At Beyond Echo, we often say that the ones making the most impact are usually too busy doing the work to talk about it. Luke Pilfold-Thomas is one of those people. With experience spanning entrepreneurship, investment, executive leadership, and advocacy, he’s led multimillion-pound technology programmes, guided businesses from first pitch to exit, and rolled up his sleeves when the road got rocky.
In our first Beyond Echo conversation, Luke and I explored what productive communication really means – and why it’s the foundation for building trust, clarity, and momentum in any organisation.
Communication is a conversation, not a broadcast
One of Luke’s first lessons for teams is this: change is not an indictment of the past. Leaders need mid-level buy-in to translate vision into execution – without it, strategy stalls. That’s why storytelling is so powerful. Instead of neat soundbites, Luke shares real experiences – like when perfectionism delayed a launch or when hesitating on risk almost cost him a breakthrough. These moments give context, not spin, and help teams understand both the why and the how behind decisions.
Speak their language, lead with yours
Internal communication works best when it’s tailored. Developers care about autonomy and scope; executives want ROI and alignment; investors expect a mix of narrative and numbers. Luke points out that when everyone inside your organisation speaks the same language, customers feel it too. That’s when vision stops being a slogan and becomes culture.
When the pressure’s on, say less, mean more
In high-pressure moments, clarity is your most valuable currency. “Say what you know, what you don’t, and what comes next,” Luke advises. A weekly, no-slides, 15-minute town hall is one of his go-to tools – straight talk that cuts noise, strengthens culture, and keeps direction clear.
Values are guardrails, not posters
Values shouldn’t just live on the wall – they should guide decisions. Done right, they remove friction from hard calls. When people naturally use words like “scalability” or “stewardship” without prompting, that’s when values are embedded in your culture.
Consistency over perfection
The brands Luke admires – McDonald’s, Patagonia, Nike – share one trait: authenticity. They communicate with clarity and deliver on their promises. As Luke says, credibility comes from proof, not hype.
At Beyond Echo, we believe that’s true for every leader and brand. When your values are lived daily, your culture speaks for itself – and that’s the most powerful PR you can have.
