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Communication by Design (CBD) is an optimized process that accelerates content creation through a division of labor. Writing is generally considered difficult because people try to do too many things at once. When the typical person sits down to write a sentence, they are crafting arguments, organizing research, figuring out how to tell the story, imagining what graphics will be needed, and honing the understanding their audience all at the same time. No wonder writing makes your brain hurt.

In CBD, we divide and conquer to make most efficient use of the experts and to maximize the quality of the end product. Here is how it works in a nutshell. Editor/analysts, experts in both content creation and a subject matter area, interview subject matter experts, who are usually our clients, to extract information for the content and to create a content design that describes the final form. Reporters and researchers get additional information from other sources.

The editor/analysts then perform more interviews using the content design and prepare the research for writers who are instructed about how the part of the content they are writing fits into the whole. The content created by the writers is then reviewed by the editor/analysts and subject matter experts, who add any missing information or correct any errors. Graphic artists create figures and illustrations.

CBD minimizes the time required from subject matter experts, who are a scarce resource. Scheduling time with experts for repeated review session is one of the main causes of delay for internal efforts at creating white papers, documentation, and other material. CBD results in much higher quality first drafts than normal practice, which further compresses the review time.

CBD has experts involved at each stage of the process who know how to focus on key issues and who can edit, analyze, report, research, illustrate, and write better and faster than most people. Think of them as the equivalent of studio musicians for content creation.