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Systems & Organizations

More Communicators, Less Clarity

Can a single, outspoken critic clarify a company's vision more than a hundred enthusiastic promoters?

2026-07-051 min read

Companies often assume that more communication is better, but this can lead to a phenomenon where the signal is drowned out by the noise. When too many people are involved in communicating a company's vision, the message can become diluted and unclear. This is because each person may have a slightly different understanding of the vision, and their individual perspectives can create confusion among the audience.

In the case of Nokia, the company's failure to adapt to the changing mobile phone market was partly due to the lack of a clear and unified vision. The company had many talented engineers and designers, but their individual perspectives and ideas were not aligned, leading to a series of inconsistent and unsuccessful products. In contrast, a single, outspoken critic like Steve Jobs was able to clarify Apple's vision and create a sense of focus and direction that propelled the company to success.

However, this is not to say that having more communicators is always a bad thing. In some cases, a diverse range of perspectives can be beneficial in identifying and addressing potential problems. The key is to find a balance between encouraging open communication and maintaining a clear and unified vision. This can be achieved by establishing a clear set of goals and objectives, and ensuring that all communicators are aligned and working towards the same outcome.

Key insights
Too many communicators can dilute a company's message and create confusion.
A clear and unified vision is essential for a company's success.
Establishing a clear set of goals and objectives can help maintain a unified vision.
Why it matters

If companies ignore the potential for too many communicators to dilute their message, they risk creating confusion and losing their competitive edge.

Use this tomorrow
1
Review your company's communication strategy and count the number of people involved in promoting your vision, then identify areas where the message may be becoming diluted.
Go deeper

The concept of too many communicators diluting a company's message is related to the idea of "information entropy," which suggests that as more people are involved in communicating a message, the clarity and coherence of the message can decrease. This idea has been studied in the field of organizational communication and has implications for companies looking to improve their communication strategies.

The importance of a clear and unified vision for a company's success is also related to the idea of "social identity theory," which suggests that people are more likely to be motivated and engaged when they have a clear sense of purpose and belonging. Companies that can create a strong sense of social identity among their employees and customers are more likely to succeed in the long term.