A key to unlocking better strategic alignment

Ever feel like you’ve said something a hundred times, but no one seems to hear it?

As teams juggle deadlines, competing priorities, and endless channels of communication, this scenario is all too common. You send an email. You hold a meeting. Maybe there’s even a deck involved. Yet somehow, your message doesn’t quite stick. It’s frustrating—but it’s not surprising. Miscommunication in complex organisations isn’t just a matter of saying the wrong thing. Often, it’s about understanding how people listen, learn, and engage.

True communication isn’t about broadcasting, it’s about connection. And that means learning how to meet your stakeholders where they are—in the way they process best.

Why communication fails in the workplace

Let’s start with a confession. Most of us assume we’re better communicators than we really are. We think saying something—whether in a Slack thread, a weekly email, or a quarterly presentation—is equivalent to having it heard, understood, and remembered. It’s most likely not.

Think about how often messages get lost in translation. Leaders assume an email will suffice. Teams, buried under a deluge of information, miss critical updates. And entire projects derail because one department thought another already “got it”. This isn’t just a logistical problem—it’s a human one. Communication is hard. And when you’re working across functions, personalities, and preferred learning styles, it gets even harder.

Have you ever walked out of a meeting feeling crystal clear on next steps, only to discover that half the team interpreted the same discussion completely differently? It’s not just maddening—it’s a reminder that delivering a message isn’t the same as ensuring it lands.

Different ways people process information

Not all stakeholders are created equal—at least when it comes to how they absorb and process information. Broadly speaking, people tend to fall into one of several categories:

• Listeners: these folks thrive in conversations. They’ll grasp a concept most effectively when it’s explained aloud—think one-on-one discussions, verbal walkthroughs, even presentations.
• Readers: prefer the written word? These individuals lean on emails, documents, and memos to fully understand an idea.
• Visual learners: charts, graphs, infographics, or slides resonate most with this group. A picture really does paint a thousand words for them.
• Kinesthetic learners: these are your hands-on people. They learn by doing, testing, or role-playing.

Using the wrong medium to communicate with these groups is like handing someone a book when they were expecting a map. Sure, the information might be in there, but good luck getting them to find it.

Think of your stakeholders as a playlist of different songs. Some need a strong beat (clear, direct instructions), while others lean towards the melody (nuanced explanations with examples). And just like you wouldn’t play classical music at a rave, you’ve got to choose the right “genre” of communication for your audience.

Why repetition isn’t redundant

Repetition gets a bad rap. We’re often taught to avoid it—to keep things concise, move fast, and not “dwell” on points. But in reality, repetition is the unsung hero of effective communication. Why? Because people rarely process information fully on the first go.

Imagine announcing a new company initiative during an all-hands meeting. You’ve prepared slides, practiced your delivery, and even left time for questions. Job done, right? Not quite. By the next day, some employees will have forgotten the details. Others might’ve tuned out entirely. And a few—let’s be honest—were probably checking their email during your big moment.

The solution isn’t to lecture endlessly; it’s to layer your communication. Say it once in a meeting. Follow up with an email. Revisit the topic during smaller team huddles. And don’t be afraid to phrase it differently each time. Repetition isn’t about nagging; it’s about giving your message multiple chances to land.

Let me ask you this: Ever needed a second (or third) reminder about something important? Your stakeholders do too. Repetition doesn’t just reinforce understanding—it builds trust. It shows you care enough to make sure the message truly gets through.

Tools, tips and techniques for better communication

Now let’s talk tactics. Because all the good intentions in the world won’t save you if your communication methods don’t match your audience.

Practical tips for tailored messaging:

• Know your stakeholders: prioritise your line manager, then your line manager’s peers (i.e. other leaders), co-workers, members of your cross-functional team—not necessarily in that order. How do they process information? How should I communicate so that we’re all aligned strategically?
• Mix your mediums: Combine verbal, written, and visual communication. For instance, pair a detailed email with a short Loom video or a quick team demo.
• Use feedback loops: Ask simple questions that can reveal misunderstandings before they snowball.
• Leverage tools: Slack, JIRA, Miro, they can all cater to different processing styles—real-time chats for listeners, task boards for readers, and brainstorming tools for visual thinkers.
• Timing matters: We’re all fans of asynchronous communication but do your best not to bury critical updates in a Monday morning flood of emails. Find moments when people are more likely to pay attention.

The emotional side of communication

Communication isn’t just logical; it’s deeply emotional. When people feel heard and understood, they’re more engaged, collaborative, and motivated. Conversely, dismissing someone’s communication preferences—however unintentionally—can breed frustration or even distrust.

How many times have you tuned out in a meeting because the presentation didn’t resonate? Or felt irritated by a vague email that left you with more questions than answers? These moments add up, chipping away at morale and productivity. Tailoring your approach to different stakeholders isn’t just efficient—it’s respectful. It shows you value their time, attention, and unique way of working. And when that respect is mutual, magic happens. Collaboration becomes smoother. Feedback flows freely. Trust builds naturally.