Anyone who follows CEOs or business leaders on social media can think of one or two horrific communication failures. Many may not pay as close attention to how effective most leaders are at communicating their value proposition day in and day out. The most effective leaders have mastered the art of communicating with customers and employees.

How executives choose to communicate with an intended audience varies wildly depending on who’s speaking, who’s listening, and the message being communicated. For example, how can an executive at a technology firm communicate to non-technical business stakeholders in order to effect change? How can a CEO communicate to help drive transformation through an organization?

Employee trust for CEOs has never been worse. According to Edelman, 63% of employees do not find their CEO to be credible. The study also found that employees find spontaneous communication more trustworthy than rehearsed communication. They prefer bluntness to diplomacy, and they’d rather hear a leader speak from personal experience than rely on data to make a point.

In these videos we examine the many ways leaders can effectively communicate in order to achieve business goals. Whether executives use verbal storytelling, written memos, personal experience, or data-driven argument, choosing the right form of communication will help to determine the success of a given statement. Watch these conversations to learn about the best ways to use effective communicate to accomplish your own specific goals.