Why Humility is the Secret to Success to Exec Comms
In today’s fast-paced media environment, exec comms can often feel like a high-stakes game of who can shout the loudest. From visionary entrepreneurs to tech CEOs to multinational corporate leaders, there’s a perception that bigger is always better—bolder claims, grander visions, and more complex jargon. But what if the secret to truly effective executive communication was the opposite? What if the power lies in humility, in telling a simple, human story that resonates with both media and the public?
As someone who’s spent years shaping the voices of C-suite executives, I’ve quickly realised the fact that connecting with audiences—whether they’re journalists, investors, or employees—isn’t about dazzling them with titles or jargon. It’s about authenticity.?
Here’s how to approach executive comms with a fresh perspective and why a seemingly humble story can be your most powerful asset.
The Authenticity Dilemma: Why Being Loud Isn’t the Same as Being Heard
There’s a common misconception in exec comms that to be taken seriously, you need to project a larger-than-life persona. I’ve seen many execs fall into the trap of thinking they need to sound like industry titans, with bold proclamations and lofty predictions. But here’s the truth:
Most people prefer being engaged in a dialogue rather than just being talked at.
Think about it. When was the last time you were moved by an over-polished, jargon-heavy statement? Likely never. Now, consider the times you’ve been drawn in by someone sharing a personal anecdote, a struggle they’ve overcome, or an insight into their journey. These are the stories that stick. They’re relatable, they’re human, and—most importantly—they’re real.
It’s like attending an event. There’s always that one person who talks about themselves nonstop name-drops every chance they get, and leaves you feeling overwhelmed. Then there’s the person who listens, shares small but meaningful stories, and genuinely engages. Who leaves a more lasting impression?
Less Jargon! How Being Human Builds Genuine Connections
Especially in the corporate world, there’s often pressure to sound technical or innovative. While there’s value in expertise, many forget that effective communication isn’t about sounding impressive—it’s about making people care.
Instead of stuffing speeches, media interviews, or LinkedIn posts with buzzwords, focus on clarity and relatability. One of the best pieces of advice I give is this: imagine you’re explaining your business or vision to a child or a friend over dinner. How would you describe it to them? Probably without the corporate jargon, right?
A real-world example: I once worked with a tech executive who had built an incredible platform. When asked to speak about it, their instinct was to dive deep into the technical aspects—algorithms, machine learning models, etc. But after reframing the story. They talked about how the technology could help their grandmother. This small, humble shift transformed the conversation. The media loved it, and more importantly, people connected with it.
The Humble Advantage: How Vulnerability Builds Lasting Credibility
It might seem counterintuitive, but some of the most successful CEO narratives are the ones who aren’t afraid to show vulnerability. Sharing moments of doubt, failure, or lessons learned isn’t a sign of weakness; it’s a hallmark of credibility.
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There’s a famous story about Howard Schultz, former CEO of Starbucks - before his commute to work became public ( ??). In an interview, he didn’t boast about Starbucks' global dominance. Instead, he shared a personal story of growing up in a poor Brooklyn neighbourhood and how that shaped his commitment to creating a company where people felt valued. That humility resonated with the media and the public because it showed the person behind the title.
The lesson here is simple: you don’t need to have a list of achievements. Instead, they should weave together the values, challenges, and experiences that shape your leadership. Whether it’s a time you made a tough decision, a mentor who shaped your journey, or an industry lesson learned the hard way, these are the stories that build credibility and trust.
Cultivating Meaningful Connections, Not Just Transactions
When it comes to media relations, many approach it as a transactional process—provide a quote, give an interview, and get coverage. But the most effective media relationships are built on trust and genuine connection. This requires more than just being available for comment; it requires being relatable.
Journalists, like anyone else, are drawn to people who are open and authentic. We need more C-suite execs to approach media with humility—showing that they’re not just a spokesperson for the company, but thoughtful individuals with unique insights. This might mean sharing an off-the-record anecdote during a briefing or being open to discussing industry challenges alongside successes.
A humble, human approach transforms media interactions from a mere corporate obligation into a genuine conversation. Too often, comms professionals attempt to dictate the media’s angle, but the real success comes from collaborating on the story together.
Creating Impactful Humble Stories: A Practical Four-Step Guide
So how do you start incorporating this into your executive communications? Here’s a practical guide for crafting executive narratives:
The Secret to Success: How Humility Elevates Executive Comms
In a world where we’re constantly bombarded with information, the execs who stand out aren’t the ones shouting the loudest—they’re the ones sharing the most authentic, relatable stories.
Humility, far from being a weakness, is the key to building credibility, fostering connection, and creating long-term trust with both media and the public.
As you approach your own exec comms, whether in a keynote speech, a media interview, or a LinkedIn post, remember: it’s not about being the loudest voice in the room. It’s about being the most authentic. And sometimes, the most powerful story you can tell is the simplest one.