You Sound Strategic in Your Head - But What Are People Actually Hearing?

You think you’ve nailed the message.
You’re confident it’s clear.
You’ve walked the team through the logic, the priorities, the plan.

But then…

Someone repeats it back to you—and it’s not quite right.
Or worse, no one acts on it at all.

Here’s the hard truth:

Just because it’s clear in your head doesn’t mean it’s landing with your audience.

This is the illusion of transparency at work—the belief that people see what you see, hear what you meant, and connect the dots you never actually drew out loud.

And it’s one of the most common leadership communication traps.

Why It Happens

Because in leadership, we mistake information for clarity, and intent for impact.

We talk in shorthand, throw around strategy speak, and rely on context we haven’t shared. And in the process, our teams are left filling in the blanks—or worse, switching off altogether.

The result?

• Confusion
• Missed action
• Disengagement
• Lost trust
• Wasted time

What to Do Instead

Closing the gap between strategy and clarity doesn’t require TED Talk energy.
It requires discipline. Here’s where to start:

• Drop the jargon – Use plain language. If you wouldn't say it in conversation, don’t write it in a deck.
• Check for understanding – Not by saying “Any questions?”, but by actually inviting feedback or asking someone to play back what they’ve heard.
• Adapt your style – Especially in UK settings where indirectness and nuance are the norm. Tone and timing matter.
• Use frameworks – Like “What, So What, Now What?” to keep your message tight and focused.
• Tell stories – People don’t remember bullet points. They remember what moved them.
• Ask for feedback – Then act on it. The loop isn’t closed until you show you’re listening.

Leadership communication isn’t about broadcasting—it’s about building alignment. Clarity is a competitive advantage.

And here’s how you get it!

How Top Leaders Create Clarity: 6 Tips to Communicate ...

Common Communication Mistakes

Leaders often face challenges in delivering clear messages. Miscommunication is a major source of workplace stress, with 50% of employees reporting increased stress due to unclear communication. Let’s explore some specific mistakes that can disrupt clarity and create misunderstandings.

These issues often arise from overly complicated language, failure to confirm understanding, or misalignment with local communication styles.

Complex Language and Jargon

Using technical terms or jargon can confuse your audience. Katherine Spivey, co-chair of the Plain Language Action and Information Network (PLAIN), highlights the problem:

"Using terms unfamiliar to your readers or audience can seem noninclusive and even divisive... It's as if a manager is saying: 'I know things. You don't know things.'"

This is especially noticeable in British workplaces, where indirect communication often overlaps with corporate jargon. Here are some common examples to avoid:

Skipping Message Confirmation

Failing to confirm whether a message has been understood can lead to serious consequences. Workplace data shows the effects of poor communication:

Professor Peter Cardon from the University of Southern California explains:

"The first impression is that [the speaker] is trying to sound impressive."

This approach can alienate employees, especially when it disregards local communication preferences.

Missing Local Communication Styles

In the UK, communication often emphasises politeness and indirect feedback, which can clash with more direct leadership approaches. Business writing trainer Mary Cullen advises:

"Engage your readers, don't write at them... This means talking in their language."

To enhance communication, consider these strategies:

• Set clear guidelines: Develop protocols that respect local business norms.
• Provide feedback channels: Allow anonymous ways for employees to share concerns.
• Check for understanding: Schedule regular check-ins without sounding condescending.
• Adjust tone: Match British workplace expectations while keeping messages clear.

These challenges are amplified in environments where visual cues or informal conversations are limited. Addressing these mistakes can lead to stronger team connections and clearer communication.

Making Messages Clear and Effective

Clear communication is essential for better understanding and engagement in professional settings. Let’s explore practical ways to make your messages more effective.

Simple Message Templates

Matt Abrahams, a lecturer at Stanford Graduate School of Business, underscores the importance of structured communication:

"We are much more likely to achieve our communication goals if we package our messages in a clear, concise, logical manner."

One useful tool is the "What, So What, Now What" framework. It helps organise strategic messages effectively:

This framework provides a clear structure, making it easier for teams to understand and act on the message.

Getting Regular Input

Structured messaging works best when paired with regular feedback. Major General Doug Crissman’s military communication methods offer useful strategies for business leaders. He recommends two key approaches:

1. Confirmation Brief

This is a quick way to ensure everyone understands the plan. Leaders should ask their teams to:

• Summarise the main objective
• Detail specific tasks
• Define success criteria
• Identify dependencies with other teams

2. Backbrief

This follow-up allows teams to share their detailed plans. Crissman explains:

"A leader's ability to clearly communicate his/her vision of success helps guide subordinates' actions when things don't go as planned and can represent the difference between success and failure."

Both methods encourage open dialogue, ensuring clarity and alignment across the team.

Better Listening Skills

Paul Ichilcik, Principal at Anecdote, stresses the importance of genuine connection in strategic communication:

"The disconnect occurs because developing a strategy is primarily a rational thinking process, while communicating a strategy primarily involves human connection."

To improve listening and connection, focus on these areas:

Ichilcik adds:

"Our emotions are not stirred by data or abstract concepts or generic organisations. Instead, we respond to practical examples of events that have happened to real people."

Using Stories to Communicate

Storytelling simplifies complex ideas into memorable messages that connect with your audience. Here’s how to craft stories that leave a lasting impact.

Building Better Stories

Paul Ichilcik, Principal at Anecdote, explains the dual layers of effective strategy storytelling:

"Communicating a strategy rather than merely presenting it means telling a strategy story that operates at two complementary levels. First, there's the high-level narrative framework that takes the audience on a journey from one point to another. Second, there are the detailed human stories that make abstract concepts relatable and create an emotional connection."

A strong strategic narrative should include these key elements:

• Current Reality: Base the story on real challenges and opportunities.
• Strategic Vision: Clearly outline achievable goals.
• Employee Role: Show how individual actions contribute to the overall strategy.
• Emotional Journey: Keep your audience engaged by sharing both successes and setbacks.

Story Development Methods

Take, for example, an Amazon executive who turned an eight-pillar presentation into a relatable human journey. This approach demonstrated the importance of:

"Emotion then logic. Warmth then competence. Connection then challenge."

To craft stories that resonate, follow these steps:

• Start with the Why
  Begin by explaining why change is needed before diving into technical details. This builds context and emotional investment.
• Address Anti-Stories
  Confront negative perceptions head-on. For instance, in 2015, Microsoft faced scepticism when employees compared a restructuring plan to a failed one from six years earlier. The communications team created a fresh narrative that acknowledged past issues while clearly explaining why this time was different.
• Build a Story Library
  Gather real-life examples that demonstrate the strategy in action. These can be grouped into:
  • Success Stories: Highlight tangible results and personal wins.
  • Challenge Stories: Share obstacles and lessons learned to build credibility.
  • Journey Stories: Show progress and transformation over time.

Making Stories Work for Your Audience

Shawn Callahan of Anecdote International sums up good storytelling as:

"Facts in context told with feeling."

To connect with British audiences, keep these tips in mind:

• Adapt Your Delivery
  Use understated confidence and, where suitable, self-deprecating humour. This aligns well with British communication styles.
• Create an Emotional Connection
  Share personal experiences that reflect your values and humanity. This helps build trust, especially in British workplace culture, where authenticity is highly regarded.
• Enable Story Sharing
  Encourage others to adapt and share stories in ways that resonate with their teams. This keeps the narrative dynamic while maintaining its core message.

These techniques lay a strong foundation for refining your strategic communication through feedback.

Using Feedback to Improve

Why You Need Feedback

Even the best communicators can sometimes miss the mark between what they intend to convey and how it’s received. Shivani Berry, founder and CEO of Arise Leadership, highlights the importance of feedback:

"All feedback is good feedback. That doesn't mean you should act on everything others think you should do - but rather that you should give careful thought to every piece of feedback you receive to see if it rings true."

Seeking out and reflecting on feedback can help you uncover areas where your communication might fall short. Let’s look at some ways to gather this input effectively.

Getting Useful Feedback

Creating an environment where people feel comfortable sharing their thoughts is essential for gathering honest and actionable feedback. Here are some strategies to consider:

Ask Specific Questions
General questions like "How was my presentation?" often lead to vague answers. Instead, ask focused questions to get clearer, more useful insights. For example:

• "On a scale of 0-5, how would you rate my communication? What would make it a 5?"
• "What’s one thing I could do to make my strategic updates clearer?"
• "How could this quarterly plan presentation be improved by 10%?"

Have a Follow-Up Plan
Take the feedback you receive and turn it into an action plan. Share this plan with your stakeholders to show that you value their input. This not only builds trust but also encourages them to provide honest feedback in the future.

Understanding UK Feedback Styles

In British workplace culture, feedback is often indirect, requiring careful interpretation. Understanding these nuances can help you better navigate and respond to feedback.

Common British Feedback Signals

Shivani Berry advises against reacting defensively to feedback:

"You can't trust your initial reaction to feedback. Defensive responses are driven by common fears about our own competence, and fear is a powerful distorter of the messages we hear."

To make the most of feedback in British settings:

• Encourage Openness
  Foster a safe space by showing appreciation for feedback and demonstrating how you've acted on previous suggestions.
• Pay Attention to Nuance
  Look for subtle hints and underlying concerns in comments.
• Follow Up One-on-One
  Private conversations can often provide deeper insights and clarity.

Conclusion: Better Communication, Better Leadership

Clear communication is a cornerstone of effective leadership. Yet, many leaders find it challenging to ensure their message is understood as intended. As Carmine Gallo puts it:

"You can have the greatest idea in the world, but if you can't persuade anyone else to follow your vision, your influence and impact will be greatly diminished."

"One of our foundation principles is that leadership and communication are the same thing. Communication is leadership."

This idea is especially relevant in today's hybrid work setups, where clear communication plays a key role in shaping organisational culture. These insights provide a foundation for practical steps leaders can take to improve.

Action Steps

Here are some ways to close the gap between your strategic ideas and how effectively they are delivered:

• Simplify Your Language
  Avoid unnecessary complexity. As Gallo notes:

  "If somebody was talking over his head, using big words, being too complex, or trying to act too sophisticated, he would say, 'Would you break that down to cows, chickens, and taters?'"

• Create Regular Feedback Opportunities
  Set up structured ways for your team to provide honest feedback on your communication style. This will help you identify areas needing improvement.
• Turn Feedback into Action
  Use the input you receive to make real changes. Acting on feedback shows your team that their opinions matter and builds trust. Research indicates that leaders who embrace feedback improve their communication skills and strengthen their overall leadership effectiveness.

FAQs

How can I adapt my communication style to align with cultural expectations in the UK?

To communicate effectively in the UK, it’s helpful to understand and adapt to key cultural nuances. British communication often blends direct and indirect styles, depending on the context. People may be more indirect when discussing sensitive topics, using softer language to avoid offence.

Politeness is highly valued, so phrases like please, thank you, and would you mind... are commonly used. Additionally, self-deprecating humour is often employed to build rapport and create a sense of equality. Being mindful of these subtleties will help ensure your message resonates and is well-received.

How can I gather and use feedback to communicate more effectively?

Improving your communication begins with gathering and acting on feedback thoughtfully. Firstly, approach feedback as an opportunity to grow. Stay open-minded, assume positive intent, and ask clarifying questions to fully understand the input without becoming defensive.

Encourage colleagues to share their thoughts by creating a safe and supportive environment. Ask specific and actionable questions, such as 'What’s one thing I could do differently to better support you?' Framing feedback as advice can make the process feel less intimidating and more collaborative.

By listening actively and making small adjustments based on feedback, you can ensure your message resonates more effectively with your audience.

Why is storytelling such a powerful tool in strategic communication, and how can leaders use it to inspire and engage their teams?

Storytelling is a powerful tool because it transforms complex ideas into relatable, memorable narratives, helping leaders connect with their teams on a deeper, emotional level. A well-told story can clarify the purpose behind a strategy and inspire action by making abstract goals feel personal and achievable.

To use storytelling effectively, focus on crafting audience-specific narratives that highlight the 'why' behind your message. Use real-world examples or human-centric stories to create an emotional connection. Ensure your story is concise, easy to understand, and simple to share, so it resonates widely and motivates others to act.

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