Étienne Garbugli

Entrepreneur & Author of Lean B2B

Communication is not what you think

By Étienne Garbugli | November 11, 2010 | 1 Comment

What makes the difference between a good and a great speaker?

Do the best communicators necessarily have the best content?

Communication is about delivery. Great delivery can make boring content seem interesting but, unfortunately, great content doesn’t always mean great communication.

Your tone, your posture, your appearance and your confidence level are often more important than what you really have to say because, communication is:

  •  7% Words and Content
  • 38% Tone of Voice and Delivery
  • 55% Non-Verbal Behavior (facial expressions, visual appearance, etc)

If practice makes perfect, practice the right things; content delivery and presentation if your content is interesting and content quality if your presentation style is the only thing that saves you. ;)

Source: Albert Mehrabian.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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