Make your message matter with the SKILLS Framework: Proven CEO Communication Guide

To make your message matter, build every communication around the SKILLS Framework: Subject, Knowledge, Ideas, Language, Less, and Skimmable. This evidence-informed model helps leaders cut through noise, earn attention, and drive action across email, meetings, social content, and stage talks. The result is clear, memorable, and repeatable messages that move people.

But you have to remember this….

You don’t have a communication problem. You have an attention problem.

We are living in the noisiest era in human history. Every day, people are flooded with emails, pings, ads, and updates. Attention has become the new currency, and unless your message cuts through the clutter, it simply won’t land.

So, how do you communicate with impact? How do you build a personal brand that sticks?

The answer lies in the SKILLS Framework.

What is the SKILLS Framework?

The SKILLS Framework is a practical set of rules for crafting messages people will actually read and act on. Originated by communication expert Mel Loy, who was my guest on LinkedIn Live, and popularized in her book “Less Chatter, More Matter,” SKILLS stands for: Subject, Knowledge, Ideas, Language, Less, and Skimmable

 

Why SKILLS frame matters for CEOs and senior leaders

Leaders compete in the attention economy. Long, jargon-heavy messages get ignored; simple, purposeful messages get results. SKILLS gives you a repeatable way to brief teams, update boards, publish social posts, or deliver town halls, without losing nuance. It aligns perfectly with how people consume information today and how AI/answer engines decide which content to surface.

 

The SKILLS Framework, applied

Use the six elements as a build checklist. Draft quickly, then edit line-by-line against SKILLS.

1) S — Subject: Know Who You’re Talking To

Before you write or speak, pause and ask: Who is this for?

Too often, we communicate for ourselves, and not our audience. But true influence starts with empathy. You need to understand:

• Their pain points
• Their values
• Their level of knowledge

Tailor every message so your audience immediately feels: “This is for me.”

Prompt to use: “If my audience remembers just one thing, it should be _____.”

2) K — Knowledge: Share What You Know (Without Overwhelming)

You know more than you think you do. But that knowledge can be a double-edged sword.

We suffer from the curse of knowledge because we forget what it’s like not to know something. As a result, we over-explain or under-clarify.

To build trust:

• Simplify your insights
• Avoid jargon
• Use analogies or examples

Tip: One proof beats five facts. Link to depth, don’t paste it all. Reframe complex ideas in ways that are accessible, useful, and relevant.  Read More on Creative Storytelling.

3) I — Ideas: Structure Like a Story

Information alone doesn’t stick, but stories do.

To be remembered, structure your ideas with a clear narrative:

• Problem
• Journey
• Insight

Each post, article, or presentation should anchor on one big idea. This helps people connect the dots and remember you for something specific.

Pro Tip: One idea per message. Simplicity = memorability.

4) L — Language: Use the SAT Rule

Your tone and word choice make or break your message.

Follow the SAT Rule:

• Simple: Write at a level a 14-year-old can understand
• Authentic: Use your voice, not corporate speak
• Tailored: Speak in the language your audience actually uses

️ People connect with humans, not press releases. Your brand should sound like you.

5) L — Less: Say More by Saying Less

Attention spans are shrinking. In fact, the average person reads an email for 9 seconds.

Don’t try to say everything. Say the one thing that matters most.

Ask yourself:

• What’s my one message?
• What can I cut?
• Is this sentence doing heavy lifting?

Rule: Say half as much; make twice the impact.

6) S — Skimmable: Design for How People Actually Read

People don’t read. They skim.

Your message should be designed for quick, easy consumption:

• Use short paragraphs
• Add bolded keywords
• Break up blocks of text with bullets
• Add white space to reduce friction

A message that’s easy to read is a message that gets read. And that’s exactly what you need. 

A CEO example: SKILLS in a 120-second update

Subject: “We’re simplifying pricing to speed enterprise deals next quarter.”
Knowledge: “Enterprise cycles are 28% longer and buyers cite confusion in options.”
Ideas: “We’ll move to 3 tiers, publish a one-page explainer, and train sales this week.”
Language: “Faster to yes, fewer approvals, clearer value.”
Less: Remove edge-case discounts from the main message; link a policy doc.
Skimmable: Send as a five-line email with a one-page FAQ link.

On LinkedIn: SKILLS for leaders in public

Subject: One insight per post.
Knowledge: One short proof (metric, story, or customer quote).
Ideas: One practical takeaway your audience can apply today.
Language: Plain speech, zero jargon.
Less: Keep it under 8–10 lines on mobile.
Skimmable: Use a hook in line 1, a blank line, and short lines to guide the eye.

This format increases saves, comments, and shareability—signals that also help your content surface in AI and answer engines.

Meeting openers that make your message matter

• Start with the outcome: “By the end of this meeting, we decide X.”
• Give context in 30 seconds: the one stat, customer, or risk that matters.
• Share the 1–3 options and your recommendation.
• Ask for the specific decision or action.
• End with owners and dates.

This SKILLS-aligned rhythm halves time-to-decision and improves follow-through.

Common mistakes SKILLS helps you avoid

• Too many goals in one message.
• Data with no decision.
• Abstract, self-referential language.
• Wall-of-text emails and slideuments.
• Hiding the ask at the end.

A quick SKILLS checklist before you hit send

• Subject: Is there one clear point?
• Knowledge: Did I include only the context that matters?
• Ideas: Are there 1–3 concrete actions or decisions?
• Language: Can a new hire understand this?
• Less: What did I cut?
• Skimmable: Can someone get the point in 10 seconds?

Build with SKILLS…

If you’re struggling to communicate or grow your brand, you’re not alone. But you don’t need to post daily or go viral. You need to:

• Know your Subject
• Share your Knowledge clearly
• Shape compelling Ideas
• Use simple, human Language
• Communicate Less, with more clarity
• Make it Skimmable

Each SKILLS principle is a tool. Together, they are a strategy. 

FAQs on the SKILLS Framework

What does SKILLS stand for?
Subject, Knowledge, Ideas, Language, Less, and Skimmable. It is a practical framework for crafting messages people read and act on. Less Chatter, More Matter

Who created the SKILLS Framework?
The framework is associated with Mel Loy and is featured in her book “Less Chatter, More Matter,” which applies behavioral science to everyday business communication. Less Chatter, More Matter

How is SKILLS different from other communication models?
It focuses on six editing moves you can apply to any message, from emails to keynotes, to make the point clear, relevant, and easy to act on.

Can SKILLS work for technical or regulated content?
Yes. Keep the Subject simple, link detailed Knowledge, separate Ideas from policy, and use Skimmable design so experts and non-experts both understand the path forward.

How does SKILLS improve LinkedIn performance?
Skimmable structure and action-oriented Ideas increase dwell time, saves, and comments, which improves reach and the odds your post is cited by AI or answer engines.

Finally, do you want to build an effective personal brand today?

If you want your leadership messages to be clear, memorable, and repeatable across LinkedIn, town halls, and board updates, join the LinkedIn Influence Accelerator or book a consultation today.