Communication Training That Transforms: John Bates on Empowering Military Voices
When military service members transition into civilian life, one of the most underestimated challenges they face is communication. The ability to express their value, lead with confidence, and connect with new peers often isn’t something taught in basic training—but it's critical to success after the uniform comes off. Communication Training can help with that.
In this special episode of VET S.O.S., we dive into the power of communication training with globally recognized leadership expert John Bates. John is the founder of Executive Speaking Success, and he's worked with high-performance teams at NASA, Navy EOD, NORAD, and Google to help leaders amplify their voices and make meaningful, lasting impressions.
John’s message is clear: communication isn’t a soft skill—it’s a mission-critical one.
The Gap That Communication Training Fills
Veterans possess a powerful toolkit: leadership under pressure, mission-first mentality, and real-world problem-solving skills. But once they step into the civilian workforce, these assets are often overlooked simply because they’re not communicated clearly.
“It’s not enough to be qualified—you have to connect,” John explains. “And communication training is what gets you there.”
In the civilian world, people judge your value based not only on your résumé, but on how well you express your story, your purpose, and your presence. Without focused communication training, even the most capable veteran can get passed over.
From Startups to Storytelling method
John BatesJohn Bates didn’t start as a speaker coach—he started as a Silicon Valley entrepreneur. He raised hundreds of millions in venture capital, often serving as the “face” of his teams. But despite his contributions, he was frequently seen as the guy with the “fluffy” skills—those soft, relationship-based skills people didn’t take seriously.
That changed after attending the TED Conference in 2009. Seeing the emotional power and strategic impact of strong storytelling transformed John’s mindset.
“Communication isn’t fluff. It’s how decisions are made. It’s how people follow leaders. It’s how trust is built.”
That insight led him to launch Executive Speaking Success, a company offering communication training backed by neuroscience and evolutionary biology. Since then, John has coached executives, astronauts, scientists, and—most passionately—veterans.
The Science Behind Strong Communication
What sets John apart is how deeply rooted his training is in science. He explains that communication works best when it’s aligned with how the human brain is wired.
The neocortex processes logic, language, and data.
The paleomammalian brain (the emotional center) handles instincts, trust, and gut reactions.
To influence someone’s decision, you must first speak to their emotions—even in professional environments. That’s why communication training is about more than just rehearsing lines. It’s about making authentic connections.
“Communication with people isn’t logical. It’s biological. And the emotional brain is the gatekeeper,” says John.
Communication Training for Transitioning Veterans
While John's work spans many industries, he has a deep passion for helping military veterans transition successfully. Why? Because he grew up in the military community—his father was a Marine wounded in Vietnam, and John credits that upbringing for his discipline and values.
John’s training method for veterans focuses on a few key principles:
1. Craft a Compelling Origin Story
Every veteran has a story—why they joined, what they learned, and how their service shaped their character. But few have taken the time to shape that into a clear, concise narrative.
“That story is your handshake before the handshake,” John says. “It tells the world who you are and why you care.”
Communication training helps veterans craft that origin story so they can confidently share it in interviews, networking, or leadership roles.
2. Make the Emotional Connection First
Veterans often lead with achievements, ranks, or roles. But as John points out, people connect with why you do what you do—not just what you’ve done.
That’s why effective communication training includes building emotional rapport before diving into credentials.
“Small talk isn’t small—it’s how you build your tribe.”
3. Rehearse with Purpose
Even the most natural speakers need preparation. John emphasizes that communication training is about intentional repetition—refining your message and adjusting for impact.
“Preparation is respect. It tells your audience you care.”
Veterans are already used to training and discipline. Applying that mindset to their communication is often the final missing link.
Real-World Results from Communication Training
John shares a powerful story of a startup team he coached. Their first pitch to investors failed—despite having a great product—because they skipped emotional connection and went straight to business.
After training with John, they approached the same investors again, starting with personal stories about their dogs (something the investors also shared). That emotional bridge changed everything—they got the funding, and built lasting relationships.
The takeaway?
“Don’t let others rush you out of making a connection. The emotional foundation is what earns trust.”
Why Communication Training Is a Leadership Skill
In both military and civilian life, communication is central to leadership. But the delivery style differs. Military leaders often speak with command authority, while civilian leadership relies more on influence, persuasion, and collaboration.
John’s training helps veterans make that shift—without losing their authenticity.
“You don’t have to become someone else. You just need to translate your leadership into a new language.”
This is especially important for veterans seeking roles in business, entrepreneurship, education, or nonprofit leadership. Communication isn’t just part of the job—it’s how you get the job.
Resources for Ongoing Communication Growth
John doesn’t just offer one-and-done coaching. He’s committed to helping veterans build communication skills over time:
✅ Free Weekly Video Tips – 1–2 minute emails with actionable advice
✅ Origin Story Workbook – A PDF guide to craft your personal narrative
✅ LinkedIn Resources – Posts, articles, and training moments at linkedin.com/in/johnbates
✅ Direct Support – Veterans can email John at [email protected] to access these free tools
“If you give me a couple minutes a week, I’ll give you the confidence to stand in front of any room,” John says.
Final Thoughts: The Power of Communication Training
In today’s competitive world, communication training is no longer optional—it’s the key to standing out. For veterans, it can be the bridge between untapped potential and real-world success.
Whether you’re preparing for a job interview, launching a business, or stepping into a new leadership role, mastering how you share your story is essential.
“Do what you love—and communicate it with power. That’s how you create real transformation.”
If you’re a veteran ready to grow beyond your resume, consider this your call to action. Start your training journey today—and lead with your voice, your values, and your vision.
