Julian Treasure: Why Sound, Listening and Voice Matter in Leadership

When organisations think about marketing, communication, and brand-building, the focus is almost always visual. Logos. Websites. Slide decks. Social feeds.

But what about sound?

Think of this:
“Ba da ba ba ba… I’m lovin’ it.”

You didn’t need to see a logo. You knew exactly what it was.

That’s the power of sound. And it’s precisely why Julian Treasure’s work has never been more relevant for leaders, learning teams, and organisations focused on trust, relationships, and purpose.

We Live in a World That’s Forgotten How to Listen

Julian often describes his work as “a plea for listening in a world that’s forgotten how.”

And the evidence is stark.

A LinkedIn survey of 14,000 leaders in 2020 found that only 8% were rated as very good listeners.

In most organisations, communication is almost entirely outbound. We think of communication as:

• Advertising
• Presentations
• Internal messaging
• Sales pitches
• Leadership updates

We’re constantly talking, but rarely listening.

Hearing Isn’t Listening

One of Julian’s most important distinctions is this:

Hearing is automatic. Listening is conscious.

• Hearing happens whether you want it to or not
• Listening requires attention, intention, and meaning-making
  

When you listen, you actively interpret what sound means. You filter it through your experience, values, and emotions.

And that process is different for every single person.

Which means:
Your audience never hears you the way you think they do.

Great communicators don’t speak the way they like to listen.
They speak the way others listen.

In his full keynote programmes, Julian explores how leaders can understand these differences, and adapt their communication to connect more deeply and authentically.

The Hidden Power of Sound in Behaviour

Sound doesn’t just influence how we feel. It influences what we do.

Julian shares a remarkable example from a supermarket experiment:

A supermarket had two identical wine displays: French and German wines in identical bottles.

The only difference?

Music.

On the days when the supermarket played French music in the store, French wine outsold German wine. On German music days, German wine outsold French wine two to one.

Most customers didn’t even notice the music. Yet it shaped their behaviour. Unconsciously. This is why sound is so powerful in branding, workplaces, retail, and events. It bypasses rational thought and goes straight to emotion.

Most organisations never think about how they sound. Julian helps them start.

Why Julian’s Message Has Reached Millions

Julian Treasure is one of the most watched communication experts in the world.

• 5 TED Talks
• 11 TEDx Talks
• Over 160 million views
• One of YouTube’s most watched talks: “How to Speak So That People Want to Listen”

There’s a beautiful irony here.

Julian’s most famous talk is about speaking. It has five times as many views as his talk about listening.

That says everything.

We’re all desperate to be heard. But we’re reluctant to learn how to hear.

Julian challenges that imbalance with warmth, evidence, and practical tools leaders can use immediately.

Listening Builds Trust. Trust Builds Everything Else.

If you want to:

• Sell more effectively
• Lead with credibility
• Improve engagement
• Build stronger relationships
• Reduce conflict
• Improve collaboration

There’s one rule Julian often shares:

Listen twice as often as you speak.

Listening creates:

• Psychological safety
• Emotional connection
• Mutual respect
• Better decision-making
• Stronger cultures

People trust those who make them feel heard.

Organisations that listen outperform those that don’t.

Speaking with Purpose, Not Just Volume

Julian was brave enough to step onto a global TED stage and talk about… speaking.

That takes confidence.

But more importantly, it takes conviction.

His work shows leaders how to:

• Speak with clarity and intention
• Remove unconscious “bad habits”
• Use tone, pace, and presence effectively
• Communicate under pressure
• Inspire rather than overwhelm

Why Julian Is Especially Relevant in the Age of AI

Many industries are feeling unsettled by artificial intelligence.

Automation and synthetic voices are a big part of communication in an AI era. 

But AI cannot replicate a genuine, trust-based human relationship.

Those are built on:

• Empathy
• Presence
• Listening
• Emotional nuance
• Authentic voice

All of which sit at the heart of Julian’s work.

For organisations navigating change, uncertainty, and digital transformation, his message is both reassuring and empowering: your humanity is your advantage.

Who Benefits Most from Julian’s Keynotes?

Julian Treasure’s keynotes are particularly powerful for:

Senior Leaders & Executives

L&D and Talent Teams

Marketing & Brand Teams

Sales & Client-Facing Teams

Purpose-Led Organisations

Julian’s Keynote Speaking

Julian Treasure changes how people think about communication.

Audiences leave with:

• A new awareness of sound
• Practical listening tools
• Improved speaking habits
• Greater emotional intelligence
• A renewed focus on human connection

And crucially, he shows them how they apply it.

That’s why he continues to be one of the most in-demand keynote speakers in the world.

Sound Is Your Silent Brand

Every organisation has a visual identity. Very few have a sonic one.

Every leader speaks. Very few truly listen.

Julian Treasure helps organisations master both.

In doing so, he helps them build stronger relationships, deeper trust, and more meaningful impact with employees, customers, and stakeholders alike.

If your organisation wants to communicate with clarity, lead with purpose, and connect on a human level, Julian’s keynote is a powerful place to start.

To explore booking Julian Treasure for your next event, contact The Speakers Agency on +44(0)1332 810481 or email enquiries@thespeakersagency.com