Impactful Communication: Paige Arnof-Fenn Of Mavens & Moguls On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Whether you are B2B or B2C every business is P2P and connecting on a personal level is what matters most. Successful businesses understand their product or service is about more than the transaction, they are in the relationship business. In my experience people like to join/buy from/connect with organizations they know, like and trust so your website, advertising, etc. should look and sound like your organization and the brand you have built. Whether yours is polished or more informal, chatty or academic, humorous or snarky, it is a way for your organization’s personality to come through. Everyone is not going to like you or join/hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they are looking for opportunities you can help with they think of you first.
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 Paige Arnof-Fenn, Mavens & Moguls.
Paige is the founder & CEO of global branding and digital marketing firm Mavens & Moguls based in Cambridge, MA. Her clients include Microsoft, Virgin, venture-backed startups as well as non profit organizations. She graduated from Stanford University and Harvard Business School. She serves on several Boards, is a popular speaker and columnist who has written for Entrepreneur and Forbes.
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 did not plan on starting a company. I always wanted to go work for a global business and be a Fortune 500 CEO. When I was a student, I looked at leaders like Meg Whitman & Ursula Burns as my role models. I started Mavens & Moguls after beginning my career on Wall Street in the 80s and having a successful career in Corporate America at companies like Procter & Gamble and Coca-Cola and then working at 3 different tech startups as the head of marketing, all had positive exits. I took the leap right after 9/11 when the company I worked for cut their marketing. I had nothing to lose. Running a global marketing business provides me a platform to do work I truly enjoy with and for people I respect. It has been a journey to get here but I am lucky to have found it. I love the autonomy, flexibility and the fact that I know every day the impact that I have on my business. When I worked at big companies, I always felt the ball would roll with or without me, that if I got hit by a bus someone new would be in my office right away. Now my DNA is in everything we do and I can trace every decision and sale to something I did or a decision I made and that is incredibly gratifying and fulfilling. Like most entrepreneurs, I am working harder and longer than ever and I have never been happier. Working for yourself and building a business you started in incredibly rewarding and gratifying. It has been a lot of fun, I joke that I am the accidental entrepreneur. I knew I had made it as an entrepreneur when Harvard wrote 2 case studies on my business a few years after I started it, we were very early to pioneer sharing resources on the marketing front (before my company it was really only done with HR, legal and accounting/finance).
Can you share the most interesting story that happened to you since you started your career?
My first job out of college was in finance on Wall Street in the 80s. I realized early on it was not a good fit so I wanted to switch career tracks. Being a Financial Analyst in investment banking paid well but the hours and lifestyle did not leave time for anything else and I really did not enjoy the work even though I was always good with numbers and strong analytically. I wanted to find work that was a better balance between my left and right brain. A friend at the bank helped me realize my skills and strengths could be put to better use. We worked in different groups but often grabbed lunch or hung out together on weekends. After our 2 year commitments were done we traveled together to Spain & Portugal before going off to business school.
One day on a beach in the Algarve we discussed what we wanted to do after grad school and she said she loved finance and would stay in the field after her MBA. I had really disliked my job and knew I wanted to do something else but had no idea what that would be, all I had ever wanted to do was finance and banking so I was stuck. She prodded and said there HAD to be parts of my job over the past 2 years I had enjoyed and finally I said yes there were in fact 3 things I liked about it — running ads in the WSJ & NYT when deals closed, planning the closing dinners to celebrate the end of a successful transaction & choosing the “deal toys” to commemorate the event. She blurted out “Paige I have no idea why you always thought you were a finance person, every single thing you liked about the job is marketing NOT finance! You liked advertising, event planning & promotions. You are a marketing person! That is what you should be doing!” She was right. I got
the top grade in my first year required marketing course for my MBA and a great summer internship that lead to a full time offer in marketing post graduation. I have never looked back. Being comfortable using data is a big competitive advantage in marketing too. She & I are still friends and I am forever grateful to her for setting me on such a fulfilling career path. I have no idea how long it would have taken me to figure it out without her brilliant insight when we were 23. She saved me a lot of career angst for sure!
On Wall Street I learned to jump in and roll up my sleeves, come in early and stay late. I worked really hard and built a great reputation for having a strong work ethic and being fun and easy to work with. This is great for entrepreneurship too! In my experience when you are curious and ask a lot of questions people appreciate working with smart people who enjoy learning. Pay your dues, get great experience learning from smart people in well run organizations who train and develop your skills so you will be prepared and set yourself up for success. Great opportunities tend to follow great teams and talent so I have found when you learn from the best doors open and interesting ideas/options appear. You have to keep your antenna up! Entrepreneurs have to be driven, focused, intensely curious and always be looking for the next way to make something better, be a good listener, show respect for great ideas, and be a strong communicator. With these traits and a strong work ethic you will be a success.
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?
Resilience is so important, having the mental toughness and the ability to bounce back from adversity or the inevitable setbacks. Covid has definitely made me/my business more resilient. There have been so many times in my career where things did not go as I had hoped/planned but with each setback, I learned important lessons which made me more resilient and able to bounce back stronger/mentally tougher/try again. Getting a bad grade on a quiz as a student made me work harder for the midterm and final so I could end the term strong, not getting into the Ivy League college in the early round lead me to a place that was a perfect fit for me academically where I met lifelong friends including my husband. When doors shut find the open ones to see where they lead.
Other traits I rely on are persistence, determination, and the ability to focus, which are all really important for an entrepreneur to succeed. I also recommend having a strong moral compass — you cannot compromise on ethics and values, being smart/technically competent and working hard to earn the respect of the team. It’s a bonus to have a great sense humor and be fun to work with!
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?
Effective communication is about connecting with clarity. As far as messaging goes, leaders have an opportunity to connect with their audiences and focus on the true relevance of their products/services. Post pandemic we have learned to acknowledge that now things are different so we need to communicate in a way that will give our audiences better focus, helping them to create a bridge from today to the future. We need to communicate in a way that combines information and need, synthesizing feeling and facts. Never before has communications had the power to help society in the way that it does right now. Words are part of the healing process and we can see which leaders/brands are doing the best job every day with messages that touch not only the mind, but also the heart/soul. There has never been a more important time to provide accurate/empathetic communication with transparency/truthfulness/timeliness.
How can one tailor their communication style to different audiences or situations?
It all starts with how organizations communicate with employees/internally that affects customer/outside conversations. When people are treated well they carry that feeling and experience forward. Internal communications are key to so many aspects of team productivity and culture. In my experience sending out confusing and overcomplicated messages is surprisingly common in internal communications. Messages can be passed down from senior management that assumes a certain level of knowledge that may not be in place so it can be confusing and open the door to unnecessary stress and distraction across the organization. Employees may misinterpret communication from the CEO in a negative way which could spread through the company faster than the actual message and worse end up on social media so simple and clear communication is essential or you risk damaging your brand and reputation. My advice is to keep it short and sweet whenever possible, the more simple and clear the better to minimize the chance of confusion or misinterpretation with audiences internally and externally. I have found using bullet points, italics, bold type, etc. can make it easier for people to understand. When you treat your team well they treat customers well too.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
A common mistake is not ensuring the call to action on your site is mobile friendly. The world is moving to mobile first or mobile only with fewer people accessing the web on big screens so everyone is tailoring their site, message and content accordingly to improve search rankings. Sites that contain long high quality content get more visibility and shares too which helps with SEO.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
It can be hard dealing with unhappy customers for example. My favorite definition of great customer experience is related to the quote “people do not care how much you know until they know how much you care.” It has been attributed to many people including Teddy Roosevelt. I like it and find it helpful because it is a simple reminder even (maybe especially) online to listen more than talk, show empathy and try to look at the situation from another perspective. The goal is not to wear them down or impress them with your smarts. The goal is to connect, communicate clearly, solve the problem and move on. For me, the brands that offer the best customer experience share a few qualities:
- Timely response — they act quickly to address the issue in a genuine way not with a script but with sincerity
- Take responsibility — they do not make excuses or place blame they take ownership of the issue and do not pass you around or use threats and jargon, the customer feels heard and respected
- Professional and honest, polite to deal with
In my experience even if they cannot solve the problem if you feel respected and heard but the best they can do is refund you or offer a discount then at least you can say they tried. Some problems cannot be fixed but everyone can be treated fairly and with dignity. Exceptional service means you leave with a good taste feeling better than when you arrived. It is a lot harder and more expensive to find new customers than to keep the ones you have happy and loyal so it is an important part of your strategy to get customer experience right.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
The most relevant and successful brands today are storytellers and content creators who find the right words and pictures to create interest for their products and services. Content Marketing is an effective way to build your brand, increase your visibility more broadly, raise your profile and ultimately attract more attention/clients/customers. I have always loved telling and listening to stories since childhood and work with clients to craft theirs. In early days of mankind, stories were a great way to communicate around the campfire, they are critical to the Bible and they are still effective today. People do not remember facts and figures but if you tell them a story that touches them emotionally you get their attention and they want to hear more. People need to be educated, informed and/or entertained so I love to figure out how best to tell a story in a way that makes people pay attention and breaks through the noise. When you share what you know — your passion, your war stories, the good, bad and ugly — the content will flow and pour out of you. The stories will be interesting and the lessons will be real, people will remember you and come back for more.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
1 . Whether you are B2B or B2C every business is P2P and connecting on a personal level is what matters most. Successful businesses understand their product or service is about more than the transaction, they are in the relationship business. In my experience people like to join/buy from/connect with organizations they know, like and trust so your website, advertising, etc. should look and sound like your organization and the brand you have built. Whether yours is polished or more informal, chatty or academic, humorous or snarky, it is a way for your organization’s personality to come through. Everyone is not going to like you or join/hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they are looking for opportunities you can help with they think of you first.
2 . In my experience successful leaders and communications professionals don’t just push information out to employees/customers, they create a conversation by setting up simple suggestion forms, asking for feedback, and utilizing platforms that make it easy for employees/customers to engage in dialogue. How often do you receive and respond to questions from your team? Encourage employees/customers to engage in 2-way communication with peers and managers, and create events (digital and in-person) to help facilitate discussions.
3 . When given a choice it’s best to over-communicate and put employees first, a well-informed employee can steer brand perception in a positive direction despite the uncertain future. Putting your people first is not just for large companies, small businesses have the ability to reach out to their employees and make a real difference too. They become the front line to the outside world so investing in them pays off tremendously. Effective leadership communication is not just the message, but the method in which you communicate that matters. A simple e-mail may not suffice for a very large announcement. Communicating right now it is not just about giving updates (good or bad) leaders need to listen too.
4 . When in doubt I rely on the tried and true 5 Cs of communication for my rituals/checklist to incorporate for best results:
Clarity: No matter how complex the scenario, clear and honest delivery of the vision, rationale, benefits and process for change is critical. Thank people for their patience, cooperation and continued support along the way.
Credibility: People recognize when they aren’t getting the whole story. If all the details can’t be shared for legal or other reasons, then say so. Also, it is important to ensure leaders across the organization are consistent in delivering the narrative and messages.
Compassion: It’s hard to deliver tough news in times of uncertainty, but it’s even harder to be on the receiving end. While communications don’t need to be apologetic, consider the emotional impact to people who don’t have the broader view of decision makers.
Commitment: Highlight successes, provide updates on progress, and offer a resource for questions. Reinforce the change narrative and weave it into your corporate language. As significant milestones are met, communicate broadly.
Cascade: Consider the flow of information depending on the degree of change starting at the top might make sense. Equip people to discuss in more detail with broader audiences utilizing a variety of resources, including FAQs.
5 . It takes effort and a commitment to excellence for people to continually learn/grow especially now in a hybrid environment. I do not think there is one silver bullet to keep your skills sharp and fresh, I recommend using a combination of reading and learning online and off, attending conferences and talks, networking, newsletters from influencers, TED talks, podcasts, finding mentors and listening to all feedback good and bad. To stay relevant and keep growing I try to prioritize professional development to keep skills fresh and stay on top of new trends and technologies.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Nonverbal cues can often tell you more about a person than what that person spells out in an e-mail or conversation. One area where this comes up for many entrepreneurs is in hiring. When you ask most CEOs or business owners what keeps them up at night, it’s either that they don’t have enough good employees to grow or the ones they have are driving them crazy. Whether you are recruiting or speaking with your team, the key is to frame your questions well. Ask about specific areas of interest or concern but also leave room for some open-ended feedback. Avoid yes or no questions except for confirming basic data. Another tip is to listen for pauses. There may be some good off-the-record information hidden in the delayed response. Probe further to ensure you have the full story. When meetings are in person, listen with your eyes too. Read the body language and messages being sent.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
If digital marketing is not part of your strategy then you would not be relevant today so digital marketing is marketing in 2025. To improve conversions, websites must be optimized for multiple mediums. Searching by text, voice and image must all be addressed going forward. For example voice search adds usability/functionality to your site making it accessible to all users including those with limitations/disabilities. It’s not about complying with the ADA/responsible web design/CSR goals but it is also good for the bottom line by reaching a broader audience. You do not exist today if you cannot be found online. If we learned anything during Covid it is that digital marketing is only growing in importance. Making sure your site is keyword rich/mobile-friendly/loads quickly/has meaningful content is the price of entry. That also happens to be a great foundation for effective SEO.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Even though I am gregarious and extroverted it can be hard to put yourself out there. I do a lot of public speaking to increase my visibility and grow my business. Before I go on stage I always take a few deep breaths and remind myself I have practiced a lot and know this topic well, I try to make eye contact with at least a few people in the audience as I speak and share stories from my experience to make my points. I also try to smile a lot. That usually helps me relax and get started and once I start talking I am usually good to go. I recommend starting on a panel so that you do not have to carry the entire event as a solo speaker. Once you get comfortable on stage then you are ready for solo opportunities. I am not a fan of fancy props or slides with more than a few words on them, too much room for error and distraction. Watch some TED Talks to see great examples and get more tips to build your confidence.
I often find myself in situations like meeting high profile people, giving talks to large groups, etc. that require a lot of confidence. In my experience even people who lead very public lives get nervous before they go on stage or do something in front of a group. It is natural to get butterflies or feel some anxiety but the key is to channel the fear and turn it into a productive level of adrenaline or energy not to let the stress paralyze you. Here are the tips that work for me and my clients:
Practice makes perfect
Do your homework, practice a lot and test drive so that by the time you are taking the test or making the speech it feels very comfortable, you got this!
Relax
Take a deep breathe and smile, you will be better if you are relaxed, turn off the voices in your head and stay focused on the task at hand, if you stumble just keep going forward.
Roll with it and keep going
Know that we are human and make mistakes and sometimes being vulnerable is what makes you memorable I have lost my place in a speech or called someone by the wrong name and if you just admit the error, course correct and move on people will forgive you and it will be a funny story you can laugh about later, nobody is prefect!
What additional resources do you recommend for individuals looking to improve communication skills?
Fanocracy — Turning fans into customers and customers into fans by David Meerman Scott.
David’s book is a real world practitioner’s guide from someone who has lived the job from the front line, he has been there and done it so he tells it like it is not theoretically but from the trenches. The name of the game today is how to get your customers engaged and here is the manual to do it.
The New Rules of Marketing and PR also by David Meerman Scott is great too, as the sub head says he teaches you “How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly” and provides a roadmap for businesses to drive foot traffic too.
Everybody Writes: Your go to guide to creating ridiculously good content by Ann Handley
Handley argues that you need to learn how to create marketing content that attracts and retains people’s attention. She provides practical tips, easy grammar and usage rules that are valuable whether you are working with a big brand or startup these are best practices that will make your marketing better. Great advice we can all benefit from now more than ever.
TED talks from great speakers are excellent too.
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 would love to inspire a movement of kindness/generosity and find ways to incorporate the lessons of gratitude, simplicity, friendship and love into the new normal so we do not forget what we learned in the pandemic over past few years.
How can our readers further follow you online?
www.MavensAndMoguls.com and https://www.linkedin.com/in/paigearnoffenn
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Thanks so much it’s been my pleasure! Stay well.
Impactful Communication: Paige Arnof-Fenn Of Mavens & Moguls On 5 Essential Techniques for Becoming… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.