In today’s turbulent business landscape, the need for compelling communication has never been greater.

Every day, we work with leaders facing the daunting task of delivering unfavorable updates. To equip our clients with the best tools, we turn to the wisdom of the Stoic Philosophers. Aristotle, a prominent figure in this tradition, emphasized the importance of three key elements in effective communication: Pathos, Logos, and Ethos. In this article, we’ll explore how these principles can transform challenging conversations into opportunities for growth, trust-building, and, ultimately, successful leadership.

Pathos: Setting the Emotional Tone

To communicate effectively in turbulent times, it’s crucial to set the right emotional tone. Begin by taking ownership of the situation from the outset. Embrace the challenges with a clear and unbiased perspective, acknowledging both external and internal realities. Display personal humility and vulnerability to foster a deeper connection with your team.

For instance: “As we will discuss today, it’s apparent that we may fall short of our initial forecasts. Frankly, we underestimated the rapid changes in our customer base. Acknowledging this is not easy, but it’s vital given the unprecedented shift in our customer landscape.”

Logos: The Power of Logic and Understanding

Incorporate profound learning and understanding into your communication. Leverage meetings as opportunities to educate stakeholders about the evolving external environment, especially the shifting dynamics of customer behavior. Highlight the proactive steps your team has taken and how the crisis has served as a catalyst for innovation.

For example: “We proactively engaged with our customers to comprehend their changing needs. Once we grasped the magnitude of the shift, we challenged ourselves to accelerate our next software update by a full year.”

Ethos: Building Credibility and Clarity

To nurture trust and maintain credibility, chart a clear path forward. Steer clear of ambiguity and proactively outline a new course, emphasizing financial realities, key deliverables, and the milestones that will lead to success.

Consider this type of language: “We have complete confidence in our new strategy, but until we achieve three critical milestones, we recommend a 15% reduction in our forecast. As soon as we have tangible evidence that our strategy is on track, we will propose further upsides.”

In times of turbulence, leadership transcends merely taking control; it’s about accepting what’s beyond your control and concentrating on how you respond. As executive coaches, our role is to provide insight and objectivity, allowing leaders like you to assert your vision and lead effectively, even when faced with unpredictability. Remember, mastering the art of communication from a Stoic perspective isn’t solely about delivering information; it’s about building trust, fostering resilience, and guiding your team through the storm toward brighter horizons. Embrace the challenges, communicate authentically, and lead with unwavering resolve.