Surfing the Wave of Cut-Through

The new currency on the horizon

Picture this: You're standing in the middle of the Sydney CBD, surrounded by a bustle of sounds that'd make even a seasoned Sydneysider’s head spin.

LED signs blink like it's Christmas in July, and everyone's shouting to be heard. How do you make your voice rise above this noise?

Welcome to the world of 2024, folks. For consultants, agencies, and all professional services – for governments and the private sector it's not about shouting the loudest anymore; it's about resonating the deepest.

Enter cut-through, the rockstar akin to bigfoot. One that has always been talked about, teased and promised – but rarely seen.

So, here we are, riding that wave of a rapidly evolving landscape of professional services and public sector delivery. It's like trying to surf one of those monster waves in Hawaii while juggling flaming torches – seems fun – but hell, it’s not as easy as maybe some make it look.

And just when you thought you had it figured out, BAM! Generative AI swoops in like a cheeky seagull, stealing your chips and democratizing delivery faster than you can say "GPT".

But hold on, because there's a plot twist. While everyone's busy playing with their shiny new AI toys, a new form of currency is drifting into view: yup, cut-through. It's like bitcoin, but for ideas. And trust me, it's going to be more valuable than that dusty Charizard card you've got stashed away.

We all know the history with consultants to governments. Even the Australian National Audit Office's report on "Australian Government Procurement Contract Reporting" (2020) showed a notable increase in scrutiny of consultant engagement, with a focus on value for money and tangible outcomes1. It's like the government suddenly realized they've been paying for the Emperor's new clothes and decided it's time for a fashion reality check. And that was 4 years ago – not much else happened since then right?

Add to this, that generative AI is rewriting the rulebook faster than a teenager changes TikTok trends. Tasks that once required years of expertise are now available at the click of a button. With this democratisation comes a new challenge: standing out in a sea of sameness. When everyone can produce high-quality work, how do you make your mark?

The question is no longer, "Can you produce?" but rather, "Can you cut through?"

And it's not just me saying this. McKinsey & Company, in their report "The State of AI in 2021", noted that "While AI can generate vast amounts of data and content, the real value lies in the human ability to interpret and apply it effectively to drive meaningful change."2 In other words, AI can juggle, but it takes human creativity to turn that juggling into a show-stopping circus act.

Cut-through is more than just grabbing attention; it's about piercing the veil of distraction that shrouds our modern world like a fog of indifference. It's the ability to not just be heard, but to be felt, remembered, and acted upon. It's the difference between being a one-hit wonder and becoming the Beatles of your industry.

In a world where everyone's shouting, cut-through is the art of the perfect whisper – the one that makes everyone lean in, eyebrows raised, hanging on your every word.

It's not about volume; it's about resonance.

It's about making your ideas stick like that annoyingly catchy pop song you can't get out of your head. (Whether for you that’s Babyshark, or Burger Dog)

Dr. Karen Nelson-Field, a media science researcher who's basically the Sherlock Holmes of attention, puts it this way in her book "The Attention Economy and How Media Works": "In the attention economy, cut-through is not just desirable; it's essential for survival. It's about creating content that not only captures attention but holds it long enough to drive meaningful outcomes."3 So, it's not just about getting people to look; it's about making sure they can't look away.

In an era where trust is about as rare as a unicorn sighting, cut-through becomes even more critical. It's like trying to sell ice to Eskimos, except the Eskimos have trust issues and a bad case of information overload.

Rebuilding trust requires more than just presenting data; it demands communicating in a way that speaks directly to the heart, soul, and funny bone of your audience. It's about transparency, authenticity, and above all, relevance.

Former Secretary of the Department of the Prime Minister and Cabinet, Martin Parkinson emphasised this point: "In an era of information overload, the ability to cut through noise and deliver clear, actionable insights is what sets truly valuable contributions apart."4

Now, don't go thinking cut-through is all art and no science. It's grounded in the principles of behavioural science and psychology.

Dr. Robert Cialdini puts it this way: "In a world of information overload, the ability to package messages in ways that resonate with core human motivations is the key to cut-through."

"Cut-through sounds great, but can I put it in a spreadsheet?"

Well, buckle up, buttercup, because we're about to get measurable!

While cut-through might seem as tangible as a cloud, there are ways to pin it down. The Australian Communications and Media Authority (ACMA) provides frameworks for measuring media impact that can be adapted to assess cut-through in professional services6.

Think engagement rates, message recall, behavioural change indicators, and long-term impact assessments. It's like trying to measure love – tricky, but not impossible. And that measurement is important. Cut through is not a new buzzword. It’s been touted for years and promised for equally as long. But when has it actually been delivered en masse when it comes to transformative change or accelerated impact?

The legendary musician Bob Marley said, "The greatness of a man is not in how much wealth he acquires, but in his integrity and his ability to affect those around him positively."

In the realm of impact, our currency is not measured in dollars, but in influence and positive change. It's about moving from a culture of "doing" to one of "getting done". Less "busy work", more "buzz-worthy".

And this isn't just feel-good fluff. The APS Review has highlighted the need for "clear, unified, and impactful communication" to drive effective policy implementation and public engagement7.

This all sounds like the same song sung again and not new news. The reality is far from it. For too long, businesses have relied on the telling, and not the showing or the doing.

The gauntlet has been thrown down, the challenge is clear. The currency of the future is true cut through. Those who make the most, will deliver the most value.

Whether you're a consultant, a public servant, or just someone trying to get their point across at a family dinner, the question you must ask yourself is this: Do you have what it takes to cut through?

In a world awash with information, where attention is scarcer than a quiet moment in a house full of kids, cut-through isn't just an advantage – it's the new currency of impact. Currency is, after all, just something made up that we assign a particular value to. And the biggest value to come in transformative public policy – is the ability to be noticed.

And those who fail to master it may find themselves adrift in a sea of noise, unheard and unseen, like a mime performing in a soundproof room.

The future belongs to those who can not only speak but resonate. It's time to make some waves, folks. Surf's up! 🏄