What do Steve Jobs, Larry Fink, and José María Álvarez-Pallete have in common? Beyond their exceptional business acumen, all three have demonstrated excellent communication skills. Communication is recognised by most senior executives as one of the most critical management skills – up to 58% of CEOs consider communication and public affairs a priority, according to research by the consulting firm McKinsey. However, only 12% believe they excel in these areas.
When we think of Steve Jobs, many of us immediately recall his iconic launch presentations, where he was the undeniable star. Larry Fink, CEO of the Black Rock investment fund, uses his annual letters to shape trends and deliver messages that resonate across the business world. In Spain, Álvarez Pallete’s posts on Linkedin have sparked some of the most significant CEO-led conversations on social media.
The success of these leaders lies not only in their vision and leadership but also in their ability to effectively communicate their messages to diverse audiences.
Each has developed a unique communication strategy and platform that amplifies their voice authentically, always aligned with their narrative and personality. Achieving this level of communication excellence is no simple task, and there are no universal solutions – what works for one may not work for another.
The word of a company’s employees is oftne more credible than that of any external agent, and the CEO’s voice is undoubtedly the most credible. Stakeholders such as investors, customers, the media, and employees want to hear directly from the CEO – to understand their perspective, values, and worldview. Yet, many CEOs feel underprepared for this crucial aspect of their role.
Top executives must not overlook the importance of communication in their leadership. CEOs should see themselves as bridges to the outside world, remembering that everything they say – whether internally or externally – can quickly become public, especially in the age of pervasive digital communication. Just ask Elon Musk, whose letter firing over 14,000 Tesla workers leaked to the media within hours.
At the same time, the CEO’s personality must shine through in their communication, serving as a distinctive hallmark. Their tone, worldview, ability to articulate the company’s purpose, and engagement with collaborators all contribute to a narrative that is authentic and uniquely theirs.
General managers need to continuously enrich their narrative by incorporating relevant and timely elements while maintaining consistency. Repetition across different settings, even beyond their comfort level, is essential for reinforcing the message. However, authenticity is key – it’s vital that CEOs bring energy, enthusiasm, and sincerity to every interaction.
A well-crafted narrative often transcends the individual, permeating the entire organization and enhancing the effectiveness of both internal and external messaging. The quality, originality, and delivery of this narrative are crucial for ensuring it resonates and leaves a lasting impact.
At APPLE TREE, we have worked with some of the most prominent CEOs to help them craft their own compelling narrative that connect with their audiences. Whether advising on media interactions, delivery important news to employees, or building social media strategies, we focus on uncovering purpose, highlighting unique elements, and developing creative communication platforms to bring their stories to life.
