At the office, we’ve lately actively discussed making an impact i.e. being able to influence the future. Mostly in the sense of how to help our clients make a better impact with their communications. It is equally important to ourselves to make that impact with our clients. How to do it with the existing as opposed to potential customers?

All communications ultimately come down to activating the chosen people to make decisions favorable to the sender of a message. Decisions based on whether the products or services offered are relevant for the receiver of the message. Decisions about whether to buy now or later. Decisions about whether to remember the product or service when the need arrives again.

Most companies have their basics in order: a clear strategy, up-to-date products and services, and an ongoing product development. Nevertheless their financial objectives remain unattained.

This is where communications step forward: the stories that companies tell to their different target groups. I know many products of average quality that sell very well and bring in plenty of cash. Why? For a simple reason: their stories and messages affect me by being meaningful to me.

When, in the future, a need arises for me to use these kind of average products with good stories, I will remember them for sure. At that point, less-communicative high-quality producers will have to work very hard to get on my list of options.

A company should be able to influence its future as much as possible. We believe in the influence and impact of communications. Our future depends on communications.