Influencing Skills Through Communication

Why Brilliant Leaders Fail (And What Diplomats Do Differently). Very early in my diplomatic career, I had a life-changing epiphany. I was diary secretary to a top Foreign Office official.  As the most junior civil servant in the room, I knew my place. Until I noticed something. Suddenly senior officials knew my name. They’d stop to chat, ask about my weekend, seem genuinely interested. At first, I was baffled. Surely they had better things to do? And then it dawned on me: I controlled access to the boss. If you wanted five minutes, you came through me.  And, I say this with zero shame, those who were courteous got bumped to the top of the line. Those who weren’t… didn’t. It’s counterintuitive, isn’t it? You’d expect the ambassador at the head of the table to hold the influence. But in my experience time and again it was someone else: → The driver who heard everything first. → The interpreter who decided which nuance made it into the conversation. → The spouse who softened the edges of policy over dinner. Influence doesn’t follow the org chart. It flows through invisible networks. This pattern repeats everywhere I’ve worked - from government departments, the army, to boardrooms. Brilliant leaders with impressive titles stall when they assume formal power equates to influence. Every organisation has two power structures: 1) the official hierarchy - printed on org charts; and 2) the influence network - an invisible web of relationships, trust, and access that actually determines how things get done. Smart leaders obsess over the first. Successful leaders master the second. And the real influencers aren’t always obvious: → The PA who’s been there 20 years (knows where the bodies are buried). → The finance officer every budget passes through. → The team leader everyone confides in. They don’t always have the biggest offices, but they sit at the intersection of information, access, and trust. I’ve seen executives cut through months of bureaucracy with a five-minute conversation with the right person. And I’ve watched brilliant strategies die because leaders ignored them. If you want to create change, win trust at the top table, or make strategy actually stick - map the influence network → Who does the CEO actually listen to? → Who controls access? → Who do people trust with sensitive information? → Who can kill your project with a whisper? → Who commands respect among the people you need to move? The most effective leaders - from ambassadors to CEOs - spend as much time navigating these networks as they do crafting strategy. They know a brilliant plan without influence is just an expensive PowerPoint deck. Here’s the uncomfortable truth: Your title gives you permission to try. But your influence network decides whether you succeed. What is the most surprising thing you've learned about power and influence?

Want to become more persuasive? Here’s what decades of research reveal and how you can use it to influence anyone (ethically): First: Don’t be an extrovert. That loud, slick-talking stereotype of a great persuader? Totally wrong. In fact, strong extroverts are often bad at persuasion. They talk too much and listen too little. But introverts aren’t the answer either… The best persuaders are ambiverts. Not too loud. Not too quiet. Ambiverts know when to speak and when to shut up. They push when needed, but they also pause. They’re adaptable. Flexible. Balanced. And here’s the kicker: Most of us are ambiverts. Second: Use social proof. People decide what to do by watching others. Want someone to act? Show them that people like them are already doing it. Example: “Reuse your towel it helps the environment.” (meh) “Most guests reuse their towels.” (33% more effective) Trying to pitch a new idea? Don’t just share benefits. → Say: “Our competitors already use this.” → Or: “Half our team is already testing it.” People follow patterns. So show them the pattern. Third: Don’t focus on changing minds. Most of us resist changing our beliefs. So stop trying to convince people. Instead, make it easy for them to act. This shift changes everything. In one study, students were asked to donate food. Giving them all the reasons why it mattered? Mildly effective. But when researchers gave a map, food suggestions, and follow-up? Donation rates soared even from people who didn’t care much at first. So ask yourself: Have I built an off-ramp? Is the action crystal clear? Can someone say yes without friction? Simplify the next step. That one change might make your pitch 10x more effective. In summary, 3 proven ways to persuade: Be an ambivert: Flexible, responsive, and balanced. Bring social proof: People follow others. Show them who’s already in. Make it easy: Action beats argument. Now you’ve got the playbook. Use it well.

I was Wrong about Influence. Early in my career, I believed influence in a decision-making meeting was the direct outcome of a strong artifact presented and the ensuing discussion. However, with more leadership experience, I have come to realize that while these are important, there is something far more important at play. Influence, for a given decision, largely happens outside of and before decision-making meetings. Here's my 3 step approach you can follow to maximize your influence: (#3 is often missed yet most important) 1. Obsess over Knowing your Audience Why: Understanding your audience in-depth allows you to tailor your communication, approach and positioning. How: ↳ Research their backgrounds, how they think, what their goals are etc. ↳ Attend other meetings where they are present to learn about their priorities, how they think and what questions they ask. Take note of the topics that energize them or cause concern. ↳ Engage with others who frequently interact with them to gain additional insights. Ask about their preferences, hot buttons, and any subtle cues that could be useful in understanding their perspective. 2. Tailor your Communication Why: This ensures that your message is not just heard but also understood and valued. How: ↳ Seek inspiration from existing artifacts and pickup queues on terminologies, context and background on the give topic. ↳ Reflect on their goals and priorities, and integrate these elements into your communication. For instance, if they prioritize efficiency, highlight how your proposal enhances productivity. ↳Ask yourself "So what?" or "Why should they care" as a litmus test for relatability of your proposal. 3. Pre-socialize for support Why: It allows you to refine your approach, address potential objections, and build a coalition of support (ahead of and during the meeting). How: ↳ Schedule informal discussions or small group meetings with key stakeholders or their team members to discuss your idea(s). A casual coffee or a brief virtual call can be effective. Lead with curiosity vs. an intent to respond. ↳ Ask targeted questions to gather feedback and gauge reactions to your ideas. Examples: What are your initial thoughts on this draft proposal? What challenges do you foresee with this approach? How does this align with our current priorities? ↳ Acknowledge, incorporate and highlight the insights from these pre-meetings into the main meeting, treating them as an integral part of the decision-making process. What would you add? PS: BONUS - Following these steps also expands your understanding of the business and your internal network - both of which make you more effective. --- Follow me, tap the (🔔) Omar Halabieh for daily Leadership and Career posts.

I’ve analyzed 100s of presentations over the years. The difference between good presentations and great ones often comes down to this… Contrast. Contrast creates the tension between the audience’s present reality and desired future. And, when done right, that tension leads to action. Here are the three most persuasive forms of contrast: #1: Problem-Solution Start by establishing a specific problem your audience faces, then reveal how your solution directly addresses it. This builds urgency before positioning yourself as the cure. In my TED Talk, I used this framework to demonstrate how presentations often fail to move audiences. I first established the problem: many presentations lack emotional impact and fail to inspire action. Then I revealed the solution: a specific structure behind history’s great talks that creates contrast between the audience's present reality and their desired future. The key is spending enough time on the problem before rushing to your solution. Make the pain real. Use specific examples, emotional language, and quantify the impact. #2: Compare-Contrast Structure your content by showing how two approaches differ…the current state vs. the future state. This creates natural tension between where the audience is and where they could be. Here's how this could look with a marketing strategy presentation: The opening half focuses on your current marketing approach. You’d tell stories of what you’ve done and where that got you, showing campaign examples and results to create urgency for change. Then you shift to the new marketing strategy. You’d talk about what's possible if your team pursues this new direction, give compelling data, and connect it back to your company’s mission. This creates a natural contrast between the present state, which no one is satisfied with, and a future state with limitless potential. #3 Cause-Effect Organize your information to demonstrate clear causal relationships and inevitable outcomes. This makes your case feel like natural law rather than opinion. Here's how this could look with a customer service improvement presentation: You establish clear causal chains in your current situation… Long hold times cause customer frustration, which causes negative reviews, which damages your brand, which leads to lost sales. Then show how your solution creates a new chain… Your omnichannel platform causes faster response times, which causes improved satisfaction, which leads to positive reviews and higher retention. Each link builds logically to the next, helping your audience follow the inevitable consequences of both action and inaction. But there’s a secret ingredient you need if you want any of these forms of contrast to truly convince your audience. Story. That’s why I made a FREE multi-media version of my award-winning book, Resonate, that gives you skills in using story in your presentations. You can grab your copy by clicking the link in the comments. #presentationskills

'Social is just for awareness, not revenue.' I used to agree. But last quarter alone, my social presence influenced ~$15m in pipeline! Here's what most CEOs get wrong about social and what I wish I'd known sooner... CONTEXT: I've been a CEO for almost a decade. But only embraced social 14 months ago. Why the delay? I was trapped in old thinking: 𝘐𝘴 𝘵𝘩𝘪𝘴 𝘸𝘰𝘳𝘵𝘩 𝘮𝘺 𝘵𝘪𝘮𝘦?  𝘞𝘪𝘭𝘭 𝘪𝘵 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘥𝘳𝘪𝘷𝘦 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴?  𝘏𝘰𝘸 𝘥𝘰 𝘸𝘦 𝘮𝘦𝘢𝘴𝘶𝘳𝘦 𝘴𝘶𝘤𝘤𝘦𝘴𝘴? Fast forward to today: → Social influences the majority of our enterprise deals → We close deals faster with socially-engaged buyers 
 → 15M impressions on my LinkedIn content in just 90 days  → I get invited to stages that would cost us tens of thousands  → Top talent reaches out directly → Gong shows my exec presence being mentioned more times in Q125 than all of 2024 But I didn't get here overnight… Along the way, I had to confront several myths that were keeping me - and many executives - on the social sidelines. Let me share the biggest myths I overcame: 1. "𝐒𝐨𝐜𝐢𝐚𝐥 𝐈𝐬 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠'𝐬 𝐉𝐨𝐛, 𝐍𝐨𝐭 𝐌𝐢𝐧𝐞" As CEO, your voice carries unique authority that resonates with other executives. When I post, we see engagement from decision-makers who never click on our brand content.
 2. "𝐈 𝐃𝐨𝐧'𝐭 𝐇𝐚𝐯𝐞 𝐓𝐢𝐦𝐞 𝐅𝐨𝐫 𝐓𝐡𝐢𝐬" I spend 2 hours daily on social. Besides posting,  I’m listening, engaging with customers, and noticing what’s happening. The ROI on that time is immeasurable. 3. "𝐓𝐡𝐞𝐫𝐞'𝐬 𝐍𝐨 𝐖𝐚𝐲 𝐓𝐨 𝐌𝐞𝐚𝐬𝐮𝐫𝐞 𝐈𝐦𝐩𝐚𝐜𝐭" Wrong. We track impression value, lead attribution, deal influence, and sales velocity. 4. "𝐈𝐭'𝐬 𝐓𝐨𝐨 𝐑𝐢𝐬𝐤𝐲 𝐅𝐨𝐫 𝐌𝐲 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧" While you worry about saying the wrong thing, your competition is building relationships with your customers. A social presence isn't risky, it’s expected. The executives getting left behind aren't the ones who never showed up. 5. "𝐌𝐲 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐈𝐬 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭" I came from finance - an industry notorious for social skepticism. Today? Goldman Sachs executives are building personal brands. If banking embraces social, your industry has no excuse. TL;DR: You can wait for your competitors to own the conversation. Or you can shape it yourself, starting today.

Last night, former President Obama and First Lady Michelle reminded us of the power of compelling storytelling in their speeches at the Democratic National Convention. But what’s the secret behind these moments of excellence? Jon Favreau, Obama’s former director of speechwriting, shared five golden rules that are just as applicable to our business presentations as they are to political speeches. Here are five insights you can apply when delivering your next presentation, whether on stage, in a meeting, or in the boardroom: 1. The story is more important than the words Too often, we focus on the right words, but the real question is, “What story am I telling?” Before writing a speech, Favreau would always begin with a conversation, drawing on Obama’s ability to outline a clear narrative first and build the words around it. Always start with the story you’re trying to convey—it’s the backbone of your message. 2. Keep it simple Long presentations may feel thorough, but they are often forgettable. Favreau emphasized brevity: aim for twenty minutes or less. "A speech about everything is a speech about nothing." Narrow your message down to the essential points. 3. Address counterarguments upfront Don’t wait for the Q&A to address objections. In business, as in politics, it's key to acknowledge opposing views and deal with them during your presentation. When Obama delivered his Health Care Reform Plan, he anticipated objections and tackled them head-on. 4. Empathy is key Knowing your audience isn’t enough. You have to step into their shoes. Obama’s speeches resonated because they were written in a language his audience understood. Whether you're presenting to colleagues, clients, or an entire audience, connect by understanding their challenges and perspectives. 5. Persuasion requires inspiration Logic alone won’t motivate. The best way to connect is through stories that touch the heart. In Obama’s 2008 victory speech, Favreau chose the story of Ann Nixon Cooper, a 106-year-old woman who had seen the full spectrum of progress in America. Her story was the perfect reminder that change, though slow, is always possible. Whether you're stepping on stage or presenting in the boardroom, these timeless tips from Obama’s speechwriting playbook can help you connect with your audience, deliver your message effectively, and inspire action. What stories are you sharing in your presentations? #Leadership #PublicSpeaking #Storytelling #Empathy #Inspiration

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

Somewhere in a Slack channel right now, a prospect is pasting your post into a thread that says, “This is exactly what I’ve been saying.” That’s not engagement. That’s influence. And that’s where social is headed, from followers to leads. The best B2B brands aren’t chasing impressions anymore. They’re building content that travels, through DMs, internal chats, and boardroom decks. Because real impact doesn’t happen when your post goes viral. It happens when it gets forwarded. By 2026, social won’t just fill the top of your funnel. It’ll be the funnel, shaping buying conversations before sales ever steps in. In this week’s newsletter, we break down how modern GTM teams are using social to drive pipeline, not just presence, turning every post into an asset that sells even when you’re not in the room.

What if you could be 'always on' without the burnout? That’s how I built a global speaking business with zero corporate experience! Many people ask me how I managed to create a successful speaking career without stepping foot in a corporate job. The answer lies in the power of social media. For over 10 years, my business has thrived entirely on organic growth. Social media has allowed me to connect, engage, and share my journey with audiences across 20 cities, even catching the eye of governments in Japan and Saudi Arabia. When I asked how they discovered me, the answer was clear: "We see you on LinkedIn." This realization became my secret weapon— → Using social media intentionally to build my brand and reputation. So, how can you tap into this power? 💡 Be Intentional → Use social media with purpose. → Share your insights and experiences to reflect your unique brand. 💡 Create Valuable Content → Regularly post content that speaks to your audience. → This positions you as a trusted voice in your industry. 💡 Engage with Your Audience → Take the time to respond to comments and messages. → Building relationships online can lead to unexpected opportunities. 💡 Showcase Your Journey → Share your personal stories and lessons learned. → Authenticity is key to attracting those who resonate with you. 💡 Leverage Your Unique Strengths → Embrace your individuality. → Use your unique perspective to create deeper connections with your audience. With the right approach, your online presence can open doors and help you succeed without the stress of traditional networking. What strategies do you use to maximize your social media impact? I’d love to hear your thoughts! 👇 P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Follow me for personal brand and growth insights. #topofmind #millennials #business"