Leadership Rhetoric in Times of Uncertainty – Building Trust Through ‘We’

The Problem
In uncertain times, leaders often deliver facts but miss connection. A research, that I co-authored, presented at SPSC (2022) found people respond most to leaders who use social identity rhetoric—“we” language that builds belonging.

The Solution – ADKAR in Action

• Awareness – Acknowledge uncertainty honestly.

• Desire – Use inclusive language: “we’ll navigate this together.”

• Knowledge – Train leaders on identity-based communication.

• Ability – Encourage practice in everyday meetings.

• Reinforcement – Check trust levels through pulse surveys.

Takeaway
Strong leadership isn’t about having all the answers—it’s about creating a sense of “we.” Unity, not perfection, builds resilience.