Bus 100w Lecture 1 and 2

What is professional value?

Helping your audience achieve better outcomes with your help.

What is strategic value creation?

Strategically using your resources to help your audience succeed.

What should you ask first when creating professional value?

What does my audience want, and why is it important?

What determines how much an audience will invest?

How much they are willing to change to reach their goals.

What makes value strategically valuable?

Your resources contribute meaningfully to the audience’s success.

What are the 7 practices of professional communication?

Identity; create value; notice details; long-term outcomes; ambassador; goodwill; growth.

What is the purpose of professional identity?

Prioritize and present your professional identity effectively.

What does creating value for an audience involve?

Anticipating needs, providing services, and sharing expertise.

Why focus on long-term outcomes?

Long-term relationships and results matter beyond immediate needs.

What does being an ambassador mean?

Work for your team, organization, and industry—not just yourself.

What is the goal of promoting goodwill?

Build positive relationships and encourage future business.

Why is ongoing growth important professionally?

Professional development continues beyond the classroom.

What are the 5 questions for analyzing communication?

Purpose, audience reaction, needed info, compelling benefits, and ethics.

What is a gatekeeper?

Someone who controls access to a message and checks quality or consistency.

What is a primary audience?

Those who evaluate your claims and decide whether to act.

What is a secondary audience?

Those who may comment or implement ideas after primary approval.

Why limit your audience?

A focused audience makes it easier to customize and create value.

How does audience diversity affect communication?

Greater diversity makes values and reactions harder to predict.

What makes reaching a primary audience more likely?

Showing clear reader benefits and relevance.

What happens when you try to reach everyone?

It becomes harder to create value for anyone.

How should you analyze a group audience?

Identify relationships, commonalities, then create demographic and psychographic profiles.

What is You-Attitude?

Communicating from the audience’s viewpoint and focusing on their needs.

What does You-Attitude demonstrate?

Respect for the audience’s time, knowledge, priorities, and intelligence.

What is the main goal of You-Attitude?

Make the message relevant and valuable to the audience.

How should you prioritize your goals with You-Attitude?

Subordinate your priorities to meet audience needs.

What should you do with audience concerns?

Understand, empathize with, and legitimize them.

What question helps practice You-Attitude?

If I were the customer, how would I want to be treated?

How should You-Attitude structure information?

Lead with what is most relevant and useful to the audience.

What tools help readers find key points quickly?

Summaries, parallel headings, and lists.

What should a response do with direct questions?

Engage every direct question and concern.

Give enough information for what type of decision?

An informed decision that considers both benefits and costs.

What should you anticipate in a message?

Likely questions and concerns from the audience.

In sentences, who should you talk about?

The audience rather than yourself.

How should you refer to customer requests?

Refer specifically to the customer’s request or order.

When should you discuss feelings?

Mostly when congratulating or offering sympathy.

In positive situations, which pronoun is preferred?

Use “you” more often than “I”; use “we” when it includes the audience.

In negative situations, how should you avoid blame?

Avoid “you”; use passive voice or impersonal expressions.

What is goodwill?

Positive feelings toward you and your organization that strengthen relationships.

How does goodwill help business?

It builds loyalty and makes communication more persuasive and professional.

What does goodwill contribute to?

An organization’s ethos and reputation among stakeholders.

What does goodwill rely on?

Patterns of behavior, especially during challenging situations.

How does providing value create goodwill?

It improves relationships and can encourage future business.

How does goodwill position a company?

It can create future revenue even without an immediate transaction.

What channel should you choose for communication?

One that is convenient and valuable for your audience.

What should remain consistent in communication?

You-Attitude in language, content, and structure.

When should positive emphasis be used?

When appropriate, sincere, and realistic.

What communication norms should you consider?

Politeness, titles, tone, and other conventions.

What does the clipboard example demonstrate?

Value can increase when a product provides greater function and benefits.

Why is Clipboard B more valuable?

Its advanced functionality provides more useful benefits to the user.