How is this different from other business communication programs?

This is best answered by outlining both what it does cover – and what it does not.
The program does cover …
  • How to┬áclarify your thinking┬áso that you can present a compelling proposition to a business audience that passes the Goldilocks test (ie is not too hot, not too cold. It's just right)
  • How to map out even the most complex sets of messages on one single page (hint: We used this technique to write our book … it doesn't matter how short or long the communication is)
  • How to collaborate with your colleagues to think through the ideas that you want to present to a business audience
  • How to socialise an idea with your stakeholders so that you can get the decisions you need faster and without significant rework
The program does not cover …
Although I have opinions on some of these areas and do offer suggestions when appropriate, I do not specifically focus on any of the following things:
  • Traditional writing skills (grammar, punctuation, word choice, etc)
  • Presentation skills (how to hold yourself in front of a room to present your paper, body language, project your voice, etc)
  • Meeting skills (how to run a meeting, facilitate a discussion, etc)
  • Interpersonal skills (how to have difficult conversations, ask questions, listen, etc)