How the world’s most powerful people communicate and influence

Every January, the world’s most powerful people gather on the snowy peaks of Davos to talk about the most pressing global issues, and it’s a masterclass in the art of communication and influence.

The World Economic Forum’s flagship conference took place between 19-23 January, and leaders including U.S. President Donald Trump, billionaire Bill Gates and Nvidia’s CEO Jensen Huang delivered speeches and spoke on panels.

This year’s theme was “A Spirit of Dialogue,” as geopolitical uncertainty and international trade tensions dominated conversations.

Among the most important topics was Trump’s insistence on taking ownership of the Arctic territory of Greenland, as well as the impact of artificial intelligence on the labor market.

The responses of national leaders and CEOs were broadcast live, then distilled into 10-second soundbites and TikTok fan edits, consumed globally, and inviting instant critique.

René Carayol, a leadership coach to Fortune 500 and FTSE 100 executives and world leaders, broke down what the most effective communicators did at this year’s World Economic Forum, in a conversation with CNBC.

Carayol, who has worked with Nelson Mandela, former Russian president Mikhail Gorbachev, former U.K. Prime Minister Tony Blair, Apple CEO Tim Cook, and many more, was frank about the key ingredients to powerful public speaking and communication.

“The two big things that we always coach: it’s the performance, not the content. Second thing, it’s not what you say, it’s the way that you say it. That’s the most powerful thing. Stop trying to remember the words, learn the performance,” Carayol said.

Macron gave a special address in Davos on Tuesday, and in a hard-hitting speech, he hit back at “bullies” after Trump renewed threats of tariffs against Europe, as well as 200% levies on French wine, which have since been dropped.

The French leader warned of a world “without rules” as international law is being disregarded and called for global cooperation to address instability. This was all delivered with blue aviator-style sunglasses due to an eye infection, which Carayol said, lent a “Tom Cruise” feel to Macron’s presentation.

“He was like a Marvel superhero. He was stood up, forthright, as tall as he could be, and spoke out,” Carayol said.

His stance was “upright, looking up, looking powerful,” which exuded an aura of being “unafraid, unapologetic, and gave all of Europe backbone.”

Carney delivered a similar message to Macron‘s in his own speech at the WEF on Tuesday, where he said the world’s “middle powers” must unite against coercion from the world’s…