Business Strategy Series

Purpose – Whether you are delivering an update at a staff meeting or addressing shareholders at the annual meeting, you are “performing” as a speaker. Your verbal and non-verbal communications continually impact others, meaning you are always “on.” How you share ideas on a daily basis determines how you make others feel. Great leaders empower others by making them feel important so they want to follow. This article explores how powerful communication can position you for leadership success, especially during times of change.

Design/methodology/approach – Using multiple examples drawn from the author's work with executives and organizations, the article demonstrates how the right communication techniques can make the difference between success and failure.

Findings – Real-world experiences illustrate the importance and effectiveness of informing, motivating, and leading people every time you speak. The techniques described include speaking with passion, making quick connections, being fully engaged, and developing and using “keepers” and “power phrases.”

Practical implications – Because effective communication is especially critical during change situations, the article also includes key tips for leaders who need to shape perceptions and influence outcomes under these circumstances.

Originality/value – Leaders who want to communicate effectively can use the article's tips and techniques to practice clear, convincing and credible communication, positioning themselves – and their organizations – for success.