Good communicators know how to answer questions about their company's products, finances or vision. They do not gloat or give confused answers. They use words that are precise and persistent. And there are few leaders who do it better than Apple CEO Tim Cook.
If you are an entrepreneur, small business owner or CEO of a Fortune 500, most people don't understand your company as you do. You have a deep and unique knowledge of the vision of the company, the market and the client. Controlling a conversation to clarify your company's business is a valuable skill to build.
This is how Tim Cook does it.
When Apple released its latest quarterly report, it showed that profits had disappeared, as had iPhone revenue. Bad news? Not necessarily. The stock jumped higher after the conference because Cook offered a clear explanation of the broader and more positive picture. Thanks to double-digit growth from the App Store, Apple Music and other services, Apple's services-only business has reached $ 1
Prepare a bridge from the iPhone to the bigger picture by rephrasing the conversation with these five words.