Giving Clear Messages: The skill that sets exceptional leaders apart

I’m sure by now you know that clear communication is essential for creating alignment, driving culture change, and scaling organisational success. Yet, you might be surprised by how often I hear leaders say, “My team doesn’t understand me,” or, “They’re not hearing what I’m saying”.

My immediate thought when I hear this is always: What are you doing to get your message across?

Take one HR leader I coached recently. They wanted to improve agile one-to-ones within their organisation, however they were frustrated because the team still wasn’t giving feedback effectively. What became clear was that the real issue wasn’t the team: it was the clarity of the message they were receiving. To get their message across, the HR leader needed to clearly articulate what good feedback looked like, why it mattered, and how it aligned with organisational values. But that’s not what they had done initially.

So, how can leaders give messages that stick and create sustainable change? Here’s what I recommend:

Start with a meaningful message

Before you begin communicating, your message must be purposeful and aligned with your organisation’s values. Without this foundation, even the most dynamic delivery won’t resonate.

Ask yourself:

• What behaviours do I want to see?
• How does this tie back to our vision and values?
• What’s in it for them?

For example, if you’re rolling out a new feedback process, don’t just send a policy by email. Build a narrative around it: “Imagine a workplace where feedback flows seamlessly – from apprentices to the CEO – creating trust and growth across the organisation.”

Deliver dynamically and inclusively

Not everyone processes information the same way. To make your message stick, adapt how you communicate to suit all learning styles (VAK: visual, auditory, kinaesthetic) and neurodivergent colleagues.

Mix up your formats:

• Use posters in communal areas for visuals.
• Host workshops or team meetings for interactive discussions.
• Send concise, scannable emails with subheadings and bullet points.

Change-up how you’re speaking: the tone, the pace, the anecdotes so your talk isn’t monotonous and boring. In emails, use a range of sentence lengths, punctuation, lists or bold subheadings. These will help your audience engage with the message and remember it.

Take it further by asking questions that address unspoken concerns: “Are we at risk of losing jobs? No, this is about improving how we work together.” This builds trust and eases resistance.

Structure your message for impact

I often use the Bus Train Plane model to structure messages:

• Bus: Start with a clear, engaging summary to grab attention.
• Train: Add detail to keep the momentum going.
• Plane: Conclude with a powerful, concise close to land the message.

For example:

• Bus: “We’re introducing a new feedback model to make our culture even stronger.”
• Train: “Here’s how it works: clear, actionable insights that connect to our values.”
• Plane: “Together, we can make feedback an empowering tool for everyone.”

Repetition is also crucial. Leaders often innovate quickly, but consistent messaging ensures everyone is aligned. Tell them, tell them again, then tell them once more!

Use stories to bring it to life

Stories are a leader’s secret weapon for connecting and inspiring action. A CFO we worked with used a football analogy to unite their organisation around a culture change initiative. It worked because the story was relatable and made the change tangible.

When crafting a message, think:

• What story will resonate most with this audience?
• What stories do I have in my life e.g. like hockey or travelling or cooking that I can speak about with authenticity?
• How do they link and can illustrate our values in action?

Stories help people visualise the change you want to inspire, making your message stick. Read more about leveraging storytelling here.

Put your audience first

Exceptional leaders think about their audience’s needs, not just their own message. Before speaking, I ask myself: Who is this message in service of? What do they want to hear, and how can I deliver it succinctly?

This is especially important for founders and senior leaders in scale-ups and SMEs. Founders often carry such a wealth of wisdom, however if that isn’t communicated clearly, it can create confusion and misalignment. Keep the message simple, inspiring, focused, and digestible, always asking, “What’s in it for them?”

Remember: Clear messaging is the hallmark of exceptional leadership.

Leaders who deliver purposeful, structured, and inclusive messages not only inspire their teams, they also create lasting cultural change. In my experience, this is one of the key skills that differentiates a mediocre leader from an exceptional one.

If you want to sharpen your communication skills and become a better leader, join our Masterclasses in 2025. You’ll gain practical tools to ensure your messages land with impact every time. Find out more about how Connecting to Excellence can support your team and leadership journey here.