The Wheel of Impact: 20 High-Impact Questions Every Internal Comms Pro Should Be Asking

We comms pros are often so busy keeping things moving, we don’t get a chance to stop and ask, “Is this still the right direction?”.

Let’s face it: nobody’s giving us extra resources for strategy offsites. We don’t get the luxury of working with consultants to help us figure out things. All the more reason for us to have more tools to do it ourselves!

That’s why I created the Wheel of Impact.

It’s a practical thinking tool made for internal communication and EX leaders who want to pause, reflect, and refocus. It’s built around four key focus areas that feed into each other: strategy, culture, reach, momentum, and creativity. 

• Strategy shapes culture
• Culture influences reach
• Reach drives momentum
• Momentum fuels creativity

...And back around we go. 

Each comes with five thoughtful and intentional questions. Use them to guide your planning, shape stronger conversations, or simply check in with yourself and your team.

Whether you bring it into your next team meeting or glance at it on a quiet Monday morning, the Wheel of Impact is here to help you reconnect with what really matters: people, purpose, and progress.

You don’t need all the answers.

You just need to ask the right questions.

High-impact questions

Strategy & Purpose

• What business goal are we supporting, and how do we know it's working?
• Are we shaping a narrative or reacting to one?
• What are we doing to make the company’s top goals feel relevant and meaningful?
• Can people explain what we do and why we do it?
• If we disappeared tomorrow, what would the company lose?

Culture & Belonging

• Do all employees see themselves in our stories?
• How do we use comms to strengthen trust and connection?
• Are we amplifying real voices - or just broadcasting from the top?
• What do we celebrate loudest, and what does that say about us?
• Where are we using AI to make things better, and where should we not?

Reach & Relevance

• Can every employee access and understand our messages, wherever they are?
• Are our managers equipped and motivated to carry comms forward?
• What tools and channels are helping people stay informed and connected?
• What do we know about how employee needs and expectations are shifting?
• Where can we use technology to personalize and enhance the employee experience?

Creativity & Collaboration

• How are we inviting people to shape the conversation?
• Where are we helping teams break silos and work more collaboratively?
• What tools or habits are we using to turn feedback into action?
• Are we spotlighting smart ideas across the org—or only from the usual suspects?
• What’s one story we could tell this month that would surprise or delight our people?

Download the graphic, share it with your team, or use it in your next quarterly reset.

When to use it

Use the Wheel anytime you need to step back and reassess where you’re headed. It's especially powerful when:

• You’re kicking off a new quarter, campaign, or comms plan
• Your team feels stuck, overwhelmed, or misaligned
• You’re prepping for a leadership presentation
• You’re designing a new strategy or platform rollout
• You just need a reset, personally or as a team

How to use it

1. Solo reflection

Take 15–30 minutes to read through the questions. Highlight 3 that spark something in you. Journal or jot down your honest answers. No pressure—this is for you.

2. Team workshop

Run a 45-minute session with your team or stakeholders. Pick one question from each quadrant and go around the (virtual or real) table.

• “What stands out most?”
• “Where are we strong?”
• “Where are we guessing?”
• “What would make the biggest difference right now?”

3. Strategy reset

Choose one pillar and build your next plan around it. Let the questions inform your priorities, metrics, and messaging.

4. Quarterly check-in

Revisit your answers each quarter to see what's shifted, what's stuck, and what's possible.

Pro tips

• There are no wrong answers.
• You don’t need to answer everything at once.
• Save your notes and revisit them regularly. Trends will emerge.
• More than a quiz, it's a mirror.

The Wheel of Impact: 20 High-Impact Questions Every IC Pro Should Be Asking

Click to enlarge and download 👇🏻