A solid technical case rarely wins the decision if the CFO, the CEO and the board can't follow it.

Jens Heitland, founder of Heitland Media Group and former Global Head of Innovation at IKEA Centres, joins Adam Horner on The CTO Playbook to explore how technology leaders can build authority beyond their job titles, adapt their communication to different audiences, and turn complex technical ideas into clear business outcomes.

Jens and his team help CEOs and management teams position themselves as thought leaders in their industries.

Jens shares how leaving his corporate role taught him the importance of building influence of his own, rather than relying on the reputation of the company he represented. He also recounts a meeting with a CFO that sent him home to prepare again, and why explaining innovation in terms of customer excitement wasn't enough without showing its financial value.

Through practical examples, including using a car to explain a complex project, Jens shows how CTOs can simplify their message without losing its meaning, connect technical decisions to business priorities, and build shared understanding with stakeholders. He also shares a practical approach to improving communication through testing, feedback and a 30-day video challenge.

In this episode, he explains:

■ 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲 𝗕𝗲𝘆𝗼𝗻𝗱 𝗬𝗼𝘂𝗿 𝗝𝗼𝗯 𝗧𝗶𝘁𝗹𝗲: Why executives need to develop their own authority, share their perspectives, and build thought leadership beyond the company they represent.

■ 𝗥𝗲𝗮𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗥𝗼𝗼𝗺: How understanding people's intentions, priorities and communication styles helps leaders adapt without losing their authenticity.

■ 𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗻𝗴 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗶𝗻𝘁𝗼 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗩𝗮𝗹𝘂𝗲: Why CTOs need to connect technical projects to financial outcomes, return on investment, and the priorities of executive stakeholders.

■ 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆, 𝗭𝗼𝗼𝗺 𝗢𝘂𝘁, 𝗭𝗼𝗼𝗺 𝗜𝗻 𝗮𝗻𝗱 𝗟𝗼𝗼𝗽 𝗕𝗮𝗰𝗸: How a familiar analogy like a car, and moving between the bigger picture and the detail, helps stakeholders understand a complex project and why it matters to them.

■ 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗠𝗲𝘀𝘀𝗮𝗴𝗲: Why CTOs should practise their messaging with their own teams first, and how recording yourself on your phone, as in Jens's 30-day challenge, builds the skill through repetition.

■ 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗠𝗮𝗻𝗱𝗮𝘁𝗲: Why new CTOs should clarify what they were hired to accomplish, communicate that purpose from day one, and reinforce it throughout their first 100 days.

Build your own CTO Playbook at www.theCTOplaybook.com, the leadership platform built for the full CTO journey. Coaching, podcast, and community to help you lead with clarity, confidence, and strategic impact.

You'll Learn:

[0:00] Introduction

[2:15] From Electrical Engineer to Global Head of Innovation at IKEA Centres

[4:50] Why Influence Must Extend Beyond Your Job Title

[6:00] Learning to Read the Room and Understand People

[7:35] How Communication Shapes Executive Influence

[10:28] Understanding Your Superpowers, Values, and Leadership Identity

[13:22] Why CTOs Need to Adapt Their Message to Different Audiences

[14:00] The CFO Meeting That Changed Jens's Approach to Communication

[16:40] Translating Technical Language into Financial Value

[17:29] Using Simple Analogies to Explain Complex Projects

[19:28] Why Simplifying Communication Creates Shared Understanding

[21:19] Zooming Out, Zooming In, and Looping Back to Business Goals

[24:03] How to Position Technology Leadership Around Business Strategy

[25:57] Testing Your Ideas and Building Influence Within Your Team

[27:30] Applying the Engineering Testing Mindset to Communication

[29:18] A Practical Step-by-Step Approach to Better Executive Communication

[30:01] The 30-Day Video Challenge for Improving Communication Skills

[32:46] Why Great Communicators Build Their Skills Through Repetition

[34:08] Learning by Doing, Experimenting, and Putting Yourself Out There

[35:23] Jens's Advice for CTOs Starting Their Leadership Journey

Follow Jens Heitland:

■ LinkedIn: https://linkedin.com/in/jensheitland

■ Free Authority Audit: Jens and his team at Heitland Media Group offer a free Authority Audit that shows you how outside parties see you. It's open to CTOs as well as CEOs. Book at https://calendly.com/jens-heitlandmediagroup/ceo-authority-audit- and mention The CTO Playbook in the booking comment.

■ Running challenge: Jens is starting a new personal challenge for a good cause, running every day for another year and 100 km every week.

The CTO Playbook:

■ Build your own CTO Playbook at https://www.thectoplaybook.com, the leadership platform built for the full CTO journey, coaching, podcast, and community to help you lead with clarity, confidence, and strategic impact.

■ Follow Adam: https://www.linkedin.com/in/adamhorner/

■ YouTube: https://www.youtube.com/@TheCTOplaybook

■ Prefer listening? Catch the podcast: https://bit.ly/thectoplaybook