The ability to clearly and concisely deliver a message, align a plan, and generate engagement, is key. When a party understands the essence of something, it leads to deeper discussions on the topic. Providing the essence of an issue with clarity is the foundation for good communication and will naturally lead to “next steps” with employees, customers, vendors, and investors. If you fail to do this, progress will be harder. Customer sales cycles get longer. Investor deals get harder. Employee motivation falters. Advisors guard their knowledge and time.

“The implications for your business are significant.” 

Do not underestimate the negative impact poor communication can have if your company earns a reputation for being difficult or complicated to work with. Even responding to questions with long, complicated answers wears down your constituents. I recently asked an entrepreneur, “What is the price for the product?” The answer was so long and complicated that I stopped listening. If this occurs on a regular basis, interacting with you and your company becomes a chore. Potential investors not only need to be able to grasp the value of your company, but they also need to feel what it would be like working with you as a leader. Will communication be a chore? Will it be helpful and informative or strain their patience and trust? If everything seems like you are talking nuclear physics, they will likely pass.