It's not me, it's them.

Determining the tone and approach of any marketing strategy, including your performance improvement, incentive and recognition programs, is critical in order for it to resonate with your target audience.  Many times we take the approach that "I'm just like them, so I know what it should look, feel and sound like."

This post from Identity/Branding Agency - Brains on Fire (located in my home town) reminded me of this critical point.    The post points you to the Beloit College Mindset List.  The list provides perspective on what's on the minds of (or the mindset of) the young people entering college each year.  Started in 1998, this list is a must read for anyone that seeks to communicate with younger audiences (not that the concept wouldn't apply to boomers, et. al. - I just don't know of a list for those folks.)

One of the challenges for incentive and recognition strategies is that the programs must address a large audience - more than just a single group.  Recommendations must take into account you will have those that are familiar with communicating via email, IM, phone text message, as well as fax and 1-800 numbers.  Awards will have the same constraints.  So next time you start to put together your program, consult the list if only to remind yourself it isn't about what you think - it's about what they think.