As the old saying goes: when life gives you lemons, make lemonade. Sometimes, though, that can be a challenge. What follows is a prime example of what I mean.

Good stories usually have a beginning, a middle, and an end.

The beginning of this story goes back to childhood, when we, as children, would hear or read stories where three was a significant number (for instance The Three Little Pigs, Goldilocks and the Three Bears, or The Three Billy Goats Gruff).

Three is also significant in adult storytelling too.

Assumptions can lead to faulty outcomes. Take the famous Monty Hall Problem, for example. It demonstrates that the assumption most contestants in that famous game show made when offered a choice of doors, hoping to win a car, was wrong.

If you make assumptions in business communications chances are they won’t be responsible for your failure to win a new car. But they definitely can damage your chances of success with clients, or prospective clients. I see it all too often — business letters and emails that are supposed to entice new clientele, but are written without demonstrating any real knowledge of that client’s business concerns. In many instances this approach stems from a lack of research and preparation. But sometimes it also stems from biases.

Here’s a clue: Don’t be rude

Let me explain.

The phrase, “We Are Audience Experts,” perfectly conveys the essence of good business communication. You, as a business person, must be an audience expert in order to shape your message effectively.