Communication at the Core

A MB (LIVE) talk by Sean Garrett

The following is adapted from my short, opening remarks at MB (LIVE), Mixing Board's annual summit held last week in Austin.

Remember when the role of running communications was simple? Twenty years ago, it was like cruising down a single-lane highway that stretched forever into the horizon. The path ahead was crystal clear: handle media relations, support executives, manage the occasional crisis. CEOs knew exactly what they were buying. The job description was pretty much the same everywhere you looked.

Today that lazy Sunday drive has turned into something that feels more like a Formula 1 race through a complex network of merging superhighways. You've got on-ramps and off-ramps coming at you from every direction. Social media strategies merge into brand initiatives, flow into internal communications, connect with influencer partnerships, intersect with public affairs, and blend into organizational development and community building. It’s intense.

Shapeshifting

Indeed, here's a fun experiment: Ask ten communications leaders what their job entails. You'll get ten different answers. Some folks might say this ambiguity is a problem. I say it's a superpower – proof that our function has evolved into something far more dynamic and central to organizational success than ever before.

This diversity isn't a sign that we're lost. It's evidence that we've found our way to exactly where we need to be — shapeshifters that adapt to business needs and cultural realities.

From Output to Input

Let me share a little parlor trick: remove a single letter 'S' from "communications," and something magical happens. We shift from being that siloed function pushing out tactical stuff to becoming the nerve center that guides and orchestrates how information and meaning flow through an organization.

These days, communication is everything:

• How your teams hash things out on Slack

• The way your leaders paint the vision of tomorrow

• What candidates hear when they're sizing you up

• Those make-or-break conversations with potential investors

• The stories that fire up your sales team

• How you tell the world who you are and where you're heading

In a world where organizational walls are more like screens than concrete, all of these pieces need to work together. And guess who should be orchestrating this symphony? That's right – you.

The Core Muscle: Internal Communication

Think of internal communication as your core muscle – it's the foundation that provides strength and stability. Neglect it, and you're building an organization that's weak at its center. You might have impressive "biceps" in the form of splashy feature stories or expensive brand campaigns, but if these don't align with internal reality, you're headed for trouble.

When internal alignment is strong, the ripple effects are powerful. It enhances collaboration, builds trust in leadership, and helps employees authentically share the company's purpose and values externally. This creates a solid foundation for all external efforts.

The Control Room: Navigating the Internal and External

If you've seen Pixar's "Inside Out", imagine the control room of emotions inside a company's collective mind. That's where modern communications leaders operate. We are the connective tissue linking internal and external worlds, constantly reading signals, gathering stories, and interpreting moods.

This position requires us to be relational, not transactional. We're not just pushing out messages; we're fostering connections and understanding on all sides.

Moving at the Speed of Culture(s)

When you're internally aligned, you can act with confidence at the speed of culture. You know when to engage and when to step back. This is crucial in today's world where trends flash by at light speed, platforms emerge overnight, and niche audiences demand immediate responses.

Let me share a perhaps unexpected but great example, nonetheless: Charli XCX wrote a manifesto to her record label before releasing "Brat," declaring there wouldn't be a single on the album. Why? She knew her core audience – left-field dance music fans – wanted something specific, and she stood firm in that knowledge. The result? Her core base was thrilled and that happiness spread to new audiences. She's now selling out arenas, and her album hit #1 in the UK and #3 in the US.

Know Thyself

That single-lane highway we started on? It doesn’t exist anymore. Stuff is wild and it’s fast.

This complexity isn't our enemy. It's our opportunity. When you're internally aligned, relationally focused, and clear about who you are, you can navigate this reality with confidence and purpose.

The modern communications leader isn't just driving alone on a road anymore. You're in the control tower, orchestrating a thousand moving pieces, reading the signals, and guiding your organization through the noise to make real connections that matter.

Own it. All of it

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