How progressive leaders win

Persuasive speaking and what leaders can learn from elite sport

By Lewis Iwu, Founding Partner

Lewis is a co-founder of Purpose Union, a social impact strategy firm. He is a former World Debating Champion and author of the book Words that Win. He coaches politicians, business leaders and activists on their public speaking and debating skills.

The persuasion crisis

At Purpose Union, we have the pleasure of working with leading CEOs, activists, philanthropists, sports stars, politicians, journalists, among others. This privilege also gives us insight into the challenges these individuals face. Many of them care about creating a society that is fairer, greener and safer. Yet they are facing several headwinds as they try to publicly advocate for what they believe in.

Trust is in freefall - and politics is bearing the brunt of it. 45% of people now say they “almost never” trust governments of any party to place the needs of the nation above the interests of their own political party, a figure 22 points higher than during the height of the pandemic in 2020. But the crisis is not confined to politics. Employers are struggling too: Gallup’s data shows that just 19% of employees trust the leadership of their organisation. Only 31% of the British public trust business leaders to tell the truth.

On top of this, the world is noisy. You only have to open up LinkedIn or X to feel this. There has been a surge in content across every platform and channel, and people are drowning in it. Attention is scarce, and the signal is being lost in the noise.

Sceptics of progressive change are also making this context more challenging. Some of the most prominent voices pushing back against net zero or promising to make inclusion programmes illegal are using sophisticated debate strategies in their public exchanges. Their messages are irresistibly simple. Their tone of voice is often conversational in contrast to what can seem quite pious and patronising from their progressive counterparts. 

I am struck by a growing anxiety among those who support progressive causes who feel that they are at serious risk of losing the argument on a range of issues that matter deeply to the safety and well-being of so many. They have a point. 

It is useful to think of this as a persuasion crisis. 

Why this matters

For organisations and individuals committed to driving positive impact, the erosion of persuasion limits their ability to win. Without it, they struggle to hold together coalitions of consumers, find it harder to inspire employees, and lose their capacity to position themselves effectively in the minds of the audiences that matter most.

It limits our collective problem-solving ability. We are grappling with a profound and complex set of challenges: stagnant living standards, the productivity puzzle, the climate emergency, and a society that still sees too many people held back because of who they are. The solutions are rarely simple and often contested. But if we are to solve those problems, we need to fundamentally rethink how we debate, persuade, and engage each other.

There is also a very real sense that we urgently need to improve how we engage in civil discourse. The alternative is more demonisation, less empathy, and a growing risk of violence being used to achieve outcomes.

Putting persuasion back on the agenda

First, leadership across the public, private and social sectors must rediscover and embrace the art of persuasion. The good news is that people can change their minds. That truth is easy to forget but vital to remember. Words matter. Stories matter. Analogies, humour and tone all matter. Persuasion isn’t just about presenting facts or outlining a strategy. It’s about listening deeply, responding thoughtfully and marshalling a toolbox of techniques to paint a compelling vision of a better future. It’s about helping people imagine themselves in that future and feel a sense of agency in the journey to get there. Too many leaders have missed a trick when launching a refreshed corporate purpose or inclusion strategy.

Acknowledging this enables leaders to move beyond constantly worrying over how a policy or strategic move will land and the assumption that they must frequently move to wherever audiences already are. Instead, leaders who embrace the work of prosecuting an argument can show the people they lead a path they had not yet considered. In the context of heated debates around issues such as immigration policy or LGBTQ+ inclusion, this is sorely needed.

In politics, it is right to know and acknowledge where the public is on a range of issues. However, the default should not be “how do I move my position to where the electorate are?”. Rather it should be “How do I use what I know about voter’s views on this matter to build a compelling argument that can help them understand our vision”. Recognising that people can change their minds upon hearing a good argument delivered well opens up significantly more policy terrain for progressive politicians. 

Second, dialogue requires space. We are sorely lacking in the arenas required for proper, thoughtful, inclusive debate. Social media rewards the very things that undermine healthy discourse and is too often an echo chamber. The workplace intranet platform can be stifling and awkward. We need more curated, respectful spaces where people from all backgrounds can come together, listen, and challenge each other constructively. The workplace is a strong candidate for such an arena. Rather than stamping out or shying away from debate on the shop floor, in the office, or out in the field, we should embrace it.

At Purpose Union, we’ve spent the past half-decade facilitating conversations on everything from systemic racism to global health emergencies. In one session in the US, we brought employees together to discuss whether their employer should take a position on reproductive rights in light of the US Supreme Court’s decision. What stood out most? Gratitude. Colleagues from across the political spectrum were thankful to have the chance to discuss a divisive issue in a safe, structured way.

Dialogue shouldn’t be the preserve of the office, either. Barber shops, libraries and youth centres can become powerful arenas for civic conversation. We should be as intentional about creating this social infrastructure as we are about building roads or schools. It makes sense for progressive leaders and organisations to bemoan social media for degrading the quality of debate in public life but it cannot stop there. It is time to proactively design physical places for society to come together and disagree without being disagreeable. 

Finally, we need to invest time in training people on how to develop and use these skills. This is where progressive advocates can learn a lot from elite sport. There’s no point creating the spaces for constructive dialogue if people across society lack the tools to make use of them. I’ve coached debating and public speaking for over 20 years, and I’m struck by how many people I work with say they’ve never received any form of training in how to listen actively and speak persuasively. That needs to change. There are techniques and approaches that can a difference. Athletes are forensic about their performances and where they can find marginals gains. Football coaches will prepare a detailed game plan based on studying footage of their upcoming opponents. Progressive advocates must adopt this level of rigour. 

There is a particular imperative for progressive leaders to invest time and resources in practising their oratory skills. Their opponents are compelling storytellers who can frame issues effectively, pull emotional levers and reach new audiences by engaging on emerging platforms. To thrive, persuasive leaders must treat the art of winning debates like preparing for a marathon. You can’t expect to turn up on the day of the race and beat the field.

There can be no progress without persuasion. Yes, there is growing dissatisfaction with the impact that the digital world has had on civil discourse. That anger must be channelled into creating a new way for people to come together and thrash out the future they want for their organisations and their country. Far from being a divisive concept, investing in debating skills is what will help move society forward. 

Get started by contacting us at lewis.iwu@purposeunion.com

Our team helps clients navigate complex issues such as community cohesion, inclusion, sustainability, and public health, ensuring that every decision aligns with a core commercial and social narrative.