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Business Communications

We think about our work from the perspective of what we do, what we know, and what we offer. And the longer we do it, the better we get at it, the closer to our work we get. We become experts. We learn more, and we add to our knowledge. We gain experience. We get to know it inside and out. This is great; it’s what we ought to do.

 

And it also makes it really difficult to talk about it for the perspective of those who do not know what we do, what we know, and what we offer. Relaying everything that you and your team can do and have done to audiences that don’t even know they need you, or why you exist, or even THAT you exist, is not an easy task for many people.

 

This is why there are courses that teach people how to create and deliver an elevator pitch, the art of proposals, and the art of sales. There are entire professions focused on translating business strategy into marketing messages. There are people who’s full time job it is to understand a prospect’s need and relate it to an offering.

 

My point is not to ask why communicating something we know really well is so difficult and complicated. My point is reinforce that it takes a team of people to add value. Some people think up the new ideas, others execute the plan, some people keep the finances in order, and others communicate. The communication piece is important because it involves understanding who each and every internal and external stakeholder is, which part of the business they need to understand, what language they speak, and then delivering what they need to know in a way they can understand it, so that they each can proceed with what they are going to do, which will enable you and the team to add value.

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