Think about the first question. In business, you may never socialize
with someone and yet feel as if you know them well and personally. For
example, the coworker in the next cubicle with whom you’ve shared a
cordial relationship for four years or the person you’ve bought office supplies
from for two years might be in this category. The better you know
someone, the higher your score.
The second question requires that you define what “rank” means to
you. It doesn’t refer to a formal system (like in the military). Rather it
asks that you evaluate what, in your world, is held in high esteem.
Some people value celebrity, age, education, status, accomplishment, job
titles, and so on. The more you perceive that you’re above your readers
(using whatever standards you select), the higher your score.
The third question asks you to consider how the people you’re writing
to are likely to perceive the content of your message. As you evaluate
whether you’re delivering good news or not, remember that you can’t fake
it; just because you think your company’s new product is terrific doesn’t
mean the people you’re advertising it to will agree. Are you announcing a
raise? That’s a ten! Layoffs? That’s a one.
Notice that all three questions require that you make judgments.
There’s no right or wrong, but there are real differences. Consider this