How I Bring the Principles of Effective Communication to Life in My Workshop

My core principles of effective communication aren’t just theory—they’re the foundation of every workshop I deliver. They guide how participants absorb, practise, and truly apply what they learn, turning ideas into action.

That's why they appear, amongst a ton of other advice, in my book Workshop Mastery.

In a kind of meta way, here's how I apply the 11 principles to the Communication Superpower Workshop, where we also learn about the 11 principles 😃

1. All Communication Has a Purpose, Audience, Context

Before the workshop I research the audience. That could be a company that are bringing me in, or maybe a conference with a specific audience. Everything is about the audience - a workshop is not a place for me to simply espouse theory and ideas - it is a place for the audience (students as I refer to them) to learn.

The purpose is really clear - for the audience to enjoy the session and leave with practical skills and ideas they can implement straight away.

The context is also clear - we're all together in a room at an event, or in a company. The audience will be diverse and they will all want something different from the session.

As such, at the start of the workshop we explore what people truly want from the session. We capture this, and I ensure, throughout the day, that I plug in the right modules and I address as many requests as possible.

Every activity is tailored towards purpose, audience, and context. The teaching methods, the way I present it, the activities and at all times I am checking that comprehension is happening. There is little point in teaching more if the foundations are not understood.

2. Be Enthusiastic

I walk an average of 15,000 steps during a workshop and consume around 4 litres of water (not sure it’s healthy!). The energy in a room starts with the presenter, and I bring it all—so by the end, everyone is fired up. Two days of recovery afterward? Absolutely necessary.

But a good workshop should never be dull. Avoid dullness at all costs. Dullness drains attention - and without attention, no learning can take place.

3. Communication is Something the Audience Does

Learning isn’t passive. We repeat, clarify, and challenge ideas throughout the day. By revisiting key points and engaging in dialogue, I ensure that everyone walks away truly understanding how to communicate effectively.

After all, communication is done by the other person. If they don't hear, understand, comprehend or take on board what is being taught - that's on me.

4. Stories Go Where Facts Cannot

I weave in stories from my 20+ years of experience to bring concepts to life. Facts alone are dry, but stories stick—they resonate, explain, and inspire action.

Stories help to avoid dullness - and we're doing all we can to avoid dullness, right?

5. Don’t Waste the Audience’s Time – Know Your Content

I focus on what matters. No fluff, no filler. Every topic covered has a purpose, and every exercise is designed to give maximum learning in minimum time.

The content is always laddered in an inductive style (my preference - I cover both inductive and deductive in the book). We go from simple to complex, theory to implementation, easy to hard.

I also do not try to teach everything I know. I choose a subset from my knowledge. I never teach at the edges of my knowledge. If I am teaching at the edges of my knowledge I am either teaching too much, or I don't know my subject well enough.

6. Practice is Preparation

I’ve delivered over 200 editions of the Communication Superpower workshop, refining and improving each one. Knowing it inside out ensures a polished, confident, and well-rehearsed experience for every participant.

The trick to teaching (and avoiding dullness) is preparation - plan the day, plan the teaching methods, plan the visuals. You may not end up sticking to the plan entirely but to have no plan is to squander your audience's time, energy and attention. It's also hard to practice something that you have not planned out.

7. People Remember How You Make Them Feel

Even before the first slide, I work to create a positive, welcoming environment. When mistakes happen, or questions get tricky, I ensure participants still leave feeling inspired and respected.

People will remember how you make them feel. Don't make them feel stupid by going too fast, or using long words, or not checking comprehension. Don't make them feel resentful because you spoke to them without tact. Make them feel good - and they will learn better, and they will remember you for all of the right reasons.

8. Non-Verbal is a Superpower

I make an example of myself—literally! Demonstrating non-verbal cues with humour and clarity, I show participants how body language affects communication, and how they can use it to their advantage.

I also weave in all of what I teach to my own presentation and teaching throughout the day.

9. People Resonate with Those Who Are Like Them

Years of delivering workshops to diverse audiences means I can adapt on the fly. I tailor stories, examples, and activities so they hit home—while still learning from the room and adjusting to their needs.

Always adapt your content and delivery to meet the audience - because people do resonate with those who are similar to themselves.

10. You CAN Hack Your Body

Watch me throughout the day: standing tall, smiling, and moving with energy. Small tweaks to posture and expression can dramatically influence your confidence and communication impact.

11. Listening is the Greatest Compliment

Above all, I listen. I listen to participants, to the room, and to the subtle cues that show what’s working—and what isn’t. Listening allows me to adjust the session in real time, making the experience relevant, practical, and memorable.

And listening is the greatest compliment you could give someone.

These principles aren’t just lessons—they’re actively lived in every workshop. By the end of the day, participants leave with practical skills, heightened awareness, and confidence to communicate effectively in any situation.

If you’d like to see how these principles can transform your team’s communication, you can find more details about the workshop here. And if you’re interested in a deeper dive into the theory, stories, and practical tips behind it all, check out my book, Workshop Mastery.