Poor communication is affecting your business. And often, it’s leadership that needs to take the hardest look in the mirror.
We see it everywhere: overly complicated visions, internal structures that hinder diverse communication styles, and executive egos that override emotional intelligence. The result? Resentment, high turnover, and an increased error quota. Communication is the literal foundation of your business. If you, as the leader, aren’t getting it right, the entire organization bears the weight of that failure.
With over 18 years in the field across 30 global markets—training spokespeople for the likes of Google, Careem, and McDonald’s—one truth has remained constant: regardless of cultural context, strong organizational communication correlates directly with strong business results.
The “New Sheriff” Trap I work with big tech companies globally, particularly in regions where management turnover is high. Frequently, a “new sheriff” rides into town every few months. Instead of a smooth handover, we see a clash of egos and a desperate need to “put a stamp” on things. Big words, big promises, and immense pressure follow.
But there is one thing most of these leaders fail to do: They don’t listen.
This is where the downward trajectory begins. I usually give these leaders about six months before they either leave on their own terms or are politely asked to do so. By failing to listen, you fail to hear your team. You miss the institutional knowledge of what actually works. You miss the challenges, the subtle wins, and the individual drivers that motivate your people.
When you are too busy thinking about what to say next rather than absorbing what is being said, you set unrealistic goals and impossible timeframes. You create a culture of resignation where people simply “do as they’re told” while silently withdrawing brainpower. When team OKRs fail and scandals hit, it affects the bottom line, whether you choose to see it or not.
The Language of Influence and Risk Communication is the primary tool for mitigating risk and applying influence. However, it must be a two-way street.
Take risk mitigation. When a CFO makes drastic decisions to comply with new regulations, the sales team often builds a wall to protect their processes. Their livelihood depends on their quota; changing a proven system for a “what if” scenario is a hard sell.
Instead of barging into the room demanding change for “obvious” reasons, you must speak their language. What does your audience actually care about? You must find the bridge. Often, that bridge isn’t built in a formal meeting with ten people in arms, it’s built over a coffee at the watercooler. People need to feel they have a stake in the decision.
Influence starts with listening and ends with a dialogue that often results in compromise. Trust me: the ability to adapt your language to your audience will get you significantly further than barking orders or assuming people already know what you know.
The 3-Pillar Framework for High-Stakes Communication
If this resonates, I invite you to implement these three shifts immediately:
- Audit Communication Types: Observe the people around you. How do they process information? Do they need “no-fluff” bullet points? Do they require praise before a critique? Do they think linearly (A to Z) or holistically? Pay attention to body language and the underlying structure of their speech. Do you need them to listen? Meet them where they are.
- The Power of Three: Our brains are wired for simplicity. Think of the most famous marketing slogans, they almost always come in threes. Instead of overwhelming a board member with ten points, cluster them into three strategic buckets. If you’re asked a tough question, provide three concise points and end with a strong summary. This prevents rambling and ensures your message is actually remembered.
- Prioritize the Human Connection in the AI Era: As AI takes over technical tasks, your “human” communication skills become your greatest competitive advantage. Emotional connection is essential for influence. You must understand what motivates your client, your board, or your investors to create a narrative that moves them.
Communication skills will never go out of style. If you haven’t invested in yours yet, you aren’t just stalling your career, you’re hindering the growth of your business.