Is it the message or the mode that counts?

Jack Dorsey created Twitter in 2006 as a small team communication tool at ODEO. Similarly, Stewart Butterfield released Slack in 2013—an IM-based team tool proven useful in his development team.

Both platforms shared a dual purpose:

1. Enable team members to give and receive answers while remaining on task
2. Avoid fragmentation by keeping teams updated on changes

The Evolution of Messaging

Today's communication options challenge us to consider not only message content but also select delivery modes that boost effectiveness. "Messaging is the grease to social interaction." Physical gestures signal intent, while language—written or spoken—can clarify or distort messages as our brains process content differently.

Case #1: Potato Parcel

Alex Craig launched Potato Parcel in May 2015, creating a personalized message system via US mail on potatoes. He leveraged:

• An underutilized communications channel (postal service)
• Surprise and convenience elements
• Technical skills (built ecommerce site in one hour)
• Cost-effective mass messaging through Reddit (234 million monthly visitors)

By September 2015, he reported $43,000 in sales at $7.99-$9.99 per potato.

The Real Value Proposition

Like Twitter and Slack, Potato Parcel succeeded through delivery reliability, not message personalization. All three modes connected people and enabled idea sharing by opening exclusive channels for message exchange.

The distinction: personalization encompasses more than names or demographics. Meaning and consideration for personal needs—time or expense—make messages feel personal.

Key Takeaways

Immediacy and convenience make messages more appropriate, not necessarily more personal. A Valentine's message received in July loses impact. Effective personalization ensures message and delivery mode fit, hitting targets at the right time and place.

Consider your communication purpose: Do you seek response, follow-up, or follow-through? Choose modes supporting these capabilities. SMS captivates universally through three elements: privacy, immediacy, and sheltered channel between known parties.

The conclusion: "it's the content—the actual message construction that will win over your target, not the mode."