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Our all-time favourite TV show, Friends, turns 30 this month. And before you ask, yes that makes me feel very old. The show’s global popularity grew throughout a decade-long run and continues to entertain a loyal fan base. Its finale drew an unprecedented 52.5 million viewers, a record-breaking figure for television.
Could this blog BE any more interesting? Well, yes. Much like the characters navigating complex relationships and personal development, high-growth tech firms often find themselves in chaotic situations during periods of rapid scaling. Communications plays a crucial role throughout this phase, articulating market positioning to a range of internal and external stakeholders to keep them aligned.
Feel like you’re always stuck in second gear? We’ve outlined the top communications lessons from the iconic series that scale-ups can use to take comms to the next level:
1. “The One with the Miscommunication”
Friends is replete with examples where miscommunication led to rifts between characters and disrupted previously strong relationships. Perhaps the most divisive argument to date is whether Rachel and Ross were truly “on a break”*.
Internal miscommunication is often the first roadblock. If there is not a clear vision articulated by company founders or leadership, new hires can add confusion, inadvertently contributing conflicting versions of key comms messages.
This misalignment can feed directly into external comms. Without alignment on a company vision and specific comms goals, it can be tempting for scale-ups hunting fast growth and market validation to rush into announcements, but this can create a conflicting messages. Timing is important, but clarity across all channels – especially for seed to Series A companies – demonstrates alignment on its core vision. Whether investors, customers or employees, this is crucial for maintaining culture and helping stakeholders understand the proposition.
*This author thinks they weren’t on a break. Sorry Ross, you’re wrong.
2. “The One with the Overpromise”
Avoid overpromising and underdelivering. Don’t be the Monica who abandoned her catering business with Pheobe shortly after launching it, or the Ross who promised Emily he would cut Rachel out of his life but couldn’t follow through.
Yikes! The bit at the alter was awkward wasn’t it? Anyway, such actions only lead to mixed messages and relationship friction. Plus Ross ended up being ‘the one with three divorces’. Not the fanciest title.
For scale-ups, similar missteps can prevent the establishment of trusted journalist relationships– a critical asset for growing businesses. Feel free to tell a journalist all the amazing things your technology can do, but maybe don’t call it the best thing since sliced bread – especially if you can’t back that claim up. This will only lead to scepticism and show a lack of authenticity. Instead, it’s crucial to set realistic expectations of what your company and technology can do – and then aim to consistently meet or exceed them. This approach builds credibility and fosters long-term relationships.
3. “The One where we cover all our bases”
Monica and Chandler were originally intended to have a one-night fling in London as a fun plotline for a few episodes in season two. However, the audience’s reaction to the fling was so strong that the writers had to rethink their plans and re-write it as a long-term relationship.
Similarly, any business seeking fast growth and repeat investment is likely to face more scrutiny as it grows. The media may question certain aspects of the business or respond well to a certain brand message and spokesperson. It’s important to pivot depending on how a comms strategy it is being received. It’s also imperative to invest in issues preparedness to ensure any communication risks have been mapped out and that draft responses and approaches are considered.
4. “The One with all the Secrets”
Friends often portrayed the impact of long-held secrets: Ross’s unrequited feelings for Rachel in high school, or Chandler’s role in Monica’s weight loss. While these undisclosed truths led to built-up resentment, some secrets—like Monica and Chandler’s initial relationship—fostered a strong foundation when finally revealed.
Scale-ups face a similar challenge. They must carefully navigate what information to share immediately and what to keep confidential until the right moment – which we are seeing in practice as many high-growth firms choose to grow and raise investment in stealth. This balance is crucial for strategically positioning the company for growth. The timing of announcements can significantly impact market perception and stakeholder relationships.
While many of us watched all ten seasons just waiting for Ross and Rachael to get together, transparency, empathy, and adaptability are the qualities that helped Friends characters maintain their close ties over the year. It is these exact qualities that successful scale-ups need to nurture to be resilient in the face of change.
Want to find out more on how to do this? Get in touch.
Written by Maria Chawla
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