Tell Everybody: How VA's Paul R. Lawrence Uses Influence to Help Veterans Access What They’ve Earned

In this episode of Chief Influencer, Anthony Shop sits down with Paul R. Lawrence, Ph.D, Deputy Secretary of the U.S. Department of Veterans Affairs, to explore what it means to lead and influence at a massive scale. With responsibility for serving over 17 million veterans, Dr. Lawrence shares how his transition from private sector consultant to government operator required a shift from advising to executing, all while navigating the complexity of one of the largest organizations in the world. From improving benefit delivery timelines to simplifying access and modernizing digital experiences, he emphasizes the importance of clarity, accountability, and continuous improvement. A central theme of the conversation is the power of listening as a leadership tool. Through in-person town halls and direct engagement on platforms like LinkedIn, Dr. Lawrence gathers unfiltered feedback that directly shapes policy, communication, and innovation. He also highlights how leaders can extend their influence by embracing modern channels, creating content that educates, resonates, and drives action. Ultimately, this episode reveals that influence isn’t about visibility; it’s about delivering meaningful value, building trust, and ensuring the right message reaches the right people at the right time. Takeaways: → Turn Listening Into Strategy: Great leaders don’t just listen—they operationalize what they hear. Identify recurring themes from conversations, town halls, or feedback channels, and use those insights to drive decisions, prioritize initiatives, and shape communication. → Translate Complexity Into Clarity: If your audience can’t easily understand your message or process, they won’t engage. Break down complex systems into simple, actionable steps and continuously refine the experience to meet rising expectations shaped by the private sector. → Meet People Where They Are: Different audiences require different communication channels. Combine digital platforms, in-person engagement, and traditional outreach to ensure no one is left out—especially when serving diverse or underserved populations. → Leverage Personal Platforms for Mission Impact: Your personal brand can be a powerful extension of your organization’s mission. Focus on sharing insights, answering real questions, and providing value—positioning yourself as a trusted source, not just a spokesperson. → Start With What You Already Do Well: You don’t need to reinvent yourself to succeed on modern platforms. Identify your natural strengths—whether it’s teaching, storytelling, or simplifying ideas—and adapt them to formats like video, social posts, or short-form content. → Make the Ask, Not Just the Awareness: Awareness alone rarely drives change. Clearly articulate what action you want your audience to take—whether it’s applying for a benefit, supporting a cause, or checking in on a colleague—and make it easy for them to follow through. → Humanize Leadership: People connect with authenticity, not institutions. By showing up as a real person—sharing perspective, context, and even small personal touches—you build trust and make your message more relatable and memorable. Quote of the Show: “We’re trying everything we can to get veterans the information they need that helps them access what they’ve earned. If you care about this issue passionately — if you think it's important, what are you doing with it? Don't be shy. Tell everybody about it." Links: → LinkedIn:   / drpaullawrence   → Website: https://www.va.gov/