What are some communication practices that organizations are getting wrong? originally appeared on Quora, the place to gain and share knowledge, empowering people to learn from others and better understand the world.

Here are some communication practices that organizations are getting wrong:

1. Forgetting who they serve. Sometimes businesses are so focused on the bottom line and what they want to accomplish that they forget that their messaging should be centered around those that they serve. This service-focus involves both internal and external stakeholders- the reason they are in business in the first place. Companies should incorporate gratitude into their messaging and show that they are, in fact, in tune.

2. Sticking to policies that no longer make sense. Did you ever get the feeling that an employee was saying no just to say no? Relying on outdated policies that aren’t in line with the situation at hand is bad for business, period. Empower your employees to override rules that do not apply and/or are no longer in the best interest of customers or employees.

3. Not staying true to their brand. When a brand’s messaging deviates from what that company is all about, they are getting it wrong. Brand messaging should be authentic and consistent.

4. Using we instead of you. It’s never about the company. It should always be about people- use pronouns that reflect that humanity.

5. Not keeping up with trends and industry changes. If your communication is dated, your sales will also become a thing of the past. Companies must ensure that their messaging is up to date and in line with recent transitions and trends.

This question originally appeared on Quora.

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