Page 23 - Today’s Business Communication; A How-to Guide for the Modern Professional

12 TODAY’S BUSINESS COMMUNICATION

to doping during a TV interview, the anti-doping agency won’t consider
reducing his punishment unless he admits to doping while under oath.
Can you ever imagine reaching a point where even when you admit
to wrongdoing, people are unwilling to take your word for it? Great com-
municators understand that you are the message. What you say and what
you do tell people something about you.

Conclusion

This chapter poses the question Why Must I read this book and follow
your advice (or else)? After having read this chapter and its anecdotes
that illustrate our points, we figure you have your own answer to the
question. But, in case you need a little coaching on your answer, here
are four possible responses to the question:

1. Great business communicators can avoid tragic, career-ending
mistakes.
2. Great business communicators get ahead in their careers faster
than poor business communicators.
3. Great business communicators understand people and their
motivations and use their knowledge and understanding to
accomplish career goals and advance companies’ successful
attainment of business goals.
4. All of the above.