Meaning: This quote by William Bernbach, a prominent businessman and advertising executive, provides valuable insight into the art of effective communication. At its core, the quote emphasizes the importance of understanding human nature as the foundation for successful communication. Bernbach suggests that the key to being an effective communicator lies in the ability to consider the perspective of the audience and tailor the message accordingly. This approach is rooted in empathy and a deep understanding of the human experience.

The first part of the quote, "It is insight into human nature that is the key to the communicator's skill," highlights the fundamental principle that underpins effective communication. It underscores the significance of perceiving and understanding the intricate and diverse nature of human beings. By recognizing and appreciating the complexities of human nature, communicators can develop a deeper understanding of their audience, which is essential for crafting messages that resonate with them.

The second part of the quote, "For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it," draws a clear distinction between the roles of a writer and a communicator. While a writer focuses on the content they produce, a communicator shifts their focus to the reception and interpretation of that content by the audience. This differentiation underscores the importance of audience-centric communication, where the communicator prioritizes the experience and understanding of the reader or listener.

Bernbach's assertion that the communicator "becomes a student of how people read or listen" further emphasizes the need for communicators to adopt a learner's mindset. By actively studying and understanding how people engage with and process information, communicators can adapt their strategies to effectively convey their messages. This approach requires a deep understanding of cognitive processes, behavioral patterns, and emotional responses, all of which contribute to the audience's reception and interpretation of communication.

In the final part of the quote, Bernbach encapsulates the essence of effective communication by highlighting the significance of the audience's perspective. By stating that the communicator is concerned with "what the reader gets out of it," he underscores the need for communication to be meaningful and impactful for the audience. This perspective-driven approach encourages communicators to prioritize clarity, relevance, and resonance in their messages to ensure that the audience derives value and understanding from the communication.

Bernbach's quote reflects a human-centered approach to communication that is rooted in empathy, understanding, and adaptability. It serves as a reminder that effective communication is not solely about the transmission of information but also about the reception and interpretation of that information by the audience. By acknowledging and embracing the complexities of human nature, communicators can elevate their skills and create meaningful connections through their messages.

In summary, William Bernbach's quote encapsulates the essence of effective communication by emphasizing the importance of understanding human nature and prioritizing the audience's perspective. By recognizing the role of the audience in the communication process and adapting strategies accordingly, communicators can create impactful and meaningful messages that resonate with their intended recipients. This quote serves as a timeless reminder of the human-centered approach that underpins successful communication in various contexts.