Why is Good Communication Important in Business?

Many businesspeople miss out on good opportunities because they don't communicate well. Some leaders use confusing words and phrases like "paradigm shift" or "synergy," which make things harder to understand. But even without those fancy words, communication problems can still happen.

Most businesses use emails a lot to talk to their employees, clients, and potential customers. But if there are too many emails, people might ignore them. This is just as bad as not explaining things well. Whether it's a memo to everyone in the company or talking one-on-one, it's important to say things clearly and in a short way for communication to work.

Impact of Technology on Communication

Twitter, a popular social media platform, sees most tweets ignored, more than 70%, but some go viral. Justine Sacco, a PR executive, experienced this firsthand. Boarding a flight to Cape Town, she tweeted a controversial comment about Africa, unaware of the storm it would cause. As she flew (with no Wi-Fi), her tweet sparked the trending hashtag #HasJustineLandedYet globally. Reporters flocked to the Cape Town airport, eager to interview her. Despite deleting the tweet and apologizing, it was too late. Her employer, InterActive Corporation, terminated her employment, proving the swift and impactful nature of technology on communication.

Experts have been trying to figure out how new technologies will change our lives. For example, back in 1990, Ray Kurzweil predicted the end of the Soviet Union and said a computer would beat a human at chess by 2000 “ which actually happened in 1997!

Our attention spans are getting shorter. The average American used to be able to focus for 12 seconds in 2000, but now it's only eight seconds “ even less than a goldfish! This is because we're always on the Internet or on our phones. In the '70s, we used to see around 500 ads a day. Nowadays, it's nearly 5,000!

Most people aged 18 to 44 have their phones with them almost all day, 22 hours to be exact. And as soon as they wake up, four out of five smartphone users check their phones within the first 15 minutes.

Top 10

Businesses nowadays know that to succeed, they need to be visible on the first page of search results on search engines like Google or Yahoo. That's where SEO specialists come in. They help companies optimize their websites to rank higher in these search results. Chitika is a big player in online advertising. Every month, they send over four billion targeted ads to more than 250,000 websites.

In June 2013, a study by Chitika revealed that almost 92% of all website traffic comes from Google's first page, while the second page only gets about 4.8%. After that, it's tough for companies to be seen. Even though most clicks go to the top ten results, some experts argue that lower rankings still matter. You can boost your search engine ranking by paying for Google AdWords, but it can be pricey. Plus, don't overlook other search engines like Yahoo and Bing, as well as review sites such as Yelp and Groupon “ they're still popular among users.

Workplace Challenges

Research highlights the issue of information overload in today's workplaces. Deloitte's 2014 study reveals that employees constantly check their devices, like smartphones and tablets, up to 150 times a day due to excessive data. Although many blame technology, companies such as Apple, Google, Facebook, Amazon, and others are simply using common business strategies to attract and retain clients.

Historically, employees expected job security for life, with rare layoffs before the 1970s. However, since the mid-1980s, companies have become more willing to downsize or reduce employee benefits, like pension plans. This shift has compounded the challenges faced by modern workers.

In today's workforce, traditional job security is a thing of the past as workers prioritize projects over permanent responsibilities. While tech "rock stars" enjoy job stability, entry-level and mid-tier employees face uncertainties even in start-ups. Some hesitate to change jobs or fields, fearing it won't alleviate overwhelm, while others fall into the "cult of busyness," believing busyness equals importance. Scott Berkun's blog dispels this myth, emphasizing that effectiveness, not busyness, determines job success. The modern work reality reveals a shift away from traditional job expectations, urging workers to focus on efficiency over prolonged hours.

Bad Communication

Ever found yourself stumbling over the question, "What do you do?" Turns out, it's a common struggle. People often fumble to describe their jobs clearly, even on resumes and LinkedIn profiles. Where does this confusion come from? Let's trace it back to the roots. Meet Frederick Winslow Taylor (1856-1915), the OG efficiency expert. A mechanical engineer by trade, Taylor observed factory workers to boost productivity. His ideas birthed management science, but things took a twist. Fast forward to today, where big-shot companies like Bain Capital, McKinsey, and Accenture are hired for advice. The problem? These consultants and business gurus love to use fancy words. They resist simplicity, fearing clients won't value their advice if they can easily understand it.

How a company works affects how people talk to each other. Some professionals use big words to sound smart, like "utilize" instead of "use." They might also use confusing language, making it easier to change their minds later. If you talk plainly, others might expect you to do what you say. The biggest issues in communication happen when people don't realize there's a problem. Using unclear or fancy words can make it hard for people to trust you. In 2010, psychology professors found that people might think you're lying if you use unclear words. Communication falls apart when people promise too much or keep information to themselves. For example, IT recruiters expect job candidates without a job to treat every call or email as super important. However, these recruiters often forget to keep candidates updated on possible job openings.

Email

Email is still the go-to way for most people to communicate because it's quick, easy, and safe. But there are other options too. You've got fax, snail mail, phone calls, texts, instant messaging, video chats like Skype or Google Hangouts, and apps like WhatsApp and Snapchat for sending temporary messages.

Even with all the ways we have to communicate, just sending a message doesn't mean it'll get noticed. People choose when they want to check their emails, and lots of them use tools to block unwanted messages. So, your email might sit in their inbox until they decide to look at it. Email is good for simple stuff, but it's not great for showing feelings. Studies show that emails can easily be misunderstood because they don't express emotions well. Plus, email can be a hassle with distractions, legal issues, and blurring lines between work and personal life.

Because people get swamped with messages, a lot of them bail out of email lists. Constant Contact, a company that helps tons of small businesses with marketing, asked around 1,400 folks why they hit the unsubscribe button. Over 69% said they were drowning in emails, and 56% thought the stuff they were getting wasn't interesting anymore.

Good Communication

Ensure effective communication and message comprehension by following these tips.

• Simplify your language, avoid jargon, and cut out buzzwords for clear communication.
• Use concise language for complex topics to prevent confusion.
• Define unclear terms or avoid using them altogether.
• Use apps instead of email for task management and correspondence.
• Limit email threads to three messages; switch to a phone call after that.
• Choose one platform (call or email), not both, for the same message.
• Be selective in responding to group emails; determine if a response is necessary.
• Opt for face-to-face conversations over online communication when appropriate.
• Stand firm on your preference for in-person discussions when needed.
• Determine your preferred communication method and stick to it.
• Be prepared for resistance to new communication rules, but hold your ground.

Improve Communication Skills

Enhance your communication by framing information as questions to tell a story. Compare these sales pitches: "Pocket is a cross-platform app that seamlessly enables the sharing of valuable social-media content" or "Want to easily store articles on the fly to read at a later date on any device? Meet Pocket." Be mindful of your word choice and context. To convey your message effectively, opt for two or three concise sentences rather than a lengthy one. Choose active voice over passive; for instance, say, "He™s breaking down barriers and changing the company for the better" instead of "What he™s doing is breaking down barriers and changing the company for the better."

In blogging, remember less is more. Some readers may dismiss lengthy content with "tl;dr" (too long; didn™t read). Vary your vocabulary using a thesaurus, as repetitive words can lose your audience's interest. Know your audience and adapt your message accordingly. Whether your audience is broad or specific, including various ages, genders, nationalities, and communication styles, consider incorporating visual elements. Take occasional pauses and remain silent to let your message resonate.