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Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World
Pfizer's celebrated communications leader, Sally Susman, reveals how we can break through all the noise and conventional thinking to get our message across and make positive change.
A global pandemic. A roller-coaster economy. Political tensions ready to ignite, and common civility at an all-time low. For leaders, the pressures and the stakes could not be higher. And in such a stormy, often dangerous world, communications can no longer be considered a soft skill. The ability to lead and drive the public conversation is a rock-hard competency.
In this wise and inspiring book, Sally Susman, the renowned head of corporate affairs at global biopharmaceutical giant Pfizer, tells the fascinating story of how the multinational managed the massive communications challenge that came with Covid and the race to produce an effective vaccine. Just as crucial as creating the vaccine itself was the task of winning people's hearts and minds, and Susman highlights the principles that enabled her to break through, connect, and help move people forward, not only at Pfizer but over a stellar career. She shows how clarifying and channeling your intention is an essential first step: What are you trying to say? She illustrates how, in order to be effective, leaders need to muster the courage for candor; and how, in order to connect, they must both disarm with humility and delight with humor. As a gay, married woman, she talks forthrightly about the challenges and opportunities of embracing who you are, both at home and in the workplace.
Susman's stories will draw you in with their warmth, humor, and humanity and will enlighten and motivate you with their insight and passion. Breaking Through is essential reading for any leader as they face the daunting challenge of communicating in our noisy, turbulent world.
A global pandemic. A roller-coaster economy. Political tensions ready to ignite, and common civility at an all-time low. For leaders, the pressures and the stakes could not be higher. And in such a stormy, often dangerous world, communications can no longer be considered a soft skill. The ability to lead and drive the public conversation is a rock-hard competency.
In this wise and inspiring book, Sally Susman, the renowned head of corporate affairs at global biopharmaceutical giant Pfizer, tells the fascinating story of how the multinational managed the massive communications challenge that came with Covid and the race to produce an effective vaccine. Just as crucial as creating the vaccine itself was the task of winning people's hearts and minds, and Susman highlights the principles that enabled her to break through, connect, and help move people forward, not only at Pfizer but over a stellar career. She shows how clarifying and channeling your intention is an essential first step: What are you trying to say? She illustrates how, in order to be effective, leaders need to muster the courage for candor; and how, in order to connect, they must both disarm with humility and delight with humor. As a gay, married woman, she talks forthrightly about the challenges and opportunities of embracing who you are, both at home and in the workplace.
Susman's stories will draw you in with their warmth, humor, and humanity and will enlighten and motivate you with their insight and passion. Breaking Through is essential reading for any leader as they face the daunting challenge of communicating in our noisy, turbulent world.
257 pages, Kindle Edition
Published March 28, 2023
61 people are currently reading
1805 people want to read
About the author
Sally Susman
2 books9 followersSally Susman is Chief Corporate Affairs Officer at Pfizer and vice chair of The Pfizer
Foundation. In 2022, Forbes named Susman one of the World’s Most Influential CMOs
for Pfizer’s efforts to combat vaccine misinformation. She received the prestigious
Matrix Award from New York Women in Communications in 2019 and was named a
LinkedIn Top Voice that same year.
Born and raised in St. Louis, Missouri, Susman graduated from Connecticut College
with a B.A. in government and studied at the London School of Economics and Political
Science. She served on Capitol Hill as a Legislative Assistant handling trade and
foreign investment issues for the Senate Commerce Committee, then as Deputy
Assistant Secretary for Legislative Affairs in the Clinton Administration.
Before joining Pfizer in 2007, Susman held senior roles in communications and
government relations at The Estée Lauder Companies and American Express.
She currently serves as co-chair of The International Rescue Committee, one of the
world’s largest humanitarian aid organizations, and on the board of UL Solutions, a
global leader in applied safety science. She is also a member of the Council on Foreign
Relations.
Susman and her wife divide their time between New York City and Sag Harbor, NY. She
is an avid reader and burgeoning gardener. Breaking Through is her first book. Visit
sallysusman.com to learn more.
Foundation. In 2022, Forbes named Susman one of the World’s Most Influential CMOs
for Pfizer’s efforts to combat vaccine misinformation. She received the prestigious
Matrix Award from New York Women in Communications in 2019 and was named a
LinkedIn Top Voice that same year.
Born and raised in St. Louis, Missouri, Susman graduated from Connecticut College
with a B.A. in government and studied at the London School of Economics and Political
Science. She served on Capitol Hill as a Legislative Assistant handling trade and
foreign investment issues for the Senate Commerce Committee, then as Deputy
Assistant Secretary for Legislative Affairs in the Clinton Administration.
Before joining Pfizer in 2007, Susman held senior roles in communications and
government relations at The Estée Lauder Companies and American Express.
She currently serves as co-chair of The International Rescue Committee, one of the
world’s largest humanitarian aid organizations, and on the board of UL Solutions, a
global leader in applied safety science. She is also a member of the Council on Foreign
Relations.
Susman and her wife divide their time between New York City and Sag Harbor, NY. She
is an avid reader and burgeoning gardener. Breaking Through is her first book. Visit
sallysusman.com to learn more.
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Displaying 1 - 24 of 24 reviews
March 28, 2023
This book is for leaders of all kinds. Leaders at the top of their field, or leaders just getting started. I enjoyed reading stories from someone who was on the frontline. But what I really enjoyed was the author's crystalized lessons, her vulnerability about things that didn't work or go well, and her modeling of what it means to reflect. Susman offers 10 key lessons for leaders at all levels, and there's so much here for everyone. You won't say, "I already knew that." You'll say, "Wow. She just took that lesson and insight to a new level."
For me, I picked up three key lessons that are informing my future work. First, an understanding of how organizations have societal responsibilities beyond their stakeholders (meaning, people who have a stake in the company). Here, an understanding of victims as more than just victims, but people who are affected by our words and deeds who may not have a stake in the company. She gave examples such as Pfizer's decisions donate certain profits to help Ukraine in response to Russia's invasion, but also victims from misinformation.
Second, an understanding and modeling of vulnerability. Anywhere and everywhere on the web you'll see what kind of track record Susman has an effective leader. Still, she shares examples of things that didn't go so well, or of feedback that may have been shocking or disappointing. It's challenging to look into the dark spots, or into areas of our lives or relationships where things don't go well. But Susman shows that we can confront and get through these difficult moments, learn and grow, and move to the next lesson. The vulnerability she demonstrates is something we all can learn from. Often in the process, we see that we are way too hard on ourselves, and that we become more human to others when we acknowledge that we're not perfect. Vulnerability is modeled here in her examples, and that in itself is something we can all emulate.
Third, is an understanding of values reflection. (Really, I mean the importance of history, but I was searching for a 3rd "V.") Reflection is also tied to vulnerability. Often we don't reflect on our experience because we're afraid to look in the dark at what didn't work. We don't learn from our experience, we learn from our reflection on that experience. What worked, what didn't, and then make decisions and commit to them to do better, to be better.
Susman presents 10 key lessons for leadership. But I found so many more gems through the pages. I'll be scraping through this book to compile them more systematically. But in the meantime, the three above were the ones that were most impactful for me.
For me, I picked up three key lessons that are informing my future work. First, an understanding of how organizations have societal responsibilities beyond their stakeholders (meaning, people who have a stake in the company). Here, an understanding of victims as more than just victims, but people who are affected by our words and deeds who may not have a stake in the company. She gave examples such as Pfizer's decisions donate certain profits to help Ukraine in response to Russia's invasion, but also victims from misinformation.
Second, an understanding and modeling of vulnerability. Anywhere and everywhere on the web you'll see what kind of track record Susman has an effective leader. Still, she shares examples of things that didn't go so well, or of feedback that may have been shocking or disappointing. It's challenging to look into the dark spots, or into areas of our lives or relationships where things don't go well. But Susman shows that we can confront and get through these difficult moments, learn and grow, and move to the next lesson. The vulnerability she demonstrates is something we all can learn from. Often in the process, we see that we are way too hard on ourselves, and that we become more human to others when we acknowledge that we're not perfect. Vulnerability is modeled here in her examples, and that in itself is something we can all emulate.
Third, is an understanding of values reflection. (Really, I mean the importance of history, but I was searching for a 3rd "V.") Reflection is also tied to vulnerability. Often we don't reflect on our experience because we're afraid to look in the dark at what didn't work. We don't learn from our experience, we learn from our reflection on that experience. What worked, what didn't, and then make decisions and commit to them to do better, to be better.
Susman presents 10 key lessons for leadership. But I found so many more gems through the pages. I'll be scraping through this book to compile them more systematically. But in the meantime, the three above were the ones that were most impactful for me.
June 3, 2023
3.5 stars
very anecdotal, which makes it easy to read and digest. it's fun and light-hearted overall.
very anecdotal, which makes it easy to read and digest. it's fun and light-hearted overall.
October 9, 2024
The neoliberalism is palpable 🤢🤮
April 1, 2025
This was a wonderful read with my colleagues. Shared many innovative communication ideas
September 7, 2023
The last thing I would have expected when reading the book of a Big Pharma executive is empathy towards the author. And yet it happened. Maybe that is why Susman became the Head of Comms at Pfizer, after several years in Estee Lauder.
This is not a guide to communicating better. It’s a collection of (very interesting) experiences about interacting with humans. Along the way there are some tips, yes, but what makes the book worth it, it’s the stories in it.
This is not a guide to communicating better. It’s a collection of (very interesting) experiences about interacting with humans. Along the way there are some tips, yes, but what makes the book worth it, it’s the stories in it.
April 12, 2023
Too many stories and anecdotes, but still some good takeaways. If boiled down to a 1-2 pager would be very useful.
January 15, 2026
This is not a book about “better messaging.” It’s a book about earned trust.
What makes Breaking Through compelling is how grounded it feels in lived pressure—real stakes, real consequences, real people on the other side of the message. Sally Susman doesn’t write from theory; she writes from moments where communication wasn’t optional, where clarity, courage, and humanity actually mattered.
The chapters on intention and candor stood out most. Susman is clear that before you persuade anyone, you must first understand what you truly stand for and be brave enough to say it plainly. Her reflections on humility and humor aren’t framed as softening tactics, but as connective forces that make people listen rather than resist.
Equally powerful is how personal the book becomes. Her openness about identity, leadership, and showing up fully especially in environments that don’t always reward authenticity adds emotional weight without ever feeling performative.
This is a book for leaders, communicators, and decision-makers who understand that influence today isn’t about volume or polish. It’s about credibility, intention, and the discipline to communicate like a human being in a noisy world.
What makes Breaking Through compelling is how grounded it feels in lived pressure—real stakes, real consequences, real people on the other side of the message. Sally Susman doesn’t write from theory; she writes from moments where communication wasn’t optional, where clarity, courage, and humanity actually mattered.
The chapters on intention and candor stood out most. Susman is clear that before you persuade anyone, you must first understand what you truly stand for and be brave enough to say it plainly. Her reflections on humility and humor aren’t framed as softening tactics, but as connective forces that make people listen rather than resist.
Equally powerful is how personal the book becomes. Her openness about identity, leadership, and showing up fully especially in environments that don’t always reward authenticity adds emotional weight without ever feeling performative.
This is a book for leaders, communicators, and decision-makers who understand that influence today isn’t about volume or polish. It’s about credibility, intention, and the discipline to communicate like a human being in a noisy world.
December 11, 2024
Susman delivers an empowering and practical guide to mastering the art of communication, with the goal of inspiring meaningful change. Drawing on her extensive experience as a leader in global communications, including at Pfizer during the pandemic, Susman shows readers how to move beyond traditional corporate messaging to engage with others on a deeper, more human level. The book offers actionable strategies for connecting with people in ways that resonate emotionally, open minds, and spark real-world action. Whether you're a business leader, marketer, or simply someone looking to communicate more effectively, “Breaking Through” equips you with the tools to become a more persuasive and impactful communicator, capable of changing hearts and minds in any setting.
September 14, 2025
This book changed the trajectory of my career.
I love her stance that communication is a cold, hard science. And she proves her points with story upon story of how a principled approach to communication not only solves some of the world’s toughest problems but makes us better humans in the process.
Sally’s breadth of historical references leave me with new readings to explore, from presidential speeches to business press releases. But the story that moved me the most was Sally’s dedication to changing the public’s perception of big pharma to, during Covid, literally save humanity.
I love her stance that communication is a cold, hard science. And she proves her points with story upon story of how a principled approach to communication not only solves some of the world’s toughest problems but makes us better humans in the process.
Sally’s breadth of historical references leave me with new readings to explore, from presidential speeches to business press releases. But the story that moved me the most was Sally’s dedication to changing the public’s perception of big pharma to, during Covid, literally save humanity.
December 17, 2023
Really interesting book with direct actions to take: share your intention and keep the focus on the intention when presenting, candor, curiosity, creativity, and pressure is a privilege (Billy Jean King). Enjoyed reading the progress of Pfizer from the author's perspective during the pandemic to create a workable and safe vaccine, along with her other experiences. I did not love her narration though!
February 20, 2024
If you move past the horrors that past, current and future big-pharma companies hold, this is a very good guide to becoming a better corporate communicator. Susman comes off as relatable, genuine and practices many of the tactics she is recommending in this book. I had the pleasure to hear her speak about this book and her journey live and I do believe she is a breakthrough communicator.
November 11, 2025
I appreciate that the author documented this historic moment in time, but the book doesn’t deliver on any broader lessons in communications and marketing as I had hoped. It’s really all just about her approach in pharma when COVID needed a vaccine. Not much to carry into my workplace, outside of a general “be human” in a crisis message.
November 4, 2023
An interesting book just to get a glimpse into what it was like at Pfizer during their development of the COVID-19 vaccine. The communications tips were useful but I would have liked more actionable points.
Read
April 11, 2024Surprisingly redundant for someone who is a renowned communicator. Overall, decent read. Provided me with a lot of background on the development of the vaccine as well as personal anecdotes. I do think this book could have been a 10-page paper.
May 2, 2023
Tiene algunos aprendizajes interesantes pero, como todos los ensayos de este tipo, se podría decir lo mismo en la mitad de páginas.
September 13, 2023
I feel like this might go up a star on a subsequent read, once I'm not trying to find the lessons among the stories.
March 17, 2024
Not sure I understood the meaning behind the author’s theories. Did not like this book.
June 17, 2024
Kathy Bateman did a better job in the hobbling scene from the film Misery.
July 26, 2024
It was alright. Nothing too insightful. I liked the chapter on crisis response and professional humor. Those are worthy of attention.
April 13, 2023
Poignantly written with authenticity, heart, and wonderful real world examples. While the book focused heavily on leadership during times in crisis, particularly during the pandemic, it provides many examples of leadership in action and frameworks and tools to apply. It’s a leadership book written like a novel and I could not put it down!
August 28, 2023
pfizer legal took a red pen to every inch of this book and it shows in the surface level anecdotes and arguments lol
October 28, 2023
Very good book, readable and well organized. Stories flow well, and great takeaway tips that any leader can use
May 15, 2023
A life-changing read!
August 17, 2024
I enjoyed this comms. book and the personal stories along with it. Great lessons on impact.
Displaying 1 - 24 of 24 reviews