In collaboration with Pomilio Blumm
In summary
- To communicate effectively, human intelligence alone is no longer sufficient
- The examples of Patagonia and Chobani
- People buy change, not information
- Three types of intelligence are needed: human, social and artificial, in synergy with each other
- Practical applications in medicine, business success, and public institutions
- A business case for Pomilio Blumm: Clean Sky
- How it works The Summer School of Pomilio Blumm and Maastricht University and the special discount for readers of the Newsletter of STRTGY
Human, social and artificial: 3 intelligences to master communication for institutions
From Sept. 9 to 13, a Summer School on institutional communication will be held in Pescara, Italy, organized by the Pomilio Blumm communications agency with Maastricht University.
Find out how it works and the benefits for the community of STRTGY
To write this note, I met with Franco Pomilio, strategic guide of Pomilio Blumm, the leading communications agency for institutions and first in terms of revenue in the marketing and advertising sector according to the latest ranking published by the Financial Times on the Fastest Growing Companies. Their clients include ICE, WHO, European Parliament and many others.
Pomilio Blumm’s mission is fascinating: to act as cultural instigators to transform the perception of institutions and brands in the marketplace, working at a deeply credible level of communication.
Today it is no longer enough to inform
We live in a time of incredible stresses, and competition for our attention is at an all-time high. Distributing news is no longer enough to communicate. Institutions and brands are learning to create a movement around themselves.
Institutions and brands today have a common need: to move communication to a new level made up of sharing values and building mutual trust.
It is a paradigm shift that more and more companies are adopting so much so that I have addressed these strategic issues several times at STRTGY.
You may recall that Patagonia recently came up with one of the most brilliant sustainability operations such that any social responsibility report looks like a useless waste of paper. Yvon Chouinard, CEO of Patagonia, wrote a beautiful letter titled “Our Only Shareholder is the Earth,” in which he announced that he had transferred ownership of Patagonia, valued at about $3 billion, to a nonprofit committed to safeguarding the planet. More in footnote 124.
Even Chobani, the beautiful Greek yogurt brand, through its CEO Hamdi Ulukaya, has taken an important stance on the drift that capitalism is taking: “maximizing return for shareholders is the stupidest idea ever” in fact it leads to behaviors that exploit people and communities. I invite you to read theAnti Ceo Playbook in a 2021 note.
People buy change
People do not buy products or services just because they exist, but because they seek change, they desire self-improvement.
They are more inclined to listen to how their lives will change rather than read a list of benefits or features in advertising descriptions.
Communication thus changes roles and becomes the ability to tell a credible story. To be such, this story must be rooted in culture, in values, in a fabric capable of supporting the entire narrative plot.
According to Franco Pomilio, to become proficient in this type of communication and be heard, it is important to cultivate three types of intelligences:human intelligence,social intelligence andartificial intelligence.
The necessity of human intelligence
It includes critical thinking, creativity and problem-solving skills, which are essential for tackling complex challenges and innovating new solutions. Historically, breakthroughs such as the invention of the light bulb or the development of the iPhone have demonstrated the unparalleled power of the human intellect. These findings underscore the importance of human intelligence in driving progress and adapting to new environments.
Without the unique capabilities of the human mind, we would lack theinsight and creative outbursts necessary for true innovation.
The power of social intelligence
Social intelligence is the glue that unites teams and organizations. The ability to understand and manage interpersonal relationships, communicate effectively and empathize with others. In our interconnected world, social intelligence is more crucial than ever.
It enables leaders to build strong relationships, inspire their teams, and navigate the complexities of social dynamics. Research has consistently shown that leaders with high social intelligence are more effective and achieve greater success. They are able to read the environment, understand body language, and motivate others, skills that are critical for any leader.
Embracing artificial intelligence
Artificial intelligence is the transformational force that is shaping industries around the world. It can process large amounts of data, identify patterns and perform tasks with a speed and accuracy far beyond human capabilities.
The true potential of AI is realized when it integrates human and social intelligence. AI handles data-intensive tasks, freeing humans to focus on creativity, strategy and relationship building.
The synergy of three intelligences
Each type of intelligence contributes in its own unique way. Human intelligence provides strategic vision and creative solutions, social intelligence ensures effective teamwork and leadership, and artificial intelligence offers powerful data processing and predictive capabilities. Together, these intelligences create a synergy that enables organizations to innovate, adapt and thrive in an ecosystem evolving at exponential speed.
Practical applications in medicine
In the medical field, the combination of these three intelligences demonstrates their collective power. Artificial intelligence can analyze medical images and predict diseases with remarkable accuracy. However, without the interpretive skills of physicians (human intelligence) and their ability to communicate effectively and empathetically with patients (social intelligence), the health care process would lack the fundamental human touch.
Business success through integration
Companies that leverage all three types of intelligence stand out as industry leaders. They use artificial intelligence to optimize operations and gain insights, rely on human intelligence for strategic decisions and innovation, and leverage social intelligence to create cohesive and motivated teams. This holistic approach enables companies to navigate the complexity of modern markets and maintain a competitive advantage  .
Integration of the three intelligences in public institutions
The integration of human, social and artificial intelligence within public institutions is essential to promote innovation and improve services. Take the education sector as an example.
Educators’ human intelligence guides curriculum development and the strategic planning necessary to achieve educational goals. Social intelligence enhances the ability of teachers and administrators to build strong relationships with students, parents and communities, fostering an inclusive and supportive learning environment. Artificial intelligence, on the other hand, analyzes student performance data, personalizes learning experiences, and identifies at-risk students early.
For example, the New York City Department of Education has adopted artificial intelligence tools to tailor learning experiences to the needs of individual students. By analyzing data on student performance and engagement, artificial intelligence helps educators develop personalized learning plans, ensuring that each student receives the attention and resources he or she needs to succeed. Simultaneously, teachers use their human intelligence to interpret this data and adjust their teaching strategies accordingly. Social intelligence is evident in the way educators communicate with students and parents, using empathy and understanding to build trust and encourage active participation in the learning process  .
This integration of intelligence not only improves educational outcomes, but also streamlines administrative processes, making the institution more efficient and responsive to community needs.
We can only imagine what it can do in Italy and in our companies if we were already ready.
Harnessing the three intelligences in the Clean Sky project
Pomilio Blumm has been working on the Clean Aviation initiative, a project in which the integration of human, social and artificial intelligence is key to advancing climate-neutral aviation.
Human intelligence underpins the innovation of hybrid, electric and hydrogen-powered aircraft, which are essential for reducing emissions. Creativity and problem-solving skills underpin the development of innovative technologies.
Social intelligence is key to uniting diverse stakeholders, from engineers to policymakers. Effective communication fosters collaboration, ensuring that everyone is committed to the shared vision of sustainable aviation. Leaders who excel in social intelligence can inspire and motivate their teams, building a culture of trust and cooperation.
Artificial intelligence enhances this process by analyzing large data sets to optimize aircraft designs and predict performance outcomes. AI-based insights help refine strategies, accelerate development, and ensure that decisions are data-driven. By integrating AI, leaders can make more accurate predictions and adjustments, aligning technological advances with environmental goals.
By combining human creativity, effective stakeholder communication, and AI-driven data analysis, Clean Aviation can push the boundaries of what is possible in sustainable aviation. This triad of intelligences enables leaders to effectively communicate their vision and influence their teams, guiding the organization and citizens toward a greener future  .
How to develop these skills in September
Pomilio Blumm, in collaboration with the prestigious Maastricht University, presents the 2024 edition of the Summer School on EU Institutional Communication.
This intensive five-day program, to be held Sept. 9-13, offers two modules-Technical and Creative-focused on acquiring cutting-edge communication strategies for modern institutions.
Some features
- 🏰 The exceptional location is the Aurum in Pescara, a unique structure overlooking the sea and surrounded by the mountains of Abruzzo
- 🧠 The main theme: the fusion of human, social and artificial intelligence for effective institutional communication
- 🔀 The interdisciplinary approach combining social psychology, sociology, and communication sciences
- 📜 Participants will receive a certificate issued by Maastricht University and Pomilio Blumm.
- 🌐 Sessions will be conducted entirely in-person and in English.
- 🎓 The event is open to both students and professionals
- 🖐️Five days of lectures and workshops, divided into two modules that can be purchased separately
- 💰The first, of a technical nature, will focus on writing EU-wide tenders
- ✨The second, creative, will explore how to harness the potential of AI to create effective communication campaigns
Readers of the STRTGY newsletter are given an additional 5 percent discount in addition to the early bird discount for those who decide to participate by the end of June. To claim it, simply enter the code STRTGY5 in the registration form. All info here.
