How to Window Dress Your Communication


What creative window dressing can teach you about using your words well.

Walking through downtown Munich a shop window grabbed my attention.

It used colour, design and imagination in a striking yet simple way. In fact it was such a great display that I stood and looked at it for a few minutes.

What did it sell?


Now, I’d not gone in search of a felt shop. Running out of felt was not an issue that had been keeping me up at night but I loved what the window dresser had done with these brightly coloured pieces of wool; the lime green place mats, the zesty, orange coasters and daffodil yellow Easter bunny shaped carafe covers.

It was clear that a great deal of care and thought had gone into creating the arrangement.

It got me thinking about how we communicate.

 “Your words are your biggest form of window dressing”

We use our words to connect with people. To share who we are, our ideas and the difference we make.

And how we choose to arrange our words makes us all window dressers.

We want others to stop at our windows and take in what we’re communicating, whether that’s in a conference presentation, a sales pitch, or a simple email.

Carefully crafted words create impact that engages with our audience.  Words that are just smooshed together can communicate, sure, but they run the risk that our audience will just walk on by.

I’m sure the felt shop window dresser came out onto the street a number of times to see the effect she created.

She put herself in the position of her customers to experience the display as they would see it and she moved things about a little.

Using your words well is just the same.

It takes time and skill to put them together in a way that showcases your message. It means coming out onto the street to see how the words are experienced by your audience and doing a little tweaking here, a bit of moving around there.

The next time you prepare your words for an audience take the time and effort to make sure your shop window is engaging with your audience.

Remember your words are your biggest form of window dressing.

Use your words well and people will engage.

As for me, I’m going back to the felt shop. This time to look inside…




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