Introduction
Andy See is the Founder and Managing Director of Perspective Strategies. He is a public relations and strategic communications professional with more than 25 years of experience leading client relationships and coaching corporate spokespersons in media and stakeholder engagements. In this interview, he shares his insights on why communication is a strategic imperative for leadership and business success.
1. What does communication have to do with business success? Isn’t a good business strategy enough?
Leadership is communication and communication is leadership. Business strategy is all about leadership especially in today’s competitive and hyperconnected marketplace where the ability to mobilise quickly is key to success.
Strategy and communication are interdependent enablers of business growth. As organisations expand, communication becomes even more critical. With more people and moving parts, communication plays a key role in binding the business together, while aligning internal as well as external stakeholders. Only when all the parts are steered in the right direction, can businesses expect to win in today’s competitive landscape.
Like an orchestra, communication between the conductor, its members and even the audience is what makes the music – businesses need communication to pull the teams and stakeholders (including customers) together for success.
2. What’s so special about a leader’s communication – can’t I have my HR or Marketing teams, do it?
In over two decades of experience working with CEOs and other senior leaders, I have seen that those who commit to engaging their teams and stakeholders consistently tend to perform better. They also build stronger, more future-ready organisations.
Communication is certainly a leader’s “superpower”. Delegating the superpower will only limit its true potential. Today, CEOs can no longer effectively do their jobs without a clear, strategic approach to communication. It is a clear advantage as leadership attributes are showcased when CEOs communicate to inspire and steer the organisation and its brands.
For example, CEOs who focus on internal communication always successfully catapult efforts in brand building. When a leader communicates with clarity and conviction, they inspire trust, alignment and momentum. Internally, strong communication reinforces brand building from the inside out. People want to be part of something bigger. Just like in the movie The Greatest Showman, Charity Barnum sings, “However big, however small. Let me be part of it all. Share your dreams with me…A million dreams is all it’s gonna take. A million dreams for the world we’re gonna make.”
People want their leaders to bring them along in pursuit of their dreams. Passionate people work to make dreams come true! This can clearly be the advantage.
Similarly, on the external front, consistent commitment to communication helps organisations and brands win the trust of stakeholders including shareholders, customers, industry players and even regulators. Reputation is built by earning the trust of stakeholders through transparency, clarity and consistency in brand promise and experience. For example, consumers and stakeholders are now consuming content with an expectation of not just listening, observing and understanding messages. They expect to have a stake in the news and information sharing process.
This convergence and co-creation have created what we could term as “co-active”. This is when audiences are empowered to co-create content and be part of the conversations, sharing their views through the multiple platforms that are available to them.
All of these can only happen if we take communication as a strategic function for business success.
3. What can I do to leverage my communications advantage as a leader?
Here are the top five tips for how leaders can fully leverage their role as communicators.
- Lead with purpose
Start by clearly defining your organisation’s purpose and make it the anchor for all communication. When purpose drives every message, it builds trust and strengthens alignment across employees, partners and customers. Consistently connect decisions and strategies back to the bigger mission to inspire long-term belief and commitment.
- Communicate with clarity and authenticity
Simplicity and honesty win attention. Strip away jargon, tell it like it is, and use storytelling to make ideas relatable. Reinforce key messages consistently and if it helps, develop a messaging playbook for your organisation. Clear, authentic communication helps people at every level understand, connect with, and act on your organisation’s vision.
- Stay focused
In a noisy world, focus is power. Constantly reinforce strategic priorities so your team stays aligned and motivated. Avoid trying to respond to everything. Choose to communicate only what truly matters. When leaders communicate focus, they protect organisational energy and ensure that resources drive real, measurable outcomes.
- Rally support and drive momentum
Leadership is about mobilisation and not just vision. Consistently engage employees and stakeholders through multiple channels, recognise achievements, and actively listen to concerns. A motivated, aligned organisation becomes a force for momentum, one fuelled by communication that inspires action, strengthens trust, and turns goals into shared successes.
- Resolve conflicts with confidence
Conflict is inevitable in any organisation but what matters is how you handle it. Approach challenges directly, encourage open dialogue, and lead with a problem-solving mindset. Decisive, fair communication during difficult moments builds resilience and protects your leadership credibility. The strongest leaders turn conflict into opportunities for growth and unity.
4. What is the most important lesson you’ve learned from leading your own firm?
Communication, just like building a business, is a continuous journey, not a destination. The success of most businesses is always a team effort and more often than not, we forget that brand building begins from the inside out. To build a winning team and culture, leaders need to inject “LIFE” into the workplace and even the marketplace – Listening, Inspiration, Fun and Experience.
