Did you know that 76% of our economy is small business? That’s what they say. It’s easy to imagine what that looks like: maybe a mom tending her Etsy shop with toddlers running happy in the background. A frazzled shop manager putting in his 65th hour this week. A small car dealership wondering if winter’s revenue will hold out. An entire startup looking around, wondering what’s going to stick, what might work, what’s going to make the month-to-month.

Consider you’re a person deep in the middle chunk of a larger blue-chip organization. You’re probably in charge of a team of some sort. You have things you need to deliver. And you have internal and external clients not just to serve, but to impress, to persuade, to teach. You’re effectively a small business. You have all the stresses, needs, and challenges a mom-and-pop shop has. And you need to communicate as effectively as possible. Every single moment.