Impactful Communication: Oscar Arenas On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Listen before you speak.
Most communication fails because people talk too soon. At HappyPatina, product design starts from listening to how customers use and care for leather goods.
In an age dominated by digital communication, the power of articulate and effective verbal communication cannot be understated. Whether it’s delivering a keynote address, leading a team meeting, or engaging in a one-on-one conversation, impactful speaking can open doors, inspire change, and create lasting impressions. But what truly sets apart an effective communicator? What techniques and nuances elevate a speech from mundane to memorable? As part of this series, we had the pleasure of interviewing Oscar Arenas.
Oscar Arenas is the founder of CP Slippers and HappyPatina, two Shopify-based brands that blend traditional craftsmanship with modern e-commerce innovation. Based in Elche, Spain, he continues his family’s leather-craft legacy dating back to 1981, creating minimalist footwear and vegetable-tanned leather accessories sold worldwide. Through his brands, Oscar promotes the philosophy of “barefoot living” and the appreciation of materials that age gracefully over time. He is also passionate about digital marketing, automation, and the intersection between artisanal tradition and technology.
Thank you so much for joining us in this interview series. Before we dive into our discussion about communication, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I grew up surrounded by leather, tools, and the smell of craftsmanship. My family has been hand-making slippers in Elche since 1981, so the artisanal process was part of my childhood. Years later, when I saw how disconnected most modern products were from real craftsmanship, I decided to merge that heritage with digital commerce — turning our family workshop into a global Shopify brand.
Can you share the most interesting story that happened to you since you started your career?
One of the most unexpected moments was seeing our slippers featured in a Japanese design magazine that found us organically through SEO. It reminded me how far authenticity and storytelling can travel when communicated well online.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. Consistency.
Craftsmanship is a slow process. In our family workshop, we’ve been hand-making leather slippers since 1981, using the same tools and methods. That consistency built trust with customers over generations. When I brought the brand online, I kept that same discipline — publishing content, improving SEO, and communicating our story consistently over the years. It’s what turned a small workshop into a global Shopify brand.
2. Curiosity.
I had zero background in e-commerce when I started CP Slippers. My curiosity pushed me to learn coding, automation, PR, and analytics from scratch. That openness to learn made it possible to launch HappyPatina later on, combining traditional leathercraft with modern digital storytelling.
3. Empathy.
Understanding what people actually value — not just what you think they want — is key. Listening to customer feedback led us to develop a care guide and accessories that enhance the ownership experience. Empathy transforms communication into connection.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How would you define an “Effective Communicator?” What are the characteristics of an effective communicator?
An effective communicator makes complex ideas simple and human. It’s someone who listens first, speaks with clarity, and adapts to context. The best communicators don’t try to impress; they try to be understood. Authenticity, empathy, and structure are the three pillars of effective communication.
How can one tailor their communication style to different audiences or situations?
Start by asking: What does this person care about? Then match your tone, pace, and depth to that context. For example, when I talk to artisans, I focus on technique and materials. When I speak to customers, I talk about how the product feels and fits into their lives. The message is the same — but the language must fit the listener.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
When expanding CP Slippers internationally, I realized that our minimalist, barefoot concept needed translation beyond language — it needed cultural adaptation. In Japan, we focused on craftsmanship and simplicity. In the U.S., we emphasized comfort and the “barefoot lifestyle.” The story remained authentic but adapted to each audience’s emotional triggers.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
I always approach tough conversations with transparency and calm. Whether it’s discussing production delays with partners or negotiating collaborations, I focus on facts first, emotions second. Clarity reduces tension. And I always end the conversation by summarizing next steps — it shows accountability and mutual respect.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Stories make people feel before they think. A story turns a message into something memorable because it creates emotion and context. Our own brand story — handcrafted slippers made by one family since 1981 — connects far deeper than product specs ever could. Storytelling is the bridge between logic and empathy.
What are your “5 Essential Techniques for Becoming an Effective Communicator”? If you can, please share a story or an example for each.
1. Listen before you speak.
Most communication fails because people talk too soon. At HappyPatina, product design starts from listening to how customers use and care for leather goods.
2. Simplify without dumbing down.
Good communication removes friction. Whether I’m writing product copy or pitching to media, I aim for clarity — not jargon.
3. Be consistent across channels.
Your tone and values should be recognizable everywhere — from email signatures to packaging. Consistency builds trust.
4. Tell real stories.
Facts inform, but stories persuade. Sharing the human side of craftsmanship creates lasting impressions.
5. Adapt to the medium.
Each platform has its own rhythm. Instagram needs emotion and visuals, Shopify needs structure and clarity, and press outreach needs credibility and brevity
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Non-verbal communication — eye contact, silence, posture — is as powerful as words. During trade events, simply holding a product while explaining its origin speaks louder than a sales pitch. The way you handle an object, the calm in your gestures, conveys authenticity and confidence.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital tools made communication faster but also noisier. The challenge is standing out without shouting. I focus on precision — clear visuals, concise copy, and honest storytelling. The advantage is scalability: a message crafted in Spain can inspire someone in Japan or California instantly.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Preparation is everything. I rehearse by recording myself and adjusting pacing and pauses. Before speaking, I remind myself that the audience wants me to succeed — they’re not critics, they’re participants. Once you shift focus from yourself to the value you’re sharing, fear turns into energy.
What additional resources do you recommend for individuals looking to improve communication skills?
Books like Talk Like TED by Carmine Gallo and Storyworthy by Matthew Dicks are great. I also recommend watching TED speakers with subtitles to observe rhythm and tone. And practice — every email, every meeting — is a chance to refine your communication.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I’d encourage people to reconnect with craftsmanship. In a world obsessed with speed and convenience, learning to create or repair something by hand teaches patience, respect, and mindfulness. It’s not just about objects — it’s about rediscovering meaning in what we make and use.
How can our readers further follow you online?
You can follow my work at:
cpslippers.com
happypatina.com
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Oscar Arenas On 5 Essential Techniques for Becoming an Effective… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.