communication is pivotal in the role of entrepreneurship because it enables leaders to convince potential investors, partners and employees about the feasibility of a venture. entrepreneurs need to communicate effectively to shareholders. nonverbal elements in speech such as the tone of voice, the look in the sender's eyes, body language, hand gestures and state of emotions are also important communication tools. the communication accommodation theory posits that throughout communication people will attempt to accommodate or adjust their method of speaking to others. face negotiation theory describes how people from different cultures manage conflict negotiation to maintain "face". hugh rank's "intensify and downplay" communications model can be used by entrepreneurs who are developing a new product or service. rank argues that entrepreneurs need to be able to intensify the advantages of their new product or service and downplay the disadvantages to persuade others to support their venture.