Watch Your Words: How Leaders Shape Culture Through Communication

By Jamey Lutz—

Effective communication is more than a leadership skill—it’s a foundational pillar of trust, engagement, and organizational success. The words we choose, how we deliver them, and even the moments we decide to speak all carry weight in shaping company culture.

A Lesson in Word Choice

Many years ago, my wife Julie worked as a kindergarten teacher in a small school in Central Florida. One week, she took time off to serve as the maid of honor in a friend’s wedding, leaving a substitute teacher to cover her class.

Upon returning the following Monday, Julie was met with excited students eager to share how much they missed her. But one little girl had a particularly unexpected message:

Words Always Matter!

"Mrs. Lutz, Mrs. Lutz! We missed you so much! But we sure did have fun with that prostitute! When can she come back to visit?"

Moments later, several other children joined in: “Yeah, prostitutes are awesome!”

Julie was stunned—until she realized that the students meant substitute teacher, not prostitute. They simply adored their temporary teacher and had unknowingly introduced an amusing (if slightly shocking) miscommunication.

While this example is lighthearted, it underscores an important truth: words matter. A single phrase or poor word choice can shift perception, fuel misunderstandings, and even undermine leadership credibility.

Leadership Communication: Clarity, Confidence, and Care

As leaders, every interaction—whether a one-on-one conversation, a company-wide message, or an offhand remark—shapes the culture of an organization. To ensure your words inspire alignment, trust, and engagement, consider these essential principles:

1. Be Clear and Intentional

Avoid ambiguity. Employees should never walk away from a conversation wondering, What did they actually mean by that? Whether providing direction, addressing concerns, or reinforcing company values, your message should be precise and unambiguous.

• Use plain language. Complexity doesn’t equal authority—clarity does.

• Anticipate misunderstandings. Ask yourself, How might this be interpreted differently than I intended?

• Frame directives effectively. Instead of “Don’t mess this up,” say “Here’s how we can ensure success.”

2. Choose Your Words with Cultural Impact

Every phrase a leader uses either reinforces or weakens workplace culture. Words shape perception, define standards, and influence behavior.

• Shift from restrictive to empowering language. 

  • Instead of “We can’t do that,” try “Here’s another approach that might work.”

  • Replace “That’s not possible,” with “What would make this possible?”

• Align communication with values. If collaboration is a core value, make sure your messaging reflects that.

3. Communicate With Care and Consistency

Silence can be just as damaging as miscommunication. In today’s economic climate, I’ve lost count of how many times friends and colleagues have expressed frustration over the lack of formal communication from the top amid swirling rumors of layoffs or major reorganizations. While legal constraints may limit what can be disclosed, complete silence only fuels uncertainty and erodes trust—leaders must find ways to communicate with transparency and care.

• Be present, especially in moments of change. Employees don’t expect leaders to have all the answers—but they do expect reassurance and clarity.

• Express care beyond business outcomes. A simple “I appreciate what you bring to this team” can go a long way in fostering connection.

• Keep messaging consistent. A leader’s credibility erodes when their words contradict actions. Ensure alignment between communication and execution.

Words Are a Leadership Tool—Use Them Well

Leadership isn’t just about making strategic decisions or setting goals. It’s about using words with intention—to inspire confidence, reinforce purpose, and build trust. The way leaders communicate sets the tone for the entire workforce.

What steps will you take to ensure that your words don’t just inform—but empower?

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