Jeni-Anne Campbell argues that avoiding difficult conversations may feel compassionate, but clear expectations and honest feedback are what truly build trust in the workplace.
South Africa (19 February 2026) – Kind leadership is often associated with warmth, patience and keeping the peace. But according to Jeni-Anne Campbell, that understanding may be missing clarity.
The founder of an advertising company and author argues that modern workplaces have blurred the line between being kind and being nice. In her view, leaders sometimes prioritise comfort over honesty, avoiding difficult conversations in an effort to protect morale. The result is often the opposite of what was intended.
“We’ve confused kindness with keeping people happy,” she says. “Real kindness is clarity. And unfortunately, clarity will, at times, disappoint people.”
In a professional culture that often prioritises soft edges, disappointment has become something leaders try to avoid. Hard conversations are delayed. Feedback is diluted. Boundaries are softened. But she argues that the cost of avoiding discomfort is paid later.
“The most compassionate thing a leader can offer is certainty. Certainty isn’t always pleasant, but it’s stabilising.”
For those leading teams (whether in corporate spaces, creative industries or small businesses) her advice is practical and direct. If you are a leader in your space, you might want to take note.
Here’s what she recommends:
- Say things early, not perfectly.
Feedback delivered too late feels like criticism. Delivered early, it feels like guidance.
- Pair honesty with context.
Explaining why something isn’t working shows respect. Context turns correction into collaboration.
- Use boundaries as stabilisers.
Clear standards and firm expectations reduce burnout and uncertainty. They help teams focus on what actually matters.
- Close loops visibly.
If you promise an update on Friday, deliver it on Friday. Consistency builds psychological safety. At the end of the day, her distinction is that nice leadership protects the leader from discomfort. Kind leadership protects the team from confusion.
Sources: Supplied
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