AbleToTrain by Willing & Able

The importance of communication in business

Marketing, consulting, and other revenue-generating projects frequently consume a sizable portion of business owners’ operational expenditures. Developing excellent communication skills among team members, on the other hand, can result in a considerable return on investment through greater productivity and sales. 

Improving the effectiveness and efficiency of both internal and external communication can boost morale in a team and improve a company’s standing with its customers.


For corporate communication to be truly valuable, it must rely on a feedback loop. Many professionals prioritize being heard, whether through loud marketing or strong internal memos. 


Although many corporate communicators are concerned with the skill of writing or speaking, corporations define effectiveness in terms of bottom-line results. For example, an advertising campaign may win numerous creative prizes for technical achievement while failing to gain a single new customer. 

Similarly, an assertive policy message from a manager may result in office graffiti rather than the expected outcome of the communication. Simply publishing a message does not make it truly effective. It must instead have a specific impact on an organization.


The tone and manner of communication in many businesses can vary greatly depending on the audience. A stodgy financial institution, for example, may present an image of old money, tea time decorum, and mahogany boardrooms, despite the reality of a tempered glass trading floor manned by boisterous, energy drink-swilling account managers. 

Many executives struggle to reconcile their internal culture with their outward image since the communication style required to attract clients may not match the tone required to keep people productive. Companies that can successfully combine internal and external communication styles are seen as real and appealing.


Adding value to a firm through good communication necessitates improving one’s ability to articulate ideas. Many businesses suffer from “analysis paralysis,” a phenomenon characterized by excessively long feedback loops in which stakeholders express their thoughts without committing to specific actions. 

Effective leaders understand when to end a feedback loop and take a precise next step, guided by the possible impact on the company’s bottom line. In some cases, successful communication necessitates conveying that a detractor’s criticism was heard, even if the group eventually decided not to include that feedback in their decision.


A culture of efficient communication allows businesses to focus on what matters rather than get bogged down in squabbles. Teams can take more decisive action when feedback cycles are short. 

Meanwhile, good communication with clients establishes the appropriate level of expectation, resulting in fewer service problems after the transaction. As a result, businesses that use excellent corporate communication spend less money on recruiting, marketing, and public relations.