Modals, Hypotheticals & Conditionals (MHCs)
are extremely important and necessary in daily business, business meetings, strategic planning and interviewing, as well as in the personal life. They are used in problem solving, brainstorming, strategic planning, conflict resolution, and successful interactions with others in any venue. Depending on intonation and word choices, they can also be used as insults and accusations.
Written Communication
poses a specific challenge since the reader does not hear the intonations of the sender’s voice unless the reader knows the sender very well to know the intonations the sender would use. Since intonation is not conveyed in written communication, choosing the best format, best word choices (especially the social and connotative meanings) and logical flow for your target audience are of the upmost importance as is the target's contextualism. An example of this is the effectiveness of advertising and marketing as well as business and personal emails and IMs.