When (ret. Lt. Col.) Richard Santiago stepped into the role of CFO at the U.S. Army Intelligence and Security Command (INSCOM), he faced a challenge most of us would lose sleep over.
He had to lead a digital transformation initiative across more than 100 global locations—military, intelligence, cybersecurity—but it wasn’t just about upgrading ERP systems.
It was about coordinating thousands of people, managing risk in sensitive national and international environments, and getting buy-in from stakeholders across ranks, cultures, and time zones.
And statistically, a digital transformation of this magnitude had a 70% FAILURE rate.
But for Rich, and everyone who relied on him (that includes you and me!), failure simply was not an option.
After all, national security was on the line!
Translation: No margin for error. No “we’ll figure it out later” or “iterate.” Definitely no siloed communication or misalignment between stakeholders.
And it had to happen fast.
So how did he pull it off?
As he shared in our “Speaking to Influence” podcast interview, it was by mastering the most underrated leadership tool of all:
Strategic communication.
Rich didn’t just manage the project. He led it with clarity, trust, presence, and listening—all the communication skills that are mission-critical for any executive in this final stretch of the year.
As we enter Q4, every leader is facing their own version of Rich’s challenge:
- You’re balancing the urgency of year-end results with the visioning for 2026.
- Your people are stretched, tired, or ready to check out.
- And you still need to communicate in a way that aligns them toward the greater mission, brings them across the finish line and gets them ready for the next race.
Here are the five leadership communication skills that helped Rich lead under pressure—and that you’ll need now more than ever.
1. Clarity and Consistency Despite Complexity
What Rich did:
Rich didn’t bury people in jargon or process maps. He defined success in plain language, repeated it frequently, and aligned every stakeholder around a clear mission with non-negotiable outcomes.
That clarity helped prevent mixed messages, scope creep, and political landmines.
Your Q4 move:
- Lead with purpose, not process, to drive alignment.
- Simplify your message and repeat it often, to everyone.
- Tie every initiative to a clear “so what” and “what’s next.”
Leadership mantra: Be clear and consistent, not clever.
2. Trust-Building Through Transparency
What Rich did:
He didn’t pretend everything was smooth sailing. In fact, he made a point of sharing the risks and roadblocks with his teams—early and often.
This didn’t create panic. It created trust. His people knew he wasn’t hiding the ball, and that made them more invested in solving the problems together.
Your Q4 move:
- Communicate what’s not certain, too.
- Acknowledge the unknowns while showing confidence in the team to hit the deadline and the standard.
- Don’t sugarcoat—clarify. Share what’s at stake and the price of failure as well as the value of success.
Leadership mantra: Transparency isn’t weakness. It’s leadership.
3. Strategic Storytelling
Why do you think I started this post with Rich’s story? Because it immediately made the mission personal, relatable, memorable and compelling.
I’ll bet you saw yourself in his shoes as you were reading, and you instinctively started projecting your own major challenges and efforts onto the story.
Fact: Data are 20-22x more memorable when connected to a story.
That’s how to turn compliance into commitment.
Your Q4 move:
- When sharing updates, pair data with a quick story, anecdote or case study.
- Highlight a team win, a moment of growth, or a mission-aligned result.
- Paint a picture of what success or failure might look like.
Leadership mantra: If it’s not memorable, it’s forgettable.
4. Executive Presence & Vocal Credibility
What Rich did:
Whether briefing high-ranking officials or frontline teams, Rich showed up with calm authority. Even when things got messy, he didn’t overcompensate with bravado or retreat into silence. His voice was steady, decisive, and aligned with the message.
Your Q4 move:
- Audit your tone, energy, and body language. Are you projecting confidence?
- In moments of tension, slow your pace and anchor your presence.
- Lead the room—even on Zoom.
Leadership mantra: Your voice is your instrument. Play it like a pro.
5. Listening to Understand
What Rich did:
Before making system-wide decisions, he made space to listen to local leaders, hear concerns, and incorporate their feedback. That made people feel heard—and avoided resistance and costly blind spots.
People are infinitely better able to hear and understand if you make them feel heard and understood first.
Your Q4 move:
- Ask more questions than you answer.
- In 1:1 and team meetings, reflect back what you hear.
- Listening isn’t a break from leading—it’s a requirement to lead.
Leadership mantra: People support things when they feel seen and heard.
Final Thought
Q4 is when your people need to believe two things:
- You know where you’re going, and they want to get there with you.
- You care, respect, and trust them enough to bring them with you.
That’s not about having all the answers. It’s about having the right voice, literally and figuratively.
The voice that calms chaos. Builds alignment. Sparks momentum. And sets the tone for a stronger, smarter 2026.
Just like Dr. Richard Santiago did. (Did you miss the episode when it first aired? Definitely check it out now!)
Now it’s your turn.
