Press Release
Michael Sherbun Says Communication Is Not a Soft Skill
Drawing on 37 years of experience in behavioral health and leadership, Sherbun says understanding human behavior is essential to communicating effectively under pressure.
Olympia, Washigton, October 23rd, 2026, ZEX PR WIRE, Leaders are often trained to think about strategy, operations, performance, and decision-making. Michael Sherbun believes they should spend more time thinking about what happens to human behavior when pressure enters a conversation.
Sherbun, a behavioral health executive, author, trainer, and communication specialist with 37 years of experience, says communication should not be treated simply as a “soft skill.” Decisions, expectations, accountability, conflict, and organizational change all eventually have to move through conversations between people, and people do not leave their emotions, assumptions, or previous experiences at the door.
“Communication is not something that sits beside leadership,” Sherbun said. “It is one of the ways leadership actually happens. You can make a sound decision, but eventually that decision has to move through real people. How they hear it and how they respond to it matters.” For Sherbun, that makes understanding human behavior an important part of communicating effectively.
Pressure Changes the Way People Communicate
Throughout his career in behavioral health, healthcare operations, training, and executive leadership, Sherbun has spent considerable time around people in high-pressure situations.
One lesson has remained consistent: pressure changes conversations.
Someone who feels criticized may become defensive. Someone who feels powerless may become angry. Another person may become quiet. An employee who believes a decision has already been made may decide speaking honestly has little value.
Sherbun cautions against treating those reactions as simple personality traits.
“When somebody becomes defensive, we can immediately decide we’re dealing with a defensive person,” Sherbun said. “But I think the more useful question is what happened in this interaction that made them feel they needed to defend themselves. That doesn’t excuse behavior. It gives you more information about it.” That distinction is part of what Sherbun describes as behavioral communication: paying attention not only to the words being exchanged but also to the human behavior influencing them.
Authority Changes What People Are Willing to Say
Sherbun says his own move into executive leadership made him increasingly aware of another behavioral factor: power.
Employees do not necessarily speak to a CEO the way they speak to a colleague. The greater the perceived consequences of disagreement, the more carefully people may choose what to say.
“The higher you move in an organization, the more careful you have to be about assuming people are telling you everything,” Sherbun said. “If nobody disagrees with you anymore, you have to ask whether you suddenly became right about everything or whether people stopped feeling comfortable telling you when you’re wrong.” For organizations, Sherbun argues, that is more than a cultural concern. Employees closest to day-to-day operations may see problems before senior leaders do. If people learn that disagreement is unwelcome, leaders can end up making decisions with incomplete information.
Asking for honest feedback is only part of the solution. Employees also pay attention to what happens after someone provides it.
Understanding Behavior Does Not Mean Excusing It
Sherbun also cautions against confusing an understanding of human behavior with avoiding accountability.
Leaders still have to address poor performance, enforce boundaries, resolve conflict, and communicate decisions people may not like.
“Understanding why somebody reacted a certain way doesn’t mean I have to accept the behavior,” Sherbun said. “Listening doesn’t mean agreement, and empathy doesn’t mean the boundary disappears.” Instead, Sherbun believes understanding behavior can help leaders determine what a conversation actually requires.
Someone who doesn’t feel heard may repeat the same point several times. Someone who is embarrassed may hear reasonable feedback as a personal attack. An employee who appears resistant to a change may actually be uncertain about what the change means for their role.
The behavior provides information, but Sherbun says leaders still need to remain curious rather than assuming they know exactly what another person is thinking.
More Information Does Not Always Create Understanding
Organizational change is one area where Sherbun says the difference between providing information and understanding behavior becomes particularly visible.
Leaders may communicate a change through meetings, emails, presentations, or written instructions and reasonably believe they have delivered the message. Employees, however, may still be trying to understand what the decision means for them.
“There are times when leaders think, ‘We already communicated this,’” Sherbun said. “But sending information and having a conversation are not necessarily the same thing. The question is what people understood, what they’re concerned about, and what they believe the change means for them.” Repeating the same explanation may not resolve those concerns.
Sherbun says leaders should consider whether the problem is actually a lack of information or whether emotion, uncertainty, trust, or another human factor is affecting how that information is being received.
The Psychology Behind the Words
These observations have contributed to Sherbun’s current focus on The Psychology of Conversations, an approach that examines what happens beneath the words people exchange.
His work through The Navigator focuses on behavioral communication, de-escalation, burnout prevention, and helping people navigate difficult conversations while preserving relationships.
Although much of Sherbun’s experience comes from behavioral health and organizational leadership, he believes the underlying principles are human, not industry-specific.
A disagreement between employees may look different from an argument within a family. A coach speaking with a frustrated athlete faces a different situation from an executive announcing an organizational change. Yet emotion, assumptions, expectations, trust, previous experiences, and perceived power can influence all of those interactions.
“Two people can hear the same words and walk away believing two very different conversations took place,” Sherbun said. “That’s why I think we need to become interested in more than what was said. We need to understand what was happening with the people having the conversation.” For Sherbun, that is why communication should not be dismissed as a soft skill.
“Communication is sometimes called soft because it is difficult to measure,” he said. “But when communication breaks down, the consequences aren’t soft. You see them in conflict, relationships, trust, burnout, and whether people are willing to talk honestly when something is wrong.”
About Michael Sherbun
Michael Sherbun is a behavioral health executive, author, trainer, coach, and communication specialist based in Olympia, Washington. With 37 years of experience in behavioral health and organizational leadership, his work focuses on behavioral communication, de-escalation, burnout prevention, and The Psychology of Conversations. He is the founder and CEO of The Navigator, where he explores how understanding human behavior can improve communication during difficult, high-pressure interactions. Sherbun is also the author of Caring for the Caregiver: 8 Truths to Prolong Your Career.
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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Travis Bright’s Outlook for Home Building: Less Guesswork, More Coordination
Greenville, NC, October 23rd, 2026, ZEX PR WIRE, Travis Bright, a Greenville, NC builder with a background in heating and air, lays out what he expects to change in residential construction over the next year.
Trades Get Pulled in Earlier
Travis Bright has spent his career on both sides of a single-family build: the general contracting side and the mechanical side, after graduating ahead of his class at Pitt Community College in heating and air. That mix shapes how he reads the year ahead.
“The biggest shift I expect is timing,” Bright says. “Right now a lot of builders still bring in HVAC and electrical crews after the framing is settled. I think more of that conversation moves earlier, before walls are even up. It saves rework, and it saves money.”
Bright has said before that his own HVAC background changed how he schedules a job. He expects more builders without that background to start asking their mechanical subs for input sooner, simply because the cost of guessing wrong has gotten harder to absorb.
Wiring for Security and Smart Systems Becomes Standard, Not Extra
Bright works directly with indoor and outdoor wiring for electronics and security systems on the homes he builds. He expects that kind of wiring to stop being treated as an upgrade and start being treated as part of the base plan.
“A few years ago, security wiring and smart home wiring were things a homeowner added after move-in, or paid extra for during the build,” he says. “I think that keeps shifting. More buyers expect it already roughed in, the same way they expect enough outlets in a kitchen.”
For builders, that means running conduit and low-voltage wire at the framing stage instead of retrofitting later. Bright says the builders who plan for it from the start will spend less time and money than the ones who treat it as an afterthought.
Scheduling Gets Tighter, Not Looser
Bright does not expect the coming year to make scheduling easier. If anything, he expects the opposite: more pressure to hold a tight sequence, with less room for the kind of slack that used to absorb delays.
“A build schedule only works if the trades hit their windows,” he says. “When one trade slips, everyone behind them slips too. I think the builders who do well this year are the ones who build in real checkpoints, not just a start date and an end date.”
He also expects more attention paid to who shows up when, not just what gets built. A crew that understands how its work affects the next crew in line saves time across the whole project, he says, even if that is not where people usually look for efficiency.
What This Means for Someone Planning a Build
For a family planning a single-family home, Bright says the practical takeaway is to ask a builder how early the mechanical trades get involved, not just who they are.
“If a builder can tell you when HVAC and electrical get brought into the conversation, and it’s early, that tells you something about how the whole job will run,” he says. “If the answer is ‘after framing,’ that’s worth asking more about.”
He expects buyers to get more comfortable asking those kinds of sequencing questions over the next year, the same way they already ask about materials and finishes.
A Builder Who Reads the Job From Both Sides
Bright says his outlook is shaped less by predicting the market and more by watching how a job actually runs on site, where mechanical work and general construction either support each other or get in each other’s way.
“I’m not guessing at trends from an office,” he says. “I’m watching what slows a crew down or speeds one up, and expecting more builders to pay attention to the same things.”
About Travis Bright
Travis Bright is a construction professional based in Greenville, NC, working in construction management for single-family homes. He holds a college degree in construction management and a heating and air credential from Pitt Community College, where he graduated ahead of his class. His background spans residential construction and indoor and outdoor wiring for electronics and security systems. Bright has volunteered with Habitat for Humanity and is the father of two children, a boy and a girl.
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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Reno Pro Inc Explains Why Timing Matters for a Hilton Head Renovation
Hilton Head Island, SC, October 23rd, 2026, ZEX PR WIRE, Reno Pro Inc says the calendar, not just the budget, decides whether a Lowcountry renovation goes smoothly.
A Coastal Calendar Most Homeowners Do Not Think About
Most people plan a renovation around money and design. Reno Pro Inc, a construction and renovation company serving Hilton Head Island and Bluffton, South Carolina, says there is a third factor that gets ignored until it causes a delay: the season.
Hilton Head and the surrounding Lowcountry run on a different clock than most of the country. Tourist season fills the roads and the rental calendars. Humidity swings hard between winter and summer. And hurricane season sits over the back half of the year like a deadline nobody put on the contract. Reno Pro Inc has worked through all of it since the company started in 2005, and it builds every project schedule around those realities instead of ignoring them.
What Hurricane Season Actually Changes
Hurricane season runs from June through November on the South Carolina coast. Reno Pro Inc says that window does not make renovation impossible, but it changes what belongs on the schedule.
Exterior work, like roofing, siding, and anything involving an open wall, carries more risk once storm season starts. Material deliveries can slip if a storm is moving through the shipping lanes. Reno Pro Inc tells clients to plan exterior-heavy projects for late winter through spring, so the work is closed up and weather-tight before the riskiest months arrive.
Interior renovations are more forgiving. A kitchen or bathroom remodel can run through hurricane season without much disruption, as long as the homeowner and the crew have a plan for securing the site if a storm warning goes up.
The Tourist Calendar Is a Scheduling Factor Too
Hilton Head’s population multiplies in the summer. Reno Pro Inc says that affects renovation in ways homeowners do not expect. Permit offices run slower when staff and inspectors are stretched thin. Crews face longer drive times getting to and from a job site. Vacation rental owners lose flexibility on project timing, because a renovation cuts into peak rental income if it runs into June, July, or August.
For a rental property, Reno Pro Inc generally recommends scheduling the bulk of the work for the off-season, roughly October through April, so the home is back on the market before the busy months start.
Humidity Is Not Just a Comfort Issue
Coastal humidity affects materials, not just people. Wood can swell or warp if it is installed during a wet stretch and then dries out later. Paint and finishes cure differently in high humidity than they do in a dry month. Reno Pro Inc builds humidity into its planning, choosing install windows and materials that hold up to the Lowcountry’s moisture instead of fighting it after the fact.
What Reno Pro Inc Tells Clients to Do Now
Reno Pro Inc says the biggest mistake homeowners make is picking a start date based only on when they feel ready, without checking it against the season. The company recommends a few habits instead.
Start the planning conversation months before the work begins, not weeks. Permits, material orders, and crew scheduling all take longer in peak season, so an early start protects the timeline. Ask directly how a project’s timing interacts with hurricane season, especially for anything touching the roof or exterior walls. And if the property is a rental, treat the off-season as the real construction window, not an afterthought.
“Happy clients matter more than squeezing in one more project before summer,” is how Reno Pro Inc frames the choice when a client wants to rush a start date against the company’s advice. The company would rather push a start by a few weeks than hand over a project that ran into trouble because the calendar was ignored.
Reno Pro Inc says punctuality, communication, and cleanliness are the three things it holds itself to on every job, and all three get harder to deliver when a project collides with a storm warning or a packed tourist season. Planning around the Lowcountry calendar, the company says, is simply part of doing the work right.
About Reno Pro Inc
Reno Pro Inc is a commercial and residential construction and renovation company based in Beaufort County, South Carolina, serving Hilton Head Island and Bluffton. Founded in 2005 by Anthony Genovese and Chad Perrine, with Eric Norman joining as a business partner shortly after incorporation, the company has over 60 years of combined experience in residential and commercial construction. Reno Pro Inc is licensed, certified, and insured.
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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Akshay Kumar: How Houston Shaped a Family Business and a Career
Houston, TX, October 23rd, 2026, ZEX PR WIRE, Houston has been central to Akshay Kumar’s story, from the small business his parents established in 1984 to the professional path he began after graduating from college. As a Business Development Director, Kumar has built experience in business development, marketing, finance, and portfolio management while maintaining a strong interest in philanthropy and community service.
His background reflects the influence of family, education, and entrepreneurship, with Houston serving as an important part of his personal and professional foundation.
A Family Business Built Over Time
Kumar’s parents immigrated to the United States and started a small business in Houston in 1984. Through years of hard work and perseverance, they gradually developed it into a successful real estate company. Their experience helped shape his understanding of business, particularly the importance of discipline, resilience, and a long-term approach to growth.
After earning his bachelor’s degree in Business Management from Penn State University in 2015, Kumar joined his family’s office as an intern. He progressed into broader responsibilities involving business development, marketing, financial oversight, and portfolio management.
His professional experience includes entrepreneurial marketing and business development efforts that helped increase company revenue by approximately 14%, representing nearly $1 million in growth. These responsibilities gave him opportunities to apply his education to practical business decisions and contribute to the development of the family’s ventures.
Real estate remains an important part of his professional background, alongside a broader interest in business strategy, entrepreneurship, and managing resources effectively.
Furthering His Education at Rice University
Kumar continued his education in Houston, earning a Master of Business Administration from Rice University in 2024. He graduated with honors, as he had from Penn State University.
His academic background complements his practical experience in business management and development. His undergraduate studies provided a foundation in business, while his MBA added to his knowledge of strategy, finance, operations, and organizational management.
The combination of formal education and hands-on professional experience has been an important part of his development as a business leader. Rather than focusing on a single area, his work has involved multiple functions, including marketing, financial management, and portfolio oversight.
His educational journey also reflects a continued interest in learning and improving his approach to professional responsibilities.
A Connection to Community Through Philanthropy
Although Houston is the foundation of Kumar’s personal and professional background, his philanthropic interests extend to India. His work and community involvement have focused on disability support, women’s empowerment, education access, and assistance for underserved communities.
His interest in disability support is particularly personal. Growing up with his sister, Shipra, who has an intellectual disability, gave him an understanding of some of the challenges individuals with disabilities and their families can face. That experience has influenced his interest in initiatives that promote dignity, opportunity, and access to resources.
Kumar is also interested in social entrepreneurship, particularly the potential to develop charitable initiatives that provide more than immediate relief. He believes thoughtful planning and responsible resource management can help organizations build a stronger foundation for continued service.
These interests complement his professional background by connecting business principles with a broader commitment to social impact.
Connecting Business Experience With a Broader Purpose
Kumar’s experience in Houston and his philanthropic interests in India represent different parts of his professional and personal life. His business work has involved developing opportunities, supporting revenue growth, and contributing to management across multiple areas. His charitable interests focus on helping people access resources and opportunities that can improve their circumstances.
He also values personal development outside his professional responsibilities. His interests include Eastern philosophy, spirituality, reading, writing poetry, and sports. These pursuits reflect his interest in questions of purpose, responsibility, and personal growth.
For Kumar, entrepreneurship and philanthropy offer different ways to apply discipline, planning, and long-term thinking. His professional background continues to develop through business, while his commitment to service remains an important part of how he defines meaningful success.
About Akshay Kumar
Akshay Kumar is a Business Development Director based in Houston, Texas. He earned his bachelor’s degree in Business Management from Penn State University in 2015 and his MBA from Rice University in 2024, graduating with honors from both institutions.
His professional experience spans real estate, finance, marketing, portfolio management, and business development. Alongside his business career, he has maintained a strong interest in philanthropy, social entrepreneurship, disability support, education access, and women’s empowerment, particularly in India.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
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