Why Great CEOs Speak Less and Listen More
While researching Inside the Mind of Unicorn Builders, I came across a compelling story about a startup that was struggling to gain traction. Their product was innovative, but their message wasn’t resonating with customers, investors, or partners. Feeling stuck, they turned to an advisor for help.
Instead of focusing on the product itself, the advisor zeroed in on the language being used. They listened carefully to the founder, customers, investors, and partners to understand how each group expressed their priorities, challenges, and aspirations. The advisor noticed gaps—words that carried different meanings depending on the listener—and crafted a message that bridged those divides.
The result? Conversations that had once faltered began to flow. Stakeholders who were previously uninterested started engaging, and the company’s prospects shifted from dim to bright. The message resonated not because it was new but because it was framed in language the audience could clearly understand and relate to.
This story highlights a critical truth: It’s not about what you say—it’s about what your customers hear.
Words are imperfect tools, often carrying different meanings depending on context. Consider the term “value.” To one investor, it might mean return on investment; to a customer, it could mean ease of use or reliability. Similarly, phrases like “market-ready” can sound like progress to a founder but may signal caution to a partner.
Great leaders understand this. They listen first, identify the vocabulary their audience uses, and adapt their message to align with that perspective. It’s not about simplifying your message—it’s about making it resonate.
Bridging the Communication Gap
Clear, audience-aligned messaging isn’t just a skill; it’s a game-changer. When you translate your expertise into terms your audience understands, you build trust and open doors. It’s not enough to demonstrate value—you need to ensure your audience hears that value in a way that matters to them.
Next time you’re preparing to pitch, advise, or lead, remember: listen first. Observe the words your audience uses and how they frame their goals. Then craft your message so it reflects their world.
When your words align with your audience’s vision, you’re not just communicating—you’re connecting. And that’s where true influence begins.
Please feel free to reach out to us, and let’s discuss how we can help build your unicorn.
Tim@corporate.bc.ca · Amanda@corporate.bc.ca · Darrell@corporate.bc.ca