THE Scoop
That scattered approach to how you show up is costing you more than you think.
73% of small businesses worldwide aren't sure their current marketing strategy is working, and roughly two-thirds of small businesses have no marketing plan at all. But here's the kicker — marketers estimate they waste an average of 26% of their budgets on ineffective channels and strategies.
For a business spending $50,000 annually on communications and marketing, that's $13,000 down the drain. Every year.
And it's not just the money. Poor communication creates what researchers call "productivity waste" — time spent clarifying, redoing, and explaining what should have been clear from the start.
Let me translate: that scattered approach isn't just keeping you busy. It's keeping you broke.
Here's what actually happens when you wing it:
- You confuse your audience because your message changes depending on your mood, the platform, or what you had for breakfast. Confused people don't buy. They don't refer. They don't engage.
- You burn through resources — time, money, energy — on tactics that don't connect to any larger strategy. You post on Instagram because "you should," send newsletters sporadically, and wonder why nothing builds momentum.
- You can't track what's working because you never defined what "working" looks like in the first place. So you keep doing the same things, hoping different results will magically appear.
The cost isn't theoretical. Studies show that 1 in 5 leaders lose deals due to miscommunication. For a $50 million company, even a 2% loss due to unclear messaging means $1 million gone.
the faith factor
Scripture doesn't mince words about the importance of planning.
"Suppose one of you wants to build a tower. Won't you first sit down and estimate the cost to see if you have enough money to complete it?" — Luke 14:28
Jesus wasn't talking about construction projects. He was talking about intentionality. About the wisdom of knowing where you're going before you start moving.
The beautiful thing about this passage is what it reveals about God's heart for us: He wants our efforts to succeed. He wants our work to be impactful. But that requires counting the cost — and that includes the cost of not being intentional, too.
Your calling doesn't fulfill itself through improvisation. God honored planning because He knows that our work matters. The people we serve matter. The problems we solve matter.
Treating your communications strategy like an afterthought isn't humility — it's poor stewardship.
The mirror moment
So here's the question you probably don't want to answer but need to:
What is your scattered approach actually costing you?
Not just in dollars — though those matter. But in opportunities. In credibility. In the trust and traction you could have built if people knew what to expect from you.
I had to ask myself these questions, too.
My first attempt at a newsletter failed – not because I didn’t have anything to say, but because I launched it without counting the cost beforehand. I was unclear about who I was writing it for, or what I was saying to them, and that uncertainty zapped motivation, which led to infrequent posts, and eventually, an abandonment of the platform altogether.
As a faith-driven business leader, I’d also failed to take a very important step – consulting the Holy Spirit. I didn’t pause to ask Him if producing a newsletter was a part of His plan, and in full transparency, that entire season of my business was all about me trying to make my God-given assignment easier to handle. It wasn’t borne of obedience but self-centeredness and arrogance. And it cost me quite a bit; not just missed opportunities and traction for Solid, but also – peace.
I write this so you can learn from my mistakes. So you can pause, pray, and pivot – with clarity – toward a more strategic, sustainable system.
Put it in practice
Your clarity audit
Here’s your homework (I promise this won’t be an every-issue thing, but I can’t resist a teaching moment). Grab a journal or open your Notes app – then answer honestly.
- When someone asks what you do, is there a clear, consistent core to your answer — even if the framing shifts depending on who's in the room?
- Look at your last five posts, emails, or public-facing communications. Do they tell a consistent story about who you serve and what you offer?
- Is there a potential client or referral partner who should have sent someone your way but didn't — possibly because they couldn't articulate what you do?
- Have you defined what "working" actually looks like for your communications? Or are you just hoping for momentum?
Every unclear answer is a leak. A small one, maybe. But small leaks sink ships.
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