17 Big Mistake
Not Communicating Value

A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.

—Michael Eisner

What is value and how does something become valuable? By investing in your brand and the behaviors that support it, you communicate value.

Everything we have put in this book builds your value. Everything and everyone has intrinsic value. You have to communicate your value so that others see you as valuable. Investing in relationships and being aware of best practices for all communication methods and modes builds your value over time.

You build value:

When you help someone else achieve a goal.

When you invest in someone else’s growth.

When you spend time learning about another person, their company, their goals, and their needs and wants.

Over time.

When you pay attention to the details.

By remembering the details someone has taken the time to share.

When you go the extra mile.

When you are consistent.

When you do what you say you are going to do.

When you work hard at both your relationship and the actual work.

When you are responsive in a timely manner.

When you listen.

When you are not always selling yourself or your product but are seeking to understand.

When you take the time to pick up the phone or visit someone, not just send an e-mail.

When you send a handwritten note.

When you are not arrogant and a know-it-all.

When you are a learner.

When you think about what you say and how you say it.

When you genuinely care.

We are all unique in the way we communicate. There are strengths and opportunities for growth in everyone’s natural style. We have also learned techniques along the way—some good and some not very beneficial—to meet our goals. Good communication is imperative yet it is the one thing most professionals complain about the most.

It is not easy communicating effectively all of the time. As with anything in life, some of our communication will build our brand and some will break it down. The question is: How much are you willing to work on your communication to ensure that you are building strong and positive relationships? Are you willing to recognize that certain things you say and how you say them are ineffective? Will you invest the time to change learned behavior?

Each time you communicate as a professional, you have a choice. When you take the time to think about how you will say something and how you will handle yourself, the chance of meeting your desired outcome increases. We challenge you to do just that. Here’s to not leaving any situation and having someone later say, “You said what?!”