By Steve Sampson

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In a world of always-on communication devices and always-open communication channels, it’s easy to assume that communication must be happening, even when it often isn’t. (According to one recent study, miscommunication now costs businesses $1.2 trillion annually.)

One of the prime culprits is what I call “the Information Transfer Delusion”—the mistaken belief that the minute an email is sent, or a presentation is over, or a memo is written, the work of communication is done.

It’s easy to understand why people fall prey to this delusion. We’re busy. We send a message, know we’ve sent it, and know what we said (or at least meant to say). At that point, we assume, “My work here is done,” and we get on with everything else we have to do.

But think about how often that assumption proves wrong. Think about how frequently your messages get missed or misinterpreted, even when everyone involved speaks the same language, understands the context of the communication, and is trying their best to get along. Why isn’t communication easier?

In a word: words.

When we communicate using ordinary language, we’re not simply uploading and downloading data. Nor are we encoding and decoding messages that carry otherwise fixed information from place to place. We’re engaging in various forms of conversation, sharing words that others have to interpret as best they can.

The result is that even comparatively simple human communications involve dynamic and interactive processes. They require both attention and intention. They require us to go beyond pressing buttons and actually work together (which, FWIW, places a permanent barrier on how much AI can do to help us).

Fortunately, there are practical ways to overcome the Information-Transfer Delusion. Here are four ideas to start with:

1. Ask for repeat backs: Don’t just conclude your remarks or instructions with “Any questions?” Instead, ask people to repeat back their understanding of key ideas in their own words. Then talk through any misalignments.
2. Create multiple touch points: Reinforce important messages via different channels. Follow up on your email with a quick chat. Create a one-pager to send along after your presentation. Give people multiple ways to engage with and process your messages.
3. Watch for signs of misalignment: Pay attention to actions, not just acknowledgments. If people’s behavior doesn’t align with what you thought you communicated, then it’s a safe bet transfer of information didn’t equal communication. Try again.
4. Have the conversation: Frame your communication as the conversation it always actually is. Invite concerns and alternative perspectives. Be genuinely curious about how others make sense of your message.

Bottom line: Remember that what you say matters less than what your audience hears. Likewise, what you send matters less than what your readers comprehend. We live in a world where everyone is drowning in information. If you want to communicate, you have to connect.