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When I was in high school we learned to type business letters using standard form templates and mastering the art of carbon paper. Communication today is faster, more effective and sometimes trickier than spending the day crafting the perfect letter. After all, we often discover a mistake after clicking “send.” How can you get the most from your business communication now that we’ve moved on from paper?

When crafting a message about your product or service, it can be difficult to approach it from your customer’s perspective. You might get stuck in the 'features' –  talking about yourself – rather than expressing the benefits of your product – the positive outcomes for your customer.

This shift from talking about the features of your product to talking about its benefits is called laddering – and parents do it all the time.

If you think you’re talking about yourself, ask “why?” like a three-year-old until you get to the ultimate benefit. This is the message at the top of the ladder.

Here’s an example you may deal with every morning:

Presenters at WE FOR SHE Kelowna

On April 13, I joined some of the biggest names in gender diversity to speak to over 300 high school students from across SD23, including Catalyst Canada and the Minerva Foundation. So how did we all end up there?

From one student, Caitlin Kingsmill, who attended the 2016 WE FOR SHE event in Vancouver and wanted to share its inspirational message with other students back home.

Entrepreneurship is hard. Excuse me, not hard. It’s mind changing, life shifting, mood swinging, energy draining, hard. You’re out there, embracing risk to give life to a whole new business. Every day, you’re out there, pitching for opportunities. No matter how much of a great speaker you are, that’s a tough challenge.

So, make your life easy by relying on structure, whenever you can. Having a ready-to-go pitch deck, is a simple way to ease communication and improve efficiency, at all levels: impromptu meetings, funding rounds, account and media relations and so on.

As an entrepreneur, you’re at the front line of business. You have to make good decisions, be confident in your abilities and anticipate change. Business ownership is a mental game – do you possess the right mindset to succeed?
Entrepreneurs are recognized for their skill sets and have long been studied for their adaptability and risk-taking. The entrepreneurial mindset is a sought-after set of traits.