Why Business Skills are critical for the self employed.

Yeah, absolutely.

And, you know, that is a really, really good central question because the most fascinating thing about communication in the way that we operate as self-employed people is that it hasn't changed.

The fundamentals of communication haven't changed since those days, certainly since, you know, you and I started our businesses many decades ago.

that fundamentally the messaging, regardless of whether you're speaking on the phone or in the old days typing and then faxing out a press release or a fax memo, to today where we're actually going online with social media or sending an email or whatever it is, The channel may have changed slightly.

So we've gone from fax and now we might be to email or we might have gone from a press release in the newspaper, which obviously still exists today, but we've got a lot more channels through social media and what have you.

So the digital has become prevalent in our lives, but fundamentally the communication principles haven't changed and the absolute importance of getting your message right.

From the very beginning and understanding how that is inextricably linked to your core business strategy.

And that very much remains the same since certainly I started my business and was consulting to people, you know, back in the late 90s.

Yeah, Dan, we speak an awful lot in Bridget Inc. about people don't buy what you do, they buy why you do it.

And I think today we could also say they buy what they understand.

And, you know, from a clear communications when it comes to trust, I think you'd agree with that, you know, building trust faster and positioning yourself and positioning your values is really, really important.

I would say so, and I love what Carissa said there, because I never thought of it that way, that, you know, our channels, it's, there are more channels, or there are different channels, or, you know, fax machine, I don't know what age you are, guys, but, Jesus, fax machines, you know.

Elix machines, Dan.

I do, I run out of pigeons, for God's sake.

But, you know, I was told there one time that nowadays it's never been easier to get your message out there, but it's never been harder to get someone to listen because there's now so many channels.

And the same challenge is there for self-employed people.

lazy communication, broad stroke marketing that just throws something out there and they hope something sticks.

And I think there should be, and Carissa, you're really good at this.

There should be a more of a realization, a whole lot of it now.

What exactly am I doing? Why am I doing it? What am I doing it for? You know, and like the why Quinn Simon Sinek did that now famous TED talk on people don't buy what you do, they buy why you do it.

The reason was that it became such a hit that it hit a spot that people now realize, hold on a minute, I need to be more pointed in my messaging.

I need to target the people that I want to target.

And I think that's where we're at.

This broad stroke marketing just doesn't work anymore because the amount of, like Carissa, you said, the amount of channels we have now.

Absolutely.