How many posts, announcements, launch celebrations, press releases, or community meetings have you observed during which information was shared about a new initiative or a significant organizational event? How many of these organizations continued to share relevant updates and nurture your engagement?

In my experience, people are keen to make the first announcement but struggle to find an appropriate communication cadence along the journey. It does not take much, but checking deepens connections.

Imagine boarding a long-haul international flight on which the pilots never confirm the destination, make no remarks about the flight plan, do not address abnormal flight conditions, and provide no update before landing. This might make some passengers a bit apprehensive about the journey. Perhaps we can aspire to be more like a well-regarded commercial pilot. Greet passengers, orient them, care for their safety, point out remarkable landmarks, address the unexpected, prepare them for landing, and thank them for their loyalty.