2 April 2025

"People are at the heart of what we do."

You've heard it. You've probably written it. But when people hear those words inside a system that exhausts, erases, or exploits them, it doesn’t land as inspiration. It lands as betrayal.

Because what’s claimed in a tagline must be proven in action. And right now, a lot of corporate communication is performative at best, and alienating at worst.

So what would it look like to mean it? What would it take to build communication cultures that don’t just sound good, but do good?

Let’s start with the disconnect.