Today, however, power seems to be caught up in a culture of immediacy. The performative deluge of rhetoric in the first 100 hours of Donald Trump’s presidency, as well as J.D. Vance’s speech in Munich, reveal a preference for urgency. According to this new American leadership, there is an imperative to assert dominance, to impose its agenda, whether political, economic, technological, or geopolitical, at breakneck speed.

The politics of speed

Disrupting the intellectual comfort of the “End of History”, transactional leadership has found its way into the gaps of liberal democracy, which had long remained complacent in an almost aristocratic vision of liberalism. The new modulus operandi is to act swiftly and decisively on unfolding events without restraint, care, or elegance.

Breaking with the virtue of moderation (which Albert Camus saw as an essential ethic for European pluralism), Trump cuts the Gordian knot of a volatile, uncertain, complex, and ambiguous world–one that seems impossible to control. For him, anything is possible if one catches the world off guard and reduces political action to a business transaction.

The strategy is to become the director of a never-ending spectacle. This involves blending different communication techniques: Tony Blair’s agenda-setting tactics, linguistic triangulation to blur ideological lines, and the normalization of performative rhetoric to shape reality itself. 

Trumpist rhetoric primarily seeks narrative victories because everything depends on one core strategy: the rapid internalization of a new American imperialism. This is a form of narrative “blitsscaling”–a concept borrowed from the tech world, where speed is prioritized to dominate vast markets.

A possible backlash?

Mario Draghis’ February 19 speech in Brussels, the recent Macron-Trump meeting over Ukraine peace talks, and Friedrich Merz’s push for European defense autonomy all indicate that Europe has taken note of the Trumpist playbook.

But in the face of the dangers and violence of political speed, can Europe still hold on to its “quiet strength” when everything seems to be on the verge of collapse? On one side, we see a global show of American moral and military rearmament; on the other, Europe as the guardian of balance. However, resisting also means not rushing. It means knowing when to act, when to stay silent, when to prepare. Choosing the right timing across short-term, structural, and long-term scales.

Faced with an endless flood of information thrown around to control every agenda, the philosophy of Zeno, with its emphasis on moral fortitude, resilience, and constancy, might prove useful.

Already, words like “shutdown” and “recession” are surfacing in the American debate. Let’s not forget: Trump’s political theater is also playing out internally. Just one month after his inauguration, an Ipsos-Reuters poll already showed mixed American public opinion, particularly regarding the economy. Disruptions, uncertainties; this narrative of speed and dominance creates vulnerabilities that could ultimately turn against the United States.

Camille Fumard, Strategy Consultant & Special Advisor to President Edouard Fillias, JIN agency.

L’article The New American Political Playbook: Speed, Spectacle, and the Risk They Create est apparu en premier sur JIN, Agency in Europe (France, UK, Germany...).

Yet, amid this chaos, businesses appear surprisingly as beacons of stability. According to a recent 2024 study by Odoxa, 56% of French people now believe that businesses are the most capable of driving change. This expectation places corporate leaders in a key position: they are seen both as agents of transformation and as guiding figures for a society searching for direction.

However, this trust appears betrayed by a disconnect between business leaders’ concerns and public opinion. In fact, 60% of corporate leaders’ social media posts focus on environmental issues. While this topic is undeniably important, it ranks only ninth among the issues most discussed by the French public. Instead, online debates revolve around pressing topics such as the Israeli-Palestinian conflict, the fight against the far right, and the taxation of superprofits.

So why, in an era that demands clear commitments to build trust, does the communication from business leaders seem to lack resonance?

Breaking free from corporate imperatives

Despite what is often suggested on social media, businesses are far from being universally despised. However, the way corporate leaders communicate online amplifies the perception of detachment. Their messages, often highly conventional, appear carefully crafted to align with institutional communication constraints or regulatory requirements.

A staggering 98% of executives’ posts adopt a positive, even overly positive tone, avoiding any strong stances. But this excessive optimism makes their statements feel hollow, stripping them of the impact needed to foster genuine engagement. In a world craving authenticity and sincere commitment, such sanitized messaging fails to connect.

Giving leaders back their voice by listening

A company, through the voice of its leader, must take action in response to civil society’s demands. So how can business leaders reinvent themselves to transcend corporate constraints and truly engage with contemporary concerns?

First, by addressing public expectations beyond economic or regulatory needs. French citizens want businesses to make real commitments, not just in response to financial imperatives. This trust places a greater responsibility on corporate leaders to demonstrate tangible actions that benefit society, whether to external audiences such as customers, partners, and civil society, or internal ones such as employees, who increasingly seek purpose-driven workplaces.

Second, by engaging in dialogue with communities. Communication is not just about broadcasting information in a one-way, top-down manner. Platforms like LinkedIn offer a unique opportunity to create authentic, constructive exchanges with various communities. Engaging in conversations within a company’s digital ecosystem helps leaders strengthen their role in society, showing that they respond to community expectations rather than simply following media-driven timelines.

Third, by choosing the right battles. No company can solve all the world’s problems, and no leader should attempt to comment on every issue. Instead, leaders should carefully select causes aligned with their company’s mission and champion them with clarity, relevance, and true engagement. A leader’s activism should be identifiable and legitimate, focused on issues where their voice and company can make a tangible impact.

The end of corporate-speak for business leaders

The era of corporate-style communication from executives is over. In a world where expectations for businesses have never been higher, leaders have a historic opportunity: to become true agents of change, aligned with public aspirations and fostering meaningful dialogue. We must not let this opportunity slip away.

Edouard Fillias, CEO of JIN agency, and Anne Le Brouster, Managing Director of the Leadership team at JIN

L’article Talking Without Meaning: Putting an End to Empty Corporate Speak from Executives est apparu en premier sur JIN, Agency in Europe (France, UK, Germany...).