Uncover your leadership communication style, align it with your strengths, and build the visibility strategy that fits how you naturally lead.
The CEO Signal
What is The CEO Signal?
Most leadership communications frameworks try to make everyone sound the same. But the most effective leaders communicate in a way that is deeply aligned with who they actually are, not who they think they should be.
The CEO Signal is a practical, strengths-based framework that helps founders and executives at all levels discover their communication archetype and build a visibility strategy suited to how they naturally communicate.
Whether you’re navigating a new role, fundraising for your startup, navigating organizational change, or facing a new challenge, optimizing the way you communication will help shape how people perceive you, and how your message lands, turning your leadership strengths into strategic advantages.
How does it work?
Every person has a unique communication profile based on four dimensions.
Core Style
This is your natural communication mode and how you instinctively lead and express yourself. This is how you communicate when you don’t have to think about it.
Aspirational Style
This refers to how you want to be perceived and understood by stakeholders. This is how you communicate when you are making an effort.
Stress Mode
This is how your style shifts under pressure, and what shows up in moments of challenge or tension. This is how you communicate when you are in fight or flight (or fawn or freeze) mode.
Internal Influence
This is how your team and those closest to you experience you day to day. It is how you show up as a leader in a team setting.
By understanding these four signals, you gain the power to control how you show up in every situation. Understanding the unique way that you communicate under pressure, in the spotlight, and behind closed doors is the first step towards operating at your full potential when it comes to communicating effectively.
Services
Every leader and team communicates differently and the most effective strategies are built around how you naturally lead.
The CEO Signal approach is collaborative, candid, and tailored to you. It combines an external perspective with insider-level understanding, so our work is both strategic and practical.
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Workshop
Diagnostic, hands-on sessions to map your communication strengths, stress patterns, and influence levers, to them into actionable strategies.
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Coaching
1:1 executive coaching to sharpen your presence, refine your message, and prepare you for high-stakes moments with confidence and authenticity.
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Consulting
An independent, expert audit of your corporate communications to identify gaps, sharpen your message, and align every channel with your goals .
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Off-sites & Retreats
Purposeful design and facilitation for leadership off-sites that create real alignment, energize your team, and turn discussion into momentum.
Other ways we can work together
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Collaborative sessions to define or refine your company’s purpose, values, and direction, rooted in your leadership voice and based in the principles of The CEO Signal.
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Tailored message frameworks for: internal team alignment, external brand and customer-facing comms, and investor storytelling.
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General training for improving presence, clarity, and confidence in interviews, panels, and public speaking.
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One-on-one coaching to prepare for a specific media opportunity, from messaging to pacing and delivery. Includes research on reporter, outlet and key expected topics of discussion.
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Book flexible, strategic advisory support across messaging, storytelling, ghostwriting, and leadership communication.
The Six Archetypes
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Charismatic, investor-facing.
Natural storytellers and high-energy communicators who thrive in the spotlight of funding rounds and external validation.
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Mission-first, idea-led.
Focused on long-term impact and purpose, they communicate in themes, not tactics, and need help grounding ideas in action.
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Product-focused, technical.
Deeply engaged in execution and details; most confident when explaining what they’ve built and why it matters.
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Reliable, internal-facing.
Calm, measured, and systems-oriented leaders who lead through clarity, consistency, and quiet influence.
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Expert-led, niche-specific.
Respected within their industry, they lead with credibility and insight but often need help connecting to broader audiences.
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Media-ready, public-facing.
Magnetic, energetic communicators who shine in interviews, keynotes, and on social, often needing guardrails to stay on message.
Inspiration & Mission
The way a leader communicates sets the tone for everything—from how investors perceive your ambition to how your team understands your strategy.
I created The CEO Signal because I’ve seen firsthand how leadership communication can make or break trust, inside a company and out. Throughout my career working with founders, CEOs, and executive teams in startups, venture capital, and global tech, I noticed a pattern: the most effective leaders weren’t trying to sound like someone else, they leaned into how they naturally lead.
The CEO Signal exists to help leaders do exactly that. It's a practical, strengths-based framework designed to help you discover your communication archetype and build a visibility strategy that reflects your strengths.
Whether you're raising a round, scaling your team, or stepping into the spotlight, how you show up shapes what people believe about you, and where you're going next.
Fundraiser
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Visionary
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Builder
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Operator
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Insider
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Star
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Fundraiser · Visionary · Builder · Operator · Insider · Star ·
Let’s work together.
I offer flexible engagement options, whether you're looking for ongoing support or help with a specific project.
I welcome both in-person and virtual meeting requests to get to know each other and explore how I can help you.
Book a meeting with me send me an email at serene.touma@gmail.com to discuss how we can work together.
Talk soon!