How to Speak (and Write) Like a Leader: The Power of Communication in Leadership

“Leadership is not about being in charge. It is about taking care of those in your charge.” This quote by Simon Sinek encapsulates the essence of leadership. While many attributes contribute to effective leadership, communication is undoubtedly one of the most critical. How leaders communicate—whether through speech or writing—can make or break their effectiveness. It is the medium through which leaders share their vision, inspire their teams, and navigate through challenges.

In today’s fast-paced, information-driven world, the ability to communicate effectively has never been more important. Yet, many leaders struggle with this vital skill. According to a study by the International Association of Business Communicators, 91% of employees believe that communication issues directly impact their work. Furthermore, a Towers Watson study found that companies with effective communication practices are 3.5 times more likely to outperform their peers. These statistics underline the significance of communication in leadership.

Let’s explore five key principles that can transform the way leaders communicate: Assuredness, Emotional Control, Clarity, Concreteness, and Commanding Presence. Mastering these principles can elevate your leadership and ensure that your message resonates with your audience, whether you’re addressing a boardroom, a team, or a global audience.

1. Communicate with Assuredness, Not Uncertainty

One of the most critical aspects of leadership communication is assuredness. When leaders speak with confidence, they instill trust and conviction in their audience. Assuredness is not just about the content of your message but also about how you deliver it. Your tone, body language, and choice of words all contribute to how assured you appear.

Why Assuredness Matters:

When a leader communicates with assuredness, they convey a sense of direction and stability. This is particularly important during times of uncertainty or crisis. For example, during the 2008 financial crisis, many leaders faltered under pressure, spreading fear and doubt among their teams. In contrast, those who spoke with confidence and a clear plan of action were able to maintain morale and guide their organizations through turbulent times.

A study by the University of California, Berkeley, found that leaders who exude confidence are perceived as more competent, even when their actual performance is no better than others. This perception can be a self-fulfilling prophecy, as teams are more likely to perform well under confident leadership.

Examples:

• Positive Example: “We have decided to implement the new software system starting next month. This will streamline our operations and increase productivity. Our IT team will provide the necessary training and support.”
• Negative Example: “We’re thinking about maybe implementing a new software system next month. It might help with our operations. We’re not sure yet, but we’ll keep you posted.”

Practical Tips:

• Avoid Hedging Language: Phrases like “I think,” “maybe,” and “sort of” can undermine your message. Instead, use definitive language such as “I know,” “we will,” and “absolutely.”
• Practice Decisive Communication: Before speaking, clarify your message in your mind. Practice delivering it in a confident tone, using positive body language to reinforce your words.

2. Hold Frame, Don’t Reveal (Undue) Emotion

Emotional intelligence is a crucial aspect of leadership, but it’s essential to balance empathy with emotional control. Leaders who reveal too much emotion, particularly negative emotions like fear or frustration, can inadvertently spread anxiety and uncertainty among their teams.

Why Emotional Control Matters:

Maintaining emotional control is about holding the frame. In leadership, “holding the frame” means maintaining your composure and perspective, even in challenging situations. This doesn’t mean suppressing all emotion; rather, it’s about not letting your emotions dictate your actions or communication.

Research from the Harvard Business Review shows that emotional control is a key component of executive presence, which is often a determining factor in career advancement. Leaders who can manage their emotions are better equipped to navigate difficult conversations, make rational decisions, and maintain team cohesion.

Examples:

• Positive Example: “Team, I recognize the challenges we are facing, but I am confident in our collective ability to overcome them. Let’s focus on our strengths and tackle these issues head-on.”
• Negative Example: “Everyone, this situation is really bad, and I’m quite worried about how we’re going to manage. I don’t know what to do.”

Practical Tips:

• Pause Before Responding: When faced with a challenging situation, take a moment to breathe and gather your thoughts before responding. This pause helps you control your emotions and respond with clarity and purpose.
• Practice Empathy Without Panic: Acknowledge your team’s concerns with empathy, but quickly shift the focus to solutions and positive outcomes.

3. Be Easy to Understand, Unlike a Textbook

Clarity is another cornerstone of effective communication. Leaders must ensure that their messages are easy to understand and resonate with their audience. This means avoiding jargon, complex sentences, and overly technical language.

Why Clarity Matters:

Clarity in communication prevents misunderstandings and ensures that everyone is on the same page. A study by the McKinsey Global Institute found that employees spend nearly 20% of their workweek searching for information or clarifying communication. Clear communication can significantly reduce this time, leading to greater productivity and efficiency.

Moreover, clarity fosters trust. When leaders communicate in a straightforward manner, it signals transparency and honesty, which are essential for building strong relationships with employees, customers, and stakeholders.

Examples:

• Positive Example: “Our goal for this quarter is to increase customer satisfaction by 15%. We’ll achieve this by improving our response times and enhancing our service quality.”
• Negative Example: “Our objective is to facilitate an amelioration in customer satisfaction metrics by implementing procedural efficiencies and augmenting service delivery paradigms.”

Practical Tips:

• Use Simple Language: Avoid using jargon or complex words when simpler ones will do. This ensures that your message is accessible to everyone.
• Break Down Complex Ideas: When discussing complicated concepts, break them down into smaller, more digestible parts. Use analogies and examples to help your audience understand.

4. Think Concrete, Not Abstract

Concrete language is about using specific, tangible terms that your audience can easily visualize and understand. While abstract language may sound sophisticated, it often leaves your audience confused and unclear about what you mean.

Why Concreteness Matters:

Concrete language makes your message more relatable and actionable. According to cognitive science research, people remember and respond better to concrete terms because they can visualize them. This is why marketing slogans often use concrete language to make a lasting impression.

For leaders, speaking concretely can make goals and expectations clear, helping teams understand what is expected of them and how to achieve it. This is especially important in setting performance metrics, giving feedback, and outlining strategic plans.

Examples:

• Positive Example: “By responding to customer inquiries within 24 hours and resolving issues on the first call, we will boost our satisfaction scores.”
• Negative Example: “We need to enhance our engagement metrics through more effective communication strategies.”

Practical Tips:

• Be Specific: Instead of saying “increase productivity,” say “reduce production time by 10%.” Specifics help your team understand the exact goal and how to achieve it.
• Use Visual Language: Incorporate imagery and concrete examples to make your message more vivid and memorable.

5. Speak Low and Slow to Be High and Mighty

The way you speak—your tone, pace, and pitch—can significantly impact how your message is received. Speaking slowly and in a lower pitch conveys confidence and authority, while speaking too quickly or in a high-pitched tone can make you seem anxious or less credible.

Why Tone and Pace Matter:

Studies have shown that the way a message is delivered can be just as important as the content of the message itself. Research from the University of Chicago found that speakers who use a lower pitch are perceived as more authoritative, while those who speak more slowly are seen as more thoughtful and deliberate.

In leadership, commanding presence is often conveyed through how you speak. A calm, measured tone not only conveys confidence but also helps to slow the pace of the conversation, giving you time to think and your audience time to absorb the information.

Examples:

• Positive Example: “Team, we will tackle this project step by step. Each of you has a crucial role to play, and together, we will succeed.”
• Negative Example: “Okay, everyone, let’s try to work on this project. Um, I hope we can make some progress if we all just do our parts.”

Practical Tips:

• Practice Voice Modulation: Work on lowering your pitch and slowing your speech when addressing important topics. Practice in front of a mirror or record yourself to get comfortable with this style.
• Use Pauses Effectively: Pausing before making a critical point can add emphasis and give your audience time to digest the information.

The Transformative Power of Effective Communication

Leadership is not just about what you say—it’s about how you say it. By mastering the five principles of assuredness, emotional control, clarity, concreteness, and commanding presence, you can transform the way you communicate and, in turn, the way you lead.

These principles are not just abstract concepts; they are actionable strategies that can be implemented in your daily communication. As you refine your speaking and writing skills, you’ll find that your messages resonate more deeply with your audience, your decisions are trusted, and your leadership is more effective.

In the words of John C. Maxwell, “Leadership is not about titles, positions, or flowcharts. It is about one life influencing another. How you communicate influences not just what your team does, but how they feel about their work, their leader, and their organization.”

As leaders, we must remember that our words and the way we deliver them have the power to inspire, motivate, and drive change. But they can also create confusion, doubt, and disengagement if not carefully crafted. To lead effectively, it’s essential to communicate with purpose and intention.

Here’s something I’ve learned throughout my leadership journey: “A leader’s voice is more than just a sound; it’s a tool to shape reality.” When we speak with assuredness, we build trust. When we control our emotions, we create stability. When we communicate clearly, we eliminate barriers. When we think concretely, we set a clear path forward. And when we speak with a measured, commanding presence, we inspire confidence.

The impact of your communication is profound. It influences how people see you, how they see themselves, and ultimately, how they see the future of the organization. By embracing these five principles, you not only improve your ability to lead but also empower those around you to reach their full potential.

So, the next time you step in front of your team or sit down to write an email, remember the power you hold. Speak with intention, lead with clarity, and let your words build the foundation for a legacy of leadership that others will follow.

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Photo Credit: TOM ESTEY PUBLICITY & PROMOTION