefully prepared document that freed slaves in Confederate-held territories, allowed for the enlistment of African American soldiers in the Union Army, and redefined the war as a fight for human freedom.

Lincoln's meticulous preparation and clear understanding of his communication's intent yielded significant benefits. Militarily, the proclamation undermined the Confederate labor force and added manpower to the Union Army. Politically, it helped solidify the support of the Republican Party and abolitionists while managing to retain the loyalty of the border states. Morally, it provided a powerful justification for the war, strengthening public support in the North and discouraging European powers from intervening on behalf of the Confederacy.

Abraham Lincoln's strategic communication through the Emancipation Proclamation is a classic example of the power of preparation, planning, and understanding intent. His ability to navigate the complex political, military, and social landscape of the time demonstrates how thoughtful and deliberate communication can achieve profound and far-reaching effects. Lincoln's careful planning and clear articulation of his objectives not only reshaped the course of the Civil War but also paved the way for a new era in American history.

Further reading: Team of Rivals: The Political Genius of Abraham Lincoln (Doris Kearns Goodwin)

2. Steve Jobs

In the late 20th and early 21st centuries, Steve Jobs became synonymous with groundbreaking innovation and masterful marketing. One of the most compelling examples of his meticulous preparation and understanding of communication intent was the launch of the first iPhone in 2007. Jobs' attention to detail and strategic planning not only revolutionized the smartphone industry but also redefined how technology products were marketed.

Leading up to the iPhone launch, Apple faced intense competition from established smartphone manufacturers like BlackBerry and Nokia. Jobs understood that for the iPhone to succeed, it needed to be seen not just as another phone but as a revolutionary device that integrated phone, music player, and internet communicator into one. His intent was to communicate this revolutionary concept clearly and compellingly, creating a sense of anticipation and excitement among potential customers and the media.

Jobs' preparation for the iPhone launch was exhaustive. He personally oversaw every aspect of the presentation, from the design of the slides to the precise timing of his words and the demonstration of the device. He rehearsed tirelessly to ensure that his delivery was flawless, understanding that every detail mattered in shaping public perception.

On January 9, 2007, during his keynote at the Macworld Conference & Expo, Jobs took the stage with his trademark confidence and charisma. He began by setting the context, talking about how Apple had revolutionized the computer and music industries. Then, with dramatic flair, he introduced the iPhone. He used a classic "rule of three" approach to build anticipation, initially describing three separate devices—a touchscreen iPod, a revolutionary mobile phone, and a breakthrough internet communicator—before revealing that these were all embodied in one single device: the iPhone.

Throughout the presentation, Jobs emphasized the seamless integration and intuitive user experience of the iPhone. He demonstrated its capabilities with carefully chosen examples, highlighting features like Visual Voicemail, the Safari browser, and the multi-touch interface. His clear and compelling narrative was designed to make the complex technology accessible and exciting to the audience.

Jobs also paid close attention to the language he used. Terms like "revolutionary" and "magical" were deliberately chosen to evoke strong emotional responses. He wanted people to feel that they were not just buying a phone but becoming part of a technological revolution. His communication strategy extended beyond the keynote itself; Apple’s advertising campaigns, product packaging, and even the design of Apple Stores were all meticulously crafted to reinforce the message of innovation and simplicity.

The impact of Jobs' strategic communication and preparation was profound. The iPhone launch generated immense media coverage and public interest, setting the stage for unprecedented demand. It positioned Apple as a leader in the smartphone market and transformed the industry landscape. The iPhone’s success was not just due to its technological innovations but also to Jobs' ability to communicate its value effectively.

Steve Jobs' approach to the iPhone launch is a powerful example of how meticulous preparation and a deep understanding of communication intent can drive success. By carefully crafting his message and considering every detail, Jobs was able to create a compelling narrative that resonated with both the public and the media. His strategic communication turned the iPhone into a cultural phenomenon and cemented Apple's reputation as a pioneer in technology. This story highlights the importance of thoughtful planning and clear intent in achieving extraordinary results in business and beyond.

Further reading: Steve Jobs (Walter Isaacson)

By reviewing these lessons above you can gain inspiration, seek clarity, deepen your awareness of where you can improve and compound your results moving forward.

Case Studies: Cautionary Tales

1. 1919 Paris Peace Conference

The 1919 Paris Peace Conference, which led to the Treaty of Versailles, serves as a cautionary tale about the consequences of poorly planned communications. The conference was intended to establish peace terms following World War I, but the lack of effective communication among the Allied powers and the exclusion of certain key players resulted in a treaty that sowed the seeds for future conflict.

The primary leaders at the conference—President Woodrow Wilson of the United States, Prime Minister David Lloyd George of the United Kingdom, and Prime Minister Georges Clemenceau of France—each had distinct visions for the post-war world. Wilson advocated for his Fourteen Points, emphasizing self-determination, open diplomacy, and the establishment of the League of Nations. Clemenceau sought to weaken Germany to ensure it could never threaten France again, while Lloyd George aimed to balance these approaches, ensuring a stable and economically viable Europe.

Despite the clear necessity for unified communication, the leaders often failed to effectively communicate their aims and strategies to each other. Wilson, for instance, struggled to convey his idealistic vision to Clemenceau and Lloyd George, who were more concerned with pragmatic and immediate security concerns. This lack of alignment and mutual understanding led to significant disagreements and compromises that diluted the original objectives of the negotiations.

Additionally, the conference excluded several key parties, most notably the defeated Central Powers and Russia, which was in the throes of revolution. This exclusion meant that the negotiations lacked comprehensive representation of all involved parties, leading to decisions that were perceived as unjust by those who were left out. Germany, in particular, was not allowed to participate in the discussions about its own fate, fostering a sense of humiliation and resentment that would later be exploited by nationalist movements.

The Treaty of Versailles ultimately imposed harsh reparations and territorial losses on Germany. The communication failure among the Allies, who did not fully reconcile their differing aims, led to a treaty that was overly punitive in the eyes of the Germans and ineffective in promoting long-term peace. The treaty's provisions, especially the war guilt clause, were seen as unfair and humiliating by the German population, contributing to economic hardship and political instability.

Moreover, Wilson's inability to effectively communicate and secure support for the League of Nations in the United States Senate resulted in the U.S. failing to join the League, significantly weakening the organization’s ability to maintain peace. This demonstrated a significant gap between Wilson's international ambitions and his domestic political strategy, underscoring the importance of coherent communication across all fronts.

The poorly planned communications at the Paris Peace Conference had far-reaching consequences. The treaty not only failed to address the underlying causes of World War I but also laid the groundwork for World War II. The dissatisfaction with the treaty terms in Germany was a major factor that Adolf Hitler exploited to gain support, leading to the rise of the Nazi regime and the subsequent global conflict.

In conclusion, the Paris Peace Conference highlights the critical importance of well-planned and effective communication in international negotiations. The lack of clear, consistent, and inclusive communication among the Allied leaders, and the exclusion of key stakeholders, resulted in a treaty that failed to secure lasting peace and stability. This historical episode underscores the need for thorough communication planning, mutual understanding, and inclusive dialogue in any high-stakes diplomatic endeavor.

Further reading: Paris 1919: Six Months That Changed the World (Margaret MacMillan)

2. 2017 Fyre Festival

During the 2017 Fyre Festival debacle, the organizers' failure to effectively communicate key information to attendees led to chaos, disappointment, and legal repercussions. The event, marketed as a luxury music festival on a private island in the Bahamas, promised attendees an unparalleled experience with top musical acts, gourmet food, and luxury accommodations. However, poor planning, mismanagement, and deceptive marketing tactics resulted in a disastrous outcome that serves as a cautionary tale about the consequences of inadequate communication.

In the months leading up to the festival, the organizers, led by entrepreneur Billy McFarland and rapper Ja Rule, heavily promoted Fyre Festival through social media influencers and celebrities. The marketing campaign portrayed an idyllic paradise with glamorous models, yachts, and exclusive experiences, creating a sense of exclusivity and luxury that appealed to affluent millennials.

However, as attendees began arriving at the festival site in April 2017, they were met with scenes of chaos and disarray. The promised luxury accommodations turned out to be disaster relief tents, and the gourmet meals were nothing more than basic sandwiches. Musical acts canceled their performances, and logistical challenges left attendees stranded without proper transportation or basic amenities.

The lack of effective communication from the organizers exacerbated the situation. Attendees were left in the dark about changes to the festival schedule, accommodations, and safety protocols. The festival's official communication channels provided little information or guidance, leading to confusion and frustration among attendees.

As conditions at the festival deteriorated rapidly, attendees took to social media to document their experiences and express their outrage. Viral images and videos of the disastrous conditions spread rapidly, tarnishing the reputation of the festival and its organizers. The lack of transparency and accountability from the organizers further fueled public outcry and legal action from attendees seeking refunds and compensation for their ordeal.

In the aftermath of the Fyre Festival, both McFarland and Ja Rule faced legal repercussions, including criminal charges and civil lawsuits. The festival's failure served as a stark reminder of the importance of transparent and honest communication in event planning and management. Had the organizers been upfront about the challenges they faced and provided clear guidance to attendees, they may have been able to mitigate some of the fallout and avoid the legal and reputational damage that ensued.

Ultimately, the Fyre Festival disaster stands as a cautionary tale about the dangers of deceptive marketing, poor planning, and inadequate communication. It serves as a reminder that transparency, honesty, and effective communication are essential components of any successful event or business venture.

By reviewing these cautionary case studies above you can heed their warnings, adjust to suit, deepen your awareness of where you can improve and compound your results moving forward.