Helping senior leaders build the self-awareness, emotional precision and conviction they need to communicate with control and confidence.
The CEO Signal
What is The CEO Signal?
Most leadership communications frameworks try to make everyone sound the same, but not everyone is the same. In fact, the most effective communicators express themselves in a way that is deeply aligned with who they actually are, with a high awareness of their context and surroundings.
What if you believed that you could be in charge, and control your own destiny, regardless of your role, position or influence? The CEO Signal is a practical, strengths-based framework that helps founders, executives and professionals at all levels discover their truths and build an effective communications strategy that works for them.
How does it work?
You cannot change what you cannot see. The CEO Signal process helps you notice how you communicate, why it works when it does, and what happens when it doesn’t.
Together, we move from awareness to alignment to consistent clarity.
1. Decode
We start by observing how you communicate in real settings, reflecting on meetings, reviews, and one-to-one conversations.
Together we identify the patterns and reflexes that shape your style using the tools and methodology that are most relevant to your challenges and needs.
2. Distill
You gain a framework for self-awareness and language for what you notice. We explore how perception forms, how your messages land, and where small shifts can create more impact.
We identify quick wins and common pitfalls, and use them to build your self-awareness muscle.
3. Redesign
Through guided practice and practical tools, you experiment with new ways of expressing your ideas, and building trust, and share your feedback and thoughts.
The aim of our work together is to bring ease and alignment to the way you communicate, not to deliver a performance.
4. Integrate
Together we work to build practical and repeatable tools to sustain awareness.
We reflect regularly and tweak to bridge gaps and improve outcomes.
This includes reflection cues, preparation methods, and ways to recalibrate when pressure rises or unfamiliar situations come up.
The Framework
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 signals, you gain the power to understand yourself better and 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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Workshops & Retreats
Purposeful design and facilitation for leadership workshops and off-sites that create real alignment and energize your team.
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1:1 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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Presentations & Media
Targeted coaching to refine your message, strengthen delivery, and prepare you for high-stakes moments with clarity and conviction.
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.
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, executive teams, and professionals at various in startups, corporates, and global tech, I noticed a pattern: the most effective communicators weren’t trying to sound like someone else, they leaned into how they naturally lead.
The CEO Signal
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The CEO Signal /
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!
The CEO Signal:
A Manifesto
“Communication is how people experience us.
It is not a skill we perform, but an extension of how we see the world.
Most people speak from instinct.
They repeat habits that once kept them safe or made them effective.
Over time those habits blur what they actually mean.
They speak clearly, yet something feels off.
My mission is to bring people back to awareness.
To notice what is automatic, to understand what it protects, and to choose what serves them now.
I believe clarity is an act of care.
That honesty creates safety.
That confidence is quiet when it comes from alignment.
Good communication is not about sounding better.
It is about sounding like yourself when it matters most.
Because when words reflect truth, people can feel it.
And when they feel it, they trust it.
And that’s when it feels like magic.”
— Serene Touma, Founder, The CEO Signal