Message Half-Life Framework
A framework for understanding how different organizational messages decay over time and designing appropriate reinforcement cadences.
A framework for understanding how different organizational messages decay over time and designing appropriate reinforcement cadences. Different message types have different half-lives - the time for impact to decline by 50%.
When to Use Message Half-Life Framework
When planning communication cadences, designing reinforcement strategies, or evaluating why previous announcements failed to stick.
How to Apply
Categorize Message Type
Identify the message category: Crisis communication (2-4 week half-life), Product launch (3-6 months), Strategy shift (6-12 months), Culture/values (6-12 months without reinforcement), Reorg/process (3-6 months), Compensation change (1-2 years).
Outputs
- Message type classification
- Expected half-life
Design Reinforcement Cadence
Match reinforcement frequency to half-life. If culture changes decay in 6 months, reinforce more than annually.
Questions to Ask
- How often must we repeat this message to prevent decay below threshold?
- What channels and formats for reinforcement?
Outputs
- Reinforcement schedule
- Channel plan
Decide Intentional Decay
Some signals should decay (crisis communication after resolution). Identify which messages to let fade.
Questions to Ask
- Should this message persist indefinitely or fade?
- What's the cost of over-persistence (alarm fatigue, crowding new priorities)?
Outputs
- Persistence vs decay decision for each message type