Is this Rain or ROIT?

Many organizations act as if communications is just about delivering the right message. Say it clearly, say it confidently, repeat it enough, and the job is done.

But communication isn’t a broadcast. It's about building a connection.

Take the concept of “risk.”

To a financial analyst, risk might mean volatility in the markets. To a farmer, it’s weather, drought, and disease. Same word. Completely different meaning. If you want to invest in regenerative agriculture, or organic farming or AgTech, you need to bridge this gap really fast—or your transaction costs are going to go through the roof.

Step one is accepting that the gap is real. You and your partners or stakeholders may really be speaking different languages. And it’s not like you can just hire an interpreter as if you needed help going from Chinese to Spanish.

Successful communications are sticky. When we guide communications folks, we often ask, “What’s the most important part of effective communications? What is the key to making a message stick like Velcro?”

Tell us what you think and we’ll share back what we hear.