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In this episode of Small Business Big Insights, Eric Saumure welcomes Barry McLoughlin, leadership and communications consultant, author, and educator. Barry takes us inside his unique journey from stand-up comedy and television satire to coaching leaders across Canada and the U.S. He explains why communication is not a “nice-to-have” but an essential skill that defines your brand, builds trust, and fuels growth. With decades of experience helping executives, politicians, and business owners, Barry shares how storytelling, body language, and tone shape perception far more than words alone.

The conversation dives into real-world lessons on crisis management, authenticity, and the art of delivering tough messages without losing trust. Barry offers practical tools such as the “persuasion ladder” and the “what, why, so what” framework, while reflecting on how small business owners can connect with employees—especially younger generations—through transparency and purpose. You’ll also hear insights on reputation management, technology’s role in modern communication, and why being a great listener is the ultimate leadership skill.

Timestamps

00:00 – Intro: Meet Barry McLoughlin, leadership and communications consultant

00:30 – From comedy and TV satire to coaching leaders

06:30 – Common communication mistakes and why nonverbals matter

09:20 – Becoming a trusted advisor in business

12:40 – Tight messages, soundbites, and the power of framing

13:00 – Crisis management: responding fast and building trust

17:30 – Rebuilding reputation and taking accountability

20:00 – Differentiated value and practical communication tools

26:50 – Transparency, Gen Z employees, and authentic culture

29:40 – Delivering bad news with empathy and structure

34:15 – Leading through uncertainty and protecting brand trust

38:15 – AI, technology, and the limits of machine communication

46:30 – Can “bad communicators” still succeed as leaders?

49:05 – One big takeaway: seek to understand before being understood

51:00 – Closing: Connect with Barry and learn more

Hosted by Eric Saumure (https://ericsaumure.com)