I was doing two very different things today:

– Posting a client’s very first LinkedIn post
– Building a full communications strategy for another

Same realization in both moments:
Communications is wildly underrated.

Not because words don’t matter—but because people underestimate what they actually do.

The right message doesn’t just inform. It creates a feeling. And that feeling is what people remember, trust, and act on.

I wrote about this in my latest blog—especially for anyone who’s ever said (or heard), “Can you just write something?”

If you’ve ever felt like your messaging should be working but isn’t quite connecting, this might explain why.

Today, communication happens constantly. Emails, social posts, press releases, internal updates, newsletters, announcements. The volume is relentless.

But activity is not the same as strategy.

Everyone is communicating. Fewer are being intentional about how, why, and to whom they are communicating. As we step into a new year, the organizations that will stand out won’t be the loudest…they’ll be the clearest.