March 2, 2026

How do leaders communicate with confidence when everything is on the line?

In this episode of Stare Down the Bull, Susan Hunt sits down with chief communication and marketing leader Rick Mack to unpack what it truly takes to lead through crisis, complexity, and rapid change.

Rick’s career spans industry giants and high growth startups. He helped scale Nuance from 50 million to nearly 2 billion in revenue, navigated more than 100 acquisitions, and led communications through a global malware attack that disrupted healthcare systems worldwide.

The Core Principle: Start With the Why

When explaining complex technologies to legislators on Capitol Hill, Rick learned a defining lesson. Most decision makers do not care about the technical details. They care about impact.

As he puts it, “It’s not so much the what, but it’s the why.”

Whether advocating for voice biometrics in immigration legislation or advancing electronic medical records, success depended on clearly articulating:

• What are you asking for
• Why does it matter
• What value will it create

This shift from features to purpose reshaped his entire philosophy of marketing and communications.

What Separates Confident Companies From Reactive Ones?

According to Rick, confidence stems from authenticity.

Companies that communicate effectively have excavated their core story. They know who they are. They know what they stand for. And they can express it clearly and consistently.

Those that spin, over polish, or avoid the truth eventually lose credibility.

His former CEO had a rule that guided crisis moments: “In the absence of anything else, always start with the truth.”

That foundation builds trust with employees, customers, investors, and the public.

Crisis Leadership in Action

When Nuance was hit by a foreign malware attack that crippled systems across global healthcare networks, the stakes were enormous. Medical records were inaccessible. Operations halted. Trust was at risk.

There were no computers. No phones. Teams met in boardrooms using cell phones in red solo cups to amplify sound.

The recovery took months.

The preservation of trust came from:

• Calm leadership
•  Methodical communication
•  Radical transparency
•  Audience specific messaging

The company not only survived but later sold to Microsoft for a significant premium.

Why Startups Must Invest in Story Early

Rick is direct with founders.

Do not wait.

If you cannot clearly articulate what you offer, what need it serves, how it is different, and what value it creates in 90 seconds, your foundation is shaky.

He emphasizes that defining purpose is not a branding exercise. It is an excavation process. When done correctly, that core narrative can last for years without changing.

The Role of the CCMO in the AI Era

AI is shifting value from execution to strategy.

Press releases and campaigns can be automated. Strategic thinking cannot.

The modern communication leader must:

• Embrace AI
• Use it to streamline execution
• Focus on insight, growth, and trust
• Elevate human judgment and authenticity

AI is not going away. The leaders who harness it thoughtfully will define the next era of marketing and communication.

Rick’s Personal Mantra for Staring Down the Bull

When asked how he personally handles pressure, Rick shares a phrase that guides him across business and life:

Control the controllable.

Focus on what is directly in front of you. Ignore the noise on the periphery. Stay grounded in preparation, truth, and confidence.

It is simple. It is practical. And it works.

Final Thoughts

In an age of AI acceleration, legislative complexity, and nonstop crisis cycles, the fundamentals have not changed.

Start with the truth.
Focus on the why.
Build authentic confidence.
Control the controllable.

That is how you stare down the bull.

Connect with Susan: 

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Connect with Rick:

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Website