Debunking the Myth That Communications Is a Luxury

There’s a common myth in the world of business that goes something like this: “We’ll focus on communications once we’ve got everything else sorted.”

It sounds reasonable—practical, even. In the scramble of launching a new product, hiring staff, balancing books, and building systems, it’s tempting to treat communications like a garnish. Something nice to have, once things settle.

But here’s the truth: Communications isn’t a luxury. It’s a critical business function and it needs to be part of the plan from day one. Building trust in your business and creating understanding of your product or service is what gets investors to invest and customers to purchase.

Why This Myth Persists

Part of the problem is how communications is often perceived: as a “soft” skill, or a department that creates social media graphics and sends newsletters. So it gets pushed to the side until there's a budget for a full-time comms hire or agency.

But effective communications go far deeper. It touches everything:

• How you explain your value to customers

• How you attract talent and build culture

• How you manage crisis or change

• How you build trust, reputation, and visibility over time

Put simply, if you’re not communicating clearly and consistently, you’re leaving value on the table.

What Happens When You Leave Communications for ‘Later’

Here’s what can happen when businesses treat communications as a “later” task:

• Confusing or inconsistent messaging that makes it hard for customers to understand what you offer

• Missed opportunities for visibility and credibility in your space

• Difficulty building internal alignment or team morale

• Scrambling to respond during a crisis with no strategy or tools in place

And perhaps most importantly, you work harder for every sale, partnership, and opportunity—because your story isn’t working for you.

You Don’t Need a Comms Department to Start Communicating Well

You do need to be intentional. And that starts with a few core questions:

• Who are we trying to reach?

• What do they need to hear from us—and how can we say it clearly?

• What do we want to be known for?

• Where are our audiences spending time—and how can we show up there consistently?

Even a small founder-led business can build a strong communications foundation by:

• Writing a simple messaging guide

• Sharing regular updates with stakeholders (even via email or WhatsApp)

• Building a habit of storytelling—through social media, blog posts, or case studies

• Making time to reflect on what’s working and where your message isn’t landing

Strong Communications Make Everything Else Easier

When your message is clear, your team knows how to talk about what you do. Customers understand your value. Funders see your impact. Partners want to work with you.

So the next time you’re tempted to say, “We’ll do communications when we have time/money/staff,” remember: Communications isn’t something you do after the “real” work is done. It’s how the real work gets seen, supported, and sustained.