It's not enough to be good at what you do--

You have to be able to tell people about it!

Contrary to popular belief, communication is not talking. It's not writing. It's not even listening. Communication is saying what they need to hear in order to understand your message. 

In today's world of infinite communication media, you have to be able to articulate your message in a way that resonates with your audience -- whether you're speaking or writing.