A person who struggles to connect with others, who blunders in what he or she says and does, has a hard time making friends.
A company (especially one operating globally) that struggles to communicate with customers, that blunders in what information it shares and how it shares it, has a hard time winning customers.
Sounds similar? The difference is in the scale. While an individual interacts with a few people, a global company impacts tens of thousands or more.