The 17th annual Decker Communications
List of Top Ten Communicators features noteworthy successes and failures—reminding us that strong communication skills are essential.
Highlighted by the summer Olympics and the election, 2012 featured many messages to rally support. Another key theme of this year was technology, with
respect to both industry leadership and the various platforms used for communication. From business to politics to pop culture and the space in between,
here's the list:
10 best communicators:
The 10 best mastered the art of connecting with their audience. Their behaviors exude passion and energy, and they deliver a consistent and credible
1. Michelle Obama
First lady Michelle Obama consistently communicates to influence. In the way that then-Sen. Barack Obama won our No. 1 spot (in 2006 and again in 2008), Michelle Obama captures her audience by being articulate, down to
earth, informal, and humble. She did not pick up the bad habits that plummeted her husband from the top of our list, remaining
steady with and without a teleprompter. At the Democratic National Convention, she opened with personal stories like this one, that hooked viewers immediately—exposing vulnerability while relating to
2. Marco Rubio
Though a senator for only a few months, Marco Rubio was mentioned early and often as a potential presidential candidate. Why? He is a master communicator. (He's moved up from No. 5 in 2010.) In both behavior and message he is
confident, authentic—and impressive, as we rated him Best Speaker in February at CPAC.
A son of Cuban immigrants, Rubio speaks of this hot issue personally and eloquently—once giving an immigration speech in two languages (starting in Spanish and using humor to switch to
English). He relates—and in his 2012 RNC speech he was able to hook his audience with a story about his parents' home country of Cuba, and keeping a clear point of view through to the end.
3. Missy Franklin
We knew she could swim, but Missy Franklin really won our hearts with her communicating. This Olympian's unabashed smile defines her, yet she carries a confidence rarely seen in a
17-year-old. We use the term "humble confidence" in our coaching, and she's a prime example, not unlike Buster Posey (who made our list in 2010). Franklin's personality shines
in the "Call Me Maybe" spoof she organized for the entire swim team-it had more than10
4. Ryan Seacrest
Considered the hardest-working man
in Hollywood, he's been on our radar as a top communicator for years—and we think it's his time for a spot on this list. Sure Seacrest's looks and wit help
him host and lead everything from his radio show (here with Gangnam Style's Psy) to "American Idol" to the Emmys—but it's his energy and enthusiasm that we'd like to emulate. His willingness to be self-deprecating and open makes him likeable and helps him connect with just about any
5. Cory Booker
Newark Mayor Cory Booker communicates well, above and beyond press conferences
and traditional media interviews. (Of course, he does those, too.) With a smile that lights up his face,
excitement in his eyes, energy in his gestures, Booker consistently uses humor, emotion and stories to relate to people. This likability, coupled with a crisp message, propelled him to the national stage during the 2012 election season. In the aftermath of Hurricane Sandy,
Booker used Twitter to communicate with his constituents via mobile when power was
lost. He even invited them to his home to charge
their electronic devices and watch movies.
6. Sheryl Sandberg
A role model
as an executive, social media champion, and IPO genius, Sheryl Sandberg is above all a communicator. She is the influential COO of Facebook who gave the
social media giant the credibility it needed to execute one of the most hyped IPOs of the
past decade. Sandberg translates tech speak for the rest of us with her commanding use of stories and analogies. Whether talking about a Facebook expansion, energy, or job creation, Sandberg keeps her messages simple, concrete and credible.
7. Bill Clinton
He treats prepared text "the way jazz greats soar from the sheet music." Clinton's
improvisations are the stuff of legend. He
"improvised 20 percent of his very first State of the Union address and explained his health care plan from memory to a joint session of Congress after
the teleprompter displayed the text of an earlier speech."
No one does it better. He proved it again at this year's Democratic National Convention when
he nearly doubled the number of words in his prepared speech. The best part?
Every aside, anecdote, and additional detail
was intentional—creating the kind of communications experience to rally the herd (including the undecided) and the cause.
8. Steven Colbert & Jon Stewart
Colbert and Stewart took it to another level in this political year. Colbert and Stewart collaborated to
simplify the extremely convoluted details
of campaign finance and Super PACs, among other things. Comedy Central's two geniuses are naturally energetic, quick of tongue and wit, and they team brilliantly to
produce a series of concrete, clear, engaging sketches. Instead of attacking the same
old sound bites as news stations do, they dive deep into the rules and regulations to educate the audience on the realities of
campaign finance laws and loopholes, at least from their perspective. Love 'em or hate 'em, their hilarious visual aids, coupled with
their signature blend of unexpected moments make them memorable communicators.
9. Jack Dorsey
Identified as one of the Innovators of the Year (in addition
one of the Sexiest CEOs Alive), Jack Dorsey
co-founded Twitter and the mobile payment company Square—and is also one of the year's most effective communicators. After all, Square didn't receive $200 million in venture funding
or a partnership with Starbucks on its own. As an
entrepreneur, he has set out to simplify complexity—and he can speak about what that means
in a simple, concrete way. Masterfully using stories and analogies to connect to his
audience, Dorsey comfortably moves and gestures on the stage and uses effective visuals.
10. Marissa Mayer
Marissa Mayer was elected CEO of Yahoo because she's an elite engineer, tech innovator, and leader. That she was 37
years old and seven months pregnant may have surprised a lot of people, but not when they see or hear her. She is bright in both smile and intellect,
likable, and a great communicator. Though Mayer credits her early tech success to her being gender blind, a personal story she tells with humor,
she's led by a determination that gets people to buy in and follow. Aligning her position as CEO at Yahoo with legendary coach Vince Lombardi of the Green
Bay Packers at Fortune Magazine's Most Powerful Women of the Year dinner, she keeps it simple to make a point.
10 worst communicators
The 10 worst nailed the key communication don'ts: veering away from problems instead of dealing with them head on, showing arrogance rather than humility,
and failing to deliver when key opportunities arise.
1. Francesco Schettino
In the midst of catastrophe, leaders step up to communicate. Or don't. (See our 2010 list.) Capt. Francesco Schettino of the grounded Costa
Concordia stepped back and went silent. Because he navigated his ship too close to the rocks, 32 people died this past January. His communication behaviors, when he finally spoke, were as bad as his actions. In the midst of the
crisis, when the ship was filling with water, he and his crew told passengers to go back to their rooms. After 20 minutes of blackout, the Italian coast guard had to call him. He abandoned the ship, saying that he tripped and
fell into a passenger lifeboat. When the tapes from the black box to the coast guard were released, they revealed that Schettino did
not communicate as either listener or speaker.
2. Todd Aiken & Richard Mourdock
Politics gives a good example of where you have to be cautious—you can lose elections, and careers, with one misstep. This year two prime examples of
putting their feet in their mouths are Todd Aiken and Richard Mourdock. Both were running for office on strong platforms, yet their miscues ran them right
off their platforms. In Aiken's case, his remarks about "legitimate rape" were polarizing
and powerful enough to derail his message, as well as his bid for the U.S. Senate. In the case of
Mourdock, who was running for Senate in Indiana, he actually went too far (if he wanted to get elected) in staking out his claim that God intended rape to happen. Both tried to recant, but slowly, defensively, and with qualifications. The lesson for all—when you lay an egg,
admit it fully and clean it up completely, for only then can you move on.
3. Bashar Al-Assad
Early on, Barbara Walters had a telling, foreboding interview with Assad, the president
of Syria. Incredible are the many words and principles he espouses in most of his interviews
contrasted with the
terrible actions taking place in his country by his government.
He actually speaks fairly well, although there are some telltale eye darts and non-words that undermine his language.
4. John McAfee
When Belizean authorities sought John McAfee for questioning (as a person of interest) in the murder of his neighbor, the tycoon went into hiding. McAfee communicated by blog and went to elaborate lengths to speak with American media, ranting and rambling in various phone interviews, and directing reporters to secret locations, while avoiding government entities. His
behavior? Eccentric. His message? Confusing, not credible.
5. Hope Solo
The gold medal-winning goalkeeper from the U.S. National Soccer Team makes our "worst" list even though she is a confident communicator with a steady voice and good eye contact. Due to Solo's displayed arrogance and the drama that follows her, she's just not liked. It's a missed opportunity for
her. She has success and accomplishments, and she could have so much more if she communicated effectively. So what's she missing? Humility.
6. Joe Biden
So in this presidential election year, all four candidates had their moments. But Vice President Biden was the only one who consistently veered to one
side—the worst. Yes he's affable, and he smiles—both admirable communication assets. But not when done so often, and so inappropriately. The VP debate was a classic example of how not to listen. Then there's the content-speaking
without thinking is dangerous, particularly when there is very little space between thought and word. Biden is known for his gaffes (here are 10), but they just
keep on coming.
7. Mark Pincus
Likability is crucial for communications, and Zynga's CEO and founder Mark Pincus doesn't have it. There's a lesson here, as he made the list because his
weak visual cues destroy his message. His body language distracts from his words. Arms crossed, smug smile—even his tone is condescending. Pincus comes across as arrogant and aloof, with eyes
darting away as if there's somewhere he'd rather be. It's hard to connect to him. Another communication woe that plagues Pincus? Jargon, jargon, jargon. He has trouble articulating his thoughts in a way that is sequential or easy for people to
digest. When a company's stock is crashing, management team "departures become rote," and employees are
laid off (in this letter), but
the CEO is profiting handsomely—something's wrong. His communication goes a long way toward destroying his credibility.
8. Ryan Lochte
Talented? Yes. Lots of media attention and accomplishments? Sure. But Ryan Lochte comes off as indifferent and inauthentic. One reason? His monotone
voice. Another reason? All of his non-words—the "ums" and "uhs" that make him sound like he has no idea what he's talking about. He
sometimes omits words when he is speaking; he just doesn't communicate like a role model. When the media was begging for a replacement for Michael Phelps—not that Phelps is a great
communicator—Lochte just didn't deliver.
Marketers may have gotten what they wanted in a poster, but not with his words. With such talent and looks—this is also a missed opportunity.
9. David Axelrod
There were a lot of spinmeisters during this political year, but maybe none as incredible as President Obama's campaign spokesman David Axelrod. After the
first presidential debate, it was widely concluded that Mitt Romney won (largely because behavior reigns). During his post-debate Q&A, Axelrod just would not
address Obama's communications performance at the debate. Though his
candidate was being criticized for his behavior, we reproach Axelrod for both his jerky behavior and his content. At Decker, we advocate a
technique of taking the spotlight off you during a tough round of questions—but Axelrod took this to the extreme (from 2:01 to end). Not only did it detract from his message, Axelrod was so eager
to get his point across that he came off as argumentative and defensive, rather than relating to
the reporters and their audiences. Nonstop spinning is not good communication.
10. Scott Forstall
Kenny Rogers had it right
in his song "The Gambler." Former Apple exec Scott Forstall didn't know when to fold 'em, and it wasn't just his failure with the Apple Maps App.
His biggest communication flaw was with his co-workers, for "Forstall was notoriously hard to get along with…" Of course it didn't help that
refused to sign an apology for the bad app—which was probably the final straw for CEO Tim Cook. Forstall may
be a brilliant software designer, but he was a poor communicator, especially off the stage. He never grasped that if you are going to connect at a high
level inside and outside, you have to understand what people need and want (particularly your boss).
Decker Communications consults and trains businesses in communications both in what they say and how they say it.
A version of this article first appeared on