Communication as a Competitive Advantage: My Key Insights from the Future of Internal Communication Podcast

During my journey in leadership and strategy, there was a pivotal moment that profoundly shifted my perspective. It happened when I attended a session with the corporate poet David Whyte in 2000. I was just leaving a secure corporate job to start my own thing -- Agility3R . He made a statement that resonated with me deeply: “Many people think that you have a conversation to get work done, but the conversation is the work.” This idea—that communication is not just a tool but the essence of our work—has since become a cornerstone of my approach to leadership and organizational development.

Publishing Strategy, Leadership, and the Soul over a decade ago, I often reflect on how I wish the words "decentralized" and "distributed" had been part of our vocabulary at the time. It’s fascinating how technology sometimes gifts us the language we need to better humanize our work. Despite the advancements in technology, certain core themes have consistently guided my consulting and leadership practices—themes that transcend the latest tools and trends.

During my recent appearance on The Future of Internal Communication podcast , I had the opportunity to delve into these enduring principles. Here are the seven key takeaways from my conversation with Cathryn Barnard ?? Jennifer Sproul and Dominic Walters .

1. Communication is the Work: In today's interconnected and fast-paced world, communication is not just a tool—it's the essence of what drives success in any organization. It shapes our actions, influences decisions, and builds the foundation for all relationships within a company. Leaders must recognize that effective communication is at the heart of every successful strategy, project, and interaction. It's through communication that we align our teams, articulate our vision, and create the momentum needed to achieve our goals. Without clear, intentional communication, even the best ideas can falter. Therefore, communication is not an auxiliary function—it is the work itself, central to everything we do.

2. Codifying the Soul of an Organization: In my work, I help organizations across various industries codify their behavioral brands, identifying the core themes that define their identity. This process involves deep, meaningful conversations with team members about their most impactful projects and why they chose to work with their respective companies. Through this approach, we can define the company’s DNA, which then guides everything from hiring practices to social media strategy. Codifying a company’s soul in this way creates a cohesive culture that resonates deeply with both employees and customers. Most recently I have been doing this with Circle Optics .

3. Authentic Leadership and Existential Courage: I believe that authentic leadership goes beyond function and taps into essence. Leaders need to trust themselves and their core values—what I consider a shield in uncertain times. By identifying three central themes they are entrusted with, leaders can approach challenges with resilience, responsiveness, and reflection. This method not only builds trust within teams but also fosters a culture where leaders are powerful without being forceful.

4. The Role of Internal Communicators as Strategic Bridges: Internal communicators play a vital role as the bridge between vision and execution. You are essential in making connections, building mind maps, and applying systems thinking to ensure the organization’s strategies are executed effectively. Trusting your instincts and documenting your insights, even when they aren’t immediately clear, is crucial. As internal communicators, you may possess a deeper strategic understanding than you realize, and this is key to helping your organization thrive.

5. The Importance of Trust and Vulnerability in Leadership: One critical insight I shared is the importance of trust—both in oneself and within the organization. Leaders must trust themselves to ask the right questions and lead with vulnerability. Vulnerability is not a weakness; it is a powerful tool that allows leaders to connect more deeply with their teams, fostering an environment where learning and growth are encouraged. The threshold of a leader's courage and vulnerability often sets the tone for the entire organization.

6. Embracing a Reciprocal Value Environment: The modern workplace is shifting from a paternalistic model to a reciprocal value environment. Employees are no longer simply fulfilling roles; they are actively contributing to the value exchange within an organization. Leaders need to recognize this shift and create environments where employees can thrive by offering their unique gifts. This reciprocal approach fosters greater engagement and loyalty, as employees feel their contributions are genuinely valued.

7. The Role of Listening in Leadership Communication: Finally, I emphasized the critical role of listening in leadership communication. True listening goes beyond hearing words; it involves learning something new. Leaders who listen effectively can adapt their strategies and approaches based on real-time feedback from their teams and customers. This active listening not only builds trust but also ensures that the organization remains agile and responsive in a rapidly changing environment.

I hope you will take time and hear the whole program https://www.podbean.com/ew/pb-jc7ut-16969e4

Some Additional Resources

Susan Scott's Fierce Conversations

Céline Schillinger 's Dare to Un-Lead

Allison Pugh 's The Last Human Job

?Amy Gurske 's sayhii

In the rigor,

Jennifer Sertl

Strategy Leadership & the Soul