If you’re running an SME, your story, your point-of-difference, your services need to be instantly ready to roll off the tongue.
Here’s a secret most Executives won’t tell you: on their route to the top, they most probably received communications training.
I remember the first time I met the Spectrum. I was at a pub one night (truthfully – ok it was an IAP2 networking event when there were less than 100 members in Australasia). And it was love at first sight.