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Burt Alper

Burt Alper

Communication coach (Burt Alper Consulting) and Lecturer at Stanford Graduate School of Business, formerly co-founder of naming agency Catchword.

Sep 21, 2026

Pebble Presents

Pebble Presents

Episode 20: The customer inside your company

Sep 21 · 58m

Amelia RolopoliHOST
9:39
And in the context of communications coaching, what are the characteristics of a good intent or a good objective?
Burt Alper
Burt AlperGUEST
9:47
I'll answer that in two parts.
Burt Alper
Burt AlperGUEST
9:48
So the direct answer to your question is you want your intent to be as specific and as measurable as possible.
Burt Alper
Burt AlperGUEST
9:58
In the world of marketing, that's pretty easy.
Burt Alper
Burt AlperGUEST
10:00
I want to sell more product and the more product I sell, that means my message was probably doing the right things for the right people.
Burt Alper
Burt AlperGUEST
10:06
In the world of communication, it's a little bit more subtle.
Burt Alper
Burt AlperGUEST
10:10
So if you say, let's grab lunch, that's a pretty generic intent, it's vague.

27 MINS LATER

Amelia RolopoliHOST
36:48
persuading their internal teams,

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