What Can Leaders Learn from Trump?

During his 2024 campaign, Trump appeared on several popular podcasts and YouTube shows with large and diverse audiences. Notably, he was willing to discuss any topic for hours (one interview lasted three hours). This approach resulted in approximately 40 hours of content, amassing a total of 124 million views. By engaging in candid, long-form discussions with influential YouTubers, Trump managed to deliver his messages directly and effectively to a broad audience.

In contrast, Kamala Harris's participation in such content resulted in only about seven hours of recordings and a few million views. Moreover, the questions in her interviews were strictly pre-approved, and the format was significantly shorter and more formal.

This strategy allowed Trump to create an alternative media space, bypassing traditional outlets, and effectively communicate with his target audience using new media formats. In today’s era of short videos, artificial intelligence, and disinformation, there is a growing demand for longer-form content from experts and leaders to better understand their personalities, positions, and values.

Today, society increasingly demands leaders - whether in business, politics, or the non-profit sector - who come across as genuine and relatable. People want to see the human side of those in leadership roles, not just their professional one. In 2025, we will see more and more organizational leaders adopting this strategy. They will step into the spotlight on podcasts and YouTube shows hosted by engaging and charismatic creators, sharing their philosophies and personal stories in a way that resonates with modern audiences.

This example underscores a broader and critical point: communication is no longer just a supporting function in leadership, it is a core responsibility. Yes, most leaders have communications teams and may even work with agencies to amplify their message. But these resources alone are no longer sufficient. The most effective leaders today understand the importance of the 30/70 principle: regardless of the industry, a leader should spend 30% of their time focused on communication - both with internal teams and external audiences.

Why? Because overcommunication is a myth. Research shows that leaders are 10 times more likely to be criticized for being too passive in their communication than for being overly active. This is the era of great communicators - leaders who can balance strategy, storytelling and authenticity. Those who embrace the 30/70 principle and prioritize open, consistent communication will emerge as winners - not just in elections, but in every field where leadership matters.

Ultimately, the key takeaway is this: leaders can no longer afford to rely solely on traditional communication channels. In a world that values transparency, connection, and authenticity, leaders must be prepared to show up, engage, and share their stories—unedited and unfiltered.