Published on Jun 08, 2026
For those new to your work, how would you describe what 'Zombie Slaying Communication' actually means?
We are in the midst of a ‘zombie’ armageddon and how we communicate has shifted from predominantly human interactions to mostly tech-based transactions. Human-centric communication is filled with empathy, builds rapport and is hugely resonant with our fellow humans, whereas our technology lends itself to cheap, easy, convenient and (in theory) efficient ways of communicating with one another.
'Zombie Slaying Communication' is the flexing of our incredibly evolved human-centric skills to enable powerful, engaging and memorable communication that gets through to any audience. It’s rare, sadly, but has the power of a metaphorical machete to penetrate the overwhelming ocean of communication noise and turn ‘zombies’ back into humans.
You often talk about modern workplaces being overwhelmed by communication. What do you think has changed most in recent years?
We are drowning in an ocean of communication volume and choice. Driven by the cheap, easy and convenient evolution of communication tools that are at our fingertips, we have not stopped to ask why and how we should actually be communicating and instead we have doubled down on more, more, more.
Consider how many emails you send (and receive) on a daily basis. Too many, that’s for certain, but because it is a cheap and easy method of communicating, we have over-obsessed about email’s efficiency. Sometimes email is a useful tool but far too often it delivers in theory only and isn’t actually the best option at our disposal. Add to this the nearly countless communication alternatives we have readily available and it’s no surprise that we are overwhelmed.
In fact, we are communicating so often and so poorly that we are not only overwhelmed, but we are underwhelmed too – most of the communication noise that we are trying to navigate is utter rubbish.
What are the biggest communication mistakes organisations are making right now?
Very few organisations are courageous enough to ask themselves the question – ‘why are we communicating this way’? Email and Teams are the go-to. Cheap, easy and convenient but not necessarily the method of interaction that will resonate with your particular audience at that particular time.
Human interaction has been set aside in our drive for efficiency.
Human-centric communication is akin to taking the stairs when there is an escalator right next door. It is harder. The stairs are better for us, physically and metaphorically, but take more effort. Everyone is on the escalator, very few people take the stairs.
It’s much easier to send an email rather than picking up the phone. The phone takes more effort and is harder, but potentially, with the right client, at the right time, a godsend.
It’s much easier to meet on Teams rather than a face to face get together. However, as we know, with the right client, at the right time, face-to-face trumps everything.
Most businesses are riding the escalator of efficiency and have forgotten the power of the stairs. ‘Zombie’ slayers take the stairs when it really matters.
How has technology and AI changed the way we connect with each other professionally?
In our tech-enabled and AI-infused world we are connected but lack real connection.
Our technological tools are powerful and extremely attractive. We are cognitively vulnerable to the lure of the algorithm, and the tech-geniuses know this.
Even in professional settings we are still social beings but we’ve been lured away from one another through the use of ‘efficient’ communication tools which lack empathy and build zero rapport and we have become hostage to the dopamine delivery of our ever-present devices.
If you really cared, you’d communicate like a human but most of us are forgetting how this is done, why this is so important and we’re falling into the trap of thinking we don’t have time to do things differently.
Any muscle that is unused will atrophy. Our human-centric communication muscles (among others) have begun to atrophy.
Step back and take a look at the world and you will see what this means for us all.
What communication habits separate great leaders from average ones?
Super active listening. Storytelling. Communicating with empathy. Allowing time to have a proper conversation.
Listening with your ears, your eyes and your heart.
Sharing a story that illustrates the point you are making and will move your audience to action.
Being present and aware of others and communicating accordingly.
Average leaders don’t communicate this way and, in theory, should not be leaders at all.Sadly, we’ve all worked for leaders in this second category. If we’re lucky, we’ve worked for leaders who are human-centric. These leaders we remember, and chances are they remember us too.
What inspired you to write Modern Zombies?
A trip out with my kids.
We had been to the first ‘zombie’ run in the UK. An excellent event where us runners have to complete a course while being chased by a selection of zombies, some fast, some slow and some even on roller skates!
We, like all the runners, were dressed up as zombie survivors – torn, blood stained clothing, essentially the rags proudly worn by the armageddon set.
It was on our way home that my world changed. We stopped off at the motorway services and I wondered if these outfits were suitable for us all walking into the nearest McDonalds. In we went, like extras from the Walking Dead, and I thought we might cause quite a stir. We didn’t. Everyone was glued to their devices, heads down, scrolling. Not communicating with one another, not conscious of anything outside of their hand-held ‘fruit machines’, constantly feeding on miniscule drops of dopamine.
At that point it struck me that we are the zombies, hiding in plain sight. Lured in by our hunger for the ‘brains’ on display on our screens and infected by our all-powerful technology.
The book began there and it’s been a journey of discovery. My audience love the book, but they don’t like being called zombies. The truth is hard to swallow.
Is there a moment in your career that fundamentally changed how you think about communication?
There is indeed. The opportunity to do my first TEDx talk.
I’ve spent a great deal of time speaking from stage, but in the early days, an opportunity to do a TEDx talk was a great honour and an opportunity not to be taken lightly.
The most difficult question I had to answer, at that stage, was ‘what is it I have to say that my audience really needs to hear’?
Once I had cracked that thought-provoking nut, the next challenge was to explore how to communicate this in a way that would not only resonate but would be incredibly memorable.
From there, everything changed. Not just because of the TEDx event but because the process and those two incredible questions enabled me to find my voice and a way to communicate that is guaranteed to get through.
Being heard is challenging enough, getting through is a whole other story.
How can professionals communicate more effectively in high-pressure or fast-moving environments?
Whether the environment is high-pressure, fast moving or stress free and relaxed, the effectiveness of your communication hinges on your ability to resonate with your audience and to build rapport.
First, consider what you want to achieve for you and for your audience from your communication – your goals.
Second, consider who are your audience, what does their world look like and what is the best way to get through to them at this time – your audience.
Finally, put these two steps together to flex the ideal communication method to achieve these goals with this audience.
Stick to this order – goals – audience – communication strategy / technique.
Often, the best option is not email.
What advice would you give to people struggling with communication overload and digital fatigue?
Stop.
Get off social media.
Go outside and think.
Have conversations – pick up the phone, meet in person if it really matters.
Send less emails.
Be courageous and do things differently.
Are hybrid and remote working changing workplace culture for better or worse?
Hybrid and remote working have enormous value. I’m a fan, it works for me (it wouldn’t have worked for my younger self), but that is not what this question is asking.
Workplace culture has taken a beating since hybrid and remote working have become the norm.
If you look at your organisation you will see the following three challenges:
I’ll explore culture briefly; the other two we can talk about another time.
Culture is a people thing. It’s an expression of how we do things and what it’s like to be part of our team. It requires the team to spend time together to bond, to build the company stories we share internally and externally. Culture thrives when we all stand together and stand for something greater than we could if we stood alone. It’s how we all conduct ourselves and how our clients expect us to be.
We no longer spend time together – online doesn’t count. Your culture, like our high streets, have seen better days and it will take real courage, determination and time to turn the tide.