3.2. Speak Management's Language

Some years ago, during a presentation by a communications firm that had recently been acquired by one of the large international consulting companies, there was a fascinating discussion about how the communications group was required to rethink their entire business model. They had two powerful objectives. The first was to describe their communications services, advice, and skills in much more management-oriented language. The second was to significantly reduce the number of potential service and counseling offerings so that all the consultants on the operating side of the firm and their client base could understand and utilize what was being offered.

The exercise the acquired communications group went through ...

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