In this episode, Sam dives deep into the power of communication as a growth driver — not a buzzword. Joshua Altman, former Capitol Hill journalist and now pioneer of the Fractional Chief Communications Officer (CCO) model, explains how smart communication shapes perception, accelerates decisions, builds trust, and connects every part of a business to its strategy. 

From small-to-mid-size companies to government agencies, Joshua has helped leaders transform messaging from reactive output into an operating system for better decisions. He breaks down:

🔑 Key Takeaways

• Communications is strategy
  Your newsletter, website, and pitch deck aren’t the end goal — they’re conversation starters that shape how customers and stakeholders think. 
• Better messaging = Faster decisions
  When teams and customers are aligned, they move confidently without hesitation. 
• Small businesses need an integrated approach
  Not siloed social posts — a narrative that supports product, sales, and culture. 
• Be the signal, not the noise
  Strategic silence can be powerful — but ignoring customers when it counts can destroy trust. 
• AI is a tool — not the storyteller
  Technology can speed execution, but humans are still the edge. 

🧩 What We Cover

✔️ What a Chief Communications Officer actually does
✔️ Why the fractional model is booming
✔️ How to prevent communications chaos during growth
✔️ The Cracker Barrel brand meltdown example — and what leaders should learn from it
✔️ The habits of leaders who communicate well
✔️ Practical steps any business can take this week to improve clarity

🧠 Who This Episode Is For

This one’s essential listening if you are:

• A founder juggling marketing and messaging yourself
• A CEO scaling into new markets or raising capital
• A leader dealing with communication bottlenecks
• Anyone wanting to build a brand that customers trust

🔗 Connect with Joshua Altman

• LinkedIn: linkedin.com/in/JoshuaiAltman 
• Website & Free Tools: beltway.media (check out the Quick Guides!) 
• Email: jaltman@beltway.media

❤️ Enjoying the Show?

If this conversation helped you rethink communication as a growth engine, please:

✔️ Share this episode with your team
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For the complete Blog Article, head to sampenny.com