Dr. Ethan F. Becker teaching Crisis Management at the RAZAK School of Government in Malaysia. The intention of the seminar was to help leaders understand how to communicate effectively during crisis situations. When leaders and managers are not prepared to communicate predictability, safety, and control, the results can be devastating.

Why 90% Effort Gets You Zero Results in Communication
In communication, 90% effort often gets you 0% results. That may sound harsh, but it is true. Effort and outcomes are not always linear. To be effective in high-stakes moments, you have to be willing to be 100% present. That means reading the situation, choosing the right approach, and delivering with confidence. Think of it like riding a bike. When you are fully engaged—pedaling hard, posture steady, eyes ahead—you stay strong and balanced. But if


