All day long, people are communicating to each other through various ways, but does anyone stop to think about what makes communication actually work? Probably not. But if companies sat down to think about the most effective ways to communicate, they might reach more customers.  KJ is joined by Heather Gonzalez, who has over 20 years of experience with industry leading technology companies. She’s here to shake up the way companies view communication and provide valuable feedback to what really matters most.      Takeaways: Technology is not communication, it is the facilitator of communications.  The definition of communication is the successful conveying or sharing of ideas or feelings.  Organizations have forgotten that communication is a two way street. Pushing out products, offerings and solutions without asking what is keeping the client up at night.  The formula for the best way to communicate is through situation, impact and resolution. Impact is often overlooked but plays a pivotal role. When speaking to a client, you need to create the value realization. Not everyone understands all the technical terms so you need to explain what you do in a basic way that they can understand.  PR is the fire and marketing fans the flame.  There is a human element that is often forgotten when tech companies are dealing with their employees. The human connection is extremely important and shouldn’t be overlooked. Connect with your employees on a personal and human level.      Quote of the show: So you have to communicate that we aren’t replacing you, we are enhancing something that is a monotonous activity and replacing it with the ability for you to go and spread your wings in the organization and create even more jobs. So I think I bring the human aspect to the structured, technical market.”     Links: LinkedIn: https://www.linkedin.com/in/heathers1/  Twitter: https://twitter.com/HeatherHSG  Website: https://www.technologent.com/  Ways to Tune In: Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755 Google Play - https://podcasts.google.com/feed/aHR0cHM6Ly93d3cuZGlzcnVwdGlvbmludGVycnVwdGlvbi5jb20vZmVlZC54bWw Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD Stitcher - https://www.stitcher.com/show/disruption-interruption YouTube - https://youtu.be/AEv3kVGMzuk See omnystudio.com/listener for privacy information.