Why Executives Are Preparing All Wrong For High-Stakes Communication

Forbes

23-05-2025

Lynn Smith, CEO, Lynn Smith Media & Communications. Advisor/Coach, Speaker, and Former News Anchor for TODAY, NBC, CNN Headline News.
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Executive presence is the critical difference between influence and irrelevance. While organizations invest millions in developing technical expertise, the uncomfortable truth remains: Exceptional leaders aren't distinguished by what they know, but by how effectively they communicate it.
It's not a matter of working harder. In fact, in my experience, many executives are over-preparing, but focusing on the wrong things. They're cramming data, rehearsing every bullet point and building presentations packed with information. But when the pressure hits? That data often takes a back seat to something much more essential: clarity, presence and the ability to connect.
Here's the reality: When the boardroom door closes and the spotlight turns your way, your meticulously compiled data points and exhaustively rehearsed bullet points often fade into insignificance. In moments that matter, leadership impact hinges on your ability to project clarity, embody authentic presence and forge genuine connection.
The paradox facing today's executives is both pervasive and costly. They're not underpreparing; they're misdirecting their preparation. They're perfecting presentations while neglecting presence, memorizing messages while overlooking the messenger. And in doing so, they're systematically undermining the very impact they're desperate to achieve.
What follows is a radical reframing of executive communication that challenges conventional wisdom and offers a transformative approach to leadership presence that delivers results when stakes are highest.
According to a 2015 survey by Harvard Business Review, a staggering 91% of employees believe their leaders lack critical communication skills. This points to a real leadership gap. In high-stakes moments, trust and buy-in are earned not through more information, but through meaningful, clear and intentional delivery.
And the cost of getting it wrong is massive. Poor communication leads to disengagement, confusion and costly misunderstandings. In fact, research shows that poor communication costs companies as much as $12,506 per employee each year. That's not a minor inefficiency—it's a strategic liability.
On the flip side, when communication is done right, the business benefits are measurable. "Employees who receive sufficient information from their employer are 35% more likely to stay in their jobs for the next year."
Let me tell you about a moment that stopped one of my clients in her tracks. She walked into a high-stakes board meeting armed with a flawless deck, dozens of pages of detailed financials and hours of rehearsal under her belt. She was ready ... or so she thought.
But once the meeting started? The material on those meticulously crafted charts didn't come up. What did come up? Strategy. Vision. Her ability to respond in real time, tell a compelling story and lead the room through uncertainty.
She wasn't underprepared—she had prepared the wrong way.
I introduced her to a philosophy I teach every client stepping into a pressure-filled moment: Drill down—don't dumb down. It's not about watering down your message. It's about cutting through the clutter to amplify what truly matters.
You don't need to say everything you know. You need to say the one thing your audience will remember—and feel.
Ask yourself:
• What do I want them to walk away believing?
• What's the decision I want to move them toward?
• What don't I need to say to get there?
Elite athletes don't show up hoping adrenaline will carry them through. They train for game day. And in high-stakes communication, you should, too.
Here's the framework I use with my executive clients:
1. Trim the excess. Clarity wins. Cut anything that doesn't directly support your core message.
2. Anchor to impact. Forget proving how much you know. Serve your audience by showing them what matters.
3. Train your mindset. Visualize success. Rehearse under pressure. And most of all, lead with intention.
This routine transforms stress into presence. Clients often walk away saying things like, "That was the first time I felt like I wasn't performing—I was leading."
Exactly.
If you're preparing for your next big moment by adding more slides, more notes and more data ... pause.
The most effective executives today are shifting from more to intentional, from informing to influencing.
Because the room won't remember how many bullet points you had. They'll remember how clearly you led them. How confidently you spoke. How unshakable you felt. And that's the kind of preparation that earns trust, builds momentum and changes outcomes.
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