Sometimes it’s just the effort that counts.

Communicator of the Week Award goes to King Charles for his decision to insert a little pidgin English into his speech at the state dinner for President Tinubu of Nigeria.

By all accounts, it was a pretty glitzy affair. (My invite must have been lost in the post).

King Charles gave the expected flattery, praising the ‘economic powerhouse and cultural force’ that Nigeria represents. Highlighting Afrobeats, Nollywood, Jollof rice, and our football prowess.

He even acknowledged the ‘painful marks’ of colonialism.

All the usual stuff you’d expect in a state speech.

But it was the close of his speech that caught my attention.

His final words were ‘Naija no dey carry last’. (a common saying in Nigeria that basically signifies the resilience, self belief and determination of the people ie Nigerians never come last).

He delivered the line in his perfect King’s English accent that made it comical, but the line landed well and he received laughter and applause in equal measure.

When you are communicating with other people, beyond the information and the ideas you share, your chief aim must be to connect with them.

It’s why you’ll get better treatment in a foreign country when you speak a coupe of words on the local language (even if you butcher the words).

Particularly in this AI obsessed world where data and information is so easily available, the value of human connection will continue to increase.

Work out what message will resonate with your audience, then serve it to them. They’ll love you for it.

Kolarele