We. Talk | Reputation

Ionnis Iannou and Kemi Akindele share their perspectives on how communicators can lead through complexity with the kind of clarity and candor that builds understanding and turns skepticism into trust.

Ionnis Iannou, Associate Professor of Strategy and Entrepreneurship, London Business School, and Kemi Akindele, Head of Corporate & Services, UK, We. Communications, share their perspectives on how communicators can lead through complexity with the kind of clarity and candor that builds understanding and turns skepticism into trust.

Sixty-one percent of communicators say they handle complexity well. Only 39% of audiences agree.
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That gap is not a failure. It is a signal. It suggests audiences are paying closer attention than we assume and that they are ready for something more honest than polished messaging. When brands share the setbacks and the reasoning behind change, they build trust.
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Drawing on findings from We.’s Brands in Motion research, Professor Ioannis Ioannou, Associate Professor of Strategy and Entrepreneurship, London Business School, and Kemi Akindele, Head of Corporate & Services, UK, We. Communications explore how communicators can lead through complexity with clarity that builds credibility.

Key Takeaways

Transparency builds trust

Sharing what is happening behind the scenes, including what has not worked and why, strengthens relationships between organizations and their stakeholders.

Relevance unlocks understanding

When communicators focus on the human and societal implications of a complex issue, audiences can see what it means for them and why it matters.

Test messaging with real audiences

Internal feedback alone creates blind spots. he most effective communicators test ideas with the people they are trying to reach.

Measure comprehension, not just reach

Visibility shows that people saw the message. Understanding shows that it landed.