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If you tell me jump. I will ask  how high? In a world where documentation is an afterthought, or at best a supplemental item to the product, this worked well enough for long enough. In the changed environment of a CMS, this  we ll do as we re told attitude is no longer appropriate While writers can cooperate quite well with SMEs, there are clear boundaries separating the two; the writer writes, the SME reviews, or the SME writes, and the writer edits  one after the other  a very linear way of working Writers  more so than in many other professions  have a disproportionate number of introverts in their midst; this behavioural preference enables the writer to work for long periods of time without human interaction, and without much help or guidance from others  some even prefer it that way, interacting with the screen (email) rather than with the phone or in person. The flip side of this behavioural preference is that writers tend to keep to themselves, isolated from the rest of the company. As a result of the  serve orientation, most documentation groups are focused on their own internal processes, and often get a bit obsessive about  following correct procedure  especially when a client department wants something created  for temporary use or  need it tomorrow . The internal focus makes it difficult for documentation groups to appreciate  and accommodate  the business needs of its internal client. As a result, they are often thought of as  part of the problem rather than  part of the solution Documentation groups rarely go out looking for work  rustling up ways in which they can contribute and bring value. Mostly they will respond  react  to a request, and then do the best job they can. Offering expertise where it was not solicited is for most an alien act.? H  0ηo~ ? ̙33a 0 XPp(  ^  S "   fJ  c $4f4 f  f zIn the changed environment that results from a CMS project, almost all the behaviours that once used to be just fine now require a 180 degree shift. The term  intrapreneur was coined to describe someone working inside a larger organization who is continuously looking for opportunities to improve the overall company performance, and who can identify the costs and the benefits of change  but also someone who understands that anticipating and meeting the needs of the organization are sales techniques  to sell/promote his or her services. Increasingly, writers and illustrators will join product development teams at an early stage, sometimes advocating for the end-user, but always bringing their communications expertise to the team  and learning first-hand how the product is created, which customer requirements it is trying to meet. Rather than simply being the executor of the communication solution, this new breed of communicators will actively suggest the best way to address a given audience, based on what they know about the product and the requirements. Think of it this way: instead of agreeing to write a user manual, (because that s what  we ve always done ) the communicator might very well suggest that on-line help, or context sensitive help is more appropriate for the audience, if that audience is 15  25 years old, male, and where the research shows that this particular demographic dislikes reading anything, let alone user manuals. Also, the communicators might suggest an alternate way of giving on-screen feedback in the GUI, to eliminate the need for a section in the manual. Collaborating with designers, engineers, marketers and product managers is the key to continued relevance. Writers, technical illustrators, editors, graphic designers, all traditionally worked in sequence. The direction of the workflow was always one way  > right through to the printer. Collaboration with external staff needs to be complemented with a much higher degree of collaboration within the docs department. I d like to pause for a moment, and ask you in what ways you can see  or imagine  increased collaboration within your company s docs department. Focus on the customer  this time we mean the external customer, the user of the product or service. Typically, the engineers who designed the thing, are the least reliable  standard user . An awareness of the user experience, and a keen eye for usability of the products  not just the documentation, mind you  from the expertise of  explaining in simple, logical terms, and in a structured and organized way how to use the product or service, is a key area where communicators bring value to the enterprise. It is also a key growth area where docs departments can flex a little muscle  where their expertise can be offered pro-actively, re-positioning themselves as  part of the solution .H      H  0ηo~ ? ̙33$Z 0  t(  ^  S "   f  c $|f4 f  f j:While most would already recognize the importance of accountability for deadlines  it s the lack of a business mind-set that requires change. Often, the deadline itself is seen as a restriction, an inconvenience.  We don t get to do something to the best of our ability  we just need to get it done by Tuesday and that undervalues our contribution. In this example: doing well  and getting it done on time  are presented as mutually exclusive. The new attitude is not to accept (blindly, grudgingly, or with enthusiasm) an imposed deadline, but to actively ask:  When does this need to be ready for you?  How can I help you get this done faster, smarter, better?  H  0ηo~ ? ̙33rVLNk AJn-bx@[]dUnh}j_-rilftvw{Apy}Y1Oh+'00U px  ( H T ` lxYou can do more! 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