Lead With Words: The Art of Concise, Confident Communication
How Leaders Can Master the 90-Second Message to Inspire and Influence
By Donald L. Woolridge, Sr.
If you want to be remembered as a leader, people need to remember your words. Effective leadership begins and ends with communication, and the way you speak shapes how others perceive and respond to you.
Most people fall into one of four communication styles:
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Aggressive – dominating, often dismissive of others.
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Passive – avoiding conflict and minimizing their own needs.
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Passive-aggressive – expressing frustration indirectly.
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Assertive – clear, respectful, and confident.
Identifying your style is the first step toward growth. Self-awareness helps leaders adjust their approach and connect more effectively with others.
Why the 90-Second Rule Matters
As an organizational leader, your communication style directly influences your ability to deliver a story or message in 90 seconds or less.
Aggressive leaders may appear commanding but risk alienating their audience. Passive communicators may fail to inspire confidence. Passive-aggressive communicators often confuse or frustrate. Assertive communicators, however, strike the right balance – capturing attention while leaving space for others to engage.
A 90-second timeframe forces leaders to distill their message down to what truly matters. In today’s fast-paced workplace, attention spans are short, and people are constantly managing competing priorities. Keeping it brief means you:
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Capture attention quickly – Most people decide within 30 seconds whether to keep listening.
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Increase clarity – Limiting time pushes you to strip away jargon and filler.
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Demonstrate respect – A focused message shows you value people’s time.
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Create memorability – Short, well-structured points are easier to recall and repeat.
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Model leadership presence – Confident, succinct communication projects authority.
“Ninety seconds or less forces you to tell a story with impact, brevity, and presence – which is exactly what makes it stick.”
Tailoring Your Message to the Audience
The real test of communication comes when tailoring your message to different audiences: supervisors, clients, colleagues, and direct reports. Each group has unique needs and expectations, and a leader who adapts their tone, content, and delivery demonstrates agility and emotional intelligence.
Whether updating your supervisor on progress, inspiring a client to buy in, collaborating with peers, or motivating your team, the right style increases influence.
The Power of Storytelling and Presence
Facts and figures may inform, but stories inspire. A well-crafted narrative connects emotionally, puts people at the center of the message, and makes even complex ideas memorable. When you tell stories, you humanize your leadership, allowing people to see not just what you do but why it matters.
But delivery matters as much as content. Leadership presence – the confidence, poise, and authenticity you bring to every interaction – elevates your communication. Presence turns a simple message into a moment that resonates.
Ultimately, mastering communication in this way enhances your ability to navigate one of the hardest parts of leadership: difficult conversations. When you know your style and can deliver concise, story-driven messages with presence, you build trust. And that trust allows you to turn conflict into an opportunity for growth.
Put This Into Practice
This is exactly the type of skill leaders practice in our Communicate with Impact course – learning how to refine messages, adapt styles, and build presence that inspires action.
Ready to strengthen your leadership presence and master the 90-second message? LeadingBetter’s Communicate with Impact curriculum helps leaders communicate with clarity, confidence, and influence.
Learn more about Communicate with Impact: Messages that Inspire Action & Drive Results
We can deliver this training in the way that works best for your organization:
- Send individual leaders to our open enrollment courses for immediate skill-building
- Bring our experts to your team for private, targeted sessions on communication excellence
- Integrate this curriculum into a custom Leadership Academy designed specifically for your organization
Let’s talk about which approach fits your leadership development needs. Contact us to get started.
Donald L. Woolridge, Sr. is the Director of Leadership Development for LeadingBetter and the Leadership Louisville Center. He has helped over 2,000 executives across Fortune 500 companies enhance their communication effectiveness and leadership presence.