While Essence encourages us to be authentic, the fact remains that we live and work with others. Impact refers to the effect we have on others, both intended and unintended.

Masterful communicators constantly assess their Impact in order to achieve their communication goals. They know that the results of their communication are most important -- not their intention or their good will. This rigorous standard places the audience at the center of the discussion. What do they need from us? How can we shape the message so that it speaks to them? If we didn't succeed this time, what will work better next time?

Being attuned to Impact requires us to be careful observers. Great speakers are not just skilled at communication output -- they are equally adept at absorbing information, verbal and non-verbal, from others. Many otherwise strong communicators short-change this element.