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Assertive communication in companies is often what sets aligned teams apart from teams under strain. In many companies, the problem is not a lack of competence or commitment. It is a lack of clarity in communication.

Skilled teams, experienced leaders and strong products can lose effectiveness when the message is unclear, when difficult conversations are postponed, or when each person interprets guidance in their own way. The result manifests as conflict, misalignment, rework, and internal strain.

In our work with companies, this is a recurring pattern: when communication improves, results tend to improve as well.

What assertive communication in companies is – and is not

Assertive communication does not mean speaking more loudly, nor saying everything that comes to mind without a filter. It also does not mean being rigid or lacking empathy.

Communicating assertively means being able to say what needs to be said, with clarity and respect, while taking responsibility for the impact of the message.

In a business context, this means:

• Clear messages aligned with objectives
• Respect for people and roles
• The ability to address difficult issues without creating unnecessary conflict
• Consistency between what is said and what is done

When communication is assertive, teams know what is expected of them and feel more confident in taking action.

Why assertive communication fails in companies

When delivering training in different organisations, we see the same reasons come up repeatedly:

• Leaders who avoid difficult conversations so as not to “create problems”
• Vague messages designed to please everyone
• Misalignment between leadership and middle management
• Overreliance on written communication to deal with matters that require conversation
• Lack of preparation before important meetings

What we see is that people often know what they want to say, but they do not organise their message or consider the impact it will have. Without that preparation, misunderstandings, resistance and avoidable conflict arise.

A model for assertive communication in companies

To help companies structure their communication more effectively, we work with a simple and practical model that can be applied across different organisational contexts.

1. Clarity of message

Before communicating, it is essential to answer one simple question:
What is truly important for this person or team to understand?
Many messages fail because they mix objectives, justifications and emotions into a single speech.

2. Adapting to the context and the people involved

The same message can – and should – be adapted depending on:

• the timing
• the role of the other person
• the expected impact

Adapting a message does not mean “softening” it. It means making it understandable and effective.

3. Responsibility for impact

Communicating assertively means accepting that the way we say something influences the other person’s reaction. We do not control the response, but we are responsible for the clarity and intention behind our communication.

Critical situations where assertive communication makes a difference

Difficult feedback

Common mistake: postponing it or softening it too much.
Assertive approach: prepare concrete examples, focus on behaviours and impact, and clarify expectations.

Conflict between teams

Common mistake: avoiding the conversation or taking sides without hearing everyone.
Assertive approach: create space for dialogue, clarify interests and align shared goals.

Aligning expectations

Common mistake: assuming that “it was clear”.
Assertive approach: confirm understanding and responsibilities explicitly.

Internal changes

Common mistake: communicating only the “what” without including the “why”.
Assertive approach: explain the context, the impact and the next steps.

Frequent mistakes in assertive communication in companies

• Trying to solve everything by email
• Speaking in terms that are too general
• Postponing uncomfortable conversations
• Confusing empathy with permissiveness
• Failing to align communication between leadership and teams

These mistakes do not happen because people lack good intentions, but because they lack method and preparation.

How can a company start improving its communication?

1. Identify conversations that have been avoided
2. Prepare key messages before important meetings
3. Align leaders on both the form and the content of communication
4. Develop communication skills across teams
5. Create a shared language for feedback and alignment

When communication is handled strategically, a company gains better alignment, greater clarity in leadership and a stronger ability to mobilise teams around shared goals. McKinsey highlights communication precisely as a lever for engaging and mobilising teams.

When does it make sense to seek external support?

There are times when communication does not improve through goodwill alone. An external perspective helps to:

• Identify patterns that have gone unnoticed
• Structure messages and processes
• Train teams in real contexts
• Create alignment between strategy and practice

When communication is treated strategically, it no longer depends solely on individual goodwill. It creates more clarity, greater consistency and a stronger ability to align people, decisions and results. That is the work that helps companies communicate better internally, so they can perform better externally.

Por

Sofia Almeida Bernardo