It’s a habit that’s easy to fall into – focusing on a communication opportunity from a tactical perspective. The thought process is more about what to say than what we want to accomplish with an audience in the context of our larger business plans.
It’s often like we can’t help ourselves. What we’re really doing is making a choice to not be as effective as we can be. And to waste valuable time and energy. Not to mention reducing the chances of us making the most of the communication opportunity at hand to get the impact we want.