Your mic sounds nice...

Every Tuesday, The Productive Disruptive delivers storytelling science, message makeovers, cultural commentary, and a little rebellious hope for anyone still stubborn enough to believe communication can change the world.

Author

Dorian Johnson
July 22, 2025

Did a wise PHriend forward this to you? [Subscribe here.]

“I just don’t get it…”

Was it the core message?
The post?
A pop culture reference?
The whole campaign?

It can sting to hear something like that. When someone listening to your message just can’t follow it, it feels deflating.

I know I’ve been there.

And let’s be real, there are plenty of reasons a message might not connect.

But before you toss the whole thing out,

Consider this quick reframe.

If your audience didn’t “get it,” the message might not be broken.
It just wasn’t built for them.

And if you're solution-oriented (like I know you are), you're probably thinking…

Okay… so what needs to change?
Where did I miss the mark?
How can I build this for them, not just around them?

Let’s talk about that.

Audience mismatch is one of the most common (and most ignored) reasons good messages fall flat.

You can be funny, fiery, thoughtful, and clear…
And still get met with: 😐

I cannot stress this enough, that doesn’t mean your idea was bad.

It just didn’t resonate.

Your “that’s interesting” isn’t universal.

What lights you up might not even spark a flicker for the people you’re trying to reach.

That's the challenge, but it’s also an opportunity.

Your audience doesn’t owe you attention.
And just because something matters to you, and might even benefit them…
it doesn’t automatically mean it matters to them (yet).


You don’t need to force relevance. In fact, it’s not recommended.
Instead, you design for it.

🧠 Story Science Side Note: When people feel seen and included, the brain literally changes its posture.The amygdala quiets down (less threat), the reticular activating system tunes in (more attention), and oxytocin levels rise (more trust + emotional openness)

One study even found that feeling excluded activated the same brain regions as physical pain. That’s how deeply wired our need to belong is, so please, don’t hurt em.

Also,

Don’t work your message if your audience ain’t even clocked in yet.
Get them to clock in, boss.

I love Bob’s Burgers. Also, relevant here. Don’t hurt em! Invite em in.

So what do you do with all this?

You build your message with your audience in mind.
Not as an afterthought, but as the starting point.

It’s also better if you’re not guessing at all.

Can you co-create with your audience?

Ask questions. Test ideas. Invite feedback.

Because when your people help shape the message…
that inherently comes with buy-in.

📝 Message Makeover: You know the term “target audience”

Meh.

That sounds like we’re hunting people down.
Just lining them up in the crosshairs and pulling the trigger.

What about invited audience?

This reminds us that attention is earned with relevance, respect, and resonance.

We ain’t hunting 🎯

We hosting💌

🛠️ The PHacilitator’s Corner:

Sketch a mini audience snapshot using these 5 prompts.

🧠 1. What makes them say “ugh” and scroll past?
Not what you hate, but what makes them eye roll?

💭 2. What are they already proud of, whether or not it gets recognized?
That’s your connection point.

📱 3. Where do they hang out and how do they speak there?
Respect their rhythm.

🧩 4. What problem are they trying to solve that your message could support?
Not what you want to solve. What they’re wrestling with.

🧑🏾‍🤝‍🧑🏼 5. What would make them feel considered, before you say a word?
Design with that energy.

If you want your audience to clock in...
You gotta let them see their reflection before they hear your direction.

Adios!

How’d I do?

Will I see you at State of Black Health?

You can still register at stateofblackhealth.com