The big picture

Business is serious, isn’t it? To convey how serious we are about that business, we talk about data and information in rational, unemotive language, thus illustrating both our mastery of our domain and our professional credibility. We act as though the important thing in business communication is to convey facts and data so that people will base their actions and decisions around them – and it’s simply not enough! The truth is, business language is boring and it doesn’t engage.

If we can introduce rich language, metaphor, stories of our good and bad experiences, stories that disclose something about us, stories that highlight business imperatives, we gain professional credibility, reach more people, engage them ...

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