“If we don't fight for what we 'stand
for' with our passionate words and honest actions, do we really 'stand' for
anything?” ― Tiffany Madison, Black and
White
In one of my leadership development training
programs a senior leader asked me whether content is more important than
communication. I explained to him as follows:
It is a debatable topic with different
views and opinions. It is always the type of topic we take matters a lot in
life. What we convey matters more. People are wise to assess whether the person
has the content or communication. They may often get attracted by communication
initially but ultimately they look at the content. If there is no substance, people
won’t take the person seriously. Some people persuade through their
communication skills but they must appreciate the fact that it is the content that
survives and lasts forever. People fall flat on the ground with communication
and without content. It is like style over substance. Ultimately, substance
matters more than style. It is true that actions speak louder than words.
There are many leaders in the world who
rose due to communication but vanished as they lacked in content. In contrast, there
are leaders who lasted for a long time due to their content despite having
initial hiccups due to dearth of communication. Remember, both ‘what’ you speak and ‘how’ you
speak are important but at the end of the day what you speak is more important
than how you speak. When you market
goods people often look at the external appearance and buy them. If the goods
don’t deliver promised results, they lose relevance as there will be no repeat
orders. There are authors who write books and market aggressively. Readers may
buy once due to marketing strategy but finally they will recommend to others
only when the book has the content. They will also read the other titles of the
same author if the book has the desired content.
I am an author and wrote 30 books on
leadership with two of my award-winning books are the bestselling globally - 21 Success Sutras for Leaders URL: http://www.amazon.com/21-Success-Sutras-Leaders-ebook/dp/B00AK98ELI
that has been ranked as one of the Top 10 Leadership Books of the Year – 2013
by San Diego University, USA URL: http://www.sandiego.edu/soles/departments/leadership-studies/thought-leadership/book-award.php
and Success
Tools for CEO Coaches: Be a Learner, Leader, and Ladder URL: http://www.amazon.in/SUCCESS-COAHES-LEARNER-LEADER-LADDER/dp/9351102491
is the Community Award Winner for 2014
by Small Business Trends, USA URL: http://bookawards.smallbiztrends.com/management-2014/success-tools-for-ceo-coaches-8/.
As an author, I create ideas and
insights and send the manuscript to my publisher. My publisher gets my manuscripts
edited by experts who convey my content effectively through right written
communication skills. As an author, I create the best possible content and as
an editor, the content gets better communicated to the readers. As a result, my
books are sold and I could grow internationally as an award-winning author.
When we look at American President
Abraham Lincoln, he had both content and communication. Communication is
essential to reach out to people with a promise. It gives visibility. But it is
the content that gives credibility. Both credibility and visibility are
essential to achieve professional success in this world. If content is
infrastructure, communication is the superstructure. And both are essential to
ensure durability and longevity. If content is the hard skill, communication is
the soft skill. A judicious blend of both hard and soft skills is essential to
achieve your professional success. Hence, both content and communication are
two sides of the same coin and one without another doesn’t have any meaning. To
conclude, if content is the king, communication is the queen. Both king and
queen are essential to rule the world.
“The 'difference' = What you say
you'll do - what you actually do” ― George Akomas Jr
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Professor M.S.Rao, India
Founder of MSR
Leadership Consultants India
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