It is no secret that there has been an explosion in the technology available to senior leaders to reach a large and often global audience – employees, investors, competitors, suppliers, and news media. Meanwhile, the fundamental nature of communication has not changed a bit. In order to get an audience to understand what you are trying to do, and how they can contribute, three conditions must still be met. That audience must have: 1. Trust in you as a source of information or direction; 2. A framework, or world view, to help them evaluate your message; 3. A means of validating your message through co-workers, supervisors, industry analysts, social media and many other third parties. No message should be sent without some consideration of how these conditions will influence your audience. Moreover, it is important to remember that everything communicates and even small gestures can have enormous impact. And, ironically, silence can be the most powerful communication of all. Whether you are starting a business or leading a FORTUNE 500 company, the same rules apply. We know from experience that effective communications always begins with the small team at the top – how they work together, discuss the business, and make decisions. The bottom line for us is that communications is a process, not a press release or PowerPoint presentation; a discipline, not a video or a Tweet. We also believe that a company’s skill at creating the right environment for effective communications is a source of competitive advantage that is very difficult to copy. Honing such competitive skills demands a conscious effort over time.