This weekend I stumbled upon a crappy movie starring Jeniffer Aniston and set inside a large NY ad agency. Crap movie, crap cast, crap plot but what stayed was this speech by the managing partner of the agency [delivered to an enraged Aniston who had been overlooked for a promotion]
"Look at the Account Director. He's just bought a Mercedes that he pays installments on. I'm pretty sure he will show up for work tomorrow. Take the Senior Copywriter, she's just put down her first installment on a house. And the Senior Media person. She's just got married, bought a house and a Mercedes. I can count on all these people to stick around. But you, you have no house, no Mercedes, no husband. How can I let you forge a strong relationship with my clients when you can get up and go anytime you want. You're free of ties so you're a liability."
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.