We’ve spent five chapters talking about the importance of communication and how to ensure our communication is effective and engaging. This chapter looks at why it may all be a waste of time.
There is an essential ingredient that enables us to achieve our communication purpose: trust. This is what makes our audiences more open to what we have to say and more willing to believe our message. In marketing, trust is often called “credibility.” In public relations, it’s “reputation.” In communications, trust is called “goodwill.” And without goodwill, it is unlikely we will communicate successfully. We certainly won’t be able to communicate easily.
Our audience needs to be able to trust that we know what we are ...
Get The Thong Principle now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
