The Secret Supercommunicators Know

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If there’s one thing I’ve learned over the last year, it’s that great communication isn’t just important - it’s game-changing for your career.

It’s not only critical for leading people and rallying a team, but also essential for inspiring confidence, earning trust, and building momentum. And, it can have a seismic impact on your business.

When you’re building a company from scratch, your main job as the founder is to convince people to believe in your idea and somehow get behind it when there’s no proof it works yet. Whether you’re pitching early employees to join a hope and a dream, collaborating with product teams, sitting across from investors to sell them on your vision, or selling to your first customers - you’re constantly in persuasion mode.

While communication has generally been a strength of mine, stepping into the founder and sales leader seat taught me I still had a long way to go to become truly persuasive.

So, I’ve been studying sales and persuasive communication like my life depends on it - because in many ways, it does. 😉 

Over the past few months, we’ve been in pitch after pitch, and we landed multiple sponsorship deals! Kudos to our mighty team for pulling rabbits out of hats under insane timelines for our first summit.

As the sales coach, I pay close attention on every pitch, sales call, and meeting to dissect how it went and find ways to improve. And the more I watch, the more I realize - how you communicate often matters more than what you say.

We’re getting better and better at sharing our story at Executiv and clearly communicating the unique value we bring to our valued partners, customers, and clients.

So, as I spotted Charles Duhigg’s book Supercommunicators at the library this past week, I thought it was a sign from the universe.

I couldn’t put it down. This book is a must-read if you are a founder, business leader, or anyone who cares about influencing others.

One of my favourite insights so far is that if you want to become a supercommunicator, you need to align your brain’s activity with the other person’s.

Sync’d brains? Yes.

That’s not just poetic, it’s science. When you do it, you’re no longer talking at someone; you’re building a shared mental rhythm in your conversation.

The fastest way to get there is to understand the three types of conversations and know which one you’re in:

The Practical Conversation – “What’s the content?”
This is the usual surface level stuff - facts, timelines, updates, to-do’s. Most people stay here because it feels safe. But when you avoid going deeper, you miss the real drivers behind decisions and the real opportunity to influence. The truth is that most conversations start here, but very few are only about the actual content.

The Emotional Conversation – “How do we feel about this?”
Almost every conversation carries an emotional undercurrent, even when it’s “strictly business.” Sales calls that go exceptionally well? They are emotional whether it is obvious or not. Excitement, fear, pride, frustration - they’re always there. When you can learn to spot and name these emotions, you build trust easily in your conversations. The best persuaders know how to make people feel seen, safe, and understood before asking them to act.

The Identity Conversation – “What does this say about me?”
This is the deepest layer of any exchange. Underneath the facts and feelings, people are asking themselves: What does this mean about who I am?

If your idea, proposal, or pitch threatens that self-image, they’ll resist no matter how good it is. If it reinforces it, they’ll lean in.

I’m still making my way through the book, but this framework alone has already shifted how I am approaching conversations in sales calls, leading my team, and with my family.

I’ll share more takeaways as I go, but for now, try listening for which conversation you’re really in.

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