Welcome to this video on Defining Purpose for Written and Spoken Communication. Imagine you're in a car ride without a destination in mind, where will you end up? Nowhere in particular right? It could be good or it could be bad depending on where you end up. But you won't know unless you have a clear destination or purpose for your car ride. So that's our focus for today. Purpose. By the end of this video, you'll be able to define a purpose, be able to recognize the general and specific purposes, and understand the importance of setting a clear purpose for your communication objectives. So how do we define purpose? Well, basically, it asks the question why. Why am I writing this email? Why am I delivering this presentation? Defining a purpose helps you know whether you'll achieve your target or your overall objective. Let's use the example of a car ride at the begining of this video. With a map and a clip, destination in my mind, you're able to achieve a goal of from going from A to B. Which brings to our one of the key aspects of communication. Remember, there's always a communicator or a sender who sends his or her message from A to the audience or receiver at B. So without a clear purpose, you don't know whether your message has achieved its purpose or its intended outcome. Your audience could be confused or even worst, react negatively. So that's why so important be able to define a purpose so you're able to achieve your ultimate goal or communication objectives. There are two types of purposes. First, a general purpose. And this is communication driven. It ask a question, what is it do you want to do? For example, to present a sales initiative and a sales proposal. The second is a specific purpose and this is audience driven or outcome based and you ask the question, what do you want your audience to do? For example, you want to persuade your sales director to allocate more resources to the sales initiative and ultimately you want to influence the final decision maker to get on board with your initiative. So why do you need a clear purpose? Again, remember with communication there's a communicator and an audience. A clear objective will help you choose relevant and suitable contents so it's not redundant or unnecessary. A clear purpose will also help you choose the appropriate medium of communication so that your message is delivered in the best and the most effective way. So that could be a phone call or you might have choose to write an email. And finally, it helps you choose the appropriate tone and style so that you're able to achieve your overall goal or communication objective. Let's do a quick recap. In this video, we'll help you understand more about how to define your purpose for your communication. We went through two different purposes. General, which is more communication driven, communicated driven or a specific purpose which is more audience driven. And you're able to understand the importance of setting a clear purpose which will help you choose suitable content, choose the appropriate medium for communication, and also the appropriate tone and style. Thanks very much for watching.