Letters from Tomis

Book Review

Duhigg, Charles. Supercommunicators: How to Unlock the Secret Language of Connection. Random House, 2024.

Charles Duhigg, best known for his engaging explorations of human behavior in The Power of Habit and Smarter Faster Better, turns his attention to the art of communication in Supercommunicators. While the book offers insightful anecdotes and practical advice, it occasionally overpromises and underdelivers, leaving the reader wanting more depth and less reliance on surface-level generalizations.

Strengths: Engaging Stories and Practical Takeaways

Duhigg’s strength as a storyteller shines throughout the book. He brings his lessons to life with compelling anecdotes, from a corporate leader diffusing a crisis to a journalist uncovering a hidden narrative. For example, Duhigg recounts how Netflix executives used precise language to navigate the complexities of company culture: “By identifying what to say—and, more importantly, what not to say—they turned abstract values into actionable practices.”

The author emphasizes actionable skills, such as tailoring your message to your audience, simplifying complex ideas, and listening actively. One of the most memorable sections discusses the importance of narrative framing, where Duhigg writes, “The difference between misunderstanding and persuasion lies in the stories we tell ourselves and others.” These lessons are not groundbreaking, but they are presented in a relatable, accessible way.

Weaknesses: Lack of Depth and Overgeneralization

Despite its engaging style, Supercommunicators often feels superficial. Duhigg’s approach to communication as a “superpower” occasionally slips into the realm of pop psychology, offering advice that is either obvious or overly simplified. For instance, his repeated emphasis on “active listening” as a revolutionary tool comes across as an echo of countless other self-help books.

One particularly frustrating example is his treatment of cultural differences in communication. Duhigg uses the story of a multinational team struggling to collaborate, but his advice—“Respect differences and find common ground”—feels like a missed opportunity to delve into the complexities of cross-cultural dialogue. The book’s treatment of this subject lacks the rigor or specificity to make it a genuinely valuable resource.

Additionally, the book’s reliance on anecdotal evidence can feel cherry-picked to support its thesis. For instance, while Duhigg highlights the success of leaders like Indra Nooyi of PepsiCo, who mastered emotional communication, he glosses over the failures of others who employed similar strategies without success. This selective storytelling weakens the book’s credibility.

The “Supercommunicator” Hype

The term “supercommunicator” is compelling but ultimately vague. Duhigg spends much of the book extolling the virtues of these mythical figures, but his definition remains fuzzy. Who exactly qualifies as a supercommunicator? Are these skills truly extraordinary, or are they simply the fundamentals of effective communication repackaged with a catchy title? By the end of the book, the concept feels less like a revelation and more like a branding exercise.

Conclusion: A Mixed Message

Supercommunicators is an enjoyable read for those seeking a light, story-driven introduction to communication skills. Duhigg’s anecdotes are entertaining, and his advice is practical, if not particularly innovative. However, the book struggles to live up to its ambitious title, offering more breadth than depth and failing to fully explore the nuances of its subject.

For readers already familiar with the basics of effective communication, Supercommunicators may feel redundant. But for those looking for an engaging, easy-to-digest primer, Duhigg’s book delivers enough practical wisdom to make it worth a read—albeit with tempered expectations. As Duhigg himself writes, “The best communicators aren’t perfect; they’re persistent.” It’s a sentiment that applies to Supercommunicators: a book that, while not perfect, tries its best to inspire.