Communications seems the simplest thing on earth. We all communicate, we talk and listen. So why is it so often that we fail to understand each other? The way we communicate evolves with technological advancement and social changes, but basic principles remain the same, because communication is an inherent part of human nature. Communications is rooted in our values. I believe we should communicate to build trust and not to close us in information bubbles. Organizations need communications to explain the reason for their existence, their purpose. To do it well requires skills and experience. Goods communicators are translators. They translate business goals into impactful narrative that matters to the target audience – customers, authorities, local communities or employees. They translate the narratives across diverse cultures. And they work both ways. They listen carefully and interpret the findings into a language comprehensible to business leaders. There is simplicity and clarity in great communicators. They possess the ability to make complex messaging, competing goals, risk mitigation and translate it all into an understandable and impactful narrative. Comms may seem simple, but in reality it involves an abundance of factors and nuances, cultural aspects, legal implications. And it is here where you see the difference between a seasoned executive and a layman or someone beginning their communications career.