What are you leading?
In my experience working within corporate environments, I’ve observed a recurring pattern, from boardrooms to sales floors: a lack of sensitivity in how we communicate with and about people in the workplace. Perhaps it traces back to the Industrial Revolution, when the drive for efficiency led to skilled workers being replaced, and people became interchangeable parts of a system. This dehumanization of work might still echo how we discuss roles, performance, and productivity today.
A simple shift in perspective helped me approach this more thoughtfully: I linked efficiency to processes and operations—things that can be optimized and streamlined. Meanwhile, people—who bring creativity, individuality, and depth, I connected with effectiveness. This shift moved the culture from being task-oriented and transactional to prioritizing collaboration, trust, and shared purpose.
For example: I’ve always held the belief that a great customer experience starts with a great employee experience. By addressing people with a focus on effectiveness, and reserving the word efficiency for processes and operations, we created an environment where individuals feel seen and valued. This requires consistent empathetic listening and communicating—it’s not just about hearing but deeply understanding, and ensuring you’re understood. Employees who embody the company’s philosophy, align with its mission and vision and understand the importance of their contribution to achieving shared goals can authentically communicate these values across all interactions—from colleagues at HQ to partners and customers. This authenticity resonates with customers, creating a meaningful and memorable experience.
In an era of rapid technological change that tests our values and norms, we must prioritize compassion and care in engaging with others. Leadership demands a nuanced approach to language—recognizing the difference between things and people. Because, in the end, we’re not leading numbers; we’re leading individuals who create value, shape culture, and drive progress.
jonasschwaer.com