Forbes Communications Council: 20 Mistakes Companies Make When Adopting Human-Centric Communications

There’s a growing push across industries to embrace more human-centric communication. And in theory, it’s exactly what we need—less jargon, more empathy. Less broadcasting, more listening. More conversations that feel like they’re built for people instead of personas.

But in practice? Many companies are missing the mark.

In my latest contribution to Forbes Communications Council, I joined 19 other experts to explore the most common mistakes companies make when trying to adopt a more human-centered approach—and how to avoid them.

My take: one of the biggest missteps is centering communication around the company rather than the customer.
People connect with purpose, not just product features. Real human-centric communication means deeply understanding your audience’s needs, listening actively, and crafting messages that reflect their emotions, aspirations, and goals—not just what you’re selling.

The full article is packed with insight from across the industry—worth a read if you're rethinking how your brand shows up and speaks to its audience.

Read the full piece here:
20 Mistakes Companies Make When Adopting Human-Centric Communications (Forbes)

Want to explore how to make your marketing more human—without losing clarity or impact? Let’s talk.