Every day, leaders share updates, reminders, and announcements. Some of them stick, and others are barely acknowledged. The difference isn’t the effort that went into writing them, it’s whether the purpose was clear from the start.
It tells people what they need to know right now, what they should do with it, and why it matters. Without that frame, the message gets lost. People read it, but they’re left wondering what it was really for.
Getting a message to land starts with stripping it back to the core. Lead with the main point so that it can’t be missed. Say it in plain language that doesn’t need to be translated. Add context in the right order so the message feels guided, not scattered. Anything that doesn’t serve the purpose gets cut or pushed somewhere else.
Clarity doesn’t mean cutting context. People need to understand the “why” if they’re going to act on the “what.” But when the why and the what are laid out with intention, the message has a purpose. It becomes something people can use.
The payoff is obvious in the way teams respond. People act faster, questions get sharper, and decisions are made with less friction. The message lands when it gives people what they need without weighing them down.
Messages that land aren’t about polish, they carry purpose. And purpose is what makes communication hold its weight.
