I recently hired a lawn care company to remove a few bushes and a tree trunk, plus build drainage in my backyard. The contractor is a friend—an all-around great guy I’ve known for a couple of years—and he did a fantastic job at a reasonable price.
However, throughout the process, I felt “under-communicated.” Maybe it was my fault for not clearly setting expectations, but there were times I didn’t hear from him for weeks. I even started removing bushes myself, only for him to show up unannounced to clear the area.
At one point, I noticed pipes and yellow marks on my lawn. At first, I had no clue it was related to the project—I even wondered if UFOs were involved. A couple of weeks later, I saw green grilles, and then the sod was laid. In the end, the project turned out great, but I felt out of control and uncertain during the process. I started wondering if I had upset my friend or if he had simply lost interest. It was a fantastic job, but the poor communication left me feeling uneasy.
Here’s another example: I subscribed to a podcast editing service. After paying for a trial episode, I received a confirmation email saying someone would reach out with next steps. Ten days passed with no communication, so I followed up with the business owner. It turns out he was waiting for me to send materials. It worked out, but I only stuck around because his price was competitive. He’s a great guy with a service-oriented personality, but poor communication could cost him customers.
However, I still wasn’t connecting the dots, until I sat down with a coaching client to work through his communication issues. He runs a residential construction company, and we talked about how important communication is for his clients too—and how even big customer-service mistakes can be turned around with good communication.
That’s when I realized why one of my clients—running the Entrepreneurial Operating System® (EOS)—is so successful. Their niche is simple: “The Best Communicating Roofing Company, Developing Life-Long Relationships.” They’ve mastered the art of keeping customers in the loop, which is why they can charge premium prices, manage all their clients’ properties, and consistently get referrals.
What sets them apart is how they’ve branded their communication practices using Mindshare Terms™—a strategy of creating unique terminology to define and enhance their communication framework. These terms help reinforce their identity and ensure their approach to keeping clients informed is both memorable and effective.
So, why should you over-communicate?
