Leaders often struggle with executing their strategies, which can be attributed to making bad assumptions about their capabilities, competition, or marketplace. A key responsibility of a leader is to communicate clearly, as success depends on others understanding where they want to take them. This is related to the idea that we cannot have a private language, and unless we can express an idea in a public context, it remains undefined. To communicate effectively, leaders should manage their audience's cognitive budget by being intentional and purposeful with the information they include. This means avoiding overloading messages with jargon and technical language that may lose their audience. Leaders should also speak to shared values, rather than trying to differentiate themselves, as this can create distance and backlash. Understanding the type of conversation their audience wants to have is also crucial, whether it's centered on facts, emotions, or identity. Great leaders need to be great communicators, as an idea that doesn't gain traction is an idea that fails. The role of a leader has changed, and it's no longer enough to just plan and direct action, but to inspire meaning and empower belief through clear and powerful communication. By stripping away unnecessary information, speaking to shared values, and meeting their audience where they are, leaders can effectively communicate and lead with clarity and strength.