Effective communication isn’t about saying things. It has a much more important role. It’s about connecting with people. “Connecting is the ability to identify with people and relate to them in a way that increases your influence with them,” John Maxwell wrote in his book, Everyone Communicates, Few Connect. He’s right. A connection is the goal of communication. It’s not enough to work hard, do a great job, and spread the word. To be successful, you must learn how to communicate effectively to connect with others. This holds true for people, teams, communities, and companies.
The type of communication that truly connects us goes beyond simple words and gestures. It can be an act of gratitude or appreciation, making eye contact to drive home a point, smiling or using humor to diffuse a tough situation or even shrugging to signal you don’t have all the answers. For many companies, the primary means of external communication is advertising, whether through traditional print and media avenues or the myriad of opportunities online and through social media. Other companies use content marketing as a method to communicate their authority and values and support their brand. No matter how and where it’s done, finding HyperLeverage through communication requires energy, practice, and intent.
We assume that our ability to communicate well is natural; it’s not. Strong communication is a skill that can be learned, practiced, and improved over time. To achieve build authority, become trusted enough to be handed true responsibility and to influence others, you must master strong communication skills. It is often the deciding factor in success. Communication is a leadership discipline. It is teachable, but it must be applied and maintained.
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