Why Every Message Is a Public Message Now (And What That Means for Your Business)
In April 2025, Shopify CEO Tobi Lütke sent an internal memo about the company’s evolving use of AI. It was thoughtful, candid, and forward-looking. And within hours, it was online.
No drama. No scandal. But the memo, meant for employees, was suddenly being dissected by analysts, journalists, and competitors.
Lütke, of course, knew full well this would happen. This memo wasn’t sent to patch over a crisis—it was a signal, sent in a wider context. The days of "internal only" are gone. Every communication is a potential public artifact, and Lutke eventually published it on X.
That isn’t a reason to panic. It’s a reason to get deliberate. Because if your message might be public, it had better be strong enough to survive the spotlight.
The Disappearing Line Between “Internal” and “External”
The boundary between internal and external communication is thinner than ever. Slack threads leak. Notion pages get shared. Investor updates circulate in Signal groups. And memos meant for employees can end up in the hands of competitors, reporters, or customers within hours.
The headline “ ‘Everything I say leaks’, says Mark Zuckerberg in Leaked Meeting Audio” pretty much says it all.
It isn’t always about malice or betrayal. Most of the time, leaks aren’t leaks at all. They’re reshared in good faith: an employee proud of the company’s direction, a partner who forwards an update to a peer, or someone who screenshots a moment of leadership for inspiration. Leaks are often plants, a way of kiting an idea externally without taking accountable for launching it officially.
But intent doesn’t change impact. Once it’s out, it’s out.
Tobi Lütke’s AI memo was a masterclass in being ready for that moment. It framed a company-wide strategic shift with absolute clarity. It acknowledged uncertainty while offering direction. And while it spoke to employees, it held up under public scrutiny because it had nothing to hide.
That’s the bar now: every internal message should be able to stand up to external reading.
The Cost of Getting It Wrong
When communications go public unintentionally, the risks can pile up quickly: A poorly worded update can make leadership seem out of touch or ignorant. A flippant Slack comment can undermine trust with teams or partners. An overly spin-heavy investor note can backfire when surfaced externally.
More than once, companies have had to issue public apologies for what they thought were private remarks. Even messages that aren’t outright harmful can damage credibility if they reveal dissonance between what leaders say privately vs. publicly.
Leaders don’t need to be perfect. But they do need to be consistent. And consistency requires intentionality.
The Multi-Audience Mindset
To future-proof your communications, start with this mindset:
Every message has multiple audiences.
Let’s take a hypothetical founder update. You write it to:
Primary audience: Your team
Secondary audience: Investors and advisors who may be looped in
Tertiary audience: Journalists, competitors, or customers who may read a leaked version
Each group reads with different expectations. Your team looks for clarity and morale. Investors read between the lines for risk and opportunity. A journalist looks for a quote. A competitor reads for weakness.
The message that works across all those lenses? One that is structured, honest, and clear about what you know, what you’re solving, and where you’re going.
This isn’t about watering down your voice. It’s about raising your clarity. The best messages are layered, not vague.
How to Future-Proof Your Communications
If every message might go public, how do you write like a leader who’s ready for that?
A. Write with intent, not just speed
It’s tempting to dash off that team update after back-to-backs all day. But if the message shapes how people think, feel, and act—internally and externally—it’s worth ten extra minutes. Pause. Reread. Tighten it up.
B. Structure matters
Use clear subject lines. Start with your key point. Build the message with a hierarchy: what’s most important at the top, supporting context after. People skim. Make your intent obvious.
C. Assume leakability
It’s not paranoia, it’s good design. If your message was screenshotted and sent to someone unexpected, would you stand by it? If not, don’t send it yet.
D. Align tone with brand and values
If your company is people-first, your tone should reflect that—even when delivering hard news. If you pride yourself on transparency, don’t let internal messages sound evasive. Tone builds trust over time.
E. Do a “reader sweep”
Before sending, ask: How will this read to an employee? An investor? A journalist? A competitor? This quick mental exercise forces you to tighten language and cut assumptions.
F. Consider a communications partner
If you’re a founder or exec juggling dozens of decisions a day, having a fractional comms lead or chief of staff can make the difference between rushed updates and resonant leadership messaging. Get help shaping your words before they shape your reputation.
Why This Is a Leadership Issue
This isn’t just about damage control. Communication is how leadership scales.
When done well, it aligns teams, strengthens partnerships, and builds external credibility. When done poorly, it sows confusion, erodes trust, and hands competitors your playbook.
Tobi Lütke’s AI memo worked because it was clear-eyed, confident, and aligned with Shopify’s identity. It was ready to be read by anyone—because that’s how leaders write in 2024.
If you’re writing messages that shape your company’s direction—even short ones—you’re already in the comms business. The question is whether you're treating it like strategy or admin.
Start thinking of every message as a public one, and you’ll communicate with more clarity, more consistency, and more control.
Need help sharpening your comms or developing a strategy that aligns with your leadership goals? Let’s talk.
