Scientific investigations require units of measure. Even qualitative research requires points of reference as in: the movie’s plot line was ‘fair’, the lighting in the photo was ‘harsh’ or the smell of garlic was ‘strong’. But quantitative units are more reliable, easier to compare, than are qualitative labels such as fair, harsh or strong. Furthermore, the closer one gets to the smallest possible unit of measure or description the more precise the analysis.

For a Communications Analyst, signals are the smallest unit of measure. They are the physical processes linking reality to humans, whether quantitatively or qualitatively de-scribed. To a Communications Analyst the frequency (Hz) or loudness (db) of the sound of a bark is a signal. The lumens of the light from a bulb are also a quantifiable signal. But an assessment of the taste of garlic is also a signal (albeit a less measurable signal than hertz or lumens). The contact of skin with a doorknob is a signal. The smell of burning wood is a signal.

A signal is every independent connection we have with the world that surrounds us. This connection is made by one of our five senses. We see with our eyes, hear with our ears, feel with our skin, taste with our tongue and smell with our nose. As we shall see, under-standing these links, especially their limits, are key to better communications.