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Words are one of the most powerful tools a leader has. And often, the most overlooked.
Whether you’re giving feedback, setting direction, or asking for change, how you say it matters just as much as what you say. People don’t act because of data alone. They act when something feels real, urgent, or meaningful. That’s the essence of emotional leadership communication: using language that resonates on a human level and drives people to move.
This short video brings that concept to life in a way you won’t forget.
Data informs, but emotion decides. If you want people to care, choose words that connect to what matters to them—security, meaning, pride, belonging, purpose. That’s when minds shift and decisions get made.
For this blog site, I’ve used several tag lines.
Inspired by this video and by the book Switch by Chip and Dan Heath, here’s my latest:
Leadership is a broad category. The newest tag line is more specific to both the identity and needs of my target reader.
As with the blind man in the video, subscribers are suddenly signing up at a record rate.
Use these three examples to recognize improvement opportunities for you.
Before:
“Your last report had too many mistakes. Please be more careful next time.”
After:
“When your reports are clear and accurate, it helps everyone on the team make better decisions faster. Let’s work together to make sure the next one hits that mark.”
Why it works:
It moves from criticism to collaboration and shows the real-world impact of improvement.
Before:
“We need to switch to the new system by Friday. It’s mandatory.”
After:
“I know learning a new system takes effort, but this change will save us hours each week and reduce daily frustration. By Friday, we’ll all be on the same page and less stressed.”
Why it works:
It appeals to emotion (effort, frustration, stress) and shows the benefit of the change in human terms.
Before:
“Let’s hit our Q4 goals, team. Stay focused.”
After:
“When we hit our Q4 goals, it means more stability, more growth, and more opportunities for each of us. This isn’t just about numbers. It’s about creating something we’re proud of together.”
Why it works:
It reframes a generic goal as something meaningful and shared, tied to personal and team outcomes.
“People don’t decide based on what you say. They decide based on how you make them feel.”
— Daniel Kahneman, Nobel Prize-winning psychologist
Words aren’t just for explaining—they’re for connecting. That’s what separates routine communication from leadership that actually inspires action.
As a leader, every message is a chance to make someone care, commit, or change. And that won’t happen through facts alone. Emotional leadership communication taps into what truly moves people: feelings of purpose, belonging, and belief.
So here’s the challenge: starting today, choose your words like they matter. Because when they hit the heart, they move the needle. Then…
What kind of impact are your words making?
Leadership doesn’t just show up in actions. It’s revealed in how you speak. Every conversation is a chance to inspire clarity, confidence, and progress. Or not.
Starting today, challenge yourself to speak with intention. Drop the vague. Cut the noise. Say what you mean and mean what you say. Because the right words, spoken at the right time, can change everything.
I believe that effective communication skills are critical for al leaders. So, I’ve been collecting communication nuances for decades. This year, I compiled the best nuances and nuggets I could find and created a coaching curriculum: Advanced Leadership Communication.
This topic was included in the course but ended up on the cutting room floor in the refinement process.. Once I applied it myself, and discovered the value, I chose to share it here.
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