What People Truly Expect from Leaders Today

It was a great honor to open the leadership event at the Stockholm School of Economics in Riga, where I spoke about several trends I increasingly see in leadership and organizational communication. One of them feels especially important today.

We are moving away from the time when a leader’s main role was simply to inspire people or tell great stories. Today, people expect something else from leaders: honesty, responsibility, strong values, and clarity. Phrases like “I also have doubts,” “I’m only human,” or “I don’t have all the answers” no longer automatically create trust. Vulnerability alone is not enough anymore.

Leaders do not need to know everything. But they do need to understand the impact their words have on people. In a world full of information overload, disinformation, and constant noise, people are looking for trusted voices. Someone who helps them understand what is really happening. Very often, that person becomes the leader.

That is why professional expertise alone is no longer enough. Communication is becoming one of the most important leadership skills. Top business schools increasingly teach the 70/30 principle: leaders should spend around 30% of their time on communication, because today communication is no longer just a PR or marketing function. It is part of leadership itself.

My advice to leaders is simple: invest in your personal brand, your influence, and your communication skills. Today, that is one of the biggest competitive advantages you can have.