Most of the organisations I work with have clearly defined groups whose needs they are intended to serve. Increasingly these days there is a desire reach out online to foster a real connection with those people, but most staff in most organisations find it ridiculously difficult to do so.
As a participant in a workshop once said "How do you find your authentic voice while working in a stifling bureaucratic environment?".
Saying what you really mean, in plain, accessible language, is obviously the answer, but this is hard, it feels dangerous. It is easier to give up, to retire behind corporate speak, to miss the opportunity for real connection.
Even after all these years genuine connection between individuals inside organisations and the people they are set up to help is still unusual. But for those brave enough to reach out there is an amazing opportunity for greater influence waiting to be discovered.