When I think about communication, I don’t just see words, tone, or body language—I see the potential to create real, lasting change.
The kind of communication that shifts perspectives, inspires action, and stays with people long after the conversation ends.
That’s what makes communication for impact different.
For startups, a compelling pitch can mean the difference between funding and walking away empty-handed. Imagine explaining your vision so vividly that investors not only understand your idea but believe in it as much as you do. That’s communication for impact.
When your team is faced with uncertainty, the right communication builds trust and moves everyone toward a common goal. Instead of confusion or resistance, your words inspire confidence and clarity, keeping everyone moving forward. That’s communication for impact.
But how is it done? Here’s five little secrets to communicate with impact and make your words land every time.
1. Be clear
The first step to impactful communication is clarity. That means saying exactly what you mean and nothing more.
When you’re communicating an idea, especially in a business or technical setting, people need to understand it immediately. If they have to think too hard about what you’re saying, you’ve already lost them.
Think about how most communication fails. It’s usually not because the speaker is saying something untrue or irrelevant. It’s because the listener gets lost in vague or complicated language.
We often try to sound smart by using big words or industry jargon, but this does the opposite of what we intend. Instead of impressing people, we confuse them, and confused people don’t act.
In fact, one of the best indicators of understanding something deeply is being able to explain it simply.
Albert Einstein once said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.”
That doesn’t mean dumbing things down; it means stripping away everything unnecessary until only the essential message remains.
So, how do you do that? Before communicating anything, ask yourself: what is the most important thing I want the other person to take away from this?
Start there, and build only as much detail around it as needed.
2. Have empathy
Great communication isn’t just about what you say. It’s about how the other person receives it. This is why empathy is so important.
Empathy in communication means understanding your audience—what they care about, what their problems are, and how they like to be spoken to.
If you can’t put yourself in their shoes, you won’t be able to deliver your message in a way that resonates.
Take investors, for example. What do investors care about? They’re looking for signs that your business can make money – and more importantly, can make them money. That’s what drives their decisions.
So, when you’re pitching to them, you need to angle your message to that concern. Focus on the parts of your business that show its financial potential.
The same goes for customers. What’s important to their lives? They don’t care about your company’s internal processes or your tech stack. They care about how your product will make their life easier.
So, when you talk to customers, you should be communicating that value, not the nuts and bolts of how your product works.
Empathy also means knowing the right time to speak and the right time to listen.
One of the biggest mistakes people make in communication is thinking it’s all about talking. But some of the most impactful communicators are also great listeners.
When you listen to the other person, you can learn what they really need and shape your message accordingly.
3. Tell stories
We often think that people are persuaded by facts. But in reality, people are moved by stories.
This doesn’t mean facts aren’t important—they are. But facts alone won’t make your communication impactful.
If you want people to remember your message and act on it, you need to connect those facts to a story.
A story gives context. It shows why something matters, not just what it is.
Take the classic example of a pitch: instead of rattling off statistics about your product’s market potential, you tell a story of a Bethany, a who had a problem, used your product, and saw their life improve.
When we hear a story, we see ourselves in it. It’s human nature. Stories give us a way to emotionally connect with the message. And emotions are powerful drivers of action.
If your communication taps into how people feel, you’re much more likely to make an impact.
This is why many successful startups have a founding story that they repeat again and again. The story of how the founders struggled, the “aha” moment when they discovered the solution, and the journey from there to the current product.
These stories stick with people. They turn the abstract idea of “entrepreneurship” into something tangible and relatable.
4. Be brief
Less is more. The longer you speak or write, the more likely you are to lose your audience.
It’s tempting to over-explain, especially when you’re passionate about something, but most people can only absorb so much information at once.
Great communicators know how to cut the fat. They deliver just enough information to make their point and no more. If you can say something in five words instead of ten, always choose five. It forces you to be clear and ensures that every word counts.
Brevity also respects the listener’s time. If you show that you value their time by getting to the point quickly, they’re more likely to pay attention to what you’re saying.
On the other hand, if you ramble or give unnecessary details, they’ll tune out.
This doesn’t mean you should be abrupt or incomplete in your communication. And it doesn’t mean you can’t tell long stories or write long reports.
It means knowing how to prioritise what’s important and leaving out what isn’t.
5. Push for action
To create impact, communication has to move people. It’s not enough for them to just understand what you’re saying. They have to do something about it.
That’s where actionable language comes in. Actionable language means speaking in terms of clear, concrete actions.
Instead of vague statements like “we should think about this,” say, “let’s do this by Friday.” The more specific you are, the more likely people are to follow through.
This also means being direct. If you want someone to do something, ask them to do it. Don’t beat around the bush or hope they’ll figure it out on their own.
People appreciate clarity, especially when it comes to next steps.
In business, this could mean outlining the exact actions you need from a team member, setting deadlines, or asking for specific feedback.
If you’re talking to customers, it could mean giving them a clear call to action—whether that’s signing up for a newsletter, scheduling a demo, or making a purchase.
You don’t need to be rude, but you do need to be clear.
Final thoughts on communication with impact
People can tell when you’re being genuine, and they can also tell when you’re not. If you want people to trust you and take your message seriously, you have to be real with them.
If you’re passionate about something, let that show. If you’re uncertain about something, don’t pretend to have all the answers.
Because at the end of the day, communication is about connection.
If you can connect with people on their terms – in a clear and empathetic way – you’ll create impact.
And whether you’re building a startup, managing a team, or just having a conversation, that’s what great communication is all about.
