In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the CEO of
Impactiviti/ClarityFuel,
Steve Woodruff.
Steve Woodruff's work primarily focuses on communication skills in the corporate world, including sales, marketing, training, and leadership development. He emphasizes that effective communication is essential in business and that many people struggle with providing too much information or being vague and confusing.
According to Steve, the two main problems in communication are information overload and vagueness. Overwhelming recipients with excessive information can shut down their attention, whether it's through lengthy emails or rambling presentations. On the other hand, being vague and using jargon or technical terms can also lead to confusion.
Many people, especially those new to marketing, may struggle with communication because it's not their primary skill set. Steve agrees and emphasizes that less is more when it comes to communication. He reveals that our brains process 11 million bits of information per second, but we can only focus on 60 bits simultaneously. Therefore, the competition for attention is fierce, and getting to the point quickly is crucial.
Steve emphasizes the significance of having a clear and concise message that will stick in the minds of others. He refers to this as a "memory dart," a precise and memorable description that can easily be referred to. He suggests moving away from the term "elevator pitch" as it implies a forced and salesy approach. Instead, he advocates for using a word picture that captures the essence of what you offer, such as comparing oneself to the "Mercedes of podcasters for entrepreneurs."
Key Points from the Episode:
- Importance of clear communication in various forms
- Problems of information overload and vagueness in communication
- Less is more in communication, getting to the point quickly
- Applying principles of clear communication in workshops and keynotes
- Creating a memorable and concise message ("memory dart")
- Moving away from the term "elevator pitch"
- Using word pictures to capture the essence of what you offer
- Wrapping up offerings into something tight and memorable
- Importance of clarity for others to remember and refer to you
About Steve Woodruff:
Steve Woodruff, often called the "King of Clarity," boasts an impressive 37-year sales, marketing, consulting, and entrepreneurship career. This extensive experience uniquely positions him to impart the principles of clear and effective communication to others.
Steve has a rich corporate training and workshop facilitation background, catering to a broad spectrum of companies, from startups to major players in the pharmaceutical industry.
As the Founder and President of Impactiviti, Steve is sometimes dubbed the "Mayor of pharmaceutical sales training." His consultancy work spans various life sciences companies, where he advises on training solutions, including technology platforms and global implementations.
His expertise is designing and executing diverse learning initiatives, such as workshops, pre-launch training, online modules, assessments, and webcasts.
Notably, Steve is the author of the influential business book, "
Clarity Wins" (2018), and he has recently released "
The Point" (October 2023). His workshops on communication, collaboration, vendor/project management, and leadership networking, all rooted in clarity principles, are highly sought after by clients in the Life Sciences sector.
Beyond his professional life, Steve is a devoted family man, a proud father of five sons, and has been happily married for 40 years. He resides in the historic town of Franklin, TN, and holds a degree from Vanderbilt University, harkening back to the era when computers relied on punch cards.
About Impactiviti/ClarityFuel:
Impactiviti/ClarityFuel embarked on its mission over 14 years ago, driven by the singular goal of enhancing the efficacy of collaboration between vendors and training clients.
Today, it is a trusted partner to numerous top-tier Life Sciences companies, encompassing pharmaceuticals, biotechnology, and medical devices. Its core function is to assist these organizations in precisely defining their training requirements and identifying the ideal vendor partners.
With an extensive network spanning over 60 vendors/providers specializing in diverse training solutions, Impactiviti/ClarityFuel has established enduring partnerships. It goes beyond mere networking; it comprehends clients' unique needs and leverages its robust network to connect them with experts capable of fulfilling those needs.
As a testament to its value, it also imparts crucial collaboration skills to client personnel, equipping them with the tools required to excel in their training roles.
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Links Mentioned in this Episode:
Want to learn more? Check out Impactiviti/ClarityFuel website at
https://impactiviti.com/
Check out Impactiviti/ClarityFuel on LinkedIn at
https://www.linkedin.com/company/atak-interactive/
Check out Steve Woodruff’s New book: The Point at
https://www.amazon.com/Point-How-Win-Clarity-Fueled-Communications/dp/1636982387/
Check out Steve Woodruff on LinkedIn at
https://www.linkedin.com/in/swoodruff/
Check out Steve Woodruff on Twitter at
https://www.twitter.com/swoodruff
Check out Steve Woodruff website at
https://www.stevewoodruff.com
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