In most cases businesses fail not because they don’t have a great product but they have no sound communication strategy internally or externally. We have been communication since birth verbally or otherwise and so we believe we are great communicators but it is different when it is come to formal corporate communication. Even personally many issues created in our life time is due to lack of communication skills.
At the same time, if you look at the successful businesses or people, they are successful because they are great communicators. It is a science needs a lot of planning before you use it.