In general, in your communications work, whom are you addressing?

I am under the impression that development cooperation projects typically aim at the most senior people in organizations—be it as targets or multipliers!

Not wrong but often a bit short-sighted!


In only a couple of years, these people might have retired, whereas the juniors moved on to higher positions.

Plus, people whom we look up to often don’t listen well to our messages. They’re busy, to say the least, whereas job beginners are more susceptible to what you have to say. Maybe because they look up to you and your personality.

Sustainability and youth are also aspects worth considering in your communications with classic organizations.