Perspective on prescription

One condition likely to dodge a doctor’s diagnosis is a case of lost perspective.

Whether or not we realise it at the time, most of us have demonstrated the symptoms of a perspective deficiency. Worse yet, we may have acted during its mind-narrowing delirium.

From letting a packed tube train taint an entire morning to being blinkered by the finer points of a brief, it’s easily done.

Sometimes the realisation is a sudden one, instantly restoring precious perspective. At others, it’s a terrible, creeping awareness that bad judgement has been at the wheel.

Either way, the damage left in its wake can be dire for an effective communication.

Once you’re feverishly focused on saying the right thing to the right people, tirelessly exploring what will and won’t work is to be expected.

The problem is assuming everyone else has navigated the same warren of avenues and dead ends that you have, to arrive at these results.

The moment this happens, you’re forcing your audience to join a conversation that’s already started – without stopping to think whether they’ll ever catch up.

If this happens, the work will inevitably sink into a subjective quagmire of colour choices and minor copy disputes while the greater questions loom unanswered.

So what’s the cure? Admittedly, it’d be far simpler if perspective were available on prescription, that way such shortfalls could be averted simply by starting the day with a long, cool glass of the stuff.

But until the day when it’s just a scribble on a GP’s notepad, we’ll have to self-medicate. Mostly with a step back and a deep breath. Figuratively in most cases – but literally in others.

‘Taking it from the top’ works like a shot of objectivity straight into the heart. One that can re-animate our measured assessment, and scatter the mist surrounding many a situation. If symptoms persist, then simply repeat the dosage.

Matt Evans, Copywriter