The Laws of Communication

Verner Von Braun is reported to have said that “The natural laws of the universe are so precise that we have no difficulty building a spaceship to fly to the moon and can time the flight with the precision of a fraction of a second”.   Do such natural laws exist for communication?  At Comobo we think maybe so.  Here are some of those laws that we encourage our clients to apply every day to communicate with a bigger impact.


  • Moments of Truth: Principles of communication developed by Richard Normann in the seventies and eighties.  Taken up by fellow Scandinavian Jan Carlzon, who took SAS from a moribund state airline to an award winning organization.  Carlzon speaks on the international conference circuit on his experiences with Moments of Truth.
  • The Primitive Interrogatives – Five Ws (also known as the Five Ws (and one H): What, When, Who, Where, Why and How.
  • The Zachman Framework: Zachman set out to describe enterprise architecture as the intersection of the Primitive Interrogatives, and Reification, the transformation of an abstract idea into an instantiation that was initially postulated by ancient Greek philosophers: Identification, Definition, Representation, Specification, Configuration and Instantiation
  • Gallup’s Strength’s research aka StrengthsFinder: a classification of an individual’s strengths based on extensive Gallup research and number crunching
  • Myers Briggs Type Indicator (MBTI):  A model of an individual thought patterns based on the work of Carl Jung
  • Roger Hamilton’s WealthDynamics model: intended to give you a model for your road to riches, based on your dominant thought patterns (see MBTI): Introversion/Extroversion and Intuitive/Sensory

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