By Erildas Budraitis, Head of Communication, Low Carbon Solutions, Equinor

In a world where narrative space is seized quickly, Europe risks having its story defined by others before it defines it itself. It’s rarely the explanations that are lacking; too often, it’s the choice. When pressure mounts, leaders feel forced to reach reactively for rebuttals, clarifications, and carefully hedged lines. The result is predictable: the story goes to whoever speaks first. In an environment that rewards speed over subtlety, the instinct to refine rather than define has become a strategic liability.

Lessons on strategy from leading thinker on modern management, Roger Martin, apply here: the absence of a choice is itself a choice. We ought to treat narrative in the same way. If leaders do not define the terms early, someone else will do it for them. One finding from the latest Edelman Trust Barometer underscores the risk: 70% of people globally now hesitate to trust anyone who differs from them, leaving audiences quicker to retreat into suspicion and more vulnerable to whomever offers the first simple explanation as soon as events unfold.

In such a climate, nuance remains valuable; but without a clear direction, it becomes noise. If leaders in Europe want to command its story rather than chase it, three steps matter: deciding the direction, building the coalition, and repeating with intent.

Decide the Direction

The instinctive response under pressure is to explain. When disagreements or distortions emerge, the response is often a dense mix of context and technical detail. But explanation without direction does not orient audiences: it can overwhelm them. In fast‑moving environments, the actor who sets a clear line early shapes how everything that follows is interpreted.

Recent examples show…

This interview was published in the Spring-Summer 2026 issue of CODI, EACD’s magazine shaped by experts in the field and dedicated entirely to communication professionals. In a world where everything moves fast, CODI creates a moment to step back and explore key issues in real depth. Twice a year, it gives communicators the perspective they need beyond the noise of the news cycle.

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