Why Stronger Communication Sits at the Heart of Business Success

Google’s Project Aristotle found that the most effective teams are shaped less by individual talent and more by how people work together, with psychological safety identified as the most important dynamic.

That matters even more in a workplace shaped by constant digital pressure. In its 2024 Work Trend Index, Microsoft reported that 75% of global knowledge workers now use AI at work, while 79% of leaders say AI adoption is critical to staying competitive.

Paul McGee has built his career around that human side of performance. He is a Visiting Professor at the University of Chester and the Sunday Times bestselling author of SUMO. He is widely recognized as an expert change management speaker, working with organizations to help leaders navigate uncertainty, build resilience and strengthen workplace communication.

In this exclusive interview with London Keynote Speakers Agency, McGee explains why the SUMO philosophy has remained relevant for two decades, what effective workplace communication actually requires, and why strong relationships still matter in a digital-first business environment.

Question 1. Why has the SUMO philosophy remained relevant for business leaders over the past 20 years?

Paul McGee: “Sumo is celebrating its 20th anniversary. It's now translated into 13 languages. What's interesting is it was rejected by 13 publishers, but we've literally got it in Thai, Indonesian, Ukrainian, Russian and various other languages.

“Sumo is an acronym. It can stand for shut up move on or stop understand move on. Why has it survived the test of time? I take a no bull approach to life. I don't bring corporate into my communication where it's lots of business models and theories. My material is relatable. I talk about my own personal challenges, my own business challenges. It's practical. It's not just theory. I give insights, challenge thinking and make it practical.

“The ideas are memorable. I talk about hippo time. What do hippos do in mud? They wallow. We sometimes need to have a little bit of a wallow, but remember it's a detour, not a destination.

“I show a beach ball and as you're looking at it, you're seeing orange, yellow and blue. When you're communicating with other people, they might be looking at the same thing but seeing something differently. Your view of the beach ball isn't incorrect, but it could be incomplete. It's about helping people see things more clearly.

“It's such a strong visual metaphor that organizations buy mini beach balls and put them on tables in meetings. It's about being aware of your perspective and asking what's your perspective, or how is our customer seeing this situation.

“If you get something relatable, practical and memorable, people want that. Ultimately, Sumo works.”

Question 2. What principles underpin effective communication in the workplace?

Paul McGee: “I work with organizations and we sometimes do one or two day workshops. My background is in psychology. I'm a visiting professor at the University of Chester and I worked with Dr. Steven Kovi who wrote the book seven habits of highly effective people. Habit number two is begin with the end in mind.

“Very often we have ideas in our head but don't think, when communicating to a group or in a conversation, what do I want to achieve here? I teach people to think about KFD, not KFC, but KFD.

“Before you open your mouth, ask yourself what do people need to know? That's the K. How do I want people to feel? That's the F. What do I want them to do? That's the D.

“Often organizations want people equipped to deal with change, become more resilient and lead well. They want people to feel inspired, that the future is a challenge they can meet. Sometimes people need to feel challenged or reassured.

“We might focus on what people know and feel, but then ask what actions are required. Don't drown people in detail. You don't have to tell them everything. I'm not trying to cram a one-day workshop into a short answer. Don't drown people in detail.”

Question 3. Why do strong relationships remain central to business success in a digital world?

Paul McGee: “As human beings we are social animals. There is a spectrum in how much need an individual has for relationships. Some people are very introvert and need fewer people in their world, but they still need some. Others are more extrovert and get energy from people.

“Relationships are always going to be important, especially in a world of AI and fake news. In a world of iPhones and iPads, don't underestimate the impact and importance of eyeballs. It's good to have that connectivity.

“If this camera hadn't been working, we would have still had this conversation, but it would have been different because we couldn't see each other. Nonverbal cues reassure you about how your message is landing. If we're doing this via email or with cameras switched off, we lose impact.

“I had a call with a client going through major change with redundancies. They asked the senior leadership team whether to meet virtually or in the room. The overwhelming majority said although it would save money virtually, there is real value in being in the room. That sums up why human relationships in business and life are so important.”

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This exclusive interview with Paul McGee was conducted by Tabish Ali of the Motivational Speakers Agency.