Every business leader should be able to make the case clearly and succinctly why their company is the preferred choice. You won’t always have alot of time to communicate your position. In fact, the more words you use, the less likely your audience will be able to remember your message. I’ve seen many talented executives and business owners stumble on this point. Sometimes the answer to a very simple question gets lost in muddled thinking or a genuine lack of understanding. A critical step in leadership success is to figure out why you should be in business in the first place.