You can't hire millions of people, pay yourself a lot of money, have a golden parachute, and then say, "trust me."
—Dermot Dunphy, CEO of Sealed Air
Nobody really buys communication, anymore than they buy gasoline. Plenty of times, I've gotten a little excited about buying a new car or a shirt or pair of running shoes. But I've never gotten up at the crack of dawn and shouted, "Hey, I'm really looking forward to stopping by the gas station and buying some new gas."
People don't buy gas. They buy the ability to get somewhere. Getting where you want to go makes the gasoline purchase necessary.
It's the same with communication. I've never heard a client get excited about investing in communication. But I've heard plenty ...