Ben didn’t want to just “improve” his communication skills. He wanted to stand out.
When he gave a presentation at a conference, he didn’t only want applause. He wanted people talking about it in the hall afterwards and telling everyone when they got back home.
When he met with his boss, Ben didn’t just want “a good meeting”. He wanted his boss fully engaged and talking to his boss about it, and that boss telling it all to his boss.
When he met with his team, he didn’t just want to “go through the agenda.” He wanted a team spirit that lifted everyone higher.
He wanted peers who respected him and sought out his opinions. He wanted customers with long-term, enthusiastic loyalty.
He wanted people’s faces to light up when he walked into a room.
Ben was done with ordinary. He wanted extraordinary.