ABSTRACT
Sense-Making assumes that there is a fundamental discontinuity in how people, such as the publics we need to communicate with, move from one point in time to another. It challenges the belief that a person’s actions are easily predictable, as if people were not making choices all the time. The underlying metaphor for Sense-Making relates to the gap between where a person is and where they wish to be. Such an approach fits with a process worldview rather than the static assumptions that often exist with audience segmentation.
