The recent Business Benchmark Group (BBG) Summit featured a standout session by Damian Churton that centred on communication—a fundamental skill for success in both business and life. Damian underscored the importance of clear, open, and honest communication, highlighting how holding back often leads to misunderstandings, lost opportunities, and slower progress. His message was powerful: learning to communicate effectively is a lifelong journey, and a commitment to honest expression is essential for continuous growth.
Fear as a Barrier: False Evidence Appearing Real
A big theme in Damian’s talk was fear and how it impacts assertive communication. He broke down the acronym “FEAR” as False Evidence Appearing Real—a fitting reminder that fear often stems from perceived limitations rather than real ones. This is particularly relevant in trades and construction, where external market factors can create uncertainties.
For instance, as someone working with clients in these fields, I’ve experienced industry fear narratives firsthand. I was once told that an anticipated downturn in construction would reduce demand for website development. Yet, this was fear—false evidence appearing real. Instead of a slowdown, business picked up. Clients realised that a strong online presence had become essential, and they were eager to invest in their digital strategies to stay competitive. In challenging times, people prepared for the future by building websites to attract quality clients and establish their brands online.
Fear and the Importance of Assertive Communication
In his session, Damien discussed how fear can prevent full, assertive communication. In the workshop, participants shared common fears such as speaking in public, fear of looking silly, or facing imposter syndrome. The impact was clear: holding back because of fear can stifle personal and professional growth. Watching participants push through these fears and communicate openly was inspiring and showcased the lasting power of confronting fears head-on.
Opportunities in Communication: Beyond Marketing
Damien also highlighted how communication tools, like websites, are more than just marketing tools—they’re essential for reaching out to potential team members, customers, and industry peers. For businesses in trades and construction, having a website with a careers section has become increasingly important. A-Grade players, who are ambitious and success-oriented, want to know more about a company before deciding to join.
A strong careers page not only showcases open roles but also allows prospective team members to understand a company’s values, culture, and opportunities for growth. As Damian pointed out, when you communicate clearly and authentically about who you are as a business, you attract both clients and team members who align with your goals.
Lessons Learned from Fear in Business
Reflecting on Damian’s message about fear, I was reminded of the early days of COVID. Like many, I worried about the immediate impact on my business when everything shut down. My projects paused for a few weeks, but soon, the need for digital adaptation brought back business bigger than ever. Clients needed websites to “pivot” and reach audiences online, reaffirming that websites are powerful communication tools.
Whether it’s to connect with clients, recruit key team members, or showcase a company’s adaptability, websites have become crucial in managing change and confronting fears in the business landscape.
Moving Forward with Open, Honest Communication
Damien’s session was a powerful reminder of the impact of open communication. He encouraged us to break through our fears, recognise where we’re holding back, and embrace communication as a tool for progress. The session left a lasting impact, and I’ll share more learnings from the Summit in future posts. At Uplift 360, we’re committed to helping trades and construction businesses not only build their digital presence but also use their websites as authentic communication tools for growth.
Stay tuned as we continue to unpack these insights, helping our clients stay prepared, adaptable, and engaged in an ever-evolving market.