Reflections on Business Communication


Communication in business is a theme that impacts business at all levels.

I speak to this as the author of Competitive Intelligence Workbook (2001) and a 2008 article entitled “Self-Marketing: Getting Personal About Professional Success” and as an occasional marketing instructor.

When I taught undergraduate and graduate-level marketing courses, I taught students that the major theme of “marketing and promotions” is essentially about how businesses engage with customers to sell their products/services and manage customer relationships.

On a personal level, what and how we communicate in business meaningfully impacts the outcomes of our personal goals & interactions and the businesses in which we are involved.  Sheryl Sandberg, for example, very publicly made the point in recent years that women often stimy career success by not using a communication style she calls “leaning in” (see her book, Lean In).

I recently expanded of my 2008 article, “Self Marketing: Getting Personal About Professional Success” with a new article: “Agents of Success: Moving Forward Professionally.” The whole topic of how we present ourselves at work – particularly how we communicate – is so critical to professional advancement that it deserves further attention.  My new updated publication retains the original “how to” formula on how to apply the principles of business marketing to personal communications – in ways that promote increased personal success – and adds new narrative commentary on the dynamics of communication styles and what lies behind our communication-style choices (for example, discussion on the misguided aversion to “self promote”).  Order now!

Praise for “Agents of Success: Moving Forward Professionally”:

“Women make great advocates… for everyone except themselves.  If it’s time to re-write your script and promote the brand called “you”, this article has great tools and tips to help you move forward.”  Lois P. Frankel, Ph.D., author of Nice Girls Don’t Get the Corner Office

“Excellent reality check for getting a leg up in the competitive hiring environment we must all navigate.  Without awareness of our strengths and weaknesses, how can we inform others of what we can, or cannot do, for them?”  Jerry Arnold, aerospace engineer

Kim Burkhardt, MBA is a market research and business development consultant.  Find more information at Burkhardt & Co.

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