When the Time Is Right

A while back, I met with the head of an incredible non-profit in Rhode Island. The work they do – providing food and other essentials for those who are homeless or housing challenged – is truly impactful.

At one point, I said to him, “You seem to be operating  ‘below the fold’ right now. Is that intentional?”

(If you’re not familiar with the term, “below the fold” comes from newspapers – it refers to the stories placed below the physical fold of the page, where they are less immediately visible.)

He smiled, thanked me for acknowledging that, and then told me that yes, it was intentional – but they were getting ready to move above the fold.

And they have. Their presence has grown. Their reach has expanded. And their impact is more widely understood.

Why now? Because the timing was right.

Not every organization is ready – or needs – to prioritize growth at every moment. Growth, expansion, and thought leadership require more than effort. They require readiness.

I was reminded of this again recently in a conversation with another non-profit leader. When I asked about growth, she said yes – but only with the right clients.

Exactly. I get that.

Growth for the sake of growth isn’t the goal. Strategic growth is.

The same is true for communications more broadly. Whether it’s launching a campaign, building a thought leadership platform, or expanding your reach – timing matters. When the timing is right, your communications don’t just create awareness – they support meaningful, sustainable growth.

So, the question isn’t just, “Do you want to grow?”

It’s, “Is this the right time for you?”