This week in the world’s #1 newsletter on leadership communication:
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Soft skills are dead
- The New Science of Storytelling with Will Storr
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How Leaders Use Rituals (and What to Avoid)
Why “Soft Skills” Are the Hardest Leadership Skills to Get Right
I must have come across 10 LinkedIn posts this week touting “soft skills”.
I think that’s weird – especially once you understand where the term comes from.
→ Treating people with respect isn’t soft.
→ Building trust with customers isn’t soft.
→ Communicating clearly under pressure isn’t soft.
And yet, we still call them soft skills – as if they’re optional.
The term soft skills was first introduced by the US Army in the 1970s.
Back then, hard skills meant operating weapons and machinery, while soft skills meant leadership and teamwork.
Ironically, the Army later abandoned the term, realizing that leadership is anything but soft.
Yet, in business today, we still use it. And it creates a dangerous misconception:
→ That how you communicate with people is less important than technical expertise.
→ That leadership presence, storytelling, and negotiation are secondary to spreadsheets and strategy.
→ That the way you show up – your ability to lead – is somehow soft.
The opposite is true.
Your ability to communicate effectively is one of the most important leadership skills you’ll ever develop.
So let’s call them what they really are: Leadership Communication Skills.
To help you dive deeper into each of these 12 essential skills, I’ve included links to relevant LinkedIn posts, podcast episodes, and other resources so you can explore actionable strategies for mastering them.
Here are the 12 that matter most:
#1 Presentations That Persuade
Your ideas are only as strong as your ability to present them. Great leaders master presentation structures, compelling openings, strong endings, and handling tough questions.
#2 Storytelling That Inspires Action
Facts tell. Stories sell. From Steve Jobs to Oprah, the most influential leaders use storytelling to connect, persuade, and make ideas unforgettable. Narratives move people to action.
#3 The Art of the Pitch
Introducing yourself. Selling an idea. Raising funding. A great pitch isn’t about dumping information – it’s about clarity, confidence, and delivering a message that sticks.
#4 Executive Presence & Charisma
Why do some people command a room the moment they walk in? It’s not luck. Executive presence is a learned skill – how you speak, how you carry yourself, and how you make others feel.
#5 Personal Branding & Thought Leadership
Your reputation isn’t built overnight – it’s built intentionally. The best leaders position themselves as trusted voices in their industry, crafting a personal brand that attracts opportunities rather than chasing them.
#6 Writing With Clarity & Authority
From emails to LinkedIn posts to thought leadership articles – writing is how leaders scale their influence. Strong writing builds credibility, sharpens thinking, and ensures your message lands every time.
#7 Social Media for Influence & Visibility
Today, executives aren’t just leading companies – they’re leading conversations. Building an authentic online presence helps leaders connect, attract opportunities, and grow their impact.
#8 Leadership Conversations: Feedback, Negotiation & Influence
Tough conversations separate good leaders from great ones. Whether it’s giving feedback, negotiating deals, or aligning your team, your ability to navigate high-stakes discussions is a critical leadership skill.
#9 Media & Podcast Interviews
Speaking to the press – or appearing on podcasts – is a powerful way to amplify your message. Learn how to craft soundbites, stay on message, and handle interviews like a pro.
#10 Public Speaking & Body Language
Great leaders don’t just say things – they make people feel things. From voice modulation to gestures to overcoming stage fright, mastering public speaking makes you more influential.
#11 Video & On-Camera Presence
In a digital-first world, your ability to engage on video matters more than ever. From virtual meetings to recorded messages, knowing how to present yourself on camera is now a core leadership skill.
#12 AI & the Future of Communication
AI is reshaping leadership and communication. Leaders who understand how to use AI to enhance writing, presentations, and decision-making will have a massive advantage in the future.
Knowing These Skills Is One Thing. Mastering Them Is Another.
The Speak Like a CEO Academy offers a 12-week programme focusing on these 12 essential leadership communication skills to make you a Top 1% Communicator.
Mastering leadership communication isn’t a solo journey—it’s a skill we develop together, and the Speak Like a CEO Academy is designed to help you refine your communications skills alongside a community of ambitious leaders.
You can also join the Speak Like a CEO Academy directly here.
And if you're looking for real-time inspiration, I’d love to invite you to my TEDx talk in Göttingen, Germany next weekend, where I’ll be diving deeper into the power of leadership communication. You can register here. Hope to see you there!
PODCAST
Atomic Statements, Apes & Ants, and the New Science of Storytelling.
I do a podcast to help you become a top 1% communicator.
What if everything we experience is shaped by the stories we tell ourselves?
This week’s guest on Speak Like a CEO is Will Storr. Will’s books The Science of Storytelling and The Status Game have had a profound impact on my thinking, and have become part of how I try to make sense of the world.
Now he’s done it again with his new book A Story is a Deal. The book is not a simple A-B-C recipe for telling better stories to close a deal, although we talk about that as well. Our conversation goes way deeper, and Will unpacks why narratives are the foundation of human success, what that means for you, and how story can transform the way you communicate, lead, and persuade.
Will explains why humans live in two worlds, the world of survival and the world of story, and how understanding this duality can transform the way we communicate, lead, and persuade. From the evolutionary origins of storytelling to the impact of identity and status, he unpacks why narratives are the foundation of human success.
Enjoy this worldview-altering conversation with one of my intellectual heroes, Will Storr.
Listen on Spotify and Apple:
BOOK RECOMMENDATION
How Leaders Use Rituals (and What to Avoid)
In The Ritual Effect, Harvard professor Michael Norton reveals how rituals create meaning, reduce stress, and strengthen teams. Unlike habits, which are automatic, rituals are intentional actions that bring focus, connection, and purpose.
Businesses, like sports teams and families, thrive on rituals. Companies like Google and Apple use them to reinforce culture, celebrate milestones, and boost performance.
Done right, rituals unite teams – but forced or meaningless ones fall flat (like when the boss tells the team: “Here’s our new ritual!”)
For virtual teams, small rituals like structured check-ins or gratitude moments keep people engaged. If leaders introduce just one ritual, it should be ritualized recognition – a consistent, meaningful way to celebrate wins.
Leadership takeaway? The best leaders don’t just manage—they create shared moments that inspire.
I’m stoked that Michael will inspire us on the Speak Like a CEO podcast next month :)
On that note, have an inspired weekend,
Oliver
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