There was no shortage of energy inside the ballroom at EA Ignite in Boston this year. During the first full day of the three-day conference, which coincided with Administrative Professionals Day, more than 600 administrative professionals gathered for the largest EA Ignite yet to learn, network, and invest in their professional growth.

But one session, in particular, had attendees laughing, reflecting, and furiously taking notes from start to finish.

Headlining the conference was Jefferson Fisher, the attorney, author, and communication expert known for his wildly popular short-form videos on difficult conversations, emotional regulation, and human connection. His keynote, The Power of Persuasive Communication, focused on a simple but powerful idea: better conversations lead to better relationships, better leadership, and better outcomes.

For administrative professionals navigating high-stakes conversations every day, the message resonated deeply.

Communication Is More Human Than We Think

Fisher’s keynote blended practical advice with humor and storytelling, making complex communication habits feel approachable and immediately applicable.

Early in the session, he shared a story about accidentally saying the wrong thing to his wife before an event, prompting laughter throughout the room as attendees recognized themselves in the painfully relatable moment. Another story about a misunderstood text exchange with his mother highlighted just how easily tone and intention can get lost in modern communication.

“Why are we so bad at good communication?” Fischer asked the audience.

That question became the foundation for the rest of the keynote.

Rather than framing communication as performance, Fisher encouraged attendees to think about it as awareness. Throughout the session, he returned to the three communication principles that have shaped his work, social media presence, and bestselling book, The Next Conversation: say it with control, say it with confidence, and say it to connect.

The first principle, “say it with control,” focuses on emotional regulation during difficult conversations. According to Fisher, emotional control is often the difference between conversations that escalate and conversations that build trust. A practice that may help in these situations is the “conversational breath,” or pausing to breathe before reacting emotionally in tense moments.

“Let your breath be the first word that you say,” Fisher explained.

“Have Something to Learn, Not Something to Prove”

Fisher’s second and third communication principles — “say it with confidence” and “say it to connect” — focused less on sounding authoritative and more on communicating in a way that is thoughtful and self-aware.

Fisher challenged attendees to stop undercutting themselves through hesitant language and excessive apologies. Instead of leading with phrases like “Sorry to bother you,” he suggested replacing them with more direct and intentional wording such as “Thank you for your patience” or “I appreciate your time.” Small shifts in language, he explained, can completely change how a message is received.

Sharing a story from his experience as a trial lawyer, Fisher also described a tense deposition with a witness who became increasingly hostile during questioning. At first, the interaction felt confrontational and defensive. But instead of escalating the situation, Fisher paused and asked a simple question to better understand what was actually happening beneath the surface.

What he learned changed the tone of the entire conversation. The witness wasn’t simply angry. He was overwhelmed, emotionally exhausted, and struggling with personal challenges outside the room.

“Have something to learn, not something to prove,” Fisher told attendees. “The person you see with your eyes is generally not the person you’re talking to.”

People often carry pressures and emotions invisible to everyone around them, and Fisher encouraged attendees to approach difficult conversations with more curiosity and less assumption.

Communication That Builds Connection

As the session came to a close, Fisher encouraged attendees to become more intentional in the way they approach everyday conversations. Whether speaking with executives, coworkers, family members, or strangers, his message reminded attendees that the words people choose matter, and so does the way they make others feel.

For attendees navigating constant communication in fast-moving workplace environments, Fisher’s message offered something both practical and encouraging. Better conversations are possible, and often, small shifts in the way people respond to one another can change the outcome entirely.

Want to experience sessions like this for yourself? Registration for EA Ignite Fall is now open!

Join ASAP in Nashville this fall for more world-class speakers, leadership development, and opportunities to connect with administrative professionals from across the country.

Learn more and register today at https://www.eaignite.com