Clarity builds confidence even in uncertainty
What are you making of the communication about petrol supplies?
When information is unclear or inconsistent, people don’t wait. They fill in the gaps themselves, often with worst-case assumptions.
The frustration, loss of trust and panic buying aren’t necessarily because of the issue itself. They stem from how it’s being communicated.
Credible leaders understand this.
They don’t wait for perfect information. Instead, they communicate early, clearly and consistently.
It mightn’t make the problem itself any better, but people are more confident about the next baby step, even amid uncertainty.
Often, it’s small missteps that trigger a drop in confidence:
Saying too little: The silence gets filled with worst-case assumptions.
Sounding overly certain: People don’t trust what feels unrealistic.
Using jargon: Complexity puts up a wall.
Waiting too long: If you don’t shape the message, someone else will.
Credible leaders acknowledge uncertainty, say what they know and what they don’t – and stay visible, without over-promising.
When confidence drops, behaviour usually follows. And that’s a much bigger issue to address.
