As leaders, our ability to communicate effectively can make or break our success. Whether we’re addressing our teams, negotiating with partners, or presenting to stakeholders, the power of our words and how we deliver them is paramount. Today, I want to share some invaluable insights I learned from Julian Treasure’s excellent TED Talk, “How to Speak So That People Want to Listen,” and discuss how these principles can transform our leadership communication.

The 7 Deadly Sins of Speaking

We’ve all read many articles and books on effective communication, but I believe Julian’s TED Talk does a great job of distilling much of that into a clear, concise, and easy to apply set of filters to help us (and our teams) avoid communication pitfalls.

1. Gossip: Speaking ill of someone who’s not present. In the corporate world, gossip can be incredibly damaging. It erodes trust, creates a toxic work environment, and can severely impact team morale. As leaders, we must set an example by refusing to engage in or tolerate gossip.
2. Judging: Criticizing others during conversation. When we judge others, we create an atmosphere of defensiveness and insecurity. This can stifle creativity and open communication within our teams. Instead, we should focus on understanding and constructive feedback. At ICS, we constantly reinforce the idea that “we attack the issue, not the person.”
3. Negativity: Constantly focusing on the downside. Negativity can be contagious and demoralizing. As leaders, our outlook often sets the tone for the entire organization. We need to balance realism with optimism, focusing on solutions rather than dwelling on problems.
4. Complaining: Expressing dissatisfaction without seeking solutions. Chronic complaining without taking action is unproductive and can lead to a culture of helplessness. We should encourage our teams to bring solutions along with their concerns.
5. Excuses: Deflecting blame and avoiding responsibility. Taking responsibility for our actions and decisions is crucial for building trust and respect. When things go wrong, we need to own our mistakes and focus on learning and improvement.
6. Exaggeration: Overstatement that can lead to a loss of credibility. While enthusiasm is important, overstatement can damage our credibility. We should strive for accuracy and honesty in our communications, even when discussing achievements or potential. Have you ever heard a sales pitch for a product that is the “Microsoft Office Killer” or “The End of ERPs”? I have and I immediately tune out.
7. Dogmatism: Confusing opinions with facts. In a rapidly changing business environment, flexibility of thought is crucial. We need to be open to new ideas and perspectives, basing our decisions on facts and evidence rather than rigid beliefs. This deadly sin runs rampant in society today.

By being mindful of these “sins” in our daily communications, we can create a more positive, honest, and productive dialogue within our organizations. But avoiding these pitfalls is just the beginning. Treasure also provides us with powerful tools to enhance our speech and make our words more impactful.

The HAIL Approach to Powerful Speech

Treasure introduces the HAIL concept as a foundation for powerful speech. Again, it’s probably nothing you haven’t heard or read before, but he masterfully distills a lot of concepts into an easy-to-remember acronym!

1. Honesty: Being true and straight in our communication. Honesty builds trust, and trust is the foundation of effective leadership. We must commit to transparency and truthfulness, even when it’s difficult. This doesn’t mean being brutally blunt. Rather, it’s about finding ways to communicate truth with empathy and respect.
2. Authenticity: Standing in our own truth. In a world of carefully curated corporate images, authenticity stands out. As leaders, we should strive to be genuine in our interactions. This means being comfortable with our strengths and weaknesses and allowing our true personalities to shine through in our leadership style.
3. Integrity: Being our word. Integrity is about consistency between our words and actions. As leaders, we must follow through on our commitments and embody our values. This builds credibility and respect among our teams and stakeholders.
4. Love: Wishing others well. In business, “love” translates to genuine care for our employees, customers, and partners. It’s about leading with empathy, considering the well-being of others in our decisions, and creating a supportive work environment.

Julian says that by applying these four principles, we can create a foundation of trust and respect that amplifies the impact of our words.

Harnessing the Power of Voice

Beyond the content of our speech, Treasure emphasizes the importance of how we deliver our message. As leaders, we have a powerful tool – our voice. You may have to listen to his TED Talk to get a sense of these concepts, which, again, he does a great job of presenting. This is not about misleading others with our voice but improving how we use our voice to connect with others.

1. Register: The pitch range of our voice. Using a lower register can convey authority and gravitas. Practice speaking from your chest to add weight to your words, especially in important meetings or presentations.
2. Timbre: The character and quality of our voice. A warm, rich timbre is often perceived as more trustworthy and appealing. If this doesn’t come naturally, Julian recommends we consider working with a voice coach to develop a more appealing vocal quality.
3. Prosody: The melody and rhythm of speech. Varied intonation keeps listeners engaged. Monotonous delivery can make even the most interesting content seem dull. Practice adding variety to your speech patterns to maintain interest.
4. Pace: The speed of delivery. Varying your pace can emphasize key points and maintain attention. Slowing down for important information and speeding up for less crucial details can guide your listeners’ focus.
5. Pitch: The highness or lowness of your voice. Like pace, varying pitch can add meaning and emphasis to your words. A higher pitch often conveys excitement or urgency, while a lower pitch indicates seriousness or calmness.
6. Volume: The loudness of your speech. Strategic use of volume can capture attention and emphasize points. Remember, a whisper can be just as powerful as a shout when used appropriately.

Creating a Culture of Conscious Communication

As leaders, we have the responsibility to shape the communication culture within our organizations. Here are some ways we can apply these principles on a broader scale:

1. Lead by Example: Consistently demonstrate the communication behaviors you want to see in your organization.
2. Provide Training: This could be workshops or simply leading by example and using opportunities to reinforce Julian’s communication concepts.
3. Encourage Feedback: Create safe spaces for open, honest communication and constructive feedback.
4. Design for Sound: Consider the acoustic environment in your workplace. Are your meeting rooms and common areas conducive to clear communication?
5. Promote Active Listening: Emphasize the importance of listening as much as speaking. Encourage your team to practice conscious listening.
6. Celebrate Good Communication: Recognize and reward examples of effective communication within your organization.

One or all of these principles can create an environment where powerful, conscious communication becomes the norm, leading to better understanding, more effective collaboration, and ultimately better outcomes. I’m a big believer in reinforcement to drive culture. My leadership team calls me the “Chief Repeating Officer” because I firmly believe you often must repeat something seven times before someone hears it for the first time.

Using Our Core Values to Coach Effective Communication

As leaders, our role extends beyond personal mastery of communication; we must also guide and mentor others. At ICS Inc., we use our Core Values as the foundation for much of our culture and we weave them throughout our processes, standards, and leadership tools. We’ve found that our core values serve as an invaluable tool in coaching our team members to avoid the 7 Deadly Sins of Speaking and cultivate more effective communication habits. Here’s how we align our core values with this coaching process:

1. Uncompromising Integrity: This value is our first line of defense against gossip and lying. We coach our team to always speak truthfully and avoid spreading unverified information about others. By emphasizing that we “don’t lie, cheat, or steal, or tolerate those who do,” we create a culture where honest, straightforward communication is the norm.
2. GSD – Getting Stuff Done: This value helps combat the sins of complaining and making excuses. We encourage our team to focus on solutions rather than problems. When faced with challenges, we coach them to ask, “What can we do to move forward?” rather than “Here’s where you made a mistake.” This approach turns potential complaints into actionable plans.
3. Grit – Passion and Perseverance for Achieving Our Goals: Grit is our antidote to negativity. We never quit; we never give up. We coach our team to maintain a positive outlook even in difficult situations. When we hear negative speech, we guide our team to reframe the situation, focusing on goals and the lessons we can learn from challenges.
4. Selfless Service: This value helps us address the sins of judging and dogmatism. We coach our team to consider others’ perspectives before speaking, promoting empathy and open-mindedness. Our mantra of “Company, customer, team, self: in that order” reminds everyone to communicate with consideration for others’ needs and viewpoints.
5. Excellence: Excellence is our shield against exaggeration and dogmatism. We coach our team to strive for accuracy in their communications, backing up claims with data and being open to new information. Our commitment to “under promise, over deliver, on time and under budget” naturally guards against exaggeration and promotes credibility.

By consistently referring to these core values in our coaching sessions, we provide our team with a clear framework for effective communication. We encourage them to reflect on these values before important conversations or presentations, asking themselves:

• Is my communication aligned with our value of Uncompromising Integrity?
• Am I focusing on Getting Stuff Done, or am I just complaining?
• Am I demonstrating Grit, especially when discussing challenges vs. solutions?
• Does my message reflect Selfless Service, considering the needs of others?
• Am I striving for Excellence in my communication, being accurate and open to growth?

Before listening to Justin’s TED Talk, I had not considered how our core values help us combat the Seven Deadly Sins of Speaking. It’s amazing how often our core values apply to so many organizational issues! Our core values-based approach to communication coaching has not only helped our team avoid the 7 Deadly Sins of Speaking but has also fostered a culture of clear, honest, and impactful communication at ICS. It’s become an integral part of our leadership development process, ensuring that effective communication is a core competency at all levels of our organization.

By grounding our communication in these strong, clearly defined values, we’ve created a shared language and set of expectations around how we interact with each other, our clients, and our partners. This has led to stronger relationships, more efficient problem-solving, and ultimately, better business outcomes.

Conclusion

Effective communication is not just a soft skill – it’s a fundamental leadership competency that can drive success in every aspect of our business. By avoiding the “7 Deadly Sins of Speaking,” and embracing the HAIL principles we can significantly enhance our ability to inspire, influence, and lead.

I encourage you to watch (and re-watch) Julian Treasure’s TED Talk so that you too can become a better communicator. Use your core values as an antidote to these sins — it will help you become a better leader. The tools in Julian’s talk are not just theoretical – they’re practical tools that are easy to apply immediately in our daily lives.

Julian’s TED Talk is available here: https://www.ted.com/talks/julian_treasure_how_to_speak_so_that_people_want_to_listen/

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