10 Keys to Becoming a Better Communicator

How to communicate like great leaders: 10 essential keys

Lotfi Saibi, an expert in communication and strategy and a university lecturer in the United States and in Tunis, reveals the secrets of effective leadership communication. No one has ever become a great leader without first being a great communicator. Here are his 10 key points for mastering the kind of leadership communication that makes all the difference.

The art of leadership through communication

Great leaders have that unique ability to connect emotionally with their audience every time they speak. Their words push others to cross limits they thought were insurmountable. This authentic leadership communication allows leaders to unite their teams around a shared vision.

These leaders understand that buy-in to their message, vision or project depends entirely on the quality of their communication. They know that their greatest asset, the secret of their success, lies in their ability to deliver a powerful, galvanising message. Communicating like great leaders cannot be improvised. There is no magic recipe, no sleight of hand that grants a superpower of influence.

It is demanding work on yourself: a genuine desire to identify your own potential and your shortcomings as a communicator, and the unshakeable determination to improve every single day of your life.

The 10 traits of exceptional communicators

1. They know their audience

The best communicators are not out to show off their expertise or protect their ego. On the contrary, they care about other people's needs, about what they need to hear and about the best way to deliver a message that is clear and relevant.

Be careful, though: this does not mean leaders say what people want to hear. Quite the opposite, they tell them what is important to know, even when it is bad news.

2. They master body language

These communicators stay alert to the slightest reaction. They are constantly gathering clues to decode how their audience feels. Facial expressions, body language, non-verbal cues: great leaders know this is often the only way to work out where their audience really stands.

By reading these non-verbal reactions, communicators can adapt their messages and adjust their communication style as needed.

3. They are honest

Effective communication always starts with the truth. When certain confidential information cannot be shared, you have to say so clearly. Trying to hide your “intention” to say nothing, or resorting to a half-truth, only breeds anxiety and mistrust in your audience.

In good times and bad, honesty builds trust.

4. They are authentic

They do not try to change who they are simply because they are standing on a podium. Great leaders know that when they stay true to themselves, people sense their sincerity and buy into their message all the more.

5. They are direct

A straight line is the shortest distance between two points — and certainly the most effective one. Trying to cover yourself by being vague, bland, tiresome or populist has never guaranteed good communication.

That is why great leaders know how to speak plainly. They describe things as they are or as they should be, using the right, clear words and fitting the situation as closely as possible.

6. They speak to groups on a personal level

As a leader, you rarely get to speak to one person at a time. Whether it's a small group around a meeting table or a packed auditorium, great leaders know how to own the room. They make sure every person present feels the message is meant directly for them.

7. They have ears... and they use them!

Great leaders know that communication works both ways. What they hear is often more important than what they say. When someone is speaking, the best communicators are not busy thinking about their reply. They listen actively, with total focus, to understand the other person's point of view.

Active listening lets you understand someone within their own frame of reference. It is a powerful advantage for leaders. When people feel you understand them, they begin to truly accept your role as a leader.

Listening opens up channels of communication, builds trust and fosters a culture of harmony and productivity. You can put this art to work in your own leadership practice to develop lasting bonds and fruitful lines of communication.

8. They own their mistakes

Owning your mistakes is the very height of the art of leadership. When great leaders make mistakes, they do not pin them on others. They admit them and take full responsibility, without slipping into drama or false modesty.

9. They ask for feedback

The best communicators know full well that their audience does not necessarily receive the message they meant to convey. So they always take the trouble to check that the message has been understood, so they can adjust and reshape it. And they never think to blame the audience for “misunderstanding”.

10. They are proactive

These leaders have no time to chase after rumours and hit back every time. Instead, they anticipate quickly and communicate at the right moment, without rushing. What's more, they communicate goals and direction clearly and concisely, making sure everyone is heading the right way.

The difference that makes the difference

In the end, the best communicators stand out from the crowd. They rise above the rest — honest, humble, authentic and good listeners. They excel at leadership communication because they know how to wield it. But above all, because they genuinely believe in the power of well-crafted communication to create exceptional leadership.

Lotfi Saibi

Entrepreneur - 4D Leadership House Institute

Expert in communication and strategy, university lecturer in the United States and in Tunis. Master's in Mathematics and Master's in Management from Harvard University in Boston, USA.

In brief: the 10 keys to becoming a better communicator