BUSINESS

The Power of Clear Communication in Business

Lessons from a Coffee Machine

“Thoughts” illustration by the author.

I regularly pop into Morrisons for a coffee between the school run and work. However, today when I dropped by to grab my drink, I was faced with a handwritten sign in bold red ink:

At first glance, it’s a simple instruction. But depending on how you interpret it, it can mean several different things:

1. The other machine is broken and can only make Americanos and nothing else.
2. This machine is broken and can’t make Americanos, so the other machine is reserved exclusively for Americanos.
3. Both machines are broken and there is no coffee available except for Americanos, for which you should use the other machine.
4. This machine is broken and makes everything except Americanos. If you want an Americano, use the other machine.

I was completely puzzled. To me, the words “use other machine for Americano only” were perfectly clear – they meant the other machine was only to be used for Americanos and nothing else (Option 1). But in that case, why was the sign not on the other machine, if that was the broken one? It was enough of a cognitive dissonance to make me unsure of my interpretation, so I waved for an assistant and explained my dilemma.

The assistant was equally puzzled, but for a different reason – she thought the meaning of the sign was obvious and couldn’t understand why I was confused. She explained that the machine bearing the sign was broken and couldn’t make Americanos, so in order to avoid a queue, the other machine had been designated solely for Americanos and nothing else (Option 2).

I disagreed, so in order to clarify she summoned a second assistant, who also thought the meaning of the sign was obvious – but insisted it meant Option 3. She said both machines were broken, but by a stroke of luck the other machine was still able to make Americanos, so that’s all they had available today.

They argued for a bit and finally they summoned a third assistant — the actual writer of the sign — who confirmed that Option 4 from the list above was the correct interpretation. The Americano option was broken on the machine bearing the sign, while the other machine had all options available.

Interestingly, she refused to accept that her sign was unclear and declined to change it. I eventually acquired my coffee and carried on with my morning, leaving a queue of equally confused fellow customers in my wake.

Illustration by the author.

The Business Cost of Ambiguity

Since then, however, I’ve been thinking about how a simple sign could cause such confusion, and the implications for business when communication is unclear.

A vague sign is more than just a mild inconvenience: it has real-world consequences. In a coffee shop, confusion causes hesitation, queues lengthen and customers grow frustrated. Staff time is wasted by repeatedly having to field questions and offer clarification. In business, ambiguity in communication similarly leads to wasted time, errors and dissatisfied stakeholders. Unclear emails lead to mistakes and missed meetings, convoluted policies cause delays, and the ripple effects can be significant.

Consider this: A 2012, study by McKinsey found that effective communication improves productivity by up to 25%. More recently a 2018 survey by The Economist revealed that poor communication can lead to projects being delayed or failing completely, as well as low morale and lost sales. Conversely, Holmes (an authoritative voice in the global PR industry) estimates that the cost of poor communication has reached an overwhelming $37 billion. Clearly communication is a vital issue and it’s important to get it right.

Lesson: Ambiguity comes with tangible costs. Investing in clear communication isn’t just a nicety; it’s a business imperative.

Clarity Is Vital

Customers and employees crave simplicity and certainty. A straightforward message cuts through the noise and builds trust. In the case of the coffee machine sign, a clearer alternative could have been: “The Americano option is broken on this machine. Please use other machine for Americanos.” No room for interpretation, no frustration.

The World Health Organization is a leader in this approach, communicating key health facts to a wide range of people in the simplest possible terms. Their communication guidelines explain that people are more likely to trust and act on information they understand, leading to better outcomes.

Lesson: Whether it’s factual information, a sign or a company policy, clarity fosters trust and efficiency. Simple language is powerful language.

Assumptions Are the Enemy of Understanding

The sign writer thought the sign was self-explanatory because she knew what it meant. This is a classic example of the “curse of knowledge” — when someone’s familiarity with a topic makes it hard for them to see it from a beginner’s perspective. Businesses often fall into this trap, assuming their audience shares the same context or background knowledge.

Lesson: Always consider your audience’s perspective. Test your message on someone who isn’t familiar with the context to ensure it’s accessible and understandable.

Communication as Part of Your Brand

Every piece of communication — whether it’s a sign, an email or an FAQ page — reflects your brand. A confusing message can make a business seem careless or unprofessional. On the flip side, clear and thoughtful communication shows that you value your customers’ time and experience.

Research underscores the significance of transparent brand communication. A study published in the Journal of Product & Brand Management found that transparent communication positively influences consumers’ perceptions of brand authenticity, leading to enhanced brand trust and loyalty.

Moreover, effective communication extends beyond external messaging. Internal communication within an organisation also plays a crucial role in shaping brand perception. According to a report by Grammarly, 50% of business leaders indicated that effective internal communication improved their brand’s perception.

Lesson: Your communication style is part of your brand identity. Strive for clarity and helpfulness to build stronger connections with your audience.

“Thinking” illustration by the author.

Practical Steps to Improve Business Communication

The coffee machine conundrum is a small story with big implications. In business, every interaction is an opportunity to build trust or erode it. Clear communication isn’t just about avoiding misunderstandings; it’s about creating seamless, enjoyable experiences that reflect positively on your brand.

Here’s how businesses can avoid falling into the coffee machine trap:

Be Specific. Ambiguity breeds confusion. Replace vague phrasing with precise instructions.

Be Timely. Sharing information promptly can prevent wasted time and frustration.

Test Your Message. Before rolling out signage, policies or campaigns, ask someone unfamiliar with the context to interpret them. Their feedback will help to identify potential misunderstandings.

Adopt Plain Language. Avoid jargon, shorthand or overly complex phrasing. Simple, direct language is easier for everyone to understand.

Create Feedback Loops. Encourage customers and employees to point out unclear communication. Actively seeking feedback shows you care about their experience and helps you improve.

Consider the Context. Tailor your message to the situation. A rushed customer glancing at a sign needs something they can grasp in seconds.