Matt Armstrong-Barnes, Group AI Practice Director at Servita and keynote speaker, joins the show to uncover why the real challenge of AI transformation isn’t just the technology, it’s the story leaders tell about it.
In this episode, we dive into the art of translating complex technical ideas into clear, actionable strategies, exploring how jargon can alienate teams and how the right story brings everyone onto the same page. Matt Armstrong-Barnes, Group AI Practice Director at Servita, reveals the moments that changed his approach to communication and why leaders must own their message to drive transformation.
Matt shares practical lessons from his 25-year career, from deciphering AI hype to empowering teams to ask “obvious” questions. He unpacks the real reasons people hesitate to speak up, the value of writing things down, and his signature “coffee machine test” for strategy clarity.
You’ll walk away with a toolkit for breaking through jargon, building genuine team alignment, and turning abstract strategy into bite-sized, memorable stories, even if you think you’re “not a storyteller.”
KEY TOPICS
- The meeting where only two out of thirty technologists understood the technical problem and what happened next [01:07]
- Imposter syndrome and why tech leaders are afraid to ask “obvious” questions in meetings [04:04]
- How leadership behaviour around jargon shapes organisational culture and communication habits [05:07]
- The hidden ambiguity of terms like “artificial intelligence” across academics, technologists, and business leaders [06:15]
- The exercise of having multiple leaders articulate strategy and why it always reveals misalignment [07:37]
- Using stories, metaphors, and writing to structure and clarify your message as a leader [08:43]
- Why ownership of your message and regularly testing team understanding makes strategies stick [11:08]
- The real stories companies tell themselves about AI and how these myths either paralyse or mislead [17:14]
- The “coffee machine test”: how to check if your team can explain your vision in 30 seconds or less [27:12]
GUEST BIO & LINKS
Matt Armstrong-Barnes is the Group AI Practice Director at Servita, a published thought leader, keynote speaker, and technical reviewer for the British Computer Society's International Conference on AI. With over 25 years’ experience guiding organisations through complex technology transformations, Matt specialises in making the intricacies of AI accessible and actionable for business leaders. His approach combines deep technical expertise with a passion for clear, jargon-free communication empowering teams to ask better questions, demystify strategy, and unlock AI's real value. Matt is a regular contributor on LinkedIn and a champion for mentorship, helping the next generation navigate the evolving landscape of technology with confidence and clarity.
Connect with Matt Armstrong-Barnes:
Website: https://www.hpe.com/us/en/home.html
LinkedIn: https://www.linkedin.com/in/mattarmstrongbarnes/
ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.
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