Eating nothing but junk food is not a formula for a long and healthy life.

It won’t provide the nutrition your body needs to sustain itself. Or even the fuel to get you through the day.

Yet many in leadership positions are doing just that.

Every time they speak, what’s coming out of their mouths is the leader’s version of junk food.

Banalities, platitudes and bafflegab.

And just like the empty calories in junk food, there’s no nourishment in it.

Because empty phrases do not a leader make.

Leadership emerges through our words. And is made credible through our actions, which also take words to convey.

So the words that come out of your mouth should nurture your leadership. Not starve it.

What you say, and how you say it, will determine whether others respond to you. Your ability to lead, whether you have a big title or not, rests on the words you use.

In my work with executive clients over many years, they’ve proven it. When they learn to express themselves effectively, their leadership initiatives soar. As do they, often getting new and unforeseen opportunities.

Both leading and managing, each an essential but distinct practice, demand the ability to express what needs to be done and by when. Effectively.

This may seem evident, even simple. But it is often undermined by the assumption that “they already get it” enough. So you speak, and then wait with expectation.

And you wait. And wait.

And there’s still nothing. No action. Just crickets.

Your words have failed.

And that comes at a cost: change initiatives never fully realized; opportunities squandered; and leadership potential stifled.

All because of the lack of nourishment contained in your words.

When they are meaningless to those who need to hear you, they will not hear you or trust you. They will not respond, even if they are “supposed” to do so.

So choose your words carefully.

Make what matters to you matter to them, too, so compellingly that they choose to act on what you’ve said.

It’s not about oratory. You don’t have to sound like any of the greats like Winston Churchill.

When Mary Barra became Chair and CEO of General Motors 10 years ago, the company was embattled in the courts trying to salvage its reputation.

She made this simple but powerful declaration:

“No more crappy cars”.

Who needed to hear it?

Employees. Customers. Potential Customers. Shareholders. And, of course, the litigators in the courtroom.

Just four carefully chosen words assembled into one powerful statement that declared what must be.

And they heard her. Those four words shaped the response.

Words matter. So remove the junk food when you express your leadership.

You’ll sound very different from most others.

And those who need to respond will hear you.

You’ll be able to engage, align and mobilize them so together you ignite meaningful change.

That’s leadership.