Powerful communication matters. In a world driven by connectivity and collaboration, communication mastery emerges as the keystone for a successful career.

Take the words of the Head of Internal Global Communications at Adidas, Nina Legath. After years of earning good grades, enjoying the approval around her, and studying diligently, she was thrown into the working world. It dawned on her that knowing important information was not enough. The ability to convey information and ideas had a significant impact on her success. She emphasizes that

". . . the question is really: what's next, right? When most of the operations are being automated, you will need strong visionary leaders who inspire these operations that shape and oversee them. And then you will need strong communicators that share this vision in the story with the communities that are impacted by it.

It's becoming more important to convey information and charge information with meaning than to simply know information."

This book emphasizes that business communication is not just about transmitting information; it is also about fostering connections, inspiring action, and achieving remarkable professional and personal goals. Business communication is more than a checkbox or a business school hoop; business communication is a catalyst for personal and professional transformation. Master business communication to become an influential, collaborative business lead.

Throughout the course, remember that your words, connections, and interactions are stepping stones to becoming a communication thought leader. Let optimism guide you as you embrace the opportunities that lie ahead. The power of communication will differentiate you as a top hire, develop leadership skills, and build lasting relationships.

Be a top hire

With the emergence of artificial intelligence (AI) in an increasingly digital economy, students might think that writing and communicating are no longer skills essential to gain employment.

Not so fast . . .

In its study on the impact of AI, McKinsey studied 18,000 people in 15 countries to determine what employees should focus on to operate and be resilient and adaptable in the AI economy. Not surprisingly, of the cognitive capabilities McKinsey’s report identifies, two quadrants focus on communication and critical thinking, which are focal points in this textbook.

Employers remain eager to hire good writers because clear writing demonstrates clear thinking.

In this April 2023 Inc. Magazine article entitled “Why Learning to Write Well Is Still Important in the Age of AI,” contributing author Jessica Stillman writes that young students like you might think you don’t have to spend time learning to write. She quickly dispels this myth, emphasizing that writing makes you smarter. Her article quotes venture capitalist Morgan Housel, who argues that

“everyone—even those with not a shred of literary ambition—should perfect their writing. Not to persuade others, but to make themselves smarter.”

So AI does not get you off the hook. Become a good communicator; employers are still looking for that differentiating skill and have become more willing to test these skills in an open-ended, scenario-based assessment during the interview process.

The figure below, depicting NACE data, illustrates that communication skills—tied with technical skills—remain in the top 5 attributes employers seek on a candidate’s resume in the 2023 job market.

As employers continue to seek good communicators in an age of exploding AI, consider how valuable you will be if you apply the principles you learn from this book.

Become a Leader

After your communication skills help you land a job, they'll then propel you into leadership as you use your communication skills to learn from people, coordinate their efforts, share knowledge, communicate high standards, and inspire.

In their book The Extraordinary Leader, researchers Zenger and Folkman report that communicating “powerfully and prolifically” enhances other leadership competencies, including even seemingly unrelated ones like technical competence or strategic development. Powerful communication is a skill—and a habit—that enhances other leadership skills.

Formal education and on-the-job training help you deepen your technical knowledge in your chosen field. However, if you never learn to pitch a new idea to your team, persuade a stakeholder, or clarify data for a client, you may not achieve your full potential.

Hone your communication skills to contribute to workplace solutions and enhance your career.

As Utah State University's Dr. Susan Madsen said, “Leaders are not just born. Sure, some people are born with strong competencies and strengths for leading in certain situations, but leadership can also be developed. That means everyone can strengthen their skills and abilities to lead and influence.”

Build Relationships

Human connection is valuable to health, safety, peace, and success. People spend the majority of their waking time in activities that involve connecting—and communicating—with other people.

Professional communication includes understanding different points of view, delivering bad news clearly but diplomatically, maintaining trust through ethical and honest messaging, and using language to encourage and motivate a team.

Your study of professional communication will not only help you increase your workplace skills and employable value but also help you live well, understand others, strengthen your communities, advocate for important causes, build relationships, and accomplish your goals.

In Conclusion

By developing your communication skills, you’ll become more effective on the job, more employable, more influential in your organization, and more connected to others.

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