WORDS STICK IN PEOPLE’S MINDS. If you’re the company spokesperson, whether you’re talking to the media, your independent sales force or employees, whether you’re talking on social channels or in person, what you say and the words you use matter.

It sounds so simple, but it makes a big difference. Yet, this communications rule is often ignored.

Here’s a prime example: The Dallas Mavericks basketball team recently made a gigantic mistake. First, they traded their star player, Luka Dončić, to the Los Angeles Lakers. Second—and worst of all—they underestimated how angry everybody in Dallas would be. In an interview, former Mavs owner Mark Cuban said, “Yeah, you’re going to make mistakes. And, you know, I think the biggest challenge that the Mavs have right now is there’s nobody who’s going to communicate.”

It’s not so much what you do as how you communicate what you do and why you do it. That’s your challenge.

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