FAQ
Communication drift is the gradual, often unintentional divergence between what an organization intends to communicate and what it actually communicates across channels, teams, and time.
Drift is entropy applied to messaging. It is the natural result of many small choices made by many people over time, each individually reasonable, that collectively produce inconsistency. Drift is invisible inside any single artifact and only becomes visible through comparison. Detecting drift requires either disciplined sampling or, increasingly, automated comparison across channels. Preventing drift requires combining standards (so people know what 'on-message' looks like) with controls (so deviations are caught at draft time) with regular audits (so accumulating drift is detected before it becomes strategic).