The Two-Word Success Code That Changed My Life (And Why Your Communication Fails)

Why We Need to Stop Talking About “Effective Communication” and Start Being Direct

BE DIRECT in bold text, surrounded by numerous small digital and communication icons.

We read endlessly about the usual components of communication: the sender, the receiver, the message, the medium. We all know that when any one of these goes wrong, the result is noise, confusion, or — if you work in a corporate environment — potential disaster.

But theory isn’t the problem.

The real issue is this: Most people don’t practice what they already know.

We talk about “effective communication,” but very few of us actually communicate in a way that is clear, complete, and unambiguous.

I didn’t fully understand this until a personal experience — an uncomfortable, eye-opening “hot-shower session” with a CEO — forced me to confront how my communication habits were quietly sabotaging my professional and personal life.

This is the story of how I discovered the two-word success code that reshaped everything for me.

The Banking Lie: A Global System Built on Ambiguity and Evasion

After completing my MBA, I joined the banking sector in sales. If you’ve ever worked in financial sales — or have simply interacted with it — you already know the truth: the global financial system runs on aggressive targets, selective transparency, and a disturbing level of “creative communication.”

It’s not surprising that countless books, investigations, and Hollywood movies expose this culture. The Wolf of Wall Street practically turned the unethical side of financial sales into entertainment. And the 2008 Lehman Brothers Collapse — one of the largest bankruptcies in history — proved how fragile and deceptive the global financial ecosystem can be.

Inside the industry, it was normal:

• To Clients: We were trained to highlight benefits while conveniently hiding crucial information — interest traps, long-term penalties, or structural fine print that would eventually put clients in miserable financial situations.

• To Management: We mastered the art of excuses — “I’m in a client meeting,” which often meant “I need a mental break,” and vague reports designed to keep the pressure at bay.

The worst part? What you repeatedly do eventually becomes who you are.

My communication became indirect. Ambiguous. Avoidant. I wasn’t transparent — not at work, not at home, not in my general lifestyle.

I felt drained and ethically conflicted. When the pressure and dishonesty became unbearable, I finally left banking behind.

I just didn’t realize yet that the real problem wasn’t the job. The problem was my communication habits.

The Day I Met My Communication Judge at SPEL Group

In 2010, I landed an opportunity at SPEL Group, one of Pakistan’s leading manufacturers of Synthetics and Packaging materials. Their clients included Toyota, Honda, Nestlé, Coca-Cola, PepsiCo, and Unilever — an organization with real legacy and structure.

During the hiring process, I met the then-CEO (now Chairman), Mr. Almas Hyder — a man who would unknowingly become a turning point in my life.  I’ve written about him before in my other blog  "Know Yourself" because he played a major role in my growth.

In my final interview with him, he asked a simple and very direct question: “When can you join?”

In true “banking-trained communication mode,” I answered impulsively: “Right away!”

The truth? I needed a day or two to handle personal matters.

But old habits die hard.

After my interview, while completing paperwork with the manager, I vaguely hinted: “I may not be able to join from tomorrow… I have some personal matters…”

It was unclear, ambiguous, and delivered in a way that allowed me to escape responsibility if needed.

And then I disappeared.

The Consequence: A Wake-Up Call at 8:30 AM

The next morning, I didn’t show up.

At 8:30 AM, the manager called, asking where I was. I tried to dodge the issue again, insisting that “I had informed him.” His reply was firm and icy-clear: “Be here tomorrow on time. That is the only choice.”

Only then did I learn that I was supposed to travel with another new hire to the production plant — 20 miles away — for our joint training. My ambiguous communication didn’t just inconvenience the manager; it disrupted someone else’s first day.

Still, I thought they were overreacting. Oh, how wrong I was.

The Hot-Shower Session With the CEO

That afternoon, at the production plant, I unexpectedly ran into CEO Almas Hyder again.

His first question hit like a punch: “Where were you yesterday? You committed to joining immediately.”

I used the same rehearsed excuse. He immediately countered: “Your manager says he was unaware of any such thing.”

I was then asked to join both of them for a session — a grilling that I can only describe as a “hot shower” of uncomfortable truths.

But that conversation changed my life.

The Two Non-Negotiable Principles That Became My Life’s Foundation

Mr. Hyder explained that it wasn’t about judging me. It was about introducing me to the two core principles on which the organization — and great leadership — was built:

1. Be Direct

He said: “No matter the consequences, always be direct in your communication.”

• If you don’t know something — say so.

• If you make a mistake — admit it immediately.

• If you need time — state it clearly.

• If you need help — ask without hesitation.

This reminded me of one of my favorite lines from The Pursuit of Happyness, spoken by Will Smith’s character:

“I’m the type of person that if you ask me a question and I don’t know the answer, I’m gonna tell you that I don’t know. But I bet you what, I know how to find the answer and I will find the answer.”

That quote is the perfect definition of being direct.

No pretending. No hiding. No fear of embarrassment. Just honesty + responsibility.

2. Self-Training

The second principle was equally profound.

Mr. Hyder said: “I see that the new generation lacks the urge for self-training. My organization is an institute where we train people while paying them — not the other way around.”

He explained that personal and professional growth is not the company’s responsibility; it is the individual’s responsibility.

This session was part of my training, and many more followed. They were painful at the time — but priceless in retrospect.

The Global Confirmation: UK → UAE → San Francisco Wisdom

Soon after, I moved to the UK, spent two years there, and then moved to the UAE, where I spent six years (2012–2018).

While working for MarkaVIP, a luxury fashion retailer in the Middle East, I heard the exact same philosophy again.

During an annual meeting, the CEO — who had spent most of his life in San Francisco — said: “To succeed, you must learn to be direct. It’s the most underrated professional skill.”

Hearing the same message echoed at the global level, across different continents, industries, and leadership styles, convinced me that this isn’t just advice. It’s a universal law of success.

The Result: A Completely Transformed Life

Once I committed to these two principles, everything changed:

1. In My Career

• I built more transparent relationships with senior leaders.

• My teams trusted me because my directions were clear and my intentions were open.

• Performance improved because communication friction disappeared.

2. In My Personal Life

• Relationships became stronger.

• There was no ambiguity, no hidden messages, no unclear intentions.

• Conflict reduced drastically because clarity replaced guesswork.

Being direct reshaped me into a better person — professionally, personally, and socially.

The Ultimate Success Formula

After all these years, countries, industries, leaders, and experiences, I’ve realized something extremely simple:

To succeed in life, just Be Direct.

And to stay successful, keep Self-Training.

These two methods changed my life. They can change yours too.