I remember a time when communication meant corded phones, in-person meetings, and waiting days for a response to a letter. If you were tech-savvy in the 80s or 90s, you might’ve been lucky enough to send a fax—though you’d cross your fingers that the recipient had enough thermal paper to print it. It’s almost quaint to think about it now, but for a long time, our communication mediums were limited and straightforward.
Then came the early 2000s—a decade of rapid technological upheaval. Suddenly, email became common, text messaging took off, and social media platforms emerged, along with online chat and video conferencing. As a Gen Xer, I had a front-row seat to this communication revolution, marveling at tools I’d only dreamed of as a kid watching “The Jetsons.” Video calling was no longer science fiction; it was a feature on your phone.
Yet with all these shiny new tools came challenges. Adapting to this explosion of communication mediums wasn’t optional—it was a necessity. And for those who couldn’t or wouldn’t adapt, irrelevance loomed.
The Growing Pains of Corporate Communication
The corporate world didn’t adapt gracefully at first. The introduction of new tools wreaked havoc on efficiency. Leadership responses varied, often depending on their comfort—or discomfort—with relinquishing control. Some bosses went on a crusade to block distractions, banning internet use during work hours, barring employees from using social media, and prohibiting cell phones. The fear was clear: more communication options equaled more distractions.
My business partner and I took a different approach. Instead of fearing these tools, we embraced them. Early adopters of gadgets and communication platforms, we were excited about their potential to connect, innovate, and create. But excitement doesn’t always equal efficiency.
By 2007, email was becoming a productivity bottleneck. Inbox volumes were ballooning as people struggled to figure out how to use email effectively. The novelty of instant communication led to chaos—an unspoken expectation of instant replies meant focus and workflow often fell by the wayside.
Our Experiment with Email Discipline
Recognizing this, we implemented a bold email policy that made waves at the time. We had our team set up an auto-response explaining that emails would be checked and replied to only at two specific times daily—11 a.m. and 4 p.m. The message read something like this:
“IMPORTANT: We are committed to producing the best results for you and your business. To maintain our focus and efficiency, we check emails at 11 a.m. and 4 p.m. and will respond at that time. If your matter is urgent, put down your mouse and pick up the phone and give me a call.”
This simple shift was polarizing. Those with a tight grip on control often bristled at our policy, seeing it as a challenge to their authority or expectations. But it also sparked conversations far and wide—a marketing win for us. More importantly, it taught us the power of matching the medium to the message.
The Medium Matters as Much as the Message
Every communication tool has its strengths and weaknesses. The key is to match the tool to the purpose. Email is great for documenting decisions but terrible for urgent matters. A quick chat message can save time but might lack the nuance of a phone call. Video calls are fantastic for collaboration but overkill for a yes/no question.
This realization changed how I approached not just communication but leadership. Choosing the right medium isn’t just about convenience; it’s about respect—respect for the message, the recipient, and the outcome you want to achieve.
The Lesson for Today
As we navigate the ever-evolving landscape of communication, one truth remains: adapting isn’t optional. Whether you’re grappling with AI tools or deciding which emoji captures your tone in a text, the challenge is the same as it was in the early 2000s—choose wisely.
Matching the medium to the message is an art, not a science. It’s about understanding the tools at your disposal, the people you’re communicating with, and the message you want to send. Get it right, and you’re not just connecting—you’re communicating.