Wombat Book --- NewSell
by Dr. Michael Hewitt-Gleeson

This html-coded online version of the Wombat Final 15/5/06 9:12 AM -- wombatbook.pdf, was prepared by Darlene Sartore with some additions, clarifications, minor adaptations, color texting, and numbered paragraphs to make the text easier to use in follow-along reading and referencing during dialogs.... This version is for use only by course presenters certified by An Ever Better World Internet Academy. Permission granted from author on March 5, 2007.

CHAPTER 24. THE Message
wombatbook.pdf pages 219 - 226

The message is the medium

1. In one form or another, life has existed on earth for over 3500 million years. Neural nets - conscious neural networks - like those in your brain, are a comparatively recent innovation and arose about 60 million years ago. The rapid expansion in size of the human brain has occurred only over the last few million years due to the pressures of survival in the arms race of brain against brain.

Humans with lesser brains could not survive as well as those who had more complex brains. Therefore those brains with better memories, better strategies and greater flexibility were naturally selected. They survived long enough to replicate and pass their genes on to the next generation. Those that didn't survive long enough to replicate were not selected.

We no longer hunt or live in caves. Science and technology, products of our enlarged brains, our neural nets, have overtaken evolution. We now drive intelligent cars that use satellites to know where they are, and we live in smart-wired buildings with automatic climate control that moderates temperature whether we live in a desert or on top of a mountain.


The Scientific Revolution started about three hundred years ago. Seventeenth-century thinkers built their ideas on the works of early Greek thinkers all the way back to Democritus who put forward the theory of the atom and Pythagoras who put forward the theory of the kosmos. But it was the invention of the printing press by Gutenberg and others that allowed scientists to communicate more easily with each other. Brain to brain. Neural net to neural net. Nothing spurs intellectual development like an improvement in communications! Only about 1000 books a year were produced in Europe before 1500. By 1950 this number had risen to 120,000 a year!

Then, in 1969 the US-based Defense Advanced Research Projects Agency (DARPA) made a fateful decision in human evolution. They realised that it was possible to take a quantum leap in communications between their scientists and researchers based at different geographical locations. They networked (joined by telecommunication) four large computers and established DARPANET. This had grown to 37 networked computers by 1972 and the name evolved to ARPANET. In addition to exchanging boring (but no doubt important) military information the users on the ARPANET began sending each other personal messages by electronic mail - email - and that's when the communications big bang took off.

Communication: computer to computer

By 1987, any educational facility - academic, military, government - could use the network in any country allied to the US. Scientists could now exchange scientific papers across the world in milliseconds. If these developments are startling, they seem sluggish when compared to the speed and acceleration of the knowledge explosion. The Information Revolution is less than 60 years old. A single BMW car today has more computing power than the whole world had 60 years ago. Your iPod has more memory than the computers that took the first rocket to the moon!

Communications facilitates intellectual growth and the generation of information. People use iPods to swap whole libraries of music and other digital information (mine can hold 30,000 tunes but so far I've only got 3000). Anyone can use their desktop computer for self publishing, editing movies, blogging their opinions to the world - for creating and webcasting their own content.

All this information is exchanged at the speed of light and the slowest link in the chain is now you, the human being!

Communication: computer net to computer net

Meanwhile, in 1990, ARPANET evolved into the INTERNET, the network of networks and with the subsequent arrival of the World Wide Web, the Net, as we know it, is now available to anyone with a computer and a modem to connect in to it. The number of users has grown from 5000 to over a billion in a decade.

Increasingly, we are doing all of the above on our handheld device. Our mobile phone, iPod and computers are all converging into the newest communication tool for our big human brain. Looking at the Net and the World Wide Web and its extraordinary growth we can notice and focus upon a powerful and useful unit of measurement. What do you think it might be? It's a fundamental unit of measurement on the Internet/WWW and I believe it's also the fundamental unit of measurement in business, especially in newsell.

The Message

When it comes to intellectual capital, the message is the medium. The message is THE most fundamental unit of intellectual capital. I believe that the message is about to take a quantum leap and that we are on the threshold of a whole new appreciation of its importance in the business context.

Technology has now elevated the message, as a unit of measurement, to the level of other basic business measurements like dollars and personnel. I believe that, before too long, measuring messaging in a business will become a daily protocol. I believe that the introduction of this daily measurement - counting the messages - will directly lead to immediate and significant increases in productivity and profitability. I believe that the message is becoming the most important unit of measurement on the Internet.

What is a message?

Our trusty old Oxford English Dictionary tells us that a message is an oral or written communication sent by one person to another. I think this is fine, as far as it goes, but now it's time to take it a little further. It's useful to look at a message in the light of the full potential of its consequences - the reply.

Just as psychologists study messages in a behavioural context and look at both the STIMULUS and the RESPONSE, in a business context we want to look at both the MESSAGE and the REPLY. So, in messaging, there are two parts we are interested in: MESSAGE IN and also MESSAGE OUT. We also need to pay attention to what happens between the two.

Introducing MiMo

To help the message (and messaging) achieve its potential in the brave new world of business cybertransactions I am putting forward a new unit of measurement called MiMo.

Mi is a message in and Mo is a message out.

Mi is an information stimulus received and Mo is an information response given out. You receive a Mi and you send back a Mo. Together they make up a MiMo. No doubt you have seen how this works in a wide range of business applications and, of course, we use this format in a deliberate way in School of Thinking on-line training courses with our daily breadmails (MO) and Feedback Questions (MI).

The Message Switch: Message-in to Message-out

I have written often enough about the usefulness of the SWITCH as a model. There are the two positions as in ON to OFF or FLIP to FLOP or CVS to BVS or UNCHECK to CHECK. In messaging we can also use the Message Switch: Mi to Mo or MiMo.

MiMo examples:

  • "Just now, a sudden burst of positive electricity from a neighbouring nerve cell was received by a particular neuron in your brain. Then that neuron fired up and sent a similar message out along its axon to its next door neighbour = MiMo.

  • Last night a young mother heard her baby cry out, she turned over and said to her husband, 'Your turn, darling' = MiMo.

  • This morning an email was received by a White House aide. The aide checked her files and then sent a new message to her boss = MiMo

  • Yesterday a patient received a phone call from his dentist's office confirming today's appointment. He agreed he'd be there for his 0930 appointment and so this morning he showed up on time = MiMo.

  • Your server sends a message and your PC replies = MiMo.

  • Tomorrow a stewardess on a jumbo jet will see a light and hear a ping showing that the passenger in seat 4A needs attention. She will switch off the light and greet her passenger by his name = MiMo.

  • Two thousand years ago, a gladiator, with his foot on the throat of his opponent and his short sword poised for the kill, looks up at the thumbs of the spectators = MiMo.

  • In a few years time, over a million viewers of a national TV program will respond to a prime minister's televised speech by pressing a button on their interactive device. He will change his policy as a result of considering their feedback = MiMo.

  • A few minutes ago a customer walked into a store near you. The salesperson immediately said to the customer, 'Can I help you?' The customer replied, 'No thanks, just looking!' and immediately walked out of the store = MiMo.

The MiMo idea is the basis of newsell and it's also how the UNCHECKTOCHECK switch works.

Bonus 250 switches

As a bonus, at the end of this book, I've included a sample of 250 UNCHECKTOCHECK switches you can use to get a response from your customers. These examples are all Mi's and the response you get from your customers are the Mo's. Newsell is about ways and systems you can use to MIMO X10 - to multiply your Mis and Mos by ten.

This html-coded online version of the Wombat Final 15/5/06 -- wombatbook.pdf, was prepared by Darlene Sartore with some minor adaptations and color texting, for use only by course presenters certified by Ideal Network Academy. Use permission herein granted from author Michael Hewitt-Gleeson on March 5, 2007.

Hardcopy book and pdf format sources NO longer online, might be available from links at
WOMBAT SELLING: How to sell by Word of Mouth

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