The Gap Between Content Creation and Customer Understanding
Every company today believes it has a content problem. Too many assets. Too many updates. Too many channels to keep up with. In reality, most companies have the opposite issue. They have an understanding problem. Customers are surrounded by words, product descriptions, instructions, reminders, alerts, but very little of it actually lands . Messages are sent, but meaning doesn’t arrive. And somewhere between creation and comprehension, intent gets lost. This gap is subtle. It doesn’t show up in dashboards immediately. But it shows up in behaviour, hesitation, repeated questions, abandoned journeys, and quiet frustration. When “Explained” Isn’t the Same as “Understood” Inside organisations, content is often treated as a delivery task. Once the message is written, reviewed, and published, the job feels complete. But understanding doesn’t happen at the point of publishing. It happens in context, on a small screen, under time pressure, in a second language, often while multitasking. A Harva...