Sean: What would you say will be the top three, I'd say the top three biggest mistakes in communication? And I know I was horrible at it when I started, but I couldn't really tell you, oh, this is the worst problem. When I was a leader, early on, and this is the first communication problem they have. But what will be the biggest, most common problems and communication that you see today in leadership?

And how do you get over that? How do you overcome it?

Mark: First is not knowing your audience. Who is your audience? Whether it's you and I speaking one-on-one, what do I know about you? Or whether I'm speaking to a large room of people, who are they? Why are they here? Where are they hoping to get out of it?

So knowing your audience, knowing their context, knowing their needs. Second, is actually once I know that, communicating in the right style in a way that is receptive. I would never go to France and just start going on the streets and speaking English and expecting everyone to know it. They might know it. They're surely not going to be receptive to it. Right.

I should try to speak French. I should communicate in the style that works for that audience. This is what we all have to do. It might not be a different language, but there are communication styles. And that's why I really focus on in the book, is understanding your audience, how to communicate in that style.

Even when you're doing that, the third thing is just the conciseness of communication. It's recognizing what's pertinent information, what's extraneous, and a lot of people don't know how to really focus on the important.

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