Operating Principle

2–4 min read

The Medium Changes the Message, Not Just Its Delivery

The Medium Changes the Message, Not Just Its Delivery

The Medium Changes the Message, Not Just Its Delivery

The channel shapes what can be said, not merely how it is delivered.

The channel shapes what can be said, not merely how it is delivered.

The channel shapes what can be said, not merely how it is delivered.

Medium richness, speed, permanence, and tone capacity determine fit.

Medium richness, speed, permanence, and tone capacity determine fit.

Medium richness, speed, permanence, and tone capacity determine fit.

Medium richness, speed, permanence, and tone capacity determine fit.

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Operating Question

What audience context, framing, medium, or feedback behavior determines whether this message will land?

What audience context, framing, medium, or feedback behavior determines whether this message will land?

What audience context, framing, medium, or feedback behavior determines whether this message will land?

Why It Matters

Medium richness, speed, permanence, and tone capacity determine fit.

Supporting Evidence

Marshall McLuhan, “Understanding Media”.

Research Notes

Match communication form to audience knowledge, stakes, organizational norms, and the need for precision.

Practical Actions

Match channel to weight; use richer channels for nuance; keep fast channels low-stakes.

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