Making the Intangible Real使无形的真正

Water into Wine No Water Into 3 times more potent than gasoline. 水变成酒没有水的3倍更有效比汽油。
This article shows how I was thoroughly laughed at by my friends when I told them cars would run on water...本文介绍了如何我是彻底地笑了我的朋友们时，我告诉他们，车将运行在水... but guess who's laughing now.但猜测谁是笑了。

Article source: http://www.communication-newsletter.com/ . 文章来源： http://www.communication-newsletter.com/ 。 Used with author's permission. 用作者的许可。

How do you make the intangible real?你如何使无形的是真的吗？ How do you take an idea or concept, something that can't be seen or touched, and convey its essence to others, quickly and easily?您如何采取一个想法或概念，这不能被视为或感动，并转达其实质给他人，快速，方便地？

That challenge faces many of us in this age of information and knowledge marketing.这面临着许多挑战，我们这个年龄的信息和知识营销。 In advertising and other marketing communications, we have to convince prospects to respond to words and ideas.在广告和其他营销传播，我们必须说服前景作出反应的话和想法。 Intangibility is a challenge I often face as I promote my communication products and services.无形是一个挑战我常常因为我面对促进我国通信产品及服务。 My prospective customers can't touch or see what I'm selling.我的潜在客户不能触摸或看看我卖。

It's a factor in employee communication, as well as in marketing communication.这是一个因素，员工的沟通，以及在营销传播。 After all, what are you selling when you ask employees to get behind the new plan or to work safely?毕竟，你卖当你问员工开始，新的计划或工作安全？

Every once in a while I come across something that bridges the gap between tangibility and intangibility in a single bound.每一次在我遇到一些桥梁之间的差距有形和无形在一个单一的约束。

One of my former newsletter client companies developed software that provides stereographic (like 3-D) views of oil and gas reservoirs.我的一位客户前通讯公司开发的软件，提供立体（如三维）意见的石油和天然气储集。 Now, I've seen many of this company's developments in reservoir simulation over the past 10 years or so, but this one was special.现在，我已经看到许多本公司的发展，油藏数值模拟在过去的10年或10年，但此一特殊。

Why?为什么？ Because to use this software, you put on 3-D glasses.由于使用该软件，你把三维眼镜。 Like the kind we wore in movie theaters in the 1950s, albeit much more sophisticated.就像我们穿那种在电影院在20世纪50年代，但更复杂。

For my client, the significance of the software is its ability to run on regular desktop computers, which makes it more affordable than existing software.对于我的客户，其意义的软件，它能够正常运行台式电脑，这使得更多的价格比现有的软件。 For its customers, mostly engineers in oil companies, the view is the thing: it can make or save them millions of dollars.对于客户，大部分是工程师，石油企业，认为是一件事：它可以制作或保存数百万美元。

But for me, with my limited knowledge of software and reservoir simulation, the glasses were the thing.但对我来说，我的知识有限的软件和油藏模拟，眼镜的事情。 They transformed an idea into reality; well, virtual reality at least.他们的想法转化为现实;良好，虚拟现实，至少。

If they choose to do so, they can use the glasses to bridge the divide between tangibility and intangibility.如果他们选择这样做，他们可以使用的眼镜桥之间的鸿沟有形和无形。 Obviously, they can't print or display the views, as they do with other visualization software, but they can show the glasses.显然，他们无法打印或显示的意见，因为他们与其他可视化软件，但它们可以显示眼镜。

For those of us old enough to remember the 3-D movies of the 1950s, the connection jumps out at us (literally and figuratively).对于我们这些老得足以记住的三维电影， 20世纪50年代，连接跳在了我们面前（字面和比喻） 。 Or, you may recall the video game goggles that appeared at various times in the past decade.或者，您可能还记得视频游戏护目镜出现在不同的时间在过去的十年。 Whatever our experience, the glasses should trigger curiosity about the altered reality we find by wearing them.无论我们的经验，眼镜引发好奇心的改变现实我们发现他们的穿着。

In this case, the glasses become a proxy for the software program.在这种情况下，眼镜成为代理的软件程序。 The glasses aren't the program, but they convey its essence quickly and effectively.眼镜不是计划，但他们转达其实质迅速和有效。 It allows prospective customers or clients to grasp the significance of an intangible product.它可以让潜在客户或客户掌握的意义是无形的产品。

So, real products can help us effectively communicate the essence of an intangible experience.所以，真正的产品可以帮助我们有效沟通的本质是无形的经验。 Next time you're browsing through a department store or mall, look at the products on display through new eyes.下一次你浏览一家百货公司或购物商场，看看上展出的产品通过新的眼睛。 Look at them as prospective tools for demonstrating the essence of your intangible product or service.看看他们潜在的工具，展示了本质的无形产品或服务。

In summary, one thing can be a proxy for another thing, allowing us to convey the essence of an intangible through something others can touch or see.总之，一件事可以代理另一件事，使我们能够传达的本质是无形的东西通过其他人可以接触或看到的。

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