By Gideon Schulman
In leadership, how we communicate can define whether a message lands—or gets lost. A powerful rule I live by: know your audience and make every word count.
The SOCO. My single overriding communication objective (SOCO) is:
Leaders speak so their audience understands, remembers, and can act on their message.
Build around this. Every message should support just one SOCO, with up to three guiding points. Keep it focused.
Communication Essentials
1. Clarity
- Use precise language. Skip jargon and ambiguity.
- “Keep it simple” isn’t shallow—it’s strategic.
2. Brevity
- Say less. Cut redundant words—brevity increases impact by up to 30% in message retention.
- But don’t over-shorten—clarity must stay.
3. Audience Awareness
- Who’s listening or reading? What do they need to know? What moves them?
- Tailor tone and language accordingly.
4. Honesty & Confidence
- Be truthful. Be sincere.
- Say what you mean—and stand by it.
5. Actionable & Repeated
- Offer next steps. Leave room for response or action.
- Repeat your core message (SOCO) several times, so it sticks.
The “BLUF” Technique (Bottom Line Up Front)
Start with your point—then follow with context. This military-rooted method helps ensure busy audiences hear, retain, and act.
BLUF: We’re changing our flexible working policy from next month—details follow.
Then the why, the how, then next steps.
The KISS Principle: Keep It Simple, Stupid—or as some call it, “Keep It Short and Simple” . Simple doesn’t mean simplistic—it means focused and respectful of attention.
SOCO in Practice
- Define: “What change do I want people to act on?”
- Structure: Up to three supporting points.
- Lead with Purpose: Begin with the SOCO (or BLUF).
- Reinforce: Summarise the SOCO at the end for retention.
Leadership Communication Checklist
Principle What It Looks Like
Clarity Precise language, no fluff
Brevity Under 30% fewer words
Audience focus Tailored tone for listeners
Honesty Truthful, aligned with values
Actionable Includes next steps or decisions
Repetition SOCO repeated early and late
Final Word
Effective communication isn’t just about what you say, it’s how and why you say it. When you centre everything around one clear outcome, speak with honesty, and respect attention through clarity and brevity—you don’t just share information. You shape action.
About the author
Gideon Schulman
Chief Strategy Officer
Former International HR Director, who has vast experience with HR policies and compliance. Specialises in making sure we follow all current and pending legislation and plan a strategic oversight of the organisation.
In leadership, how we communicate can define whether a message lands—or gets lost. A powerful rule I live by: know your audience and make every word count.
The SOCO. My single overriding communication objective (SOCO) is:
Leaders speak so their audience understands, remembers, and can act on their message.
Build around this. Every message should support just one SOCO, with up to three guiding points. Keep it focused.
Communication Essentials
1. Clarity
- Use precise language. Skip jargon and ambiguity.
- “Keep it simple” isn’t shallow—it’s strategic.
2. Brevity
- Say less. Cut redundant words—brevity increases impact by up to 30% in message retention.
- But don’t over-shorten—clarity must stay.
3. Audience Awareness
- Who’s listening or reading? What do they need to know? What moves them?
- Tailor tone and language accordingly.
4. Honesty & Confidence
- Be truthful. Be sincere.
- Say what you mean—and stand by it.
5. Actionable & Repeated
- Offer next steps. Leave room for response or action.
- Repeat your core message (SOCO) several times, so it sticks.
The “BLUF” Technique (Bottom Line Up Front)
Start with your point—then follow with context. This military-rooted method helps ensure busy audiences hear, retain, and act.
BLUF: We’re changing our flexible working policy from next month—details follow.
Then the why, the how, then next steps.
The KISS Principle: Keep It Simple, Stupid—or as some call it, “Keep It Short and Simple” . Simple doesn’t mean simplistic—it means focused and respectful of attention.
SOCO in Practice
- Define: “What change do I want people to act on?”
- Structure: Up to three supporting points.
- Lead with Purpose: Begin with the SOCO (or BLUF).
- Reinforce: Summarise the SOCO at the end for retention.
Leadership Communication Checklist
Principle What It Looks Like
Clarity Precise language, no fluff
Brevity Under 30% fewer words
Audience focus Tailored tone for listeners
Honesty Truthful, aligned with values
Actionable Includes next steps or decisions
Repetition SOCO repeated early and late
Final Word
Effective communication isn’t just about what you say, it’s how and why you say it. When you centre everything around one clear outcome, speak with honesty, and respect attention through clarity and brevity—you don’t just share information. You shape action.
About the author
Gideon Schulman
Chief Strategy Officer
Former International HR Director, who has vast experience with HR policies and compliance. Specialises in making sure we follow all current and pending legislation and plan a strategic oversight of the organisation.
