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Bob Burg's Daily Impact · Aug 5, 2026

Never Forget This Key Aspect of Successful Communication

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The Right Time

We often discuss the importance of saying the right words that can help you attain the results you desire.

It’s also important that the right words are being said to the right person. After all, sometimes, no matter what you say or how wonderfully you say it, it might be to someone who is not in a position to fulfill your request.

So yes, both are important.

However, there’s still one more vital element to increasing your odds of a successful outcome, and that is to…

Key Point: Be sure that it’s the *right time* to have that conversation.

Yes, you can say the right thing, in the right way, to the absolutely right person. But if the timing isn’t right, it dramatically decreases the odds of your attaining a satisfactory result.

Timing might not be everything, but it sure is important. Hence the saying, “This is not the time (or place).”

Examples include…

  • She is speaking with someone and might not appreciate you jumping in with your own agenda.

  • He has just finished a difficult conversation. Facial expression indicates he is not in a helpful mood.

  • You are in the middle of a noisy room. This is typically not conducive to persuasively communicating an idea.

  • You (and/or they) only have a few minutes, and this issue calls for a longer discussion.

So, keep timing in mind. If the timing is not right, and it’s something that can be discussed later, set a time to do so. If the conversation must take place now, first acknowledge to that person your understanding that the timing is not perfect.

Assure her that if not for the critical aspect of the situation, you would not even think of bringing this up to her at this moment.

Now, utilizing the information we often discuss here…go ahead and say the right thing to that right person.

Today’s Exercise: Search your memory for past attempts at communicating an idea that didn’t go quite as well as you feel it should have, yet you know the content of your idea was totally sound. Ask yourself if improper timing could have had something to do with the result. Prepare for future similar situations by keeping in mind the importance of timing.


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