Get to Know Alix Steel
Veteran financial journalist Alix Steel brings two decades of storytelling expertise and a sharp executive messaging focus to DrivePath Advisors.
We’re thrilled to welcome Alix Steel to our team. With a career spanning Bloomberg, TheStreet, and interviews with leading CEOs, Alix brings a rare blend of industry insight, media savvy, and a passion for energy markets. I sat down with Alix to discuss her journey from financial journalism to shaping corporate narratives, what drew her to DrivePath, and how she plans to help our clients uncover—and share—their most compelling stories.
Kent Robertson: You’ve had an impressive career in financial journalism and broadcasting—from Bloomberg to TheStreet. What drew you to energy markets and storytelling in the first place?
Alix Steel: I got into energy through gold, of all things. I was covering the precious metal in 2008, and it was a great window into the economic crisis at the time. From gold it was silver, then industrial metals, then finally oil. I remember the day I learned there was more than one oil grade! I found it fascinating, especially as it powers everything in our lives. From there, the energy transition/addition came into focus, and there was a perfect overlap between oil and the transition. I love learning everything about the energy industry from lateral length to LNG exports to solar panel supply chains to transformers. The nerdier the better.
KR: How has your experience as an on-air anchor and reporter shaped the way you think about executive communications and messaging?
AS: I can see through the BS! I know when there is no message, when the CEO doesn’t feel secure, when there are only talking points.
KR: What attracted you to DrivePath Advisors, and how does this role align with where you want to take your career next?
AS: For my next career, I wanted something that would use the skill set I honed over 20 years and learn new ones. It was pretty simple but very hard to find. I assumed energy was out because I don’t live in Texas so I truly thought that I would wind up doing internal and external communications for hedge fund or mutual fund. After looking for 1.5 years, Gordon was the last person I talked to. What sealed the deal for me was that DrivePath is all energy, all day and I loved focusing on one industry with the fastest changing landscape. The other selling point was the people, the caliber of work, attention to detail and strategic thought is, quite frankly, stunning. Everyone works together, there is no ego and everyone gets their hands dirty. From that perspective, I could offer a lot to the team and learn even more.
KR: Having interviewed countless executives, what gaps or challenges do you see in how companies communicate their narratives—and how do you hope to address them here?
AS: I think traditionally energy companies never wanted to talk, never wanted to tackle any negative headlines – that strategy eventually backfired. There is a need to talk in a culture that doesn’t like to. As we move toward adding even more forms of energy into the mix, it becomes even more important for companies to differentiate themselves.
Also, for a while U.S. shale companies could rely on their production or acreage or lateral length to impress investors, but that story is nearing its last chapters. We can all agree that the world needs affordable dependable energy, but we can’t agree on how to get there. We need the energy companies to tell us how they fit into that world. I can help find that narrative.
KR: From your time covering markets and interviewing CEOs, what separates compelling corporate storytelling from forgettable messaging?
AS:
Do: have 1-3 main points you want to get across.
Don’t: try to say everything everywhere all at once.
Do: talk like a real person.
Don’t: talk in jargon.
Do: seem happy to be there, fake it ‘til you make it.
Don’t: act like you are having a root canal.
KR: What’s one piece of advice you’d give to a CFO or CEO preparing for a high-stakes interview or earnings call?
AS: Don’t shy away from the hard answers and be genuine. Give as much detail and honesty as you can, know where you want to drive the conversation, but don’t run away from the tough stuff. If you can be honest with analysts and shareholders when the going is tough, they will believe you when you say things will get better. And be human! There is a reason everyone hangs on Jamie Dimon’s every word on an earnings call, and he doesn’t always deliver the positive.
Please join us in welcoming Alix to DrivePath Advisors as we continue to set the standard for strategic counsel in the energy industry.
