In every organization or community, leaders’ actions and words become part of an intricate performance that either elevates or diminishes the influence of the leader. The most profound truth about leadership influence lies not in grand gestures or eloquent speeches alone, but in the delicate orchestration of communication and behavior that creates lasting transformation in those we lead.

The best leaders are those who use their words and actions to influence and persuade their team members. This principle sounds somehow simple, yet it represents one of the most complex and consequential aspects of leadership mastery. Like a music conductor who must know precisely when to raise the baton and when to let silence create tension, great leaders understand that their influence flows through the careful calibration of what they say, what they don't say, what they do, and what they choose not to do.

Words and actions matter a lot in leadership. The words leaders say and don't say have a lasting effect on the team. When a leader speaks when he is to keep quiet, it has its damaging effect. Likewise, if a leader keeps quiet when he should speak, it can depress the team. The power of strategic communication became evident during Reed Hastings' leadership of Netflix through its most turbulent period. In 2011, when Netflix announced the controversial decision to split its DVD and streaming services, Hastings faced a firestorm of criticism from customers, investors, and employees. Initially, he chose to remain largely silent, believing the strategy would speak for itself. However, as criticism mounted and employee morale plummeted, Hastings recognized that his silence was being interpreted as arrogance and disconnect from customer concerns. This was an example of a time when speaking was much more important than keeping silent.

Hastings eventually shifted his communication strategy. Instead of defensive explanations, he chose carefully crafted words that acknowledged the pain while reinforcing the strategic vision. His measured words during this crisis didn't eliminate the difficulties, but they provided the psychological foundation that enabled Netflix to emerge stronger. This was different from Tim Cook's masterful use of strategic silence during Apple's various product development cycles.

Cook has perfected the art of creating anticipation and focus through what he doesn't say. When rumors swirl about new products, Cook's carefully chosen silence generates more excitement and team alignment than premature announcements might achieve. His team learns to read these communication patterns, understanding that silence doesn't indicate uncertainty but rather strategic timing. This approach has maintained Apple's culture of innovation secrecy while keeping employees motivated and focused on excellence rather than external noise.

The are many examples of leaders whose poor timing in communication created lasting damage. The case of Travis Kalanick during Uber's crisis-filled period in 2017 comes to mind. Kalanick's pattern of speaking impulsively during moments that called for careful silence, combined with remaining silent during moments that demanded clear communication, created a toxic environment that ultimately led to his resignation. When Uber faced criticism over workplace culture and regulatory challenges, Kalanick's immediate defensive responses escalated a situation that might have been contained with strategic silence and thoughtful reflection. This is unlike his successor, Dara Khosrowshahi, who has demonstrated the transformative power of calibrated communication.

Khosrowshahi's approach combines strategic transparency with thoughtful silence, speaking directly to employee concerns while avoiding inflammatory responses to external criticism. This shift in communication style has been instrumental in Uber's cultural transformation and business stabilization.

Persuading and inspiring your team can be achieved with your words and your actions. Speak when necessary. Be quiet when silence is golden. Act when appropriate and don't be docile when action is needed. Marc Benioff's leadership at Salesforce demonstrates the power of synchronized communication and action. When Benioff speaks about equality and social responsibility, his actions consistently reinforce these values. This synchronization became particularly evident during the COVID-19 pandemic. When Benioff announced that Salesforce would not conduct layoffs, he backed up this promise with specific actions: maintaining full salaries, extending benefits, and even providing additional support for remote work arrangements. His words created hope, but his actions created trust. Employees observed this alignment and responded with loyalty and exceptional performance during an extraordinarily challenging period.

Modern neuroscience research reveals why the combination of words and actions creates such a powerful influence. When leaders' words align with their actions, it activates trust-building neural pathways in their teams' brains. This neurological trust becomes the foundation for enhanced collaboration, risk-taking, and creative problem-solving. Oprah Winfrey's media empire was built on this neurological principle. Her words about empowerment, authenticity, and personal growth were consistently matched by actions that created platforms for others to succeed. This alignment between words and actions has created an almost cult-like loyalty among her team members, business partners, and audience.

The choice facing every leader is profound: Will you be remembered as someone whose words and actions created harmony and progress, or as someone whose communication created confusion and setbacks? The answer lies in your willingness to develop the sophisticated judgment that enables you to know when to speak and when to be silent, when to act and when to wait, and how to ensure that your influence always serves the greater good of those you lead.

Oluwole Dada is the General Manager at SecureID Limited, Africa’s largest smart card manufacturing plant in Lagos, Nigeria.