Many years ago now there was a video about change your words change your world. It was a powerful emotional message about the intentional use of language.
A blind man sits on a city sidewalk with a sign that reads, “I’m blind. Please help.” Most walk by. Then someone rewrites the sign. Suddenly, people begin to stop. The new sign? “It’s a beautiful day and I can’t see it.”
Same reality. Different words. A powerful shift in response.
If you havent seen it here is the link -Change your words video
At a recent conference, I had the opportunity to hear Phil M. Jones — global sales expert, bestselling author, and creator of the “Exactly What to Say” series — speak about the true power of words in leadership. What he shared wasn’t complex, but it was profound: great leaders aren’t just great thinkers — they’re great communicators.
In leadership, how you say something can be the difference between resistance and action, disengagement and buy-in. And in an age where trust, clarity, and culture matter more than ever, the ability to lead with language is non-negotiable.
Phil doesn’t teach persuasion in the traditional sense. He teaches something far more powerful: how to use everyday language to create meaningful shifts in behaviour, decision-making, and trust. It’s about intentional communication.
His Phil’s core message is simple but profound: the difference between influence and indifference often comes down to a few carefully chosen words. Whether you're in leadership, sales, or simply trying to make an idea land — your success hinges on how you frame your message.
One line that stood out to me was:
“The worst time to think about the thing you’re going to say is in the moment you’re saying it.”
How often do we wing it in conversation, hoping the right words will just come? Phil’s work reminds us that intentional language is a leadership skill — and one worth practising.
For leaders, this underscores a vital point: effective communication isn't just about speaking; it's about choosing words that resonate, inspire, and lead to action. Whether it's guiding a team through change, negotiating with stakeholders, or mentoring emerging talent, the language we use can either open doors or close them.
By being intentional with our words, we can foster environments of trust, clarity, and forward momentum.
I believe that leadership is about creating a movement. And to create movement, you need to:
Make others feel seen and heard
Inspire clarity around vision and purpose
Use language that shifts perspective, not just relays information
That’s why great leaders are intentional with their words. They don’t leave interpretation to chance. They use communication as a lever for alignment, culture, and change.
This aligns with something I’ve seen time and time again in my work — the leaders who build the most trust aren’t the loudest in the room. They’re the clearest.
In his book Phil emphasises the importance of "magic words" — specific phrases that, when used thoughtfully, can influence decisions and build trust. These are tools to guide conversations with clarity and purpose.
In his presentation he unpacked several of these “magic words” — lines like:
“Just imagine…”
These two words shift someone into a future-thinking state. Rather than telling someone what to do, you’re inviting them to co-create a vision. It’s a powerful opener for strategy discussions or sales conversations. As he puts it: “The minute you ask someone to imagine, you move them from defence into possibility.”
“How open are you to…”
Instead of cornering someone into a yes or no, this question softens the approach. “How open are you to reviewing something new?” or “How open are you to shifting your approach?” Jones says this phrase gives people the freedom to explore without pressure — a critical skill in leadership and coaching conversations.
“You’re free to say no…”
Giving someone permission to say no increases the chances of a yes. Jones describes how this diffuses tension in high-stakes situations: “When you remove the feeling of being ‘sold to’, you invite genuine dialogue.” Leaders who adopt this in negotiations or performance reviews often get better outcomes — because they’ve created psychological safety.
These aren’t just clever lines — they’re tools for connection. They show that great leadership communication isn’t about saying more, it’s about saying the right things in the right way.
Phil has an unwavering belief in preparation. Influence, in his view, isn’t about pressure. It’s about permission. And that means taking the time to plan your message — not just what you want to say, but how it will land for the person you’re speaking to.
In his words:
“What you’re really selling is a decision. And people make decisions based on how they feel — not just what they know.”
That’s a lesson for all of us. Whether we’re pitching an idea, leading a team, or having a difficult conversation — the right words can create clarity, confidence, and connection.
In a post-pandemic, hybrid-working, purpose-driven world of work, the words we use shape how people feel, think, and act. They build (or break) culture.
Are you reinforcing possibility or fear?
Are you inviting people in, or shutting them down?
Are your words aligned with the values you say you lead by?
Leadership isn’t just about direction — it’s about vision and connection. And words are how we communicate the vision and build that connection, often one conversation at a time.
More importantly — we need to be aware of how we make people feel in the process. To quote Maya Angelo “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."