Yasser completed the McKinsey.org Forward program in 2023 and is now a volunteer ambassador. He’s an English teacher, translator, and writer based in Saudi Arabia, home to one of Forward’s largest alumni communities. Here Yasser shares how the program helped him move beyond clear communication to build meaningful connections. He also offers advice for learners just starting their Forward journey.
When your message seems clear, but still doesn’t land
Communication is at the heart of everything Yasser does. Whether he’s teaching, translating or writing, he has always wanted his words to have a greater impact. But before joining Forward, he noticed a gap.
“Even when my message was clear, it didn’t always connect with my students,” he says. “Some would lose focus, while others wouldn’t fully engage. I wasn’t struggling with language; I was struggling with impact.”
Discovering the EPIC Communication framework
The turning point came in Forward’s Communicating for Impact module, where Yasser learned the EPIC framework: Empathy, Purpose, Insight and Conversation.
The framework changed how he approached communication. Rather than just explaining information, he began thinking more intentionally about his audience, how to engage them and how to make his message resonate.
His students noticed. One told him: “I like how you understand the needs of every student and help them improve through your kindness and guidance.” For Yasser, that moment confirmed he was becoming a better communicator. “Communication isn’t just about what you say. It’s about how people experience it.” In the age of AI, he believes nurturing the human side of communication is more important than ever.
Applying the framework, one small step at a time
Learning the framework was one thing. Applying it every day was the real challenge. Yasser kept things simple:
- Focus on one idea at a time and practice it in daily teaching.
- Set small reminders. Before each class, he asked himself: “How will I apply this today?”
- Stay connected to your purpose. “I joined to grow, not just to finish the program.”
- Let go of perfection. Small, consistent efforts made the biggest difference.
Advice for Forward learners: Live it
Now a Forward Volunteer Ambassador, Yasser encourages others to make the most of their learning journey. His main advice? “Don’t just go through the program. Live it.”
- Put learning into practice right away. Commit to applying what you learn even in small ways. To do that, keep asking yourself: “How can I use this today?” or “Where does this show up in my life?”
- Be open to experimenting. Not everything will work the first time, and that’s part of learning.
- Don’t forget to enjoy the journey. Growth takes time, so appreciate the progress you make along the way.
“This isn’t just about skills; it’s about growth,” Yasser says. “You’re not just learning something new. You’re becoming someone new.”
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