The first step is to invent a thing worth making, a story worth telling, a contribution worth talking about.
The second step is to design and build it in a way that people will actually benefit from and care about.
The third one is the one everyone gets all excited about. This is the step where you tell the story to the right people in the right way.
The last step is so often overlooked: The part where you show up, regularly, consistently and generously, for years and years, to organize and lead and build confidence in the change you seek to make. (c) Original article
This is just a perfect example of B2B communication tools. Free to 8USD/mo+ is more than enough to setup a standard communication tool in a small company (i.e. startup, or SMB) just to cut the never ending story on xmpp/skype/email/etc.