No Frills, No Fluff, Just Results

If the past year in Canadian politics has taught us anything, it’s this: clear, concise communication wins. Substance over spin. And it’s not a trend reserved just for those on one side of the aisle or another: Justin Trudeau’s slide over the final stretch of his time as Prime Minister was as much about his comms style as his policies. Voters didn’t just reject what he said—they tuned out how he said it.

Mark Carney’s win over Pierre Poilievre last month? Same story. Canadians opted for straight talk over soundbites. Ironically, the crisp, punchy style that gave Poilievre an edge over Trudeau may have backfired against the technocratic cool of Carney.

Now, almost a month into his tenure, PM Carney isn’t changing his tune. He’s still as dry, direct, and quippy as he was on the campaign trail. When asked whether the government would pursue a formal governing agreement with the NDP, his answer? Just one word: “Why?”

Even his mandate letter—a single letter to the entire Cabinet, not a stack of individual ones—speaks volumes. At just 782 words, it’s all brass tacks: priorities, expectations, no fluff. Just like Canadians asked for.

This line sums it up:

“The new federal Government has an immense responsibility to address these challenges head on with focus, determination, and fundamentally different approaches to governing.”

So, what’s the takeaway for us in comms? Cut to the chase. Meet people where they are. Prioritize clarity over cleverness. Deliver messages that feel real, not rehearsed.

That means:

• Key messages that are sharp and thought-through
• Thought leadership that feels human
• Copy that’s clear, honest, and direct—without sounding like a bumper sticker

Need help sharpening your communications? Drop us a line.