Communication Matters: How to Lead with Influence Using the CHANGE Framework
- Brad Young
- Jun 7
- 4 min read
You’ve probably heard the old saying: "It’s not what you say, it’s how you say it."
But in today’s high-speed, hyper-connected world, that’s only half the story. To truly lead, you don’t just need to "say things": you need to influence. You need to move people, shift mindsets, and drive action. At Brady Young Change, we believe that transformation doesn't happen in a vacuum. It happens through the bedrock of our first pillar: Communication.
If you’re looking to level up your career, fix a struggling team, or just get your ideas heard in a crowded room, you need more than just a loud voice. You need a framework. That’s where the CHANGE model comes in. Our flagship book, CHANGE, breaks down the six crucial areas of transformation: Communication, Habits, Attitude, Network, Goals, and Education.
Today, we’re diving deep into the "C": Communication. Because if you can’t communicate your vision, your habits won't matter, and your goals will stay out of reach.
The Difference Between Talking and Influencing
Most people think they’re great communicators because they talk a lot. But noise isn't influence. Influence is the ability to affect the character, development, or behavior of someone or something. In a leadership context, it’s about creating buy-in.
Think about the last time a major change was announced at your work. Was it a dry email sent at 4:55 PM on a Friday? Or was it a conversation that made you feel like you were part of something bigger?
Research from McKinsey shows that when leaders communicate a clear "change story": explaining the why behind the what: employees are significantly more likely to support the transformation. Leadership communication isn't a one-off announcement; it’s a continuous dialogue.
Strategy 1: Master the Art of Radical Empathy
Before you open your mouth to lead, you have to open your ears to listen. This is the "secret sauce" of the CHANGE framework.
In the book CHANGE, we talk about how leadership is often less about being a commander and more about being a connector. Radical empathy means you aren't just waiting for your turn to speak; you are actively trying to understand the emotional state of your audience.
Actionable Transformation Strategy: Next time you’re in a meeting, try the "80/20 Rule of Listening." Spend 80% of the time listening and 20% speaking. Ask open-ended questions like, "What’s your biggest concern about this project?" or "How does this change impact your daily workflow?"
By the time you do speak, your words will carry ten times more weight because they are rooted in the reality of your team’s experience. This is how you lead with influence: by making people feel seen and heard before you ever ask them to follow you.
The CHANGE Framework: A Holistic Approach
Communication doesn't exist in a silo. It’s the engine that drives the rest of the CHANGE pillars. When your communication is clear, it fuels better Habits. When you speak with conviction, it shifts your Attitude. When you communicate value, you build a stronger Network.
At Brady Young Change, we’ve seen thousands of people use this roadmap to take control of their future. Whether it's through our PodCentral Publishing Network where we share these insights weekly, or through the pages of our bestselling books, the goal is always the same: actionable transformation.
Strategy 2: Clarify the "Why" (The Conviction Factor)
If you can’t explain your vision to a ten-year-old, you don’t understand it well enough to lead it. Influential leaders are masters of clarity. They don't hide behind corporate jargon or "synergy" and "leverage." They speak plainly and powerfully.
In Brad Young’s #1 bestselling book, Business Decision Making, he emphasizes that the best decisions are the ones that can be communicated simply. If a decision is too complex to explain, it’s probably a bad decision: or at the very least, it will fail in the implementation phase because nobody knows what they’re supposed to do.
Actionable Transformation Strategy: Use the "Three Whys" method. Before you present an idea or a change, ask yourself why it matters three times.
Why are we doing this? (To save money.)
Why does that matter? (To invest in better equipment.)
Why does that matter? (To make your jobs easier and our product better.)
When you get to the third "why," that’s your message. Lead with that.
Strategy 3: Use Multi-Channel Reinforcement
One of the biggest mistakes leaders make is assuming that because they said it once, everyone "got it." In reality, people need to hear a message multiple times, through multiple channels, before it starts to sink in.
This includes:
Verbal: Meetings, one-on-ones, and calls.
Written: Emails, Slack, and reports.
Non-Verbal: Your body language, your energy, and: most importantly: your actions.
If you say "we value work-life balance" but you’re sending emails at 2:00 AM, your non-verbal communication is screaming louder than your words. Influence is born from consistency.
Putting it All Together: Your Roadmap to Influence
Transforming your communication style isn't going to happen overnight. It’s a habit you have to build. That’s why we wrote the book CHANGE. It provides the practical strategies and research-backed methods you need to transition from a "manager" to a true leader of influence.
When you master communication, you’re not just talking; you’re building a foundation for everything else. You’re setting the stage for better business decisions, stronger professional networks, and a growth mindset that won't quit.
Ready to start your transformation?
Read the Book: Pick up your copy of CHANGE or Business Decision Making to get the full roadmap.
Listen & Learn: Tune in to the PodCentral Publishing Network for daily insights from Brad Young and other top industry experts.
Take Action: Pick one conversation today where you will focus 100% on active listening. Notice the difference it makes in how people respond to you.
Final Thoughts
Leadership is a privilege, and communication is the tool that allows you to honor that privilege. By using the CHANGE framework, you’re not just navigating the world: you’re shaping it.
You have the vision. You have the drive. Now, it’s time to find the words. Lead with empathy, speak with clarity, and watch how your world begins to change.
Stay motivated. Stay focused. Keep changing.
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