Just pick up the fucking phone.


Business has never had more communication tools and somehow never communicated less effectively. Entire projects now die in group chats. Deals stall in inboxes. Relationships drift because everyone is too busy “circling back” to actually speak.

Messenger and email have their place, but they’ve also created an entire generation of professionals who will spend 45 minutes crafting a paragraph to avoid a five-minute conversation. The irony is that all the tools designed to speed things up have created more delays, more misinterpretation, and more people misreading tone like it’s a psychic exercise.

The reticence to actually call someone is getting worse. Younger teams, especially, treat the phone like an artefact from a lost civilisation. They’ll Slack, text, DM, send voice notes, @-tag you in three channels, and then wait for the universe to deliver clarity. Meanwhile the problem sits there, breeding.

So much of business is friction masquerading as communication.
A two-line misunderstanding becomes a project delay.
A vague message becomes a political issue.
A misread email becomes a week of unnecessary “alignment.”
All of which could be solved in one short, direct conversation.

In PE and operating roles, this becomes even more painful. Value creation slows down because people are talking around problems rather than through them. I’ve watched multimillion-dollar initiatives stall simply because nobody wanted to pick up the phone and ask the obvious question.

Here’s a simple rule that still works:
If a message takes longer to write than it would to say, CALL.
If there’s even a chance of misinterpretation, CALL
If the stakes are high, CALL.
If the relationship matters, CALL.
If you’re on message 14 in a thread that hasn’t moved an inch, definitely fucking CALL.

The fastest way to accelerate execution is often the oldest.
Pick up the phone. Say the thing. Solve the issue. Move on.

Most friction in companies isn’t strategic. It’s people avoiding a conversation that would take less time than the messages they’re sending about it.