The step leaders skip when the pressure is on.
I was working with senior leaders this week on honing their communication skills under pressure.
One of the areas we focused on was lasering in on the audience - REALLY thinking about who you’re communicating with and what’s going on in their world.
One leader remarked it was a huge reminder for her. She’d somehow lost sight of it, even though it’s one of the most fundamental principles of communication.
That’s a big danger.
Because it feels like a simple step, it’s easy to overlook - especially when you’re under pressure or focused on the message you want to deliver.
Remind yourself: Credible communication always starts with the audience.
Global trust research also shows that in 2026 we’ve become increasingly insular in who we trust. People are far more likely to believe and listen to those who understand their world and their concerns.
Before any important conversation, meeting, message or public statement, I encourage leaders to pause and ask themselves these key questions:
Who am I speaking to?
What’s in it for them? Why will they listen to me?
What are their biggest concerns — what else is going on in their world?
What questions are they likely to have?
What do I need them to do with the information?
These questions shift you from broadcasting information to them-focused communication – the kind that builds credibility and influence.
Put simply, when people feel you genuinely understand their perspective, they’re far more likely to listen.
