How communicating your value helps create business success

Why clear communication is a competitive edge

You can have the best product, service or team in the world. But if people don’t understand the value you’re creating, you’re less likely to win them over.

The ability to explain what makes you different and why it matters is essential in many areas of business, including:

• pitching to a client
• applying for an award
• boosting your brand.

Great communicators do these four things

Judges from the Telstra Best of Business Awards say standout businesses communicate with clarity, purpose, and proof. Here are four things you can learn from great communicators to help you do things differently and make a difference.

1. Lead with outcomes, not just activity

When you live and breathe your business every day, it can be easy to focus on ‘what’ rather than ‘why’. The applications and pitches that stand out are those that make the outcomes or impact clear from the start and link them to the business’s purpose.

Instead of explaining the process, they lead with the result and why it’s important.

The better leaders communicate outcomes, not just activity. They talk about what’s changed because of what they did.

Phil Brown – Co-founder, The Growth Activists

Phil Brown is a Telstra Best of Business Awards State Judge and COO and Co-founder of Growth Activists. He notes that standout businesses don’t just describe what they do. They explain what changed as a result.

For example, instead of saying you delivered a training program, say how many people completed it and what improved as a result. What matters is that you show why it mattered.

Judges’ tips:

• When writing a pitch or an award entry, clearly link your work to the results it delivered.
• Think about what changed, who benefited, and what the impact was.
• Look at outcomes such as revenue growth, customer feedback, social impact, retention, speed, satisfaction or even reach.

2. Use evidence to back your story

A compelling story can be engaging, but when it’s grounded in real-world impacts it becomes much more powerful. Relying on broad claims or passionate language without the ability to provide concrete examples can limit the impact of your communication. Even a strong purpose needs to be supported by evidence.

The judges look for data that backs up how you articulate your impact. Andrew Coronis, Telstra Best of Business Awards State Judge and Chairman of Coronis Group, says leaders should always have numbers to hand.

Don’t be afraid to talk about your metrics. Numbers are crucial in the business world.

Andrew Coronis – Chairman, Coronis Group

Judges’ tips:

• Think about what best illustrates the difference your business makes.
• Consider how to quantify it or bring it to life. Numbers and stories can be powerful.
• Use customer quotes or flag key milestones you’ve attained to make your business feel real and credible.

3. Tailor your message to your audience

Good communicators think carefully about who they’re speaking to and what that person needs. Judges say sometimes people try to say everything at once rather than focusing on what’s most important or relevant. Another risk is using a standard pitch for every occasion. Instead, leaders should focus on what matters most to the audience in front of them.

When you’re talking about your business, just tell me what I need to know to make my decision. Make it relevant to me.

Anna Goat – Business Director, Rise Project Consulting (Rise)

If you're entering an award, highlight your impact or innovation. If you're pitching to a customer, focus on how you solve their problem. Relevance is what makes a message stick.

Judges’ tips:

• Consider your audience and what’s important to them carefully.
• Adapt your messages to feel relevant to them.
• Show how your business aligns with their values or goals.

4. Speak plainly from your lived experience

Strong communication doesn’t mean you need to reach for a thesaurus or flashy presentations. What matters most is clarity, substance, and a genuine understanding of your own business.

Andrew says strong communicators bring their story to life with honesty and clarity.

Flowery adjectives might sound good, but they don’t always mean a lot. People can spot fluff a million miles away. You need substance. You need a clear vision and clear values, then some metrics around them.

Andrew Coronis – Chairman, Coronis Group

No one knows your business and your journey like you do. If in doubt, revisit your purpose to reconnect with your ‘why’. Knowing what your business stands for makes it easier to communicate why it matters.

Judges’ tips:

• Use plain language, direct answers and avoid buzzwords.
• Be clear on what your business stands for.
• Tie your story back to impact and who you’re helping.

Clear communication builds trust

The ability to communicate your value with a clear message supported by evidence is more than a marketing skill. It’s key to forming great partnerships, securing funding and many other aspects of business. Ultimately, it’s about building confidence in your business and showing the impact your business makes.

Whether you’re applying for awards, talking to customers, or leading a team, great storytelling will help you stand out for all the right reasons.