The Most Important Skill in Business

If you have the power to advocate for the things you believe in…

If you can make the compelling case for the idea…

If you can influence the decisions and behaviors of others…

If you can build consensus and persuade…

You have competitive advantage.

Period. Full stop.

In the 21st century business world — where information is more available, attention spans have plummeted, organizations are leaner, and everyone is less loyal and more opinionated than ever — building consensus is hard. People are better informed (or at least think they are). People are less likely to blindly follow leadership and are more vocal about their opinion. People feel empowered. People feel smarter. And no one listens all that much.

In this environment, it is hard to change minds. It takes work to build alignment and consensus. Persuasion is not easy. It never has been. But it is undeniably harder now.

Yet, if you have this skill… if you can change minds… if you can build consensus… if you can influence behaviors and decisions… if you can do these things, you own the keys to the castle in the 21st century. Because the people who can do these things will be better equipped to lead, sell, secure resources for their project, gain support for their strategy or idea, better protect their team… and the people who can do these things will be in complete demand by the people around them. People will want to work with you. People will want to be on your team. People will remember your name.

So if you pick one skill to add to your tool box, pick the one that will make everything else in your business life easier. Focus on the ability to persuade and build consensus.

You’ll never regret the effort.

We believe that great communication skills change the world. We transform people and organizations of all sizes with simple, repeatable techniques, through an integrated platform of corporate training, coaching, and asynchronous learning.

Our entire business has been built on the referrals from satisfied clients. So, if you enjoyed your experience with The Latimer Group, or if you like what you read here, please share your experience with others. And if you would like to know more, please contact us at, or visit our website The Latimer Group.

We look forward to hearing from you.

Looking for more from The Latimer Group?


Leave a Reply

Your email address will not be published. Required fields are marked *

Dean Brenner

A book about change

The Latimer Group’s CEO Dean Brenner is a noted keynote speaker and author on the subject of persuasive communication. He has written three books, including Persuaded, in which he details how communication can transform organizations into highly effective, creative, transparent environments that succeed at every level.