LEAD DIFFERENT

Welcome to Lead Different - delivering strategic communication on the edge of AI and upheaval - helping you shift thinking and mobilise change.

This week in:

• Reputation and Trust - When words of commitment sound hollow

• Narrative Power - Purpose is why you exist beyond profits

• Influence and Framing - The hidden power of defaults used wisely

• Crucial Conversations - Negotiating price in high-stakes deals

• Internal Comms - Meetings work best when the message is focussed

• Getting Clear - Nothing says doubt like hedge words

• Ask Edith - How to handle top performers quietly giving up

• The Leadership Imprint - TikTok’s CEO, Shou Zi Chew steadies the storm with charm and diplomacy.

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Reputation & Trust – how to earn trust or get it back

Commitment - Show It, Don’t Just Say It

B2B tech companies often say, “we’re committed to being your partner,” but rarely show what that actually means. Without proof, it’s fluff.

Demonstrated commitment, however, is one of the fastest ways to build trust. Buyers see it in added value: roundtables, playbooks, or pilot programs.

Current clients recognise it in health checks, feedback sessions, and rapid escalation when issues arise.

Employees notice when training is funded, career pathways are real, or the workplace actually improves.

Investors trust transparent dashboards, clear ESG targets, and milestones consistently met.

Most companies say they’re committed. But if you’re just throwing the word out there hoping people will believe it, they won’t, and your chance to earn trust is gone.

Narrative Power – The leadership story playbook

Purpose: Turning Why into a Story That Resonates

Over the past two weeks we’ve explored Vision: where you’re going and Mission: what you do each day to get there. But there’s a third piece often left vague: Purpose. 

Purpose is the why behind it all. It’s not the quarterly plan or the future state; it’s the reason you exist beyond profit.

Purpose transforms abstract goals into human meaning. “A world where accidents are eliminated through AI-driven transport” is Vision. “Build safe, reliable autonomous driving systems” is Mission. But “to save lives on the road” is Purpose, and it instantly resonates.

To help you craft a clear Purpose narrative, download the Purpose Playbook Worksheet below. 👎

Influence & Framing – Small moves, big impact

If You Want to Steer Decisions Quietly, Set More Defaults

People almost always stick with the default; it feels safer and easier.

Smart leaders design defaults intentionally, whether in processes, tools, or customer choices.

In cloud security, making multi-factor authentication the default drives adoption far more than asking users to opt in.

In SaaS, annual subscriptions as the default encourage longer commitments.

In AI tools, human review as the default ensures responsible use.

Still, handle defaults carefully - they carry real power and responsibility.

Crucial Conversations – Navigating high-stakes comms

When Price Becomes The Sticky Point 

In big-ticket tech negotiations, the bluff often centres on price. Buyers push hard, insisting competitors offer more for less. The mistake? Getting dragged into a discount spiral. The smarter move is to reframe.

First, acknowledge their concern (“I understand cost is critical”). Then re-anchor on value: highlight outcomes, not inputs.

In B2B tech, that might mean showing how your platform reduces downtime, accelerates deployment, or cuts compliance risk - savings that dwarf the headline figure.

Finally, invite shared accountability: “If cost is the driver, which outcomes are you willing to trade off?”

This shifts the conversation from “cheapest offer wins” to “best long-term value wins.” And like handling the toxic disruptor (in last week’s newsletter), calm framing signals strength without aggression.

Framing lines to use:

• “Let’s look at the outcomes you’d lose by cutting cost here.”

• “Which risks are you prepared to own if we scale back scope?”

• “Value is the combination of price and impact, can we weigh both together?”

The goal isn’t to out-bluff, it’s to make price only one part of the story.

Below is a simple framework to help you prepare for the pricing conversation before it happens.

Internal Comms – How to connect, not just inform

Communicating Efficiently in Meetings

In a fast-paced business environment, clarity is critical. Begin every meeting by articulating its purpose and desired outcomes.

Meetings are a reflection of culture: punctuality and balanced participation build trust and respect.

Avoid ambiguous phrases such as “We’ll circle back.” Conclude instead with precision: identify the responsible person, the deliverable, and the timeframe.

Effective meetings are concise, purposeful, and conclude with accountability firmly established.

Getting Clear – Communication that cuts through 

Eliminate Hedge Words

In B2B tech, hedging often hides in proposals: “this should deliver benefits,” “outcomes could be,” or “the cloud version would be better.”

This type of phrasing is common but is detrimental as it softens your point in a way that signals doubt to the buyer.

Replace it with active language and strong, evidence-backed statements: “This will deliver benefits, based on X.” And, “Outcomes envisaged are…”

If you want to show leadership and exude confidence move away from passive and abstract language.

The same goes when communicating to other stakeholders, not just buyers.

If a benefit can’t be stated with certainty, it’s better left unsaid. When information is unavailable, acknowledge it directly: “I don’t know, but I’ll find out.” Occasional qualification is acceptable; excessive hedging, however, erodes credibility.

Ask Edith - Your communication challenges, answered

My Top Performers Are Quietly Switching Off

Q: I’ve got a talented team, but some of my top performers have pulled back. They do only what’s required, log off at 5pm sharp, and skip work social activities they once enjoyed. How can I re-ignite motivation without resorting to gimmicks like free lunches or office perks?

A: Subtle disengagement (quiet quitting) in 2025 signals a breakdown of meaning, not stamina. People disengage when effort doesn’t connect to impact. Make expectations crystal clear, what ‘great’ looks like and why it matters. Reconnect work to growth: rotate roles, involve people in problem-solving, and recognise contributions. Skip the gimmicks. What fuels people is knowing their effort changes the business, not just keep the lights on.

Got a communication challenge you want answered in the next issue of this newsletter? Reply to this email with your question and I’ll give you my perspective.

THE LEADERSHIP IMPRINT

30-second read on what great, and not so great, leaders reveal about communication: what to emulate, what to avoid and what to apply today.