If you want to make big improvements in communication, my advice is - hire physicists, not communications people from normal companies and never believe what advertising companies tell you about 'data' unless you can independently verify it.

In this quote, Dominic Cummings, a political strategist known for his work with the UK government, offers his advice on improving communication within organizations. Cummings argues that to achieve significant improvements in communication, one should consider hiring physicists rather than traditional communications professionals from conventional industries. His reasoning is that physicists, with their problem-solving and analytical mindset, are better suited to approaching communication from a fresh, data-driven perspective, as opposed to relying on conventional, possibly outdated methods used in traditional communications sectors.

Cummings also takes aim at advertising companies, cautioning against blindly trusting their claims about data. He suggests that advertising firms often present data in ways that serve their own interests, rather than offering accurate, unbiased insights. Cummings advises that any data provided by these companies must be independently verified, as relying solely on their findings may lead to flawed or misleading conclusions. This reflects his emphasis on critical thinking and skepticism when handling information, especially in the realm of communications.

The origin of this quote ties into Cummings’ broader philosophy on innovation and efficiency in governmental and organizational communication. He believes that traditional methods of communication, especially those used in politics and business, often fall short of achieving true effectiveness. By bringing in physicists or other non-traditional thinkers, Cummings suggests that organizations can break free from the constraints of conventional wisdom and approach communication in a more rigorous and evidence-based way.

Ultimately, Cummings’ advice points to the importance of critical thinking, data verification, and innovative approaches in improving communication. His emphasis on hiring people with a strong analytical background and questioning the accuracy of advertising data challenges the traditional norms of communication strategies and encourages a more thoughtful, empirical approach to making improvements.