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Dynamic Communication: 27 Strategies to Grow, Lead, and Manage Your Business Paperback – March 14, 2017
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About the Author
Jill Schiefelbein is a former professor, professional speaker, and business communication expert. Her business, The Dynamic Communicator, helps companies solve problems, retain talent, and produce revenue. From analyzing documents obtained from military raids of terrorist camps to building an online education office serving more than 60,000 students, Schiefelbein loves a strategic challenge.
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-- David Newman, author of Do It! Marketing
I also appreciate that Schiefelbein doesn't overwrite her strategies. She keeps it clear, concise and the reader can move forward or linger if needed. This book is something that I can take to work and try to put some strategies into practice.
There were many, many boxes with quotes from well-known business people and thought leaders. Some were quite good; some rehashed old material; some were just distractions.
Some of the book's concepts were extremely valuable, such as...
...the notion that the role of the Internet has been to reduce uncertainty, and the different categories of uncertainty reduction
...the listening matrix -- parallels the standard copywriting awareness levels, yet adds a dimension of usefulness that brought the book's rating up to 4
...the elevator pitch that gets remembered (not original -- in fact, I've written blog posts about the notion of the "elevator story" myself
...the values and benefits exercise (it's not really about values but about delivering value -- possibly a proofreader error)
...the importance of finding your own speaking style
...the discussion on the uses of webinars (although too short to be actionable, it might motivate readers to learn more)
... the conversation guide in the sales pitch chapter
On the other hand, much of the information was not new. The organization outline will be familiar to most readers. The section on storytelling rehashes the popular advice to share one's origin story. In that same chapter, the author hints at some valuable ideas -- inclusive vs. exclusive talk and confirming vs. disconfirming messages -- but these concepts were unclear without examples. Stories would have been ideal!
Finally, Sections I-VI target an entrepreneurial audience; Section VII -- about 20% of the book -- addresses corporate communications. Both sides get shortchanged. Either show how each setting can be used in each context or keep to one audience.
The book would be a good guide for someone who's new to business communication and wants a quick overview, or someone (like me) who's been around awhile and would benefit from a quick read. There are many useful nuggets buried here, so it's an ideal book if you like to read in short bursts.