I’m a Communications Coach based in Sweden, with 20 years of experience helping leaders refine their communication skills to inspire, connect, and lead with confidence.
I’ve had the privilege of advising UK Prime Ministers, FTSE 100 leaders, and global executives, turning complex ideas into clear, compelling narratives. My background includes high-stakes work, such as crisis communications for the Grenfell disaster and no less than 3 terrorist attacks, as well as strategic guidance at the highest levels of government.
I now specialise in empowering CEOs, founders, and executives to communicate with clarity and authority, whether presenting on stage, leading teams, or crafting messages that truly resonate. My ‘C.O.R.E. Framework™’ for Confident Communication focuses on clarity, ownership, relatability, and engagement to accelerate the potential of every conversation.
From 1:1 coaching to workshops and keynote development, I’m passionate about helping leaders transform their communication to inspire action and create meaningful change. Based in Sweden, I work globally with leaders who want to make every word count.
Company: McNab-Lundbäck Communications
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Alex McNab-Lundbäck: Thanks so much for having me, Jerome, it’s a pleasure to be a part of this.
I’m a Communications Coach based in Sweden, but my journey into this field has been anything but straightforward. It started when I was a shy and introvert kid at school – often bullied of course – and having to find ways to ‘battle through’. As a fairly weedy guy, I chose words vs physical responses! and so instead of being silenced (or worse, being suicidal as a kid also, but that’s a story for another time!), I turned to theatre, public speaking, and writing to find my voice. Over the years, I’ve honed those skills in ways I couldn’t have imagined back then – from advising UK Prime Ministers and FTSE 100 leaders to helping CEOs and founders communicate with confidence and impact.
What drives me most is the belief that communication is so much more than words. It’s about connection, influence, and driving change. I’ve worked in some high-pressure environments, including crisis communications for the Grenfell disaster as well as other major community challenges, and I know how powerful the right message at the right time can be.
These days, I focus on helping leaders like you navigate the challenges of communicating clearly and authentically, whether it’s on stage, in a boardroom, or through everyday interactions. My C.O.R.E. Framework™ for Confident Communication, which is wholly centred on clarity, ownership, relatability, and engagement I believe provides a ‘CORE’ practical approach for leaders to cut through the noise and truly connect.
How has the significance of networking evolved over the past decades?
Alex McNab-Lundbäck: Networking has changed so much over the past few decades. It used to be about showing up at local events, shaking hands, and swapping business cards. Success was often tied to proximity and who you happened to know in your immediate circle.
Now, things are completely different. We have COVID and lockdowns to largely thank for that of course! The digital age has opened up global opportunities, with platforms like LinkedIn and Zoom making it easier than ever to connect with anyone, anywhere. Networking has shifted from being transactional, where the focus was on quick exchanges, to being much more intentional. Today, it’s about building authentic, value-driven relationships that go beyond small talk.
Personal branding has also become a huge part of networking. It’s no longer just about attending events, but about positioning yourself as a trusted expert or thought leader so the right opportunities and connections come to you. I’ve seen this shift firsthand, especially through groups like The HOlT (which is a professional network for solo business owners I am a member of), where the focus is on creating supportive communities rather than just expanding your contact list.
Networking now isn’t just about what you can get, it’s about what you can give. I’d say that, that seismic shift from ‘transactional’ to ‘relational’ is what leads to truly meaningful and lasting connections. and that’s the key word there… Connections. Networking is no longer transactional (solely anyway), it’s about forging true connections!
Can you share a personal story where one networking interaction led to unexpected doors opening, and how it highlights the ripple effect of networking?
Alex McNab-Lundbäck: Of course. I think there is one moment in particular (although probably lots when I put my mind to it!) really stands out for me.
Years ago, I got invited to a breakfast meeting by a local gov colleague. It wasn’t something I had planned to attend, but they were convinced it would be useful. Over coffee, I ended up chatting with someone who was working on a big government project and campaign. We hit it off, sharing ideas about communication challenges, and before I knew it, they were asking if I’d consider advising on a high-profile campaign at the Cabinet Office.
That one conversation (albeit followed by emails and expanded network with senior communications aides in Downing Street), but ultimately completely changed the direction of my career. It led to an opportunity to work in the Cabinet Office, supporting senior leaders and even advising a Prime Minister. I hadn’t gone to that meeting expecting anything like that, but it taught me, overall, that networking is all just being open more. Say ‘Yes’ more. You never know where a single conversation might lead or how it could open doors you didn’t even know existed. What’s more, it doesn’t just help you. The connections you make often allow you to create opportunities for others too.
That ripple effect is why I always say, ‘every conversation has value’. You might not see the results right away, but if you show up, listen, and engage, great things tend to follow.
What are some common networking mistakes people make, and how can they pivot to turn potential missteps into learning experiences?
Alex McNab-Lundbäck: Ha, well let me first say of course that networking mistakes happen to all of us – and that’s ok! But even when mistakes do occur, or a meet doesn’t quite go as planned, I think even those can often be great learning opportunities.
For example, I recently attended Web Summit in Lisbon, where I was reminded of what really matters in networking. It wasn’t the transactional conversations as such – the ones when I was drumming up business, that stuck with me. It was the deeper, more meaningful discussions or casual conversations. The ones where we talked about shared challenges, ideas, or even just connected as people. Those were the conversations that had the most impact.
One common mistake people make is focusing too much on what they can get out of a connection. Networking works best when you ‘flip the script’ to pardon an expression – mix up the mindset, and think about how you can ‘contribute’. Ask questions, share advice, or simply listen. Genuine curiosity goes a long way (there’s a reason why it’s one of my 4 C’s of Communication!’).
Another big one is not following up. You can meet dozens of people at an event like Web Summit, but if you don’t make an effort to reconnect, those moments can fade quickly. Even a short message like, “I really enjoyed our chat about X” can keep the connection alive.
And of course, there’s the trap of talking too much about yourself. It’s easy to fall into, but what people really value is feeling heard. At all the conferences I have been to that have been the most rewarding, it’s when I have had conversations just for the sake of conversing and no other reason. I’ve listened more to the other person talking than about myself. I’ve learned more from those than any other discussions… and they have felt connected more with me.
Networking isn’t about perfection or instant results. It’s about showing up, being present, and creating relationships that grow over time. And sometimes, it’s those unexpected, unplanned conversations that open the most surprising doors.
How do you see the future of networking evolving with the rise of AI, VR, and other technologies?
Alex McNab-Lundbäck: The future of networking is going to be fascinating with AI, VR, and other technologies reshaping how we connect.
AI is already transforming networking by making it smarter and more efficient. For example, it can help identify the right people to connect with by analysing your interests, goals, and even communication style. Imagine attending a virtual conference where an AI assistant suggests the best people to talk to and even gives you conversation tips. It’s ‘networking with an edge’ maybe.
VR adds another layer to this. Instead of traveling across the world, you could join a virtual event and have conversations that feel just as real as being in the same room. It’s going to make global networking more inclusive and accessible – but I think the jury is still out as to whether this will have the same real impact that being there, in physical form, will have. But we’ll see.
That said, I’m not a fan of using AI for things like posting on social media, automating networking emails, or leaving comments. It often comes across as inauthentic, and for me, networking is about building genuine relationships. AI should support, not replace, human connection.
The key will be finding the balance. AI and VR are incredible tools to make networking easier and more targeted, but the real magic still happens when people bring authenticity to the table. If we use these tools thoughtfully, we can expand our connections in ways we never imagined. all of course while staying true to what makes networking meaningful.