One of the key ingredients to running a successful business is being able to communicate effectively with your customers, employees and stakeholders. After all, what good does it do to have a great product or a revolutionary idea if you can’t communicate those products or ideas to others?

Being able to communicate effectively with an audience in a way that’s fresh and engaging is critical to your business success. But too often business leaders fall into a communication rut that winds up doing more harm than good. Instead of attracting people, they repel them.

My guest today says that when it comes to presenting their ideas, most business leaders fall short simply because they haven’t learned to shake things up. They adhere to the notion that “this is the way things have always been done” within their organization and they don’t take risks. To be effective communicators, business leaders need to break from the status quo and think about what their audiences need.