Strategy, Story & Stakeholders

How do you build a multi-billion dollar financial infrastructure in a sector often dismissed as "the Wild West"? For Katie Evans, Chief Business Development and Communications Officer at Swarm, the answer lies in three things: regulation, radical simplicity, and the "Power of Three."In this episode, Katie joins Max Forsyth to discuss Swarm’s strategic evolution and its recent acquisition by Inveniam. We step away from the "crypto-bro" hype to explore the actual mechanics of Real-World Asset (RWA) tokenization—using everything from Apple stocks to designer shoes as verifiable digital collateral.Key discussion points include:• The Transition from TradFi to DeFi: Lessons from the London Metal Exchange and eToro.• Building Credibility: Why Swarm chose to "steep its story in regulation" to attract institutional fiduciaries.• The Power of Analogy: Using the "Louboutin Ledger" to make complex financial structures tangible for investors.• The Agentic Shift: Preparing financial markets for a future where AI agents, not just humans, manage and rebalance portfolios.• The Future of PR: Why engaging with the press is more critical than ever in the age of LLMs.

In a world often defined by noise and uncertainty, how can a 100-year-old icon use the power of story to inspire confidence in the future?In this episode of Strategy, Story & Stakeholders, host Max Forsyth is joined by Stacey Jones, Chief Communications Officer at Honeywell, for an uplifting conversation on the evolution of a global giant. Speaking in February 2026, Stacey shares the inside story of Honeywell’s transition into three specialized, future-focused companies—a move designed to sharpen their impact on aviation, automation, and energy.Stacey moves beyond the technicalities of the "split" to focus on the human energy driving it. She discusses why she remains "glued" to the communications profession after three decades, the joy of "future-shaping," and how authentic storytelling can bridge the gap between complex industrial innovation and the everyday lives it improves.Key themes of progress and partnership in this episode:The "Future Shapers" Spirit: Why Honeywell’s internal rallying cry has become a badge of pride for employees and a cornerstone of their global brand.Stories That Connect: Moving from "complex products" to "tangible impact"—how to communicate mission-critical work (like landing planes safely) in a way that resonates with the heart.The Joy of Curiosity: Stacey reflects on her journey from reporter to CCO, and why a "true interest" in people is the secret to a high-performing comms team.Leading with Optimism: Navigating a historic separation by focusing on growth, new possibilities for workers, and the "absolute magic" of a coordinated global message.The Power of Mentorship: A candid look at why building a career is about the people you lift up (and those who lift you), featuring Stacey’s advice on finding your own "straight-talking" advocate.

In this conversation, Jenny Hall, Chief Corporate Affairs Officer at Royal Mail, discusses her role in leading corporate affairs and ESG initiatives within one of the UK's most scrutinised organisations.She shares insights on the importance of communications strategy, stakeholder engagement, and the challenges of managing a large workforce while navigating public scrutiny. Jenny emphasises the need for a clear strategy in prioritising communications efforts, the integration of internal and external communications, and the significance of sustainability initiatives in shaping the future of Royal Mail.

Ed Whitehead, Advisory Director - Corporate Reputation at Ipsos, joins Strategy, Story & Stakeholders to take us through the Ipsos Reputation Council 2025 Report: The Eye of the Storm.We examine the changing nature of crisis communication, arguing that organisations must stop treating crises as one-off incidents and instead recognise them as a permanent fixture of modern business. We explore how geopolitical instability and a widespread loss of faith in institutions are forcing communicators to rethink their approach. And our discussion also touches on the value of strategic silence, the complexities of ESG, and how AI is likely to reshape the industry. Above all, we maintain that integrity and trust remain the only reliable anchors in such an unpredictable climate.

What separates a "good" communications director from a true strategic business partner in the C-suite?According to Tabita Andersson, author of Chief Communications Officers at Work, the answer isn't creative flair or perfect copywriting—it's deep business acumen.In this episode of Strategy, Story & Stakeholders, Max Forsyth sits down with Tabita to explore the evolution of the CCO role. Drawing on interviews with communications leaders from global giants like GE and A.P. Moller - Maersk, Tabita shares why the modern CCO must move beyond "polishing the message" to become the organization's strategic radar.We discuss:From Output to Outcome: Why CCOs must stop measuring success by press clippings and start measuring by strategic impact.The Language of the Boardroom: Why understanding the P&L, balance sheet, and business model is the only way to gain influence with the CEO and CFO.Stakeholder Mapping: Moving from "broadcasting to the public" to surgical engagement with investors, regulators, and employees.AI in Communications: Why Artificial Intelligence won't replace the CCO—but will force them to double down on judgment, empathy, and strategy.Career Advice: Practical steps for aspiring leaders to build their internal network and strategic capability.Guest: Tabita Andersson, Communications Leader & Author of Chief Communications Officers at Work.Host: Max Forsyth, Founder & Managing Director, Comms Search & Selection.Resources:Get the Book: Chief Communications Officers at Work is available on Amazon now.Visit our Website: commssearch.comConnect with Max: LinkedIn Profile

In the second episode of Strategy, Story & Stakeholders, we sit down with Rebecca Matts to explore the nuances of corporate affairs. Rebecca shares her path from starting as a junior marketing executive at Clifford Chance to becoming a trusted communications and corporate affairs advisor at firms including HSBC, UBS, BlackRock. Nomura, SThree and Hines, revealing how she aligns communications strategies with business strategy. We discuss the role of authenticity and clarity in storytelling and offer practical insights for senior executive, Board or businesses looking to build trust and influence. Whether you're new to the field, an experienced professional or in the C-Suite, Rebecca's perspective provides valuable takeaways for navigating the corporate landscape.

SummaryIn this episode of Strategy, Story and Stakeholders, host Max Forsyth speaks with Charlotte Otter, an expert in executive communications who previously led executive communications and internal communications for SAP, the global tech giant with 130,000 employees, and now author of 'We Need New Leaders.' They discuss the evolving dynamics of leadership communication, the importance of self-awareness, and the power of storytelling in engaging stakeholders. Charlotte emphasises the need for leaders and CEOs to be authentic and courageous in their communication, especially in a time when trust is paramount. The conversation also touches on the challenges of engaging hard-to-reach audiences and the necessity of integrating inclusivity into corporate culture.Chapters00:00 Introduction to Executive Communications06:15 The Need for New Leadership09:49 Self-Awareness in Leadership11:37 The Power of Storytelling14:21 Engaging Hard-to-Reach Stakeholders16:23 Internal vs External Communication20:10 Advice for New CEOs