When the message matters, people don’t want to hear it from a spokesperson—they want to hear it from the leader.
A new Axios survey confirms it: in moments of crisis, the most trusted voice isn’t the brand or the communications team. It’s the person at the top. Twenty-two percent of respondents said they trust CEOs most, while only eight percent want to hear from a spokesperson. The data couldn’t be clearer—leadership builds credibility.
Leadership Communicates Trust
As Governor Gary Herbert’s spokesman, I used to joke that my job was to deliver the bad news while the Governor got to share the good. But it wasn’t just a joke. When the stakes were high, people didn’t want to hear from me—they wanted to hear from him. Because when leaders speak directly, they communicate accountability and confidence.
Whether you’re leading a company, a campaign, or a cause, the same rule applies. Audiences want to hear from the person who’s responsible, not the person reading prepared notes.
Show Up. Speak Directly. Stay on Message.
Leadership isn’t just about making decisions—it’s about showing up. When leaders speak directly, they humanize the organization behind the message. They demonstrate transparency, authority, and conviction.
That doesn’t mean strategy and preparation don’t matter. They’re essential. Coaching, message discipline, and clarity ensure leaders deliver with precision. But authenticity can’t be delegated.
The Future of Leadership Communication
In a time when institutional trust is fragile, direct communication is the difference between credibility and noise. People can spot scripted talking points. They trust voices that sound human, grounded, and accountable.
When leaders speak for themselves, they don’t just inform—they lead.
The Bottom Line
The messenger is the message.
Trust can’t be delegated. Leadership communicates credibility. That’s how organizations own the narrative—and drive results.
Northbound Strategy helps leaders and organizations communicate directly with their audiences through strategy, coaching, and video that build credibility and trust.
