Elevating Purpose Through Effective Communication: Insights from Dr. James Biddulph

Simon Hall, course leader for Compelling Communication Skills, worked with Dr James Biddulph FCCT FRSA, Executive Headteacher of the University of Cambridge Primary School, on communications skills training. James discusses how effective communication skills can support businesses in truly demonstrating their purpose and ambition.

• Could you tell us a little about your current role?

I have the joyful task of leading the only University training school for primary in the U.K. The University of Cambridge Primary School is designed to be bold, free thinking and innovative; ambitious and inclusive; serving a diverse community in Cambridge.

• What has influenced your journey in seeking communications support?

As well as being a primary school for 700 local children, we have a global mission to seek better solutions to questions about the purpose of education. As part of this, we are designing a centre for educational possibilities, and I sought support to craft powerful ways to ‘sell’ the message of [the centre’s] purpose and ambitions.

• What have you learned from your work with Simon that you could share?

I have learned that simple messages are key. I learned that simplicity is complex – finding the right words that will connect and really explain the story of our organisation is a challenging (and creative and fun) thing to grapple with.

• If you could give one tip to an aspiring business owner or entrepreneur, what would that be?

Speak about your vision and purpose to as many people as possible – not just with people who understand the point of your organisations’ work. Sitting in a pub and starting conversations is the best critical space to explore your ideas and get immediate feedback.

• How do you think that communication skills can play a part in a person’s success?

It is everything. Humans need words to communicate ideas. I learned that crafting the right words and developing the ways I articulate these was vital in expressing not only who I am, what my personal mission is, but also the mission of my school.

• If there was one communication skill that you think everyone should improve on, what would that be?

Get rid of the waffle. Become more pithy!

• How has training in public speaking, presentations, and pitching supported your career?

Simon was masterful in empowering me to communicate what was necessary to expand the vision of the school; he taught me how to use my personality to set the tone of the school and to find vignettes and stories to bring the lived experience of our school alive.

• What skills do you value in employees?

Organised. Communicators. Leadership, Innovation, developing self and others

• What do you think most people would benefit from learning, to advance their career?

How to align personal and organisational visions/mission/purpose.

Simon Hall runs his own business communication agency, Creative Warehouse, and works as an author and business coach. He has previously worked for the BBC for 25 years as a television, radio and online news correspondent.

Do you want to hone your communication skills to support your business, professional or even personal ambitions? Discover ‘Compelling Communication Skills’ from the University of Cambridge Online(Opens in a new window): https://bit.ly/3hy6Xdg(Opens in a new window)