How Great Leaders Communicate: Lessons from Canadian CEOs

Leadership and communication are inseparable. The most successful leaders understand that their effectiveness is directly tied to their ability to articulate vision, build trust, inspire action, and navigate change. At Trimecafon, we've had the privilege of working with many of Canada's top executives, giving us a unique window into the communication strategies that distinguish exceptional leaders.

Through our work with executives across industries—from technology and finance to natural resources and healthcare—we've identified consistent patterns in how Canada's most effective leaders communicate. This article distills those observations into practical insights that can enhance your own leadership communication.

The Canadian Leadership Communication Advantage

Canadian business culture has fostered a distinctive leadership communication style that blends several complementary elements:

• Inclusivity and collaboration: Prioritizing diverse perspectives and consensus-building
• Straightforwardness: Valuing clarity and authenticity over hyperbole
• Global perspective: Communicating with awareness of international contexts
• Humility balanced with confidence: Leading without excessive ego or self-promotion

These cultural tendencies have shaped Canadian executive communication in ways that are particularly effective in today's business environment, where authenticity, emotional intelligence, and inclusivity are increasingly valued.

Let's examine how Canada's most successful CEOs approach key aspects of leadership communication.

1. Strategic Messaging: Clarity Trumps Complexity

The most effective Canadian CEOs cut through complexity with remarkable clarity. They don't simplify to the point of inaccuracy—instead, they make complex issues accessible through several techniques:

Focus on the Critical Few

While many leaders overwhelm their organizations with numerous priorities, top Canadian CEOs typically focus on three to five key messages that they communicate consistently. Shopify's Tobi Lütke exemplifies this approach with his disciplined focus on a few core strategic themes that he reinforces across all communications.

Strategic Use of Frameworks

Great communicators provide mental scaffolding that helps audiences organize information. Mark Barrenechea, CEO of OpenText, consistently uses clear frameworks to structure complex technological discussions, making emerging tech trends comprehensible to both technical and non-technical audiences.

Concrete Over Abstract

The most memorable CEOs translate abstract strategies into concrete examples. Annette Verschuren, former CEO of Home Depot Canada and current Chair and CEO of NRStor Inc., is known for her ability to make complex sustainability and energy concepts tangible through real-world examples and applications.

"If you can't explain it simply, you don't understand it well enough." - Attributed to Albert Einstein

2. Transparent Communication During Uncertainty

How leaders communicate during challenging times reveals their true character and capabilities. Canadian CEOs who excel at crisis communication follow these principles:

Early and Direct Acknowledgment

Ed Sims, former CEO of WestJet, demonstrated this principle during the airline's navigation of the pandemic. Rather than downplaying challenges, he directly acknowledged the unprecedented situation and its impact on employees, customers, and the business. This transparency built trust during a period of extreme uncertainty.

Balancing Realism with Hope

Linda Hasenfratz, CEO of Linamar Corporation, exemplified this balance during the 2008-2009 financial crisis and again during COVID-19. Her communications acknowledged the gravity of the situation while articulating specific reasons for confidence in the company's ability to adapt and thrive in the new reality.

Consistent Presence

During periods of uncertainty, effective leaders increase their communication frequency and visibility. Calin Rovinescu, former CEO of Air Canada, maintained a heightened communication cadence during industry disruptions, ensuring that employees, shareholders, and customers received consistent updates directly from leadership.

3. Authenticity: The Foundation of Trust

Authenticity has become a corporate buzzword, but genuine authenticity remains a powerful differentiator. Canadian executives who communicate with real authenticity share these approaches:

Appropriate Vulnerability

Demonstrating vulnerability doesn't mean oversharing personal information or displaying unchecked emotions. Rather, it means acknowledging uncertainty, admitting mistakes, and showing genuine human connection. Heather Reisman, founder and CEO of Indigo Books & Music, demonstrates this balanced vulnerability in her communications, acknowledging challenges while maintaining leadership presence.

Consistency Across Contexts

Authentic communicators maintain consistency whether they're speaking to boards, investors, employees, or the media. Dax Dasilva, founder of Lightspeed and Now in the Time, maintains a consistent voice and values-based messaging regardless of audience, creating trust through this authenticity.

Personal Connection to Message

The most compelling executive communicators find meaningful personal connections to their messages. Michael McCain, CEO of Maple Leaf Foods, demonstrated this powerfully during the company's 2008 listeria crisis, showing genuine personal concern while taking responsibility and outlining corrective actions.

4. Inclusive Communication: Engaging Diverse Audiences

Canada's diversity is reflected in its business leadership, with top executives increasingly skilled at inclusive communication that resonates across differences.

Cultural Intelligence

Leading Canadian CEOs demonstrate high cultural intelligence in their communications, adapting their approach for different cultural contexts without losing their authentic voice. Victor Dodig, CEO of CIBC, exemplifies this skill in navigating both Canadian and international business environments with cultural sensitivity and awareness.

Multilingual Capabilities

Many successful Canadian executives recognize the value of communicating in multiple languages. Sophie Brochu, CEO of Hydro-Québec, moves seamlessly between French and English, demonstrating respect for Canada's linguistic diversity and connecting more deeply with diverse stakeholders.

Creating Psychological Safety

The most effective leaders create environments where diverse perspectives are genuinely welcomed. John Chen, Executive Chairman and CEO of BlackBerry, is known for communication practices that create psychological safety, encouraging genuine dialogue across organizational levels and diverse teams.

5. Narrative Leadership: The Power of Story

Canada's most compelling CEOs are skilled storytellers who understand that narrative is a fundamental human communication tool.

Organizational Narratives

Great leaders craft and steward powerful narratives about their organizations. Darren Entwistle, CEO of TELUS, has consistently articulated a compelling story about the company's evolution and social purpose, creating a narrative that engages employees, customers, and communities.

Customer-Centered Stories

The most compelling business communicators center their stories on customer experiences rather than company achievements. Tobias Lütke of Shopify consistently frames the company's work in terms of merchant success stories rather than Shopify's own growth metrics.

Values in Action

Effective leaders bring corporate values to life through specific stories that demonstrate those values in practice. Rola Dagher, former President of Cisco Canada and current Global Channel Chief at Dell Technologies, regularly shares stories that illustrate core values like inclusion and integrity in action.

6. Digital Communication Fluency

Today's leaders must be effective communicators across multiple channels and formats. Canada's top executives demonstrate digital fluency in several ways:

Authentic Social Media Presence

Michele Romanow, co-founder of Clearco and Dragon on Dragon's Den, exemplifies social media authenticity—her content across platforms feels genuinely connected to her voice and values rather than overly produced or delegated.

Channel Optimization

Effective communicators understand which messages work best on which platforms. Bruce Flatt, CEO of Brookfield Asset Management, demonstrates sophisticated channel strategy, reserving detailed financial communications for appropriate channels while using broader platforms for messaging about the company's approach to sustainable investing.

Multimedia Comfort

Leading executives demonstrate comfort across communication formats. Charles Brindamour, CEO of Intact Financial Corporation, communicates effectively whether in formal investor presentations, unscripted Q&A sessions, or video communications, adapting his style appropriately while maintaining authenticity.

7. Physical Communication: The Overlooked Dimension

While digital communication has grown in importance, physical presence and non-verbal communication remain crucial leadership skills.

Executive Presence

The most compelling leaders command attention without demanding it. Dawn Farrell, former President and CEO of TransAlta Corporation, exemplifies executive presence—combining confidence, composure, and genuine connection in her speaking and interactions.

Vocal Dynamics

Voice is a powerful leadership tool. Bharat Masrani, CEO of TD Bank Group, uses varied pace, strategic pauses, and tonal shifts to emphasize key points and maintain engagement, demonstrating how effective vocal technique enhances leadership impact.

Attentive Listening

Great communicators are great listeners. Prem Watsa, founder and CEO of Fairfax Financial Holdings, is known for his exceptional listening skills—demonstrating full presence and asking insightful follow-up questions that show genuine engagement with others' perspectives.

8. Leadership Communication During Transformation

In an era of constant change, leaders must excel at transformation-focused communication.

Compelling Change Narratives

Successful transformation requires a compelling narrative. Dave McKay, President and CEO of RBC, has effectively communicated the bank's digital transformation by connecting technological change to enhanced customer experiences and employee opportunities.

Continuous Reinforcement

Major change requires persistent messaging. Nancy Southern, Chair and CEO of ATCO Ltd., demonstrated this during the company's sustainability transformation, consistently reinforcing key themes across multiple channels and contexts over an extended period.

Celebrating Milestones

Effective transformation communicators mark progress visibly. Jean-Yves Duclos, former President of the Treasury Board, masterfully used milestone communications during government digital transformation initiatives, building momentum through recognition of incremental achievements.

Developing Your Leadership Communication: Lessons from Canadian CEOs

Based on our observations of Canada's most effective communicators, here are actionable recommendations for enhancing your own leadership communication:

1. Conduct a Personal Communication Audit

Begin by understanding your current communication patterns:

• Record several of your presentations and meetings
• Review your written communications over the past month
• Identify patterns in your messaging, style, and effectiveness
• Seek feedback from trusted colleagues on your strengths and growth areas

2. Develop Your Core Narrative

Great communicators have clarity about their fundamental message:

• Define your leadership philosophy in one clear sentence
• Identify 3-5 consistent themes that align with your strategic priorities
• Collect stories and examples that illustrate these themes
• Practice articulating your core narrative in different timeframes (30 seconds, 2 minutes, 5 minutes)

3. Expand Your Communication Range

The most effective communicators adapt their approach while maintaining authenticity:

• Practice communicating the same message for different audiences
• Experiment with channels outside your comfort zone
• Seek opportunities to communicate in high-stakes or unfamiliar situations
• Record and review these experiments to refine your approach

4. Develop Systematic Feedback Loops

Continuous improvement requires ongoing feedback:

• Establish a small group of trusted advisors who will provide honest communication feedback
• Create simple mechanisms to gauge message retention after important communications
• Regularly review engagement metrics for digital and written communications
• Schedule quarterly self-assessments of your communication effectiveness

5. Invest in Skill Development

Communication excellence requires deliberate practice:

• Identify one specific communication skill to develop each quarter
• Seek specialized coaching for high-leverage communication situations
• Practice new techniques in lower-stakes environments before critical moments
• Study effective communicators in your industry and beyond

Conclusion: Communication as Strategic Leadership

The most effective Canadian CEOs treat communication not as a soft skill but as a strategic leadership capability that directly impacts business outcomes. They invest in developing their communication abilities with the same rigor they apply to financial or operational excellence.

In an era of information overload, cultural complexity, and rapid change, the ability to communicate with clarity, authenticity, and purpose has become a defining leadership competency. By studying and adapting the approaches of Canada's most effective communicators, you can enhance your own leadership impact.

At Trimecafon, our Executive Presence program helps leaders develop these communication capabilities through personalized coaching, practice, and feedback. We'd be honored to support your journey toward communication excellence.

Which aspect of leadership communication presents the greatest opportunity for your development? Share your thoughts in the comments, or reach out to discuss how targeted communication coaching might enhance your leadership effectiveness.