Why Communication (and Creativity) Matters More Than Ever in Business

Let’s be honest — in the fast-moving, phone-addicted, notification-saturated world we live in, holding someone’s attention for more than 8 seconds feels like winning the lottery. That’s why how we communicate in business is just as important as what we’re actually saying.

You could have the most brilliant strategy, the most important update, or the most impressive set of stats — but if you can’t make someone stop scrolling and pay attention, it might as well not exist.

People Don't Just Read — They Watch, Swipe, and Scroll

The way we connect has changed massively. Think about your own habits: How often do you read a full email or document vs. watching a quick video or tapping through an Instagram story? Visual content — whether it’s a 30-second video, a graphic, or even a well-designed PowerPoint slide — helps people take in information quickly and remember it.

That’s why creative elements like video, imagery, animation, and even GIFs aren’t just “nice to have” in business communications anymore — they’re essential. They bring clarity, emotion, and context to content that might otherwise come across as dry or overly technical. And let’s face it, not everyone is jumping to read a policy document or a strategy update in their spare time.

Busy People Need Clear, Engaging Messages

Most people are juggling a hundred things at once — especially in large organisations where inboxes are full and meetings never seem to end. Communicators have to break through the noise. A well-placed video or a powerful visual can deliver a message in seconds, while an email might sit unread until Friday (if you're lucky).

Creative communication doesn’t mean dumbing things down — it means being smart about how we tell our stories and share information. It’s about making complex topics accessible, relevant, and even enjoyable.

The Bottom Line

Great communication is at the heart of every successful organisation. But in today’s world, it has to be strategic, human, and visually engaging to really land. If we want people to listen, care, and act — whether it’s a new initiative, a change in policy, or celebrating success — we need to meet them where they are. And often, that’s in the middle of a busy day, on a phone screen, with just a few seconds to spare.

So, let’s make those seconds count.