The Power of a Compelling Hook
Recently, I had the honour of judging the Country Music Awards in Nelson. It’s something I’ve done many times, and every year I’m reminded of a truth that applies not only to performers, but to leaders, speakers, and anyone who wants to influence others: you only have about 30 seconds to create a lean-in moment.
Thirty seconds to spark interest. Thirty seconds to open the door to trust. Thirty seconds for people to decide whether they want to give you more of their attention — or quietly switch off.
Many judges I speak to say that if a performer doesn’t capture them quickly, their pen is already moving, with notes like "work on your pitch" or "tighten your diction." And the same thing happens in leadership. If you begin a meeting with flat energy or generic words, your team may already be disengaged before you’ve had the chance to deliver your key message.
At the Awards, I was reminded how a simple hook could change the entire room. Some performers didn’t just sing. They shared a story about their song, why it mattered, what inspired it, and who it was for. One young woman shared that she and her sister were taken from foster care as children, and her original song was a celebration of parents and the power of cherishing every moment. The shift in the audience was instant. People leaned forward. They cared. They listened differently.
That’s what a hook does. It signals relevance. It tells people why they should care. It connects at a human level.
And this isn’t just about music or speaking on stage. It’s about leadership. The moment you walk into a room, greet a new staff member, or open a team meeting, you are setting the tone. You can waste those first few seconds with filler words or bland updates, or you can claim them intentionally, using a question, a story, or a clear signal of purpose.
As leaders and speakers, our job isn’t just to pass on information. It’s to create the conditions for engagement. When people feel connected and intrigued in those first 30 seconds, they are far more likely to listen, learn, and act.
So here’s the leadership lesson from the Country Music Awards: Don’t save your best for later. In your first 30 seconds, show us why it matters. Give us a reason to lean in. That’s the difference between being heard and being remembered.
In your corner,
Monique
