Oct 26, 2023 · 56 min · 12 segments
I spoke with Emilio Galli-Zugaro about Communicative Leadership, gaining credibility and trust with your stakeholders, the fork test as a leadership analogy, and how leaders can practice communicative…
Requier WaitHostIn the past, the establishment, let's say the leading establishment in the world, I'm speaking about politics, I'm speaking about business, science, NGOs and media, had a ground noise of credibility.
You can look at many reasons why this is the case, the failure of Andron and Omnicom and many other companies who collapsed, the loss of trust in governments and the media, the raise of questions about fake news and manipulation.
There are many reasons, but they really touch upon leadership because In previous times, the CEO could claim something And you would normally believe him or her.
The most trusted source, north, south, east, west on this planet is the average citizen.
And if you look at the business world, the least trusted source is the website.
Then comes advertising and PR, and there's nothing new under the sky that PR and advertising and marketing aren't as as trustworthy as as the other sources is quite a common phenomenon but the two new um things that that came about and there have been observed by many analysts and researchers is first that the credibility of the ceo is at the same level as the credibility of the pr person and that is the first piece of news and that is really diminishing the impact of CEOs voices.
And the second interesting thing about the loss of trust is that the most trusted source is the average employee.
So Susie Smith from the controlling department is twice as credible as the CEO.
And this of course is a huge challenge for leadership because you need to make sure that all of your staff, all of your stakeholders that are now turning into more important sources than yourself are being well informed and are on the message and are believers in the cause.
And the second big change that has occurred over the last 20 years is that this average citizen who is the most trusted source is suddenly empowered by the media.
In previous times, you needed to have a journalist or a politician for example, to address a complaint against the bad service of a company or mishappenings in the public world.
And the journalist was checking this or the politician would look at it and then make a parliamentary inquiry about it.
And every single person can voice their concern and potentially do harm to corporations or enhance corporations power.
And this is a new phenomenon, which again, makes sure that you need to act very much in keeping with what you say, because everybody is there to control whether you're really acting upon it and you can't fool the public any longer.
In the past, the establishment, let's say the leading establishment in the world, I'm speaking about politics, I'm speaking about business, science, NGOs and media, had a ground noise of credibility.
You can look at many reasons why this is the case, the failure of Andron and Omnicom and many other companies who collapsed, the loss of trust in governments and the media, the raise of questions about fake news and manipulation.
There are many reasons, but they really touch upon leadership because In previous times, the CEO could claim something And you would normally believe him or her.
The most trusted source, north, south, east, west on this planet is the average citizen.
And if you look at the business world, the least trusted source is the website.
Then comes advertising and PR, and there's nothing new under the sky that PR and advertising and marketing aren't as as trustworthy as as the other sources is quite a common phenomenon but the two new um things that that came about and there have been observed by many analysts and researchers is first that the credibility of the ceo is at the same level as the credibility of the pr person and that is the first piece of news and that is really diminishing the impact of CEOs voices.
And the second interesting thing about the loss of trust is that the most trusted source is the average employee.
So Susie Smith from the controlling department is twice as credible as the CEO.
And this of course is a huge challenge for leadership because you need to make sure that all of your staff, all of your stakeholders that are now turning into more important sources than yourself are being well informed and are on the message and are believers in the cause.
And the second big change that has occurred over the last 20 years is that this average citizen who is the most trusted source is suddenly empowered by the media.
In previous times, you needed to have a journalist or a politician for example, to address a complaint against the bad service of a company or mishappenings in the public world.
And the journalist was checking this or the politician would look at it and then make a parliamentary inquiry about it.
And every single person can voice their concern and potentially do harm to corporations or enhance corporations power.
And this is a new phenomenon, which again, makes sure that you need to act very much in keeping with what you say, because everybody is there to control whether you're really acting upon it and you can't fool the public any longer.
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