In Sense in Communications, I distinguished among three models of communication: information transfer, story-telling, and presence. These models of communication directly relate to business visions. Information transfer is central to Google’s mission: “to organize the world’s information and make it universally accessible and useful.” Story-telling is at the heart of the television and film entertainment business. Presence has been an implicit aspect of some successful telephone company promotions, e.g. “reach out and touch someone,” “the friends and family plan.” Communications companies lacking vision might benefit from thinking more about communication.