In order to understand why the soul of Dell has failed to integrate into the culture of the organization and to permeate external relationships, the communication process must be defined. The communication model developed from the work of Shannon, Weaver, and Schramm (Gibson et al. 2009) describes the process to encompass the sender's intended message, the media for transmitting the message, and an understanding of the message by the recipient through back. This process closes the communication loop to attempt to eliminate misunderstandings and misinterpretations of the intended message. The inclusion of interpretation and structure in later communication models is notable, especially in the growing context of globalization and cultural diversity. (Bowman, JP and Targowski, AS 1987) Dell's soul intention was born from a clear vision; develop a loyal customer base, cultivate a teamwork environment within the organization, improve direct relationships both internally and externally, contribute to a global market by benefiting local communities and be a market leader with high quality competitive products. implementation plan that did not take into consideration the audience that this well-defined objective was intended to reach. The team that created the philosophy understood the need to define a value system, but this rationale was not communicated to Dell employees. In order to attract the audience, as Maslow's Hierarchy of Human Needs explains, the audience must know why Dell's soul is necessary. (O'Rourke, J. 2010) The complexity of the message must be defined and actionable. What is the purpose of Soul of De...... middle of paper ......Works CitedBowman, JP, & Targowski, AS (1987). Modeling the communication process: the map is not the territory. Journal of Business Communication, 24(4), 21-34. Taken from EBSCOhost. Chouinard, Y. (2005). Let My People Surf: The Education of a Reluctant Businessman. New York, NY: The Penguin Group. Gibson, Ivancevich, Donnelly, Konopaske. (2009). Behavior, structure, processes of organizations. New York, NY: McGraw-Hill Companies, Inc. Olesen, Karin and Myers, Michael. (1999). Trying to improve communication and collaboration with information technology, a failed action research project. Information Technology and People, 12(4), 317-332. Retrieved May 12, 2011, from Research Library. (Document ID: 116356385). O’Rourke, J. (2010). Management Communication: A Case Analysis Approach, Fourth Edition. Upper Saddle River, New Jersey: Prentice Hall.