DSN:CLEAR™
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Governs Communication Integrity.
Governs Communication Integrity.
Can what we say remain true to the decision?
A decision can remain unchanged on paper while becoming something else in practice.
It travels through:
Regions and markets;
Leadership and local teams;
Agencies and production partners;
Languages and channels;
Legal, regulatory and commercial review.
At every handover, someone may try to make the message clearer, shorter or more locally relevant.
But a condition may disappear.
An assumption may become a fact.
A limited approval may become a broad promise.
DSN:CLEAR™ is The Integrity Control Room.
It governs how a ruling may be interpreted, adapted, approved and communicated after the decision has been made.
Local relevance may change.
Decision integrity may not.
The message may travel. The ruling must remain intact.
The message may travel. The ruling must remain intact.
WHY DSN:CLEAR™ EXISTS
Communication can become clearer while becoming less true.
Communication can become clearer while becoming less true.
As decisions move through a multi-market organisation, responsibility may be distributed across:
global and regional leadership;
local-market teams adapting for relevance;
brand, commercial and communications owners;
agencies and content-production partners;
legal and regulatory reviewers;
different languages, channels and customer contexts.
Each stakeholder may own a legitimate part of the communication.
The danger is that nobody remains responsible for protecting the whole decision.
DSN:CLEAR™ does not merely check copy before release.
DSN:CLEAR™ does not merely check copy before release.
It governs the continuity of the decision.
It governs the continuity of the decision.
WHERE DSN:CLEAR™ BEGINS
DSN:CLEAR™ begins with the Decision Record.
DSN:CLEAR™ begins with the Decision Record.
DSN:Decision Diagnostic™ creates a Decision Record. It records the diagnostic of the permitted next route. Whether or not the decision should:
Advance · Investigate · Transform · Stop
DSN:CLEAR™ uses the Decision Record as its source of truth.
It adds:
approved claims;
conditional claims;
prohibited claims;
evidence-to-claim links;
communication exceptions;
escalation decisions;
approvals;
and version history.
This ensures that the ruling does not change meaning as it moves through key stakeholders or decision owners.
THE GOVERNING LENSES
Five lenses keep communication connected to the decision.
Five lenses keep communication connected to the decision.
These five lenses govern both communication integrity and local-market adaptation integrity:
THE GOVERNED SURFACE
The format may change. The governing decision should not.
The format may change. The governing decision should not.
MULTI-MARKET GOVERNANCE: LOCAL RELEVANCE WITHOUT DECISION DRIFT
DSN:CLEAR™ does not prevent local adaptation.
DSN:CLEAR™ does not prevent local adaptation.
DSN:CLEAR™ therefore governs:
What may change;
What must remain intact;
Who may decide each change;
How every adaptation is recorded.
THE ADAPTATION ENVELOPE
Local freedom becomes safer when its boundaries are visible.
Local freedom becomes safer when its boundaries are visible.
WHAT MAY CHANGE. WHAT MUST NOT. WHAT MUST BE ESCALATED.
These elements protect the substance of the ruling.
These elements allow the communication to remain relevant without changing the decision.
An escalated change may no longer be an adaptation.
DSN:CLEAR™ PROCESS
DSN:CLEAR™ follows the communication from its source to its final approved form.
DSN:CLEAR™ follows the communication from its source to its final approved form.
WHAT COMMUNICATION INTEGRITY CHANGES
Before DSN:CLEAR™, adaptation may be happening without a shared view of what must remain true.
Before DSN:CLEAR™, adaptation may be happening without a shared view of what must remain true.
BEFORE
BEFORE
AFTER
AFTER
THE INTEGRITY CONTROL ROOM
Do not allow the message to become more certain than the decision.
Do not allow the message to become more certain than the decision.
Use DSN:CLEAR™ when the cost of message drift is too high; especially across multiple markets, multiple stakeholders and multiple layers of approval.
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