Most communication training doesn’t work.
There. It’s said.
It’s not because people don’t want to learn. It’s not because trainers are bad people. And it’s not because communication can’t be taught.
It’s because far too much training is designed to look impressive, instead of creating lasting change.
The Harsh Truth
I once sat in on a storytelling training session where, at the end of the day, the facilitator said: “Let’s go around in a circle. Everyone share one thing you’ve learned today.”
What followed was a painful silence.
One by one, 19 people around the room searched for an answer. No one had anything specific. No tool. No structure. No memorable model to speak of.
The silence became so uncomfortable, someone cracked an awkward joke just to break the tension.
That trainer walked out of the room smiling. I walked out thinking:
That entire day could have been a 6-figure mistake.
And it’s not an isolated case.
I’ve coached people who’ve attended dozens of courses and still can’t clearly express what they do, why it matters, or how to tell a story that sticks.
What the Research Says
In his research on charismatic leadership, Professor John Antonakis mentioned interviewing Fortune 500 leaders who collectively spent over $120 million a year on training.
When asked what would happen if they stopped all their leadership development programs, many said:
“Probably nothing.”
Read that again.
They didn’t believe their training was making any measurable difference.
The reason? Too many programs are built on recycled hype, over-intellectualised models, or untested methods that sound clever but fall apart the moment people return to work.
(Antonakis, J., Fenley, M., & Liechti, S. (2011). Can Charisma Be Taught? Tests of Two Interventions. Academy of Management Learning & Education, 10(3), 374–396.)
Why Most Communication Training Fails
- It’s not based on evidence. People still teach public speaking using Aristotle’s ethos, pathos, logos and kairos... but most participants walk away with no idea what those words actually mean, let alone how to apply them.
- It prioritises complexity over clarity. Just because a model sounds smart doesn’t mean it’s helpful. Training should make skills easier to remember and apply, not harder.
- It teaches theory, not transformation. Learning without behaviour change is just entertainment.
- It ends when the day ends. Without coaching, feedback, or follow-up, most people forget 90% of what they learned within a week.
What Actually Works
Here’s what I’ve found to work after running hundreds of workshops and coaching thousands of professionals, executives, and founders across every major industry:
✅ Evidence-Based Models
We use the 12 Charismatic Leadership Tactics (CLTs) because they’re backed by peer-reviewed research. We focus on what works, not what’s trendy.
✅ StorySelling Structure
We don’t teach storytelling as a mystical art form. We use a simple, repeatable structure:
- Problem
- Pain
- Solution
- Outcome
- Action
It works for keynote speeches, investment pitches, team updates, and customer success stories. And once people use it, they never go back.
You may have seen the claim that “stories are 22 times more memorable than facts.”
It’s catchy... but it’s not true. There’s no solid research behind that number.
And that’s the deeper problem this article is trying to address: too much communication training is built on myths, not methods.
When people are sold bold promises without substance, the damage goes deeper than wasted time. It erodes trust in training altogether.
What is true: stories create connection, spark emotional engagement, and improve retention. That’s why we use a clear, proven structure - and help people tell stories with purpose, not just flair.
✅ Adult Brain-Based Learning
The day is structured for engagement, safety, and energy. We don’t lecture. We don’t make people role-play. We create real learning moments that stick.
✅ The 3-Part Workshop Journey
Every StorySelling workshop follows a simple arc:
- It’s all about you. We begin with mindset: the inner blocks and speaker identity issues.
- It’s not about you. It’s about your audience. We shift into message clarity and customer-focused storytelling.
- It’s not a presentation. It’s a performance. We close with delivery skills, body language, voice control, and presence.
✅ Follow-Up That Reinforces Learning
Our training doesn’t end at 5pm.
We start with a 30-minute complimentary follow-up coaching call for every participant. This one-on-one check-in allows people to reflect on:
- Where they were before the workshop
- Where they are now
- Where they want to go next
It helps them create a plan to take action, embed the learning, and keep momentum going back in their own workplace.
Beyond that, we offer:
- 1:1 executive coaching
- Online group coaching
- Ongoing access to the online learning platform
- Feedback systems and video self-review
Because what happens after the workshop matters more than what happens in it.
The Real Cost of Bad Training
The cost of bringing in a sub-par communication trainer isn’t just financial. It’s cultural.
- People tune out future training.
- They lose trust in development programs.
- Leaders stop showing up for sessions.
- Communication suffers in silence.
All because the last workshop was forgettable.
A Word to Trainers
If you’re leading communication training, you carry responsibility.
When someone gives you their time - their attention, their vulnerability, their willingness to try - you owe them more than just energy and clever slides.
You owe them tools they can remember. A structure they can use. Confidence they can carry back into the real world.
This work matters. Please treat it like it does.
Final Thought
If you’re going to invest in communication training, invest in something that works.
Don’t settle for workshops built on jargon, fluff, or borrowed brilliance.
Look for structure. Look for science. Look for follow-up.
Because when you do it right, communication training doesn’t just improve public speaking.
It transforms how people lead, connect, and influence... every day.
