Own Your Story… Or Someone Else Will

Most leaders know exactly where they're headed.

They understand their goals, strategy, and vision. But somewhere between what lives in their head and what they share with others, the message can get lost — diluted into jargon, abstraction, or language so technical it connects with no one.

I tackled this pattern with a group of elected officials at a Kentucky League of Cities leadership retreat last week. These are all dedicated, passionate people who have already persuaded enough voters to win, and they know a thing or two about communication.

While much of what we discussed pertained specifically to municipal governments, my session on “Communicating Your Vision” transcends the distinction between public and private entities. 

Whether you're leading a city, a company, a nonprofit, or a team, your people are continually asking the same three questions:

• Where are we going?
• Why does it matter?
• What does it mean for me?

Here’s the thing: when leaders don't answer those questions directly, people fill in the blanks themselves — often with rumors, assumptions, and worst-case interpretations. That's when trust quietly begins to erode.

Ensuring your message lands with the people who matter most requires that you clearly articulate the goal, the impact, and the relevance to your key audiences. And be sure to use plain language!

For example, imagine a candidate running for office campaigned on this promise: 

"We're exploring opportunities to invest in economic development and improve our downtown corridor” … would you even know what they meant, let alone vote for them based on this sentiment? 

Sure, you might get the gist. But this lacks specificity, emotional relevance and, no one talks like that. (Who says corridor?!) Bottom line: It’s vague and forgettable. 

But what about this: 

"Our goal is to bring new life to downtown: supporting local businesses, creating jobs, and making it a place our community is proud to call their own."

Same initiative, but a completely different experience, right? The second version doesn't just inform people. It invites them into the picture. 

That's what strong leadership communication does. It closes the gap between information and understanding.

In a world where attention is scarce and assumptions form fast, clarity isn't a nice-to-have. It's a leadership responsibility.

After all, if you don't define your story, someone else will. 

Many thanks KLC for inviting me to present at its elected officials leadership series.

In the Spotlight

Communications Consulting

For more than 20 years, I’ve helped leaders communicate clearly, connect with key audiences, and navigate high-stakes moments with confidence. In addition to coaching and speaking, I continue to take on select strategic communications clients who need senior-level counsel, sharpened messaging, and help achieving meaningful organizational goals. I currently have capacity for one comms project and would welcome a conversation if it sounds like a fit. 

Brain Food

I frequently hear about C-suites that seem to shift priorities with the wind, leaving team members to ask: “How can I be expected to hit the target if the bullseye keeps moving?” If this dynamic feels familiar, check out this recent episode of Coaching Real Leaders. Executive coaches Muriel Wilkins and Dave Stochowiak tackle this question, why it’s frustrating, and what you can (and can’t) do about it.

Real Talk 

Calling all em dash police! Last week, this LinkedIn post about trying to “catch” AI writing in communications resonated with me so much that I had to share it. My former colleague, Noah Banning (now an SVP at Edelman), wrote it. I appreciate his perspective around the value of spotting the use of AI vs. the value of human-generated creative ideas that are improved by AI. I’d love to hear what you think! 

On Personal Purpose and Vision

Learning how to clearly communicate your vision starts earlier than most people realize. Just ask the college student I coached for an internship interview he ultimately nailed and landed last week!

Whether you’re interviewing for a role, leading a team, or representing an organization, being able to articulate who you are, what you do, and why it matters builds clarity, confidence, and connection.

Having someone help you find the right words can make all the difference. And  remember, I’m always in your corner. 💪