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Weekly insights for leaders in B2B tech who want to sharpen their communication skills without slowing down.

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Latest Posts

Lead Different - Issue 55

Aug 23, 2026

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2 min read

Lead Different - Issue 55

Special Edition - Storytelling in B2B tech: Use conflict and tension strategically, embrace the hero’s struggles, flesh out the bigger story and turn technology benefits into something worth remembering

Edith Crnkovich
Edith Crnkovich
Lead Different - Issue 54

Aug 16, 2026

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4 min read

Lead Different - Issue 54

There’s more than one way to listen well. Customer intimacy before solutioning. How to fix the gaps that could cost you the deal. Plus Atlassian: fortune, fame and fallout.

Edith Crnkovich
Edith Crnkovich
Lead Different - Issue 53

Aug 9, 2026

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6 min read

Lead Different - Issue 53

Four questions that can change a conversation. A simple formula for more persuasive sales communication. Why less glamorous tech companies are starting to win from the AI boom. And why self-inquiry may be one of the most powerful communication skills you can develop.

Edith Crnkovich
Edith Crnkovich
Lead Different - Issue 52

Aug 2, 2026

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4 min read

Lead Different - Issue 52

Earnings season is here, but are leaders giving employees the context they need? Plus, a new 'Five Good Questions' interview with a tech leader; Microsoft and Meta’s AI spending test, six ways to make B2B sales more customer-focused, and why 'convergence' matters now.

Edith Crnkovich
Edith Crnkovich
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Featured Posts

Everyone in Tech Sounds Alike. Artificial Intelligence (AI) Is Not the Problem

May 30, 2026

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5 min read

Everyone in Tech Sounds Alike. Artificial Intelligence (AI) Is Not the Problem

A research report on the banality of tech messaging and why it's hurting your business

Edith Crnkovich
Edith Crnkovich
Fear & Loathing In Employee Feedback

Sep 13, 2025

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8 min read

Fear & Loathing In Employee Feedback

Feedback Ignored Becomes Toxic. When Acted On, It Can Drive Change

Edith Crnkovich
Edith Crnkovich
The Return To Office (RTO) Message Isn't Working

Aug 2, 2025

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7 min read

The Return To Office (RTO) Message Isn't Working

You Can Mandate Office Time, But How Do You Motivate It?

Edith Crnkovich
Edith Crnkovich
New Financial Year. What's Your Message?

Jul 5, 2025

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6 min read

New Financial Year. What's Your Message?

How to Use Strategic Communication to Drive the Next Six Months

Edith Crnkovich
Edith Crnkovich
AI in Executive Communications: Handle with Care

Jun 22, 2025

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7 min read

AI in Executive Communications: Handle with Care

Balancing The Appeal of AI Efficiency with Authentic Leadership

Edith Crnkovich
Edith Crnkovich
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Insights for B2B tech leaders who want to sharpen their communication skills without slowing down


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