Vol. 08: If You Deliver It Wrong, Even Well-Crafted Work Won't Resonate — How to Ensure AI Doesn't Just Remain a Tool —
No matter how well you craft something, if you get the delivery wrong, it won't get across.
This is true for copy, images, and illustrations alike.
But precisely because it's created by AI,the question of "how to deliver it" is becoming even more critical.
This time, I'd like to talk about "how to deliver" the things you've crafted.
The order of the structure and the choice of words.
And I'll also organize some thoughts on the perspective of "re-delivering," which is something you want to be careful about precisely because it's AI.
Even if it's well-crafted, it won't get across if the recipient isn't "prepared"
I've experienced this many times: even with a well-crafted proposal, if you get the order wrong, or if the explanation is too long or too short, it sometimes doesn't resonate at all.
That's not a problem with the other person's comprehension, but simply becausewe got the order or the information we started withwrong.
For example, if you suddenly show the finished visual, you'll get a "Wait, what?" look.
But if you start by conveying the "intent," the way the same visual is received will be completely different.
The sense of "creating a space"
I think communicating is less about "delivering information" and more about
the act of creating a "space" in the other person's mind.
It's about preparing the premises for the other person to be convinced, or conveying the rhythm of your own thinking through the tempo and flow of your words.
When it goes well, that "space" is created smoothly, and the other person naturally follows what you are trying to say.
When it doesn't go well, that space is shaky, and the conversation falls apart.
Things crafted by AI can sometimes be "too" polished if left as is
The text and visuals that AI produces look polished at first glance.
There are no flaws, and the flow is smooth.
But if your own thoughts and intentions aren't layered on top of that,it can conversely end up looking "safe" or "generic".
It's polished, but for some reason, it doesn't hit home.
When that happens, it might be becauseyou haven't included "your own words" anywhere.
That is precisely why how you deliver it becomes important.
Reconstruct the output in your own words and translate it into the other person's language.
I feel that only by not sparing that effort does AI become "more than just a tool."
The order of a proposal should match the "order already in the other person's mind"
For example, there are times when it's better to say "Please look at the picture first," and conversely, times when it's easier to get through if you say "Let me explain the background first."
That judgment isn't about "which is correct," but rather closer to the sense ofhow to align with the order that already exists in the other person's head.
It gets complicated if you overthink it, but in the end, it's about whether you can imagine in advance "where they might get stuck."
I feel that the accuracy of that imagination is directly linked to whether or not it gets across.
"How you show it" is also part of the crafting process
This is common in visuals too, but just a little extra white space can change the recipient's impression.
Even with the same text, the flow of meaning changes depending on how paragraphs are structured or how emphasis is applied.
When refining AI output, this task of adjusting the 'presentation' cannot be separated.
Whenever I feel that something is 'correct in terms of content, but the recipient's focus will be scattered,' I usually rethink the order or the composition.
The power to communicate is also the power to edit.
How do you deliver refined expressions?
That is, in essence, the final stage of editing.
It's not just about making it look clean; it's about thinking through to the point where you know, 'If I go in this order, it will properly reach the other person.'
Only then does the act of refining truly have meaning.
I feel that the work of refining includes 'what kind of delivery method to add'
to what the AI has produced.
Conclusion
Thinking 'I've made something good' is only half the battle.
The other half is how you deliver it.
Changing the order. Adding words. Leaving white space.
Each one of those things determines whether or not it 'reaches' the audience.
AI is a tool.
However, to ensure it doesn't just end as a tool, we must layer on 'how to deliver it' to the output.
I feel that the work of today's creators lies in that process.
Next time, I would like to think a bit more from the perspective of 'results'—
how the things we have refined up to this point lead to the other person's actions and decisions.