Whether we're seeking to attract the next gen of the water workforce or to effectively brand ourselves to our customers, effective communication is the foundation. The value of communication in the water industry cannot be overstated. Adam gives us some concrete examples of both why this is and ways we can improve. Every utility is only one negative media story away from losing the trust of their customers. Has your utility been branding itself as if customers had a choice? Are you regularly planting seeds of trust via proactive and consistent communication?