Special Edition: What can leaders learn from a State of the Union Speech?

I focus on how leaders can use their voice in the act of leadership.?

If leadership is about bringing people together to achieve a common goal, then it involves clearly communicating that goal in a way that influences people to join you.

Much like the annual Town Halls or All Hands meetings of business leaders, if there’s one speech that embodies leadership, it's the State of the Union (SOTU) address by the President of the United States.

One of the most widely-watched and discussed speeches, the SOTU is not just a recitation of policies or achievements. This speech is a rich tapestry, with numerous issues woven together to form a compelling narrative intended to frame our perspective on those issues for an audience that comprises a number of different views and opinions.

For a president, this speech is an opportunity to frame the accomplishments of their administration. Whatever is going well, "We made that happen." And for what isn’t going well, “We have a plan to address it.” This narrative is especially crucial in an election year.?

The SOTU is also a highly performative experience for both the speaker and the audience, where even the applause - or lack thereof - becomes a performance not for the speaker but for the constituents and stakeholders watching. Thankfully, business leaders don’t have to contend with that degree of pushback, but they will no doubt encounter crossed arms or scowls when people disagree with their policy.

What speaking style should a leader use? The one that is authentic to them. President Biden has a conversational speaking style, and his strength comes from his ability to connect through personal experiences. This is crucial for the SOTU, where the aim is to connect with the American public, not just intellectually but emotionally as well. He has to speak to both the head and the heart.

Leaders in high-pressure situations often have a wealth of personal experiences they can use to tap into the emotions of their audience, connecting on a personal level even when there’s disagreement about the strategic direction.

Leaders often ask about the right balance of substance and style, simplicity and accuracy. In my view, you need all of it. A successful high-stakes speech, such as the SOTU or a CEO’s Town Hall meeting, should transcend the dichotomy of us vs. them, embodying a message of unity and collective achievement.

I’ve personally coached elected officials and heads of state, as well as senior business executives, and they often ask how to communicate in periods of uncertainty. In an age of continuous change and increasing complexity, how do we provide direction??

In advising leaders on communicating through uncertainty, I emphasize that complete certainty is unattainable. What's crucial is confidently asserting, "We don’t have all the answers, but here's the process we’ve put in place to find them."

While most executives will never have to worry about their annual speech being streamed live for the entire world to watch and dissect, there is nevertheless a lot we can learn from watching this high-stakes speech on Thursday.?