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In the old days, business could survive without much marketing/communication efforts. If you put together a business team of good people, deliver strong service to clients,  you might get by just fine on repeat business and client referrals. For many, those days are gone.  Today software automation (SaaS) is critical for a low cost solution to efficient business communications.  While repeat business and referrals are still necessary to grow, they’re no longer enough to succeed. You need a versatile technical strategy in this constantly changing environment to bring in a steady stream of growth to your organization.

When the challenges of daily operations and the success of your current plan frequently absorb your attention, it is easy to forget customer priorities and changing technology.   As an organization moves through its cycles, communication objectives need to change with it to capitalize on opportunity.  Surprisingly, the majority of  businesses don't have strategic business plans for future growth.  So what do they do when unexpected events make a business plan jump from one phase to another before their eyes? Ultimately, they lead to tunnel vision and slowly loose it like a sinking ship. Factors such as innovation, regulation, trade restrictions, aggressive pricing, hyperinflation, unemployment rates and even war can cause value to shift. 

If your own industry is the one you are trying to analyze, the vision is often distorted by past patterns of success. Having a clear and complete competitive field of vision enables you to anticipate the phase shifts and maximize your organization’s growth.  Absence of a long term plan can lead to unexpected collapse.

When companies are small, they listen to their customers; when they became a mid size company, they strike a balance in between the company and the customer; and large companies begin to ignore the end-user priorities and focused on shareholder value instead.

Today's customers are choosing products and companies that satisfy an even deeper connection for creativity, community, and idealism. Leading companies have realized they must make plans to reach these highly aware, technology-enabled customers and that the old rules have lost its impact. Instead, you must create markets and the products & services within that inspire, include, and reflect their customers' values. Failure to communicate is the most common reason given for problems that develop in any organization, business, government and even personal relationships.