To stand out in an American business environment, international leaders must have more than advanced language skills – they must have executive presence. So, how do you get from speaking well to commanding the room?
Clear Is Not the Same as Compelling.
Many international professionals believe that good English skills are enough to succeed in the U.S. business world. If they can express their thoughts clearly, they are on solid ground. Yet, they fail to engage their U.S. audiences in pitches and presentations, convey confidence in meetings and negotiations, or effectively lead American teams. Why is that?
The reason is simple: English fluency alone does not automatically give you executive presence. Even highly skilled professionals with advanced language skills struggle to get their ideas noticed, make an impact in meetings, or motivate their teams.
No doubt – strong language skills are essential. They help you craft clear and accurate messages. But executive presence is what makes your words compelling.
What Is Executive Presence?
Executive presence is the ability to project confidence, show leadership, and inspire others. It’s about creating a connection on a logical and emotional level. How you communicate is an essential part of that. To strengthen your executive presence in the U.S. and be successful as leader, you must understand these three key areas:
American Landscape
Strategic Messaging
Assertive Messaging
How Understanding the Landscape Gives You Executive Presence.
Last fall, my husband and I embarked on a three-month East-to-West-Coast road trip. We drove through 18 states. Two things struck me the most: the vastness of the country - and its diversity. I have flown cross-country many times. But when you drive through busy urban centers and expansive rural areas, the distances feel different, more real. And even though it’s all America, you experience a highly diverse geographic, demographic and cultural landscape.
Understanding this varied landscape is vital for creating the connections leaders need to be successful. But it’s more than simply gathering information - it’s a true interest in the other person’s lived reality combined with the ability to consider their perspectives and expectations.
Why Strategic Messaging Matters for Executive Presence.
Different countries have different ways of prioritizing and structuring information. For example, Europeans often focus on long theoretical explanations and details. Americans, on the other hand, emphasize solutions. Leadership communication is outcome focused.
Another example: Americans believe in the art of Storytelling. For them, facts are more powerful when combined with a great story.
As a leader in a new culture, you must understand and be able to adjust your messaging strategically to be successful.
Why Assertiveness is Important for Leaders.
Assertiveness is valued highly in American business communication – and it’s at the core of executive presence.
Assertive speakers strike a balance between directness and respect. They say what’s on their mind but show that they value the opinions of others. Assertiveness is not just expressed through word choice and tone, but also through body language and voice.
For international leaders, it can be challenging to acquire US-style assertiveness. These are the three most common hurdles they face:
INAUTHENTICITY:
A few days ago, I was working with a group of non-native English speakers on assertiveness in their business communication. A Japanese participant shared with me that expressing herself directly and assertively feels inappropriate to her. She is struggling with it, because in her own culture, communication is much more indirect.
American assertiveness feels unnatural to many international leaders. If you are from an indirect culture, the level of directness required in U.S. business communication may feel inappropriate and uncomfortable. If you are from a very direct culture, balancing directness with positivity and politeness can be just as awkward. You may also see it as ineffective and resist it.
As an international leader in the U.S., you must know that expanding your comfort zone is not an option. It’s critical for success.
INSECURITY ABOUT HEDGING:
Politeness in American English involves softening your message. This is called verbal hedging. Many international leaders find hedging confusing. If you do it too much, you convey doubt and insecurity. If you don’t do it enough, you are seen as lacking empathy. You come across as too critical or even dismissive.
Assertiveness requires the right amount of softening at the right moment to be effective.
COMMUNICATION IS SELLING:
In the U.S., you are expected to “sell” your ideas. You need to frame your arguments persuasively rather than just state the facts. This can be difficult for someone used to a more factual communication style.
Selling also involves relationship-building. As a leader, you will need to incorporate small talk, acknowledge others' perspectives, or express appreciation while still being assertive.
Executive Presence Is a Learnable Skill.
Mastering executive presence will set you apart as a leader in the U.S. Firsts impressions happen instantly and you have only seconds to make an impact. When you meet a potential investor, partner, or client for the first time, whether online or on the ground, they either feel your presence or they don’t. The good news: Executive presence can be learned.
Know that good language skills are are essential, but strong communication goes beyond language.
Understand the varied landscape and the lived reality of the people you aim to influence, motivate, and convince. Know their mindset and expectations. And know what they know and think about you.
Structure your message with impact. Focus on solutions and results.
Practice assertive speaking. Be aware of the balance between directness and empathy.
Study how U.S. executives communicate. Observe their tone, pacing, and delivery.
Get help. You’ve taken language classes, practiced on apps, and watched English-language movies on Netflix. You're fluent. An expert advisor can help you get to the next level and learn how to command the room.
👉 Are you struggling to make an impact in U.S. leadership settings? Let’s talk. I help international leaders and entrepreneurs build executive presence and influence in high-stakes business environments.
All rights reserved. Copyright © 2025 TransAtlantic Coaching & Training.