The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning.

‘Would you like a glazed doughnut for just $2 to go with your drink?’

‘No! Thanks,’ the woman laughs and rolls her eyes.

The barista shrugs before moving onto the next customer.

Of course, if the barista offers a doughnut to everyone, some customers will buy one. But what does that sale cost the business in eroded trust over time?

We’ve come to believe that the secret to being a successful communicator is to be consistent and persistent.

But it isn’t just the person who shows up to tell their story most often who wins. It’s the person who has the patience and empathy to understand the story they tell must serve the people they want to matter to.

Image by Nathan Shurr