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‘Thisbookisdisturbinglygood.ItsimplifiesthecomplexchallengeoftheSpokenWordintoanentertaininglycompellingsequenceofeasy-to-usegoldennuggets.McGeeisyetagaindoinghisverybesttoputmeoutofbusiness.'
GrahamDavies–BestsellingAuthorofThePresentationCoach
‘PaulMcGeehastheabilitytopresentpracticalandeffectiveadviceinaveryaccessibleandhumorousway.Researchshowsthatspeakinginpublicisoneofthebiggestfearsforsomanypeople,yetitisaskillweneedtocalluponinbothourprofessionalandpersonallives.Paul'stipswillhelpyounotonlyovercomethosenerves,butpresentyourideasandyourselfinthemostpowerfulwaypossible.Whetheryouarestandingonstagegivingakeynotepresentationinfrontofhundredsofpeople,oraimingtomakethebestimpressionone-to-one,thisbookisanessentialread.'
AndyLopata–InternationalSpeakerandAuthorofthreebooksonNetworkingandReferrals,including…andDeathCameThird!
‘Awonderfulbookthatisbothpracticalandfuntoread.Thestyleofwriting,useofstoriesandthefactthatitisburstingwithtools,tipsandtechniqueswilltakeyourabilitytocommunicateandengagewithotherstoanewlevel.'
SueAtkins–Speaker,AuthorandITVThisMorningParentingExpert
‘Paulwritesinawonderfuldown-to-earthstyle,whichispunchy,poignant,andpackedwithbrilliance.Deliveredinafun,practicalwaythisbookwillbeinvaluabletoanyonewantingtospeakwithgreaterimpact–whatevertheirexperience.'
GeoffRamm–InternationalSpeakerandAuthoronCelebrityServiceandOMGMarketing
‘PaulMcGeeprovidesaninsightfulandpracticalguidetotheworldofspeakingandcommunicatingwithmaximumimpact.Whatmakesthebookuniqueisthewisdomofovertwenty-years'publicspeakingthatPaulbringstolifewithpersonalstoriesandexperience.Ifyouareeverrequiredtopresent,sell,orpitchadeal,orareabouttobeinterviewedforyournextbigroleinlife,thenyoumustreadthisbook.Why?Because…
Youwilllearnsimpleandpracticaltipsthatwillincreaseyourconfidence,
yourimpact,andwillmotivateyouraudiencetotakepositiveaction.'
SteveHeadFPASPSAEFISMM–ProfessionalSpeaker,PerformanceCoach,andAuthor
‘Thisbookisdown-to-earth,grittyandoozesexperience.I'vebeenspeakingforovertwentyyears…trustme,I'velearntfromthisbook.PaulMcGeeisclearlyaskilledhelper.'
KrissAkabusiMBE
‘Communicationwithinyourorganizationiscriticaltoyourimageandsuccess.Thisbookisfullofwisdomandsharponelinersthatwillhelpyoudoyourjobbetter.'
MollyHarvey–Speaker,ExecutiveCoach,Author
‘Talkischeap.Beinglistenedtoispriceless.Andthisbooktellsyouhow.Brilliantly.'
AndyCope–ConferenceSpeakerandBestsellingAuthorofTheArtofBeingBrilliant
‘Thisbookisriveting–revealingsomanyhometruths.Ifyouareseriousaboutwantingtocommunicatemoreeffectively,makesureyoureadit.'
JulieFadden–ChiefExecutiveSouthLiverpoolHomes,SundayTimes‘NumberOneBestNot-for-ProfitCompanytoWorkFor'forthreeconsecutiveyears
‘PaulMcGeespeaksaroundtheworld–notbecauseheisfamous–butbecauseheisoneofthebest.Iknow,I'veseenhimatwork.Thisbookrevealsnuggetsofwisdomthatwillhelpyoutocommunicateinawaythatengagesyouraudiencesandmovesthemtoaction.Andhedoesitinafunandpracticalway.I'mproudtorecommendthisbook.'
LeeJackson–PresidentoftheProfessionalSpeakingAssociationintheUKandIreland,andAuthorofPowerPointSurgery
‘Learningacriticalskill--likehowtospeak--fromabadsourcenotonlystopsyouachievingthesuccessyoudeserve,butsetsinbadhabitsthatarethendifficulttochange.Readingthisbookwilldotwothings.One,youwillbelearningfromaworldclasssource:aguywhohastravelledtheglobeasaninternationalspeakerfordecades.Two,youwillbetaughtbyamasterfulbestsellingauthorwhoknowshowtobringacrosspowerfulideasinaninspirational,motivational,and,mostimportantly,funway.Thisbookwillchangeyourlife.'
DavidThomasGMM–InternationalSpeaker,SundayTimes#1BestsellingAuthor
‘Here'sthedeal:thisbookwilldefinitelyhelpyoutobeamoreeffectivecommunicator.Warm,waffle-free,practical,andinsightful,it'sbrilliantstuff,aninvestmentthatwillpaymassivedividends.Sojustbuyit.'
JeffLucas–InternationalSpeaker,BestsellingAuthorandBroadcaster
‘Ihavenearlyahundredbooksonpublicspeakingandthisisarefreshinglydifferenttakeonallofthem.You'llreaditinhoursbutthemessageswillstaywithyouforyears.It'sclever,insightfulandpackedwithtakeawaytips.'
JeremyNicholas–WriterandBroadcaster
HowtoSpeaksoPeopleReallyListen
Thestraight-talkingguidetocommunicatingwithinfluenceandimpact
PaulMcGee
Thiseditionfirstpublished2017
©2017PaulMcGee
RegisteredofficeJohnWileyandSonsLtd,TheAtrium,SouthernGate,Chichester,WestSussex,PO198SQ,UnitedKingdom
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LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbesteffortsinpreparingthisbook,theymakenorepresentationsorwarrantieswiththerespecttotheaccuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimpliedwarrantiesofmerchantabilityorfitnessforaparticularpurpose.Itissoldontheunderstandingthatthepublisherisnotengagedinrenderingprofessionalservicesandneitherthepublishernortheauthorshallbeliablefordamagesarisingherefrom.Ifprofessionaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalshouldbesought.
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AcataloguerecordforthisbookisavailablefromtheBritishLibrary.
ISBN978-0-857-08720-1(pbk)
ISBN978-0-857-08722-5(ebk)ISBN978-0-857-08724-9(ebk)
Coverdesign:Wiley
InmemoryofVickyTaylor.Welllovelylady,
youcertainlyleftalegacy.
ContentsForewordbyAndyBounds,communicationexpert
Introduction:Whythisstuffreallymatters
PART1:THESEVENGREATSINSOFSPEAKING
SIN1:Afailuretomakeyourmessagestickyormemorable
SIN2:Drowningpeopleindetail
SIN3:Afailuretoconsiderorunderstandyouraudience'sneeds
SIN4:Focusingonfeaturesratherthansellingbenefits
SIN5:Wingingit
SIN6:Showingslidesthatsuck...thelifeoutofyouraudience
SIN7:Takingpeopleonapointlessramble
PART2:EIGHTGREATWAYSTOSPEAKSOPEOPLEREALLYLISTEN
WAY1:Getreal
WAY2:Getyourattitudeintogear
WAY3:Startattheend
WAY4:Sortoutyourskeletons
WAY5:Grab’embytheeyeballs
WAY6:Becomeanartist
WAY7:LearnlessonsfromJC,Jo,andtheGreekguy
WAY8:Shineatquestiontime
PART3:I'MGLADYOUASKEDTHAT...
QUESTION1:Isitpossibletogetridofmynervesbeforepresenting?
Question2:Isiteverappropriatetousehumourinmypresentation?
QUESTION3:Howimportantisbodylanguagewhencommunicatingwithothers?
Sowhat'snextforyou?
Sowhatdidyouthink?
AboutPaulMcGee
OtherbooksbyPaulMcGee
WantPaultospeakforyourorganization?
Index
EULA
ForewordbyAndyBounds,communicationexpertYoucommunicateallthetime.
Soyoumightaswellbebrilliantatit.
Butitsureishardtodowell,isn’tit?Afterall,peoplehavedifferentprioritiesandpersonalitiestoyou.Theymightnotlikewhatyoulike.So,foryoutobeagoodcommunicator,it’simportanttoadaptyourmindsetandmessagessotheyresonate.
Paul’sbookwillhelpyoudothis.He’llchallengeyourthinkingabouthowyoucommunicate.He’llthenexploreloadsofstrategiestoimprovehowyoudoit.
Infact,you’reonlyafewhoursawayfromcommunicatingbetterthanyoueverthoughtpossible…
Whatpartofyourbodywillthisbookimpact?Ihaveathoughtforyou…
Imaginethat,everytimesomeonecommunicatedwithyou,itturnedpartofyourbodybrightgreen–thebodypartthey’dhadthebiggestimpacton.
So,ifsomeonetaughtyousomethingnew,you’dbeclevererthanbefore.Soyou’dhaveabrightgreenhead.
Orifsomeonetoldyouanemotionalstorythatmadeyoufeeldifferently,it’dbeagreenheartcommunication.
Ifindmostbusinessbooksareoneofthesetwo–greenheadsorhearts.Youknowthesortofthing–youreadthem,learnstuff,enjoythem…
Butthisisn’tenough.
Afterall,what’sthepointofusbecomingcleverer/happierifwedon’tdoanythingdifferentlyasaresult?
No–instead,thebestbooksgiveyougreenhands.Theycauseustodothingsdifferently.
Whichbringsmetothisbook…
WhythisbookwillhelpyoucommunicatebetterPaulhasusedallhisexperience–andthat’salot–togiveyougreenhands.Toimprovehowyoucommunicate.Youwon’tjustlearnstuff.You’llreadoneofhistips,thenbeabletouseitimmediately.
Thewholething’swrittensoyoucanadopthistechniqueseasily.Evenbetter,eachchapterendswithPaulchallengingyoutofocusontheonekeyactionyou’lltakeafterreadingit–whathecalls‘MyOneThing’.Andwithtwentychapters,bymymaths,you’reabouttohavetwentynewthings.Howmanybusinessbookscanyousaythatabout?
Myadvice–asyoureadit,havethreethingswithyou:
1. Apentowriteyouractionsdown
2. Somepapertowritethemon
3. Adrink.You’llloseyourselfinthisbook.Sohaveadrinkhandy.Thatway,youwon’tneedtobreakofffromreading!
I’vereadcountlessbooksoncommunication.I’vewrittenafewmyself.Butthisonestandsoutassomethingthatwillmakeyoucommunicatebetter.
Itssolepurposeistogiveyougreenhands.
Anditwill.AndyBoundsCommunicationexpert,authorandaward-winningconsultantwww.andyboundsonline.com
Introduction:Whythisstuffreallymatters“Wecanalltalk.Thechallenge?Gettingpeopletolisten.”
Imaginethescene.You’redesperatetowinanewjob.You’vecompletedalengthyapplicationprocess.Youwerethrilledtohaveaninitialtelephoneinterview.Thatwentwell.Youprogressedtothenextstage.Yourexcitementincreased.Youpreparedextensivelyforyourface-to-faceinterview.
Andthenthelettercame.
You’vemadeittothefinalstageoftheprocess.Asecondinterviewatheadofficewhichwillalsoincludeyougivingaten-minutepresentation.
Youplanforthisfinalinterviewasifyourlifedependedonit.Insomeways,youfeelitdoes.Youryearsofstudyandsacrificelookliketheywillfinallypayoff.
You’retantalizinglyclose.
You’veneverhadanytrainingorcoachingongivingapresentationbefore,butyou’vesatthroughcountlesspresentations.
Youknowthescore.
Politeandformalopening.
Aslideshowingalistofbulletpointsoutliningyourobjectives.
Thenanoverviewofyourbackground.
Asectionthatincludesanoverviewofthecompanyandwhatyou’velearntaboutthem.
Thenextsectionisontheroleandwhatspecificskillsyoucanbringtoit,followedbyasummaryandconclusion.
Ohandonemorething.Yourfinalslide.
‘Thankyou.Anyquestions?’
Youlikemakingslides.Andiftheinterviewermissedanything,you’vewrittendownallthedetailsonthem,whichtheycanalwaysreferbackto.
You’reready.Thisisit.Thechanceofalifetime.
Fastforwardtwoweeks.
Thejobwenttosomeone.Butitwasn’tyou.
Therecruitmentagencyinformsyouthatyouwerethestrongestcandidateonpaper.You’dmadeitdowntothelastthree.Yourbackgroundandexperiencewerejustwhattheywerelookingfor.
You’regutted.
Sowhatwentwrong?
Inanutshell:yourpresentation.
Youbombed.Thecontentonyourslidesoverwhelmedthem.
Therewasn’tenoughengagementwithyourinterviewers.
Thepanelfelttheydidn’tgettoknowtherealyou.Justacorporateclonethatfailedtoconnectwiththem.
Theysensedwithin90secondsofyourstartthatyouweren’ttherightperson.Therestofyourpresentationdidnothingtochallengetheirinitialimpression.
Youweresmartinappearance.Professional,ifalittlewooden.Polite.Knowledgeableaboutthecompanyandwhattherolerequired.Butnothanks.Theyseedozensofpeoplewhoarelikethat.
Youdidn’tstandoutfromthecrowd.Youwere,I’mafraid,forgettable.
Youneededtostandout.
Youneededtograbtheirattentionimmediately.
Youneededtodeliverwithenergyandauthenticity.
Youdidn’t.
Bye-byedreamjob.Maybeitjustwasn’tmeanttobe.
Thedealis:
Whenyou’rebland,youblend.
Trustme,theabovescenariohappenseverysingledayaroundtheglobe.Thecontextmaybedifferent.Sotoomighttheprocess.Buttheoutcomeremainsthesame.Thepersonwiththestrengthsandexperiencelostoutduetotheirineffectivecommunicationskills.
Thequestionis:howcanyoumakesurethatpersonisn’tyou?
NowIrecognizeyoumightnothaveanimportantpresentationtomakeforajobinterview.Maybeyou’reacharityworkerhopingtoinfluencepeopletosupportyourcause.Perhapsyou’reamanagerseekingwaystoengageandmotivateyourstaff,orateacherortrainerwantingtomakeadifferencetopeople,whatevertheirage.Alternatively,youmightwanttoconvinceyourbosstotakeanewdirectioninrelationtoaparticularproject.Ormaybeyou’vebeenaskedtodeliverapresentationtoyourpeersataconference,oryourpassionforpoliticsmeansyouwanttopersuadeothersthatyourperspectiveisthebestwaytomakeadifferencetosociety.
Whateverthescenarioorsituation,here’sthesadreality:
Youmayhavetheexpertiseandexperience.
Thepassionandprofessionalism.
Thecompetenceandthecontacts.
Butyoucouldlackonecrucialthing.
Theabilitytocommunicateyourmessageinacompellingwaythatcausesyouraudiencetositup,takenoticeandlisten.
Here’sthedeal:
Yourabilitytoinfluenceothers,buildyourcareer,andachieveyourpersonalgoalsisdependentonhoweffectivelyyoucommunicateandengagewithpeople.
Recentlyacolleagueofminewasaskedtositonapanelthatwasresponsibleforawardinga£90,000researchgrantspreadoverthreeyears.Allapplicantswereaskedtopresenttheircaseforwhytheyshouldbeawardedthegrant.Ultimately,the£90,000wasgivennottothebestapplicantonpaper,buttothepersonwhomadethemostpersuasivepresentation.Thinkaboutthatforamoment.
Ninetythousandpounds.
That’salotofmoneytoloseoutonbecauseyouweren’teffectiveatcommunicatingyourmessage.
Trustme,thisstuffreallydoesmatter.Anditmatterstoyouandyourfuturesuccess.
Somakesureyouneverforgetthefollowing:
“Knowingthewordstoasongdoesn’tmakeyouagreatsinger.Neitherdoeshavingexpertiseinasubjectmakeyouagreatspeaker.”
Andhere’sbothaharshandsadfact.Somepeoplehavevaluesandviewsmanywouldfindoffensive.Buttheygetheard.Theygetnoticed.Notsimplybecauseofwhattheybelieve,butbecauseofhowwelltheycommunicatetheirmessage.Criminalsandpoliticianscanmanipulatemindsbecausethey’vedevelopedtheskillsofknowinghowtopersuadeothers.Yes,otherfactorsandskillsdocomeintoplay,butifthey’reunabletocommunicateeffectivelytheirinfluenceisweakened.Theirvoiceislesslikelytobeheard.
Sohowdoesthisspecificallyaffectyou?Well,potentiallyyoumissoutonpromotion,orthenewjob,orfailtosecuresomenewbusiness,andyoudosonotbecausetheotherpersonisbetterormoreknowledgeablethanyou.
Youloseoutbecausethey’vemasteredtheabilitytocommunicatemoreeffectivelyandpersuasivelythanyou.They’velearnttosellthemselvesortheirservicesinabetterwaythanyouhave.
That’stherealityfolks.
That’swhyIbelievedevelopingyourskillasacommunicatoriscrucial.Masterthisskillanditwillhelpgetyounoticed,getalongbetterwithothersandgetaheadinlife.Fact.
Yousee,theharshrealityisthatlifeisn’tfair.Wedon’tallstartonalevelplayingfield.Butthereissomegoodnews.Wherewefinishcanbeinfluencedbyarangeoffactors.Andoneofthosefactorsissimplythis:
Here’sthedeal:
“Goodpeoplewithagreatmessagearenotguaranteedacaptiveaudience.”
Yourabilitytocommunicateeffectivelywithothers.
Thousandsofpeopleknowthis.That’swhysomanypoliticiansandleadersfromallsectorswanttodeveloptheirskillsinthisarea,andarepreparedtoinvestaconsiderableamountoftimeandefforttodoso.I
guessyou’vedecidedtodothesame.
GettingthebestfromthisbookYou’vebeenprompted,forwhateverreason,toreadthisbook.Great.Butmakesurethisisnotapassiveperusalthroughthefollowingpages.
Iwantyoutoinvolveyourselfasweexploreawholehostofideasandinsights.How?Well,thinkofspecificsituationswhereyouwanttoraiseyourgameasacommunicator.Perhapsit’swithacustomer,acolleagueorevenoneofyourkids.Itcouldbespeakingtoalargeaudience,leadingameetingorsimplyaconversationwithoneotherperson.Whateverthecontext,whateverthesizeoftheaudience,lookforideasandinsightsthatwilltakeyourcommunicationtoanewlevel,andindoingsoincreaseyourinfluenceandimpact.
Oh,andhere’ssomethingtobeawareof.Theissueisnotwhetheryou’vecomeacrosssomeoftheseideasbefore.Neitherisitacaseoflabellingwhatyoureadas‘justcommonsense’.Thequestionis:‘sowhatareyoudoingwithit?’Ifyou’rereadingthisbooksimplytoacquiremoreknowledge,fine.Iwishyouwell.Peoplewhoaccumulatelotsofknowledgemightdowellinpubquizzes.Theycansoundimpressiveamongtheirfriends.ButIhopeyouwanttogainsomuchmore.Ihopeyouwanttoimproveasaperson,fulfilyourpotentialandlookbackonyourlifewithasenseofsatisfactionandnotregret.Trustme,theideasinthisbookwillhelpyou–yes,eventhesimple‘commonsense’ones.
However,here’sapointthat’sworthremembering:
Everythingisobviousinhindsight.Butitwillonlyseemobviousonceyou’vereadit.
Andhere’sanotherthing.Pleasedon’tseethisbookasaimedpurelyatstimulatingyourintellectandhelpingyoustockuponarangeofacademictheories.Ifthat’syouronlyaimwithreadingthisbook,thentrustme,you’llbedisappointed.Yousee,that’snotmystyle.Checkoutthesubtitleonthecover.
Thestraight-talkingguideThat’swhatthiswillbe.Aguidetohelpyougetbetterasacommunicator,howeverexperiencedorinexperiencedyoucurrentlyare.
HowIknowthisstuffworksHere’swhyIknowthisstuffworksandamconfidentitwillmakeadifferencetoyou.Ifyouuseit,thatis.
LetmetakeyoubacktoApril1989.Yes,Iknowit’spossibleyoumightnotevenhavebeenbornthen.
Me?Iwasoninvaliditybenefit(nowknownasincapacitybenefit).
WhenIcouldwalkIhadtouseawalkingstick.ButthemajorityofthetimeIwashousebound.I’dlostahigh-flyinggraduatejobwithalargemultinationalorganization.Thecauseofallthis?AnillnesscommonlyknownasChronicFatigueSyndrome,orME(MyalgicEncephalomyelitis).
Atthetime,eightoutoftendoctorsdidn’tbelieveitwasagenuineillness.Somestilldon’t.Myowndoctorwasoneofthem.Hisresponsetomyso-calledillness?HesentmetoseeapsychiatristinLiverpool.IfI’mhonest,Ifounditachallengingandhumblingexperience.
Iwasillfornearlythreeyears,butIgottoapositionwhereIfeltwellenoughtoworkparttime.However,mynextbigchallengewasthis.
Noonewouldhireme.
Why?
Icouldn’tpassamedical.
Sohere’swhatIdid.Ihiredmyself.
Iwasawesomeattheinterview.Standoutcandidate,infact.
Ithinkthetechnicaltermtodescribemyemploymentstatuswasself-employed.MyinternationalheadquartersdoubledasabedroominasmallhouseontheoutskirtsofWarrington.InmyfirstyearofbusinessIearnedtheprincelysumof£2,300.That’soverawholeyear.Mytaxbillwasfairlysmallthatyear.Infact,itwasnon-existent.
MyaccountantdumpedmeasIwaswastinghistime.
Butdespitethatratherlessthanauspiciousstart,thingsdidgraduallyimprove.Mytraininganddevelopmentbusinessgrew.Overtime,mybusinessevolvedintospeakingatconferencesandteamevents.Peoplestartedcallingmeamotivationalspeaker.(SomealsosaidIhadapassing
resemblancetoDustinHoffman–inhisyoungerdays,Ihope.)
Buttherewasachallenge.I’mnotacelebrity(exceptinmymum’seyes).I’veneverclimbedEverest,sailedroundtheworldsinglehandedly,walkedtotheNorthPole,overcomecancer,lostalimborwonagoldmedal.
I’mjustMrOrdinary–yetIhadtocompeteasaspeaker,notonlywithcelebritiesfromallfields,butwithdoctorsandprofessorsandmultimillionairebusinesspeople.WhereasI’mjustthatslightlybelowaverageheightguyfromManchesterwhobizarrelysupportsBradfordCityandWiganAthletic(it’salongstory)andwroteabookcalledSUMO(ShutUp,MoveOn).
ButdespitethatI’vedoneOK.I’vespokenaroundtheworld.FromBoltontoBali,RochdaletoReykjavik,andTodmordentoTehran,I’vespokentooveraquarterofamillionpeopleinfortycountriestodate.Somehavewillinglypaidtohearmespeak.Othersweresentbytheirbossandclearlywantedtobesomewhereelse.
SohowhaveImanagedtodevelopasuccessfulspeakingcareerwithsucharatherordinary,unspectacularbackground
Clearly,thesupportofothersiscrucial.AndI’mnotdenyingthatluckwillhaveplayedapart.Mybookshaveclearlyraisedmyprofile,butnottotheextentthatIcanbedescribedasbeingparticularlywellknown.I’mnot.Buthere’ssomethingIhavedone.I’veworkedincrediblyhardontwothings.
First,mymessage–whatI’mactuallygoingtosay.Forme,contentiscrucial.Second,IworkedhardathowI’mgoingtodeliverthatmessage.It’sbeenanobsessionattimes.Butit’sreapedsomerewards,andinthisbookI’mgoingtodrawlessuponacademictheoriesandmoreuponpracticalexperienceandreal-lifeexamplesthathaveworkedformeandcountlessothersinmyprofession.I’mgoingtoshareinsights,ideasandpracticaltoolsyoucanusetohelpyou.Andthegoodnewsisyoucanusethemimmediately.
Iappreciateyoumayhavenointentionofdevelopingacareerasamotivationalspeaker.That’sfine,althoughthere’salwaysroomformorepeoplewhowanttoinspireothers.Butyouaregoingtolearnfromsomeonewholiterallylivesordies(inabusinesssense)byhisabilitytospeakwell.Asyoureadatthestartofthischapter,wecanallspeak.But
here’sthehardpart.Gettingpeopletolisten.
Thegoodnewsisthathelpisonitsway,andIknowfromovertwenty-fiveyears’experiencethatwhatyou’reabouttoreadworks.
HowthethreeRswillhelpIntermsofwhatyou’lllearn,it’sworthreflectingonthethreeRs.
ThefirstRstandsforReinforced.Therewillbeideasyoucomeacrossthatyou’realreadyusing.Good.Yousee,AndyMurraystillpractiseshistennis.He’sconstantlyreinforcinghisskills.That’sagreatqualitytopossess,andit’salwaysworthwhilereinforcingwhatyoualreadyknow.
ThesecondRstandsforReminder.Someofwhatweexploreyoumayhavecomeacrossbefore,butit’ssomethingyouneedremindingof.It’snotsomethingyou’reusinginyourcommunication,eventhoughyou’vehearditbefore.Mygoalinremindingyouistoensurethatwhatyouknowtranslatesintoanactualchangeinhowyoucommunicatewithothers.
AndthethirdRstandsforReveal.Nomatterhowexperiencedyouare,Ibelievesomeofwhatyou’reabouttoexplorewillbenewtoyou.You’lldiscoversomefreshinsightsandideasyou’veneverconsideredbefore.
HowthebookiswrittenIntermsofmyapproachtowriting,Ithinkit’sfairtosaymystyleisinformal,hopefullyaccessible,andperhapsonsomerareoccasionsevenmildlyamusing.You’llcomeacrossquotesthatwilldrivehomemymessageinwhatisabriefandmemorableway,andattheendofeachchapterthereisasectioncalled‘MyOneThing’(MOT).Thisprovidesyouwithanopportunitytoidentifyoneactionorinsightyouintendtoapplyasaresultofreadingthatchapter.You’llalsoseesome‘PauseforThought’moments.Sometimesit’sgoodtoactuallystopreadingandtakesometimetoreflectonwhatyou’vejustreadandhowitappliestoyou.
Ialsotendtousethephrases‘presentations’and‘speaking’interchangeably.Ofcourse,thesewon’talwaysbethemostappropriatetermstouseinrelationtohowyou’recommunicating,buthopefullyyou’llforgivemeandtailortheterminologytoyourownparticularsituation.
I’vesplitthebookintothreemainsections.ThefirstlooksattheSevenGreatSinsofSpeaking,andisfollowedbyEightGreatWaystoSpeaksoPeopleReallyListen.Finally,IincludeashortsectioncalledI’mGladYouAskedThat,whichexploresthetopthreequestionsI’maskedaboutspeaking.
Bythetimewefinish,you’llhaveatoolkitofideasandactionsyoucanuse.Somewillbemorerelevantandusedmoreregularlythanothers.That’stobeexpected.Communicationisavasttopicandisplayedoutinavarietyofcontextsandsettings,bothinandoutsideoftheworkplace.Usewhatisappropriateforyoursituationbutbeawareoftherest–youneverknowwhenyoumightneedthem.
Right,Ithinkwe’reready.
Solet’sbeginourjourneytogetherandstartwithsomeofthemostcommonmistakescommunicatorsmakewhenpresentingtheirmessage.Iwonderhowmanyyou’vesometimesbeenguiltyofandhaveperhapswitnessedothersdoing?Let’sfindout.
PART1:
SIN1:
Vickywasexcited.Imeanextremelyexcited.Afriendofhershadarrangedanopportunityforhertoattendtheircompanystaffconference,whereaformerOlympicathletewouldbespeaking.Theorganizationwas
investingaconsiderablesumofmoneyforthiscelebritytoaddressover300staff.
Aweekaftertheevent,VickyandImetup.Asaprofessionalspeakermyself,Iwaskeentohearabouttheimpactthecelebrityhadmadeandthewayshismessagewouldhelphisaudience.
‘SowhatwashelikeVicky?’
Vickyappearedstarry-eyedassherecalledtheevent.
‘Hewasgorgeous.Allthewomeninstantlyfellinlovewithhim.Infact,someoftheguysprobablydidtoo.’
‘Interesting,’Ireplied.‘Butwhatwouldyousayyoutookawayfromhismessage?’
‘Well,’continuedVicky,clearlyexcitedassherelivedtheexperience,‘ifyouwerepatientyoucouldwaitaroundattheendandhaveyourphotographtakenwithhimandhisOlympicmedal.’
‘That’sbrilliantVicky,butcanIaskyouthis:whatwasyourkeytakeawayfromhispresentation?’
Vickypausedbeforefinallyreplying:‘That’satoughone.Ican’trememberexactly,butIknowhewasreallygood.’
Itgotmethinking.Howoftendowehearamessagebutveryquicklyforgetit?Sometimesthatmightbeacceptableifthespeaker’smessagewasmeantsolelytoentertain.Butwhatifitisn’t?Whatifyouhaveanimportantmessagetocommunicatethatyouneedpeopletoremember?
Theproblemiswe’reoftensobusyfocusingonwhatwe’regoingtosaythatwedon’ttaketimetothinkabouthowtosayitinawaythatpeoplewillremember.
Thechallengeyoufaceasacommunicatorisnotthattheattentionspanofyouraudienceisnecessarilyshort–it’sthattheirattentionisconstantlybeingbombardedbymessagesanddistractionsscreaming‘listentome,noticeme’.Believingthatsayingsomethingonceinapotentiallyunengagingwayisgoingtoberememberedbypeopleis,I’mafraid,areflectionofeithernaivetyorarrogance,orperhapsevenacombinationofboth.
Advertisersknowtheyneedtogetyourattentionandthencommunicate
theirmessageinawaythatismemorable.Afterall,what’sthepointofanorganizationinvestinginadvertisingifyouthencan’trememberthepointoftheirmessage?Theyknowthatgettingyourattentionisjustthestart.Theythenneedyoutoremembertheirmessage.
That’scrucialforustorememberascommunicators.
Everheardthephrase‘peoplewon’trememberwhatyousaid,buttheywillrememberhowyoumadethemfeel’?Personally,Ithinkthatcouldbeacopout.Howaboutwhenwecommunicatewithpeople,ouraimisthatthey’llrememberhowwemadethemfeelANDwhatwesaid?
Here’sthedeal:
WeneedtolearnhowtocoverourmessageinVelcro,ratherthancoatitwithTeflon.
MakinghismessagestickyandmemorablewasapriorityforSteveJobs.That’swhy,whenhewantedyoutoremembersomething,he’drepeatitoverandover.Why?Becauserepetitionaidsretention.I’llsaythatagain–repetitionaidsretention.Hewasn’tbotheredifpeoplesaid‘Steve,youmentionedthatearlier’.Heknewthat.Butheintuitivelyknewthefollowing:
Yourmessageneedstostickifit’sgoingtobeahit.
Repetitionisonewaytodothat.We’llbeexploringlotsmorewaysthroughoutthebook,butletmeshareoneapproachI’veusedtomakemymessagestickyandmemorable–usingvisualandquirkylanguage.Andthereason?Welltherealityis,themorepeoplehearoverusedandoverfamiliarphrases,themorethosewordswillovertime,figurativelyspeaking,‘goinoneearandouttheother’.
So,forexample,inmybookSUMO(ShutUp,MoveOn)IexploreanumberofSUMOprinciples.Here’swhattheycouldbecalledifIexpressedtheminamorefamiliarway:
1. Takeresponsibility.
2. Haveapositiveattitude.
3. Setgoals.
However,thelanguageIusetodescribeeachprincipleisphrasedinaless-familiarway:
1. ChangeyourT-shirt.
2. Developfruitythinking.
3. DitchDorisDay.
Here’sthedeal:
Theunfamiliargetsourattention.Andthroughrepetitionitalsogetsremembered.
Here’sanotherwayI’veusedtheabovestrategytogetremembered.
MynameisPaulMcGee.Ithinkyou’dagreethere’snothingparticularlymemorableaboutthatname.Myappearancesinthemediaareoccasionalatbestand,comparedtomanypeopleoperatingintheworldofmotivationalspeaking,mylifestoryisrathertame.
Butmybrandname–‘TheSUMOGuy’–getsmeremembered.Itgetspeople’sattention.Itimmediatelyconjuresupavisualimageandcreatesinterest.Agree?TherealityisIdon’twearasumooutfitorprancearoundonstagedressedinanoversizedthong.Whichmightdisappointsome,butprobablycomesasarelieftomany.Eitherway,mybrandnameismemorable.
Then,explainingthatSUMOisanacronymwhichcanstandforShutUp,MoveOn(orsometimesStop,Understand,MoveOn)alsogetsmeremembered.It’sshortandsimple(wordsthathaveoftenbeenusedtodescribeme,infact).Butbecauseit’sshortandsimple,andalsodifferentandmemorable,itsticksinpeople’sminds.
Nowrelax.I’mnotsuggestingyouhavetocomeupwithsomeweirdorwackywaytocommunicateyourmessage.I’vesimplysharedastrategythatworksforme.You’regoingtobelearningmanymore,butalthoughthecontextinwhichyouspeakislikelytobevastlydifferenttomine,youmightwanttostartthinkingabouthowyoucoulduseless-familiarlanguagetoexpressafamiliaridea.
ThepointIwanttostressisthis:
Havingagreatmessageisonething.Gettingitrememberedisanotherentirely.
PauseforThought
Thinkaboutthewaysyoucommunicateyourmessagestoothers.Couldyourapproacheverbedescribedasboringorbland?Doyousaythingsthewayyou’vealwayssaidthem?Ifnot,great;butifyoudo,thenperhapsit’stimetofreshenupyourstyle.Lookforideas,especiallyinthesecondsectionofthebook,toseehowyoucanmakeyourmessagemorestickyandmemorable–trustme,there’llbeloads.Infactyou’vebeengiventwoalready.First,repetition–bepreparedtorepeatyourmessageindifferentways.Second,useless-familiarlanguage–languagethatgetspeople’sattentionandcausesthemtowanttoknowmore.
OneThingMyOneThingIfyouweretofocusononeoftheideaswe’vebrieflyexploredtomakeyourmessagemorestickyandmemorable,whichwoulditbe?
1. Usingrepetitionmore.
2. Usingless-familiarlanguagetocommunicateafamiliaridea.
SIN2:
Thereareoccasionswhenourcommunicationchallengesareduetosomethingbeinglostintranslation.Ithappens.Buthere’sanother
reason.Sometimesourmessageislostininformation.Inotherwords,we’vecommunicatedsomuchdetailthatit’shardforpeopletograspeverything,nevermindrememberit.
Drowningpeopleindetailresultsinusoverloadingouraudience’sbrains.Whenthathappensyou’veliterallyburiedthetreasurewithinyourmessageinanoceanofcontent,andyourkeypointislostatsea.Whenthishappens,peoplecanfeelmentallyexhaustedandaMexicanwaveofyawningcanquicklyspreadacrosstheroom.
Admitit.You’vebeeninsuchmeetings,haven’tyou?Icertainlyhave.
Afewyearsago,IwasattendingaconferenceinOrlando,Florida.Onespeakerhadbeengivenatwenty-minuteslottotalkaboutleadership.Itjustsohappenedthathe’dwrittenabookcalledTheTwelveLawsofLeadership.Isatbackinanticipation.
Nowtwentyminutesisareasonableamountoftime–butnotnecessarilyenoughtimetocoveralltwelveofhisleadershiplawsindepth.Butthat’swhatheattemptedtodoanyway.Itbecameasengagingaslisteningtoalonglistofdifferentsizescrewsbeingreadoutfromabuilder’scatalogue–particularlytowardstheendofthetalkwhenherealizedhewasrunningoutoftime.
Andhere’sthething.Ofallthosetwelvelawshespokeabout,guesshowmanyIremember?None.Seriously,Icannotrememberasingleone.Quitesimply,mybrainhadbeenoverwhelmedwithcontentthathadbeencrammedintothetwenty-minutetimeslot,andthespeakerhadmadenoattempttomakewhathesaideitherstickyormemorable.
Afarmoreeffectiveapproachwouldhavebeenifhe’dsaid:‘IwroteabookcalledTheTwelveLawsofLeadershipandinthetimewehavetogethertodayI’dliketoexplorethreeofthem.’Now,notonlywouldthechancesofmeretainingwhathe’dsaidhaveincreaseddramatically,Imightalsohavebeentemptedtobuyhisbooktodiscoverwhattheotherninewere.
Nowthisnextpointiscrucial.Ascommunicators,it’svitalweembracethefollowingadvice.
Saymoreaboutless.
Don’tgetmewrong–detailisimportant.I’mnotsuggestingwesimplifyourcontenttothepointwhereithaslittlemeaningorimpact.People
won’trespondtovagueplatitudesthatcontainfewornofacts.Theproblemisn’tthatweshouldn’tincludedetail.Theproblemisweshouldn’toverwhelmpeoplewithit.
Here’sthereality:
Apresentationthatcoverseverythingusuallyachievesnothing.
Thequestionyouhavetoask(andwe’llexplorethisinmoredetaillater)is:howmuchinformationandwhatlevelofdetaildoesthisparticularaudiencerequire?Ifyouworkinfinanceandneedtoupdateyourbossonthecurrentfinancialsituationofthecompany,you’relikelytogointomoredetailthanifyouwerespeakingtoagroupofnon-financepeoplewhoworkatthecompany.
Here’sthedeal:
Ifyouwanttospeaksopeoplereallylisten,thenyouneedtoditchtheone-size-fits-allapproachtoyourcommunication.
Here’sanexampleofsomeonewhowasobsessedwithhowhecommunicatedhismessageandgotclosetoslippingintothetrapofdrowninghisaudienceindetail.
KenSegall,inhisbookInsanelySimple,recallshisroleasamarketingexecutiveworkingwithApplecomputers.ThemarketingteamwasreviewingthecontentforanadvertfortheiMac.Herewasthechallenge.TheadverttobeshownonTVwasforthirtyseconds,andSteveJobsfelttherewerefourorfivereallyimportantmessagesthatneededtobecommunicated.
Themarketingagencyteam,whichincludedSegall,disagreed.Theirconcernwasthatiftheycoveredtoomanypointstheaudiencewouldn’trememberanyofthem.
Jobswasnotbudging.
ButthenLeeClow,oneoftheagencyteam,didsomethingthatgotJobs’sattentionandpowerfullymadehispoint.Hetoreupfivepiecesofpaperandcrumpledthemupintofiveballs.HethenthrewoneoftheballsofpapertoSteveJobs.Jobscaughtitandthrewitback.ThenClowthrewallfiveballsofpapertoJobsatonce.Jobsdidn’tcatchasingleoneofthem.
LeeClow’spointwassimple.Themorethingsyouaskpeopletofocuson,
thefewerthey’llremember.Jobsgotthepointandagreedtoamuchsimpleradvertthanoriginallyplanned.
Here’sthedeal:
Whenyousaytoomuchyou’llachieveverylittle.
Here’ssomethingweoftenforgetwhenwe’recommunicatingwithothers.
Ourbiologydoesn’thelpus.
Confused?Letmeexplain.
Thebraincantireeasily.Listeningishardwork.Soistryingtograspandretainalotofinformation.Itcanliterallywearthebrainout.Braincellsuseuproughlytwiceasmuchenergyasanyothercellsinthebody.Itmightnotweighmuch,butincomparisonwiththerestofyourbodyyourbraintakesalotofenergytooperate.Giveittoomuchinformationthat’sdifficulttounderstandandyou’releftwiththefollowingissue:
Complexitycausescomas.Toomuchinformationliterallysendspeopletosleep.
So,nexttimeyou’rerunningateammeeting,teachingalesson,makingapresentationorhavingaconversation,rememberthis.
“YourcommunicationwilloftenbenefitfromtheSLIMapproach.SayLess,ImpactMore.”
Andifyouknowthatyoudohavealotofinformationtocover,don’ttryanddosoinonecontinuoussitting.Agoodmealisenjoyedbecausetherearesomenaturalbreaksbetweenstarter,maincourseanddessert.Andabrainbreakisasimportantasabellybreak.
Amealcanberuinedifpeoplearestuffedwithtoomuchfood–thesamegoesforyourcommunication.So,givepeopletimetodigestwhatyou’vesaidratherthanstuffingmorecontentdowntheirthroats.Ifyoudon’t,youmightnotliterallymakethemsick,buttheycouldbecomesickofhearingyouspeak.
Harsh?Maybe.ButI’vesatintoomanymeetingswhere,farfrombeingengaged,peoplelooklikethey’regivingupthewilltolive.Yousee,themarkofagreatcommunicatorisoftendeterminedbywhattheydon’t
say.Theyrecognizetheirfascinationfordetailmightnotbesharedbyeveryone,andthattalkingtoomuchmightbefeedingtheiregobutdoingverylittletoservetheiraudience.Increasingyourwordcountdoesn’tmeanyou’llappearmoreintelligentonyoursubject.Itinvariablymeansyou’llappearmoreboringandverbose.
Remember:youraimistospeaksopeoplereallylisten,nottospeaksoyousoundreallyimpressive.
PauseforThought
Isthisasinyou’resometimesguiltyofcommitting?Ifso,relax,becausehelpisathand.Therearesomekeychaptersinthesecondsectionofthebookthatyou’llfindreallyhelpful–notonlyinatoningforthissin,butalsohelpingyoutoavoidcommittingitinfuture.
Makesureyoupayparticularattentiontothechapters‘Startattheend’and‘Sortoutyourskeletons’,whereyou’llfindgreatadvicethatwillhelpclarifyandcrystallizeyourmessage,andstructureitinaclearandconciseway.You’llalsofindexploringournextgreatsinofspeakingreallyhelpfulindeterminingjusthowmuchdetailpeoplerequirewhenyouspeak.
MyOneThingRememberthiscrucialpoint.
Ifyouwanttocommunicatewithinfluenceandimpact:
remembertheSLIMapproach.SayLess,ImpactMore.
SIN3:
It’sacommontrap.Aregularmistake.Tosomeextentyoumightnotevenseethisasabigdeal.Trustme,itis.
Theproblem?Wefocussomuchonwhatwe’regoingtosaythatweforgettofocusonwhowe’resayingitto.
Yousee,it’spossibletodeliveragreattalkinagreatway–buttothewrongaudience.Ifyou’regoingtomakeanimpactithastoberelevant.
Here’sthedeal:
Ifyoudon’ttailoryourmessage,you’llfailwithyourmessage.
Notknowingwhereyouraudienceisatandwhattheirneedsareislikethrowingafireextinguishertoadrowningmanandhopingitwillhelp.
Now,clearlyit’svitallyimportanttoconsiderwhatyou’regoingtosay,butequallyimportantrememberyou’respeakingtopeople,notintoavacuum.So,themoreyoucandiscoveraboutyouraudienceintermsoftheirneeds,theirprioritiesandtheirconcerns,themoreyouareabletotailoryourmessagetothem.
I’vehadoneortwochallengingclientsovertheyears.Theonewhoaskedmenottousehumourinmytalkwasparticularlydifficult.That’stheequivalentofaskingmetostopwatchingfootballoravoideatingchunkychipswithmayonnaise.It’sjustnotgoingtohappen.
Butmymostchallengingcustomersareusuallythosewho,whenIcalltodiscusstheeventI’mspeakingat,briefmeinoneoftwoways.Theyeither:
1. GivemesuchconvolutedandcomplexanswerstomyquestionsthattheymightaswellbespeakinginSwahili(andtrustme,mygraspofSwahiliisalmostasbadasmyDIYskills).
2. GivesuchvagueanswersthatImightaswellbehavingthetheoryofquantumphysicsexplainedtomebyatwo-year-old.
Theexperiencemightbepleasantenough,butI’mstillnonethewiseronthesubject.Thefactis,thelessIknoworunderstandaboutmyaudience,themoredifficultitistotargetortailormymessage.
So,inaworldthat’sfullofselfiesandself-obsessionit’simportanttorealizethis:ifyouwanttocommunicatesuccessfullywithothers,whetherthat’stoanaudienceofoneormany,rememberthis.
It’saboutthem.Notyou.
Ifallyoudoisfocusonyourmessagewithouteventhinkingaboutwho
you’regoingtosayitto,you’vedramaticallydecreasedyourabilitytoinfluenceyouraudience.Yourpreparationshouldstartwith‘WhoamItalkingto?’beforeyou’veclarifiedwhatyou’regoingtosay.
Thatmeansbeforeyouspeakyoumightstartbydoingsomelistening.Listentocolleagues,customersandanyonewhocanhelpyouunderstandmoreaboutyouraudience.And,trustme,listeningisnotanaturalgiftthatweallpossess.It’sactuallyaskilltobedeveloped,andyouonlygetgoodatitthroughpractice.
NowwhenIsay‘listen’,thatdoesn’tmeanneversayinganything.Astuffedparrotdoesn’tspeak.Butit’snotagreatlistener.Sosilenceisn’talwaysgolden.Infact,itcouldmeanyou’veswitchedoff,oraresimplywaitingforyourturntotalk.
So,ifyouwanttolistenwellandunderstandmoreaboutyouraudience,thenaskquestions.Askquestionsthathelpuncovertheirissuessothatyoucanthenspeaktotheirsituation,ratherthanintoavoid.Evenifyouknowyouraudiencewell,stillthinkaboutthefollowing.
Usefulquestionswouldinclude:
What’sgoingoninyourworldatthemoment?
What’simportanttoyourightnow?
Whatwouldyousayareyourthreebiggestchallengesatthistime?
What’sgoingwellinyourworld?
Whatknowledgedoyoualreadyhaveonmytopic?(Thisiscrucial.Ifyouoversimplify,youlosecredibilityandappearpatronizing.)
IftherewasonethingIcoulddotohelpyourightnow,whatwoulditbe?
Nowbeforeyousay‘Wellthey’refairlyobviousquestions’,askyourselfthis.Howoftendoyouaskthem,oratleastconsiderthem?
Clearly,ifyou’respeakingtoalargeaudienceyoucan’taskeveryonethesequestions,butyoumightbeabletoaskoneortwopeople.Andinaworstcasescenariowhereyou’renotabletotalkwithanyonebeforehand,youcanstillmakeaneducatedguessabouttheanswerstosomeofthosequestions.
Simplyaskingyourself‘IfIwasintheirshoes,whatwouldsomeofmy
issuesbelikelytobe?’willinfluencehowyoutailoryourmessage.Knowingyouraudiencealsomeansyou’reabletodecideifyoucanusejargoninyourtalk.Ifthey’reatechyaudience,theyprobablywantyouto‘talknerdytome’.Butnoteveryaudiencewill.That’swhyyouneedtoreflectonthesequestions.
Andrememberthis.Peoplecareaboutthemselves.Theycareabouttheirworld,theirlivesandthepeopleclosesttothem.That’snotselfish.It’sreality.Sothemoreyoucanunderstandtheirworldandconsidertheirneeds,theeasieritwillbetoconnectwiththem.Andthemorelikelytheyaretolistentoyou.AndImeanreallylisten.Why?Becauseyou’rerelevant.You’rescratchingwherethey’reitching.
PauseforThought
Howmuchdoyouconsideryouraudienceandseektounderstandtheirneedsbeforeyoucommunicatewiththem?Reflectonthesixpreviousquestions.Whichtwowouldbemosthelpfultoreflecton?Iftherewasanotherquestionworthaddingtothelist,whatwoulditbe?
MyOneThingWanttospeakwithinfluenceandimpact?Knowyouraudience,notjustyourmessage.
SIN4:
I’mnotamindreader(althoughIthinkmywifewishesIwas).Andit’shighlyunlikelythatI’vemetsomeofthepeopleyouspeakto.Butthere’ssomethingI’mfairlyconfidentpredicting.Whenyoustand(orevensit)todeliveratalk,giveapresentation,teachalessonorleadameeting,there
aresomequestionsyouraudienceareaskingthemselvesatasubconsciouslevel:
WhyshouldIcare?
Whyisthisimportant?
Howdoesthisaffectme?
Andtherealityis,sometimeswefailtospellouttheanswertothosequestions,andthenwonderwhywe’vefailedtoengageouraudienceormaketheimpactwewereintending.
OK,sometimeswe’recommunicatinginamoresocialsetting.Perhapseventalkingabouttrivialmatterswithfriends.Butthat’snotthecontextI’mreferringtohere.NeitheramIsuggestingthatwhenyouspeak,thosequestionsarerightattheforefrontofeveryone’sminds.Buttrustme,they’reatthebackoftheirminds.That’strueforallofus.Andifyou’renotaddressingthoseunspokenquestionsdirectlyorindirectly,people’sattentioncanstarttodriftelsewhere.Andtheconsequence?Quitesimply,youfailtoconnectwithyouraudience.
Yousee,whetheryoulikeitornot,we’reallinsales.Forsomeofyouthat’sanobviousstatementtomake.Forothers,perhapslessso.However,therewillbetimeswhenwehavetosellourselvesandourideastootherpeople.Thinkaboutit–onaday-to-daybasisyou’reprobablyhavingtoinfluencepeoplethatcanrangefromyourcustomersandcolleagues,rightthroughtoyourfriendsandfamily.(Andifyouhavechildren,you’llknowhowmuchyouneedtoinfluenceandpersuadethem–althoughyoumaymorecommonlyrefertoitasbeggingandbribery.)
Butbecauseweoftendon’tseeourselvesassellingamessage,wefallintothetrapoffocusingonthefeaturesratherthanthebenefitsofwhatwe’resaying.
Here’sanexampleofhowIfellintothattrap.Iwastalkingtothemanagingdirectorofacompanywhowasinterestedinhiringme.Oneofherstaffhadheardmespeakand–fortunatelyforme–wentbacktoworkwithravereviews,andthemanagingdirectorwaskeentoknowmore.
‘Sowhatdoyoutalkabout?’sheasked.Here’swhatIrespondedwith:
‘Well,ItalkaboutaformulacalledE+R=O.It’snottheEvent,it’s
howweRespondthatinfluencestheOutcome.Ialsotalkabouttheneedtoovercomefaultythinkinganddevelopfruitythinking.Idothisbylookingatsevenquestions,whichinclude“Whereisthisissueonascaleof1–10…Where10equalsdeath?”AndIalsotalkaboutaSUMOprinciplecalledRemembertheBeachball.Thisiswheretwopeoplearelookingatthesamething,i.e.thebeachball,butIseethreedifferentcolourstotheonesyousee.Iseeblue,whiteandgreen,whileyou’reseeingred,yellowandorange.’
Themanagingdirectorsaidthey’dthinkaboutwhatI’doutlinedandwouldbeintouch.
Ineverheardfromthemagain.
TheproblemwasthatnotonlywasIdrowningthemindetail,butthedetailitselfwasnotparticularlyengaging.WhatwasIdoing?TalkingaboutthefeaturesofmySUMOmessageratherthanthebenefits.
However,ifI’dsoldthebenefitsofmymessageratherthanjustthefeatures,Imightwellhaveincludedthefollowing:
‘Mymaterialexplorestheimportanceofpeopletakingresponsibilityfortheiractions.Peoplewhofeelmoreempoweredandresponsiblearefarmorelikelytobeengagedintheirwork.Yourstaffwilllearnhowtheycannotalwaysinfluencetheeventsthathappentothem,buttheycanfocusontheirresponse.Thatmeanswhenchallengesandchangescome,peopledon’thavetopassivelyacceptthattheiroutcomeswillbenegative,butbytakingownershipoftheirresponsetheycancreatebetteroutcomes.Thiscanleadtoincreasedjobsatisfactionandcanhelpovercomeavictimmentality,whichcanoftendevelopparticularlyinchallengingtimes.’
Doyouseethedifference?
NowI’mtalkingaboutthebenefitsofmySUMOmaterial.Likewise,Icanhighlighttheimportanceofreducingconflict,savingtimeandimprovingcommunicationbytalkingaboutmy‘RemembertheBeachball’principle.Thebeachballisjustametaphor.It’snotthebenefit.However,byexplainingthemetaphorinsuchaclearandvisualway,Icanthenhelppeopleappreciatethebenefitsbothtothemandothersinunderstandingwhypeoplehavedifferentperspectives.BytalkingaboutthebenefitsIaminfactansweringthequestions‘WhyshouldIcare?’and‘Whyisthis
important?’
Here’sanexampleofwheresellingthebenefitscancausepeopletotakeactionwhenpreviouslytheydidn’t.
AparkintheUSusedtohaveasign:
‘Clearupafteryourdog.’
Somepeoplesimplyignoredthesign.Afterall,‘WhyshouldIcareifthere’sabitofdogpoolyingaroundtheplace?’Butthenthreeextrawordswereaddedtothesign.Thedogownersweregivenacompellingreasonwhytheyshouldcleanupaftertheirdog.Thenewsignsimplyread:
‘Cleanupafteryourdog.
Childrenplayhere.’
Andguesswhat?Nomoredogpoo.Highlightingthebenefitofcleaninguptheirdogs’poochangedthedogowners’behaviour.Theynowsawaclearreasontodoso.
Here’sthedeal:
Peopleneedtounderstandthewhy-inbeforeyoucangettheirbuy-in.
Now,beawarethatyoumightclearlyseethebenefitandimpactofyourmessage,butyouraudiencemightnot.That’snotbecausethey’redumbandignorant,butperhapsthey’veneverhadtothinkaboutwhatyou’vesaidbefore.Remember:peoplearenotmindreaders.Don’tassumetheyautomaticallyseethebenefitsofwhatyou’rediscussing–yousometimeshavetospellitout.Andthatcouldbeassimpleassaying‘whatthatmeansforyouis…’.
Letmefinishwithanotherexamplewherehighlightingwhypeopleshouldcareresultsingreaterengagement.
Climatechangewasnothighonpeople’sagendasfifteenyearsago,andsimplybeingtoldaboutthefeaturesofglobalwarmingthroughaseriesofgraphsandchartswasnotenoughtogetpeople’sattention.Ithadtobespeltoutwhypeopleshouldcare.Mostpeoplenowrealizethattalkingaboutglobalwarmingisnotjustfortheirbenefit,butforthebenefitoftheirchildrenandtheirchildren’schildren.
It’samessagethatappealslesstoourimmediateself-interest,butmoretoourmoralvalues.Inmanyways,peoplearebeingchallengedtoconsiderthis–doyouwanttobepartofagenerationwho,duetogreedandanunwillingnesstofaceuptotheproblem,screweditupforfuturegenerations?Inthisexample,theissueislessaboutabenefittogain,butaboutacosttoavoidbytheactionswetake.Butit’sstillsellingamessage,notjustsimplytalkingaboutthefeaturesoftheissue.
PauseforThought
So,howeffectivedoyouthinkyouareinhighlightingthebenefitsofwhatyou’vegottosay?Doyougetsocaughtupintalkingaboutthefeaturesthatthebenefitsarelost?Couldwhatseemscleartoyoubelessobvioustoyouraudience?
Andifwhatyouhavetocommunicateischallengingordifficultnews(suchashavingtomakecutbacksorenforceredundancies),haveyouhighlightedtheconsequencesofdoingnothing?Remember,sometimesthebenefitmayneedtobeframedmoreasacosttoavoid–forexample,ifwedon’tmakecutbacks,potentiallyeveryone’sjobisindanger.Eitherway,ifyou’regoingtocommunicatewithinfluenceandimpact,youmuststarttalkingmoreaboutbenefitsandnotsolelyaboutthefeatures.
MyOneThingImaginethatwhenyou’respeakingyouraudienceisholdingasignwhichsimplysaysthis:
‘WHYSHOULDICARE?’
SIN5:
Sometimeago,IwroteabookcalledSelf-Confidence.I’mconvincedalackofconfidencecanseriouslyundermineourabilitytoachievesuccessinlifeandresultinusnotfulfillingourpotential.Somynextpointmay
surpriseyou.
Toomuchconfidencecanbedangerous.Itcanleadtothatoftenoverlookedderailertosuccess.Complacency.
Thesinof‘wingingit’israrely,ifever,committedbynervouspeoplewhoareinexperiencedinspeakingandwhoaresufferingfromaheavydoseofself-doubt.No.Wingingitisfarmorelikelytobeamistakemadebyrelativelyexperiencedandgenerallyconfidentpeople.
Thephrase‘wingingit’actuallycomesfromtheworldofacting,andreferstoanactorwhohasnotlearntthescriptandsoreliesonpromptsfromthewingstohelpthemdelivertheirlines.
Wingingitintermsofspeakingrelatestolittleplanningorpreparationintermsofwhatyou’regoingtosay.Previousexperienceandconfidencecanlureyouintoapotentiallyfalsesenseofsecurity.And,let’sbehonest.Ifyouareexperienced,delivertalksregularlyandknowyoursubjectwell,thenyoucanperhapsgetbywithlittleplanningandpreparation.Youcanrelyonyourpreviouspreparationfromthepasttohelpyoudealwiththepresent.Sowhybotherpreparinganymore?
Wellthat’sanunderstandablepoint.Idon’tdisagree.Entirely.Butifthat’safairdescriptionofyou,I’dlikeyoutoreflectonthefollowing:
Theenemyofexcellenceisnotmediocrity.
Theenemyofexcellenceisbeingfairlygood.
Yousee,ifyouconsideryourselftobejustmediocre(i.e.averageatbest)whenspeakingtoothers,thenthere’sclearlyroomforimprovement.
Butifyou’refairlygoodatspeaking(i.e.aboveaverage,certainlyincomparisonwithotherpeopleyouknow),thenthetemptationistoask:whyworkatgettingevenbetter?’
Whybotherwithanymorepreparationorplanning?You’refairlygood.AndI’mnotsuggestingyouaren’t.Butthat’stheproblem.Whenthat’sthecaseyou’relesslikelytotakethesmallbutimportantstepstomovefrombeing‘fairlygood’toexcellent.
Hey,ifyou’remediocreit’sobviousyouneedtoimprove.Youknowwithoutplanningandpreparationthiscouldbecomenotjustapainfulexperience,butalsopotentiallyhumiliatingaswell.So,toavoidthat
possiblescenario,youmakesureyouplan,prepareandpractise.Nooneisevergoingtoaccuseyouofwingingit.
Here’sthedeal:
Ifyoucare,youprepare.
Now,ifyou’regivingapresentationyou’vedonecountlesstimesbefore,I’mnotsuggestingyoulockyourselfawayforthreedaysinanattempttoavoidbeingaccusedofwingingit.
ButIamsuggestingthis:
Thefirsttimeyouthinkaboutwhatyou’regoingtosayshouldn’tbethreesecondsbeforeyousayit.
Eventakingtwominutestocomposeyourselfandthinkaboutyouraudienceandwhywhatyou’regoingtosaywillberelevanttothemcouldbehelpful.
Ofcourseyoucouldsettleforbeing‘fairlygood’–butwouldn’titbefarmorefulfillingifyouthoughtaboutwhatyoucoulddotomoveclosertoexcellence?Thinkabouthowthatmightincreaseyourinfluenceandcreateevenmoreimpactonothers.
Thetruthis,itmightnotrequirelotsmorework,butitwillrequiresomework.AndalthoughIappreciatealackoftimeisoftenusedasthereasonforwingingit,therealityisthatmosttalkswouldbenefitfromevenfiveminutesmorepreparationtime.That’snottoomuchtoask,isit?
Now,ifyourecognizeyouhaveatendencytowingit,I’vegotsomegoodnews.First,byreadingthisbook(thisfar,anyway)you’reindicatingawillingnesstoimproveyourskills.Second,thenextsectionofthisbookispackedfulloftools,tipsandtechniquestohelpyoumovetothenextlevel.Andifyouconsideryourselfmediocreintermsofhowyoucommunicatewithothers,thenyourhonestywillberewarded.Perhapsyournext‘realistic’goalistobecome‘fairlygood’.Ifthat’sthecase,great,becauseyouwillalsodiscoverwhatyouneedtohelpyouonyourjourney.
Soremember:complacencycanbeakiller.Itsimpactovertimeissubtlebutstilltangible.Sometimesyouhavetowingit,becauseyou’rethrowninthedeependatshortnotice.Butthoseoccasionsaretheexception.
Neverforgetthefollowing:
Youinsultyouraudiencewhenyoutaketheirtimeforgrantedandpitchupwithlittleornopreparation.
PauseforThought
So,iswingingitsomethingyoucanrelateto?Ifso,forwhatreasons?Complacency?Lackoftime?Ornotseeingyourcommunicationwithothersasaprioritycomparedtootheraspectsofyourrole?
Whatdoyouthinkwillbetheconsequencestoyouandothersifyoucontinuewiththisapproach?Perhapstheanswertothatlastquestionwilldeterminehowmuchyouengagewiththerestofthisbook.Isincerelyhopeyoudorecognizetheimpactandbenefitofmovingfromfairlygoodtoexcellent.Notjustforyou.
Butalsoforyouraudience.
MyOneThingBewarethedangersofcomplacencycreepinguponyou.Stayontopofyourgameinordertoraiseyourgame.
SIN6:
Whenitcomestoaddingimpacttoourmessage,slidescanmakearealdifference.Butwe’veallexperiencedthefollowing,haven’twe?Infact,
millionsofpeoplearoundtheworldareexperiencingitrightnow.It’snotdeathbyPowerPoint–thatwouldbeamercifulreliefinmanycases.No.It’smoreslow,drawn-outtorturebyPowerPoint.
AsmyfriendandfellowspeakerSteveMcDermottsays:‘Mostpeopledon’tusePowerPoint.Theyabuseit.’
I’vesatthroughhundredsofpresentationsatstaffconferences,deliveredbypeoplewithintheorganization.Onoccasion,I’mcompletelycaptivatedbythespeakersbeforeme.Engaging,interesting,relevant…I’mactuallyleftthinking,asthepaidprofessionalspeaker,thatIneedtoraisemygame.
Butonotheroccasionsit’saverydifferentstory.
It’snotthatIneedtoraisemygame.SometimesIneedtoraisethedead.
Ijustdon’tgetit,doyou?Whatisitaboutrational,intelligentpeoplewhosuddenlydisposeofcommonsensewhenitcomestousingslides?Somepeoplefailtorealizethatthey’remakingapresentation–notreadingascriptouttous.Infact,ifalltheydoisreadoutalistofbulletpoints(andremember,bulletscankill),thenwhyaretheyevennecessary?Howabouttheysaveusallalotoftimeandeffortandsimplyemailtheslidesovertous?Ifwehaveanyquestionswecanalwayscontactthem.
Whenitcomestoslides,weneedtorescuecommonsensefromtherubbishbinandstartapplyinglargedosesofittohowweproduceourslides.Imean,comeon,howmanyaudiencemembershavesaideitherofthefollowing:
‘Iwishthefontyouusedwassmaller.’
Or:
‘Iwishthey’dcrammedevenmorecontentontotheslide.Suchawasteofwhitespaceotherwise.’
Trustme,noone,andImeannoone,eversaideither.Yetmanypresentersuseslideswhereyou’dthinksmallfontandcrammedcontentwerecompulsory.Remember,you’regivingapresentation,notconductingasighttest.
So,pleasegetreal.Embracereality.
Here’sthedeal:
Yourslidesareintendedtobenefityouraudience,notactasanaidememoirforyou.
They’retheretoenhanceyourpresentationandtosupportyourmessage.They’renotintendedtobeareplacementforyou.
Everreadthegreatbibleaboutpresentationsthatstates‘thoushaltonlyusetextonslides’?Meneither.Itdoesn’texist.Buthere’sthegoodnews.Youareallowedtouseimagesonslides.They’renotchildish.They’renotunprofessional.They’reincrediblyhelpfulifyouuseappropriateones.(Butimagesofcatsarerarelyappropriate,bytheway.)
Remember:
Thegoalofyourpresentationistocauseinsomnia.Notcureit.
Butifyouwanttoknowhowtoensureyouraudienceentersadeepsleep,justuseamonotonevoiceandtalkthroughslideafterslideafterslide.Makesurethere’ssomuchdetailonyourslidesthatyoufeelcompelledtosay‘Iknowyoucan’treadthis,but…’.Hey,that’sboundtomakeyouraudiencesitup…andwanttoleavetheroom.Andmanywould,ifitwasacceptabletodoso.Ireallybelieveit’stimetoparkourpolitenessandstartourowncrusadebylaunchinganall-outattackonslidesthatsuck.Someoneneedstobebraveenoughtosaytopeoplethatwhateversoftwarethey’reusing(itdoesn’thavetobePowerPoint),thisisn’tworking.
Andletmebeclear,it’snotactuallythenumberofslidesusedthatistherealissue.It’stheamountofinformationontheslidesthatiscrucial.Trustme.Morecontentdoesnotequatetomorevalue,particularlywhenit’scrammedontoasingleslide.Usuallyitleadstomoreconfusion,andmostpeoplehaven’tgotthetimeorthefortitudetositinadarkenedroomtryingtomakesenseofsomethingthatisaboutasunderstandableassomebadlyfadedhieroglyphicsonatombwallinEgypt.
Here’sthedeal:
Simpleisbeautiful.Seriously,itis.
Believeme,yourintelligenceisnotdirectlyproportionaltothenumberofbulletpointsyoucantalkthroughwithinagiventimeframe.Yourgoalisnottoconducteyetestsonyouraudiencebyyouruseofasmall-sizedfont.
Sowhatdoyouneedtodo?Ifyouaregoingtouseslides,hereareafewtipstogetyoustarted.
1. Leavepreparingslidesuntilafteryou’vepreparedyourtalk–they’resupposedtoenhanceyourpresentation,notbethestaroftheshow.
2. Usedarkcoloursonalightbackground.
3. Bebigandboldinyourfontsize.Thinkheadlineswhenitcomestoslides,notascript.FontslikeHelveticaandCalibritendtobetheeasiesttoreadonscreen.
4. Imagesincreaseimpact.Sousesome.Andnotclipart,asthat’stoodated.Therearethousandsofpicturesyoucanaccessontheinternet,sostartsearching.
5. Keeptexttoaminimum.It’sOKtohavetextonslides,justnottoomuch.Letyourslidesbreathe–givethetextspace.Wordsneedtolooklikethey’reinanopenfield,notacrowdedcommutertrain.
6. Remember:slidesaremeanttobenefityouraudience–notactasapromptforyou.So,ifnecessary,haveyourownnotesasareminder.
7. Someofthegreatesttalksevergivenneverusedslides.Youmayhavethetechnology,butthatdoesn’tmeanyouhavetouseit.
PauseforThought
Ifyouuseslides,doyourcurrentslidesneedditchingordeveloping?Whichofthetipslisteddoyouneedtoactuponfirst?Ifyoudon’tuseslides,inwhatwayscouldtheyenhancethewayyoucurrentlycommunicatewithothers?
MyOneThingYou’rethestaroftheshow.Yourslidesaresimplyyoursupportingact.
SIN7:
Now,Ihavenointentionoframblingonaboutwhypeopleramble.Brevityisbest.Particularlywhentalkingaboutrambling.
Behonestthough,haveyoueverheardatalk,presentation,lectureor
beeninameetingandthoughtWTF…?
WhatTheFridaywasthatallabout?
Therealityisthepersonspeakingmayhavebeengoodwithwords–althoughtheyprobablyusedtoomanyofthem–andislikelytobeknowledgeableabouttheirsubject.Buthere’stheharshfact:whenthey’refinallyfinished,you’restillcluelessaboutthepointoftheirmessage.
Therealityisthey’vejustspentagestakingyouonaratherun-magicalmysterytour.You’renotsureofthedestinationyou’vearrivedatand,evenifyouare,youremainmystifiedastowhyyou’rethere.
Igenuinelybelievethatwhenthey’recommunicatingtoothers,nooneasks‘HowcanIboreandconfusemyaudience?’Butit’sclearlyatalentsomepeoplehavebeenbornwith.
Sowhydoesithappen?Well,thereareseveralreasons.
Sometimesitcanbeacombinationofarroganceandignoranceintermsofwhatsomepeoplethinkisrequiredinordertoengagetheiraudience.Or,toputitanotherway,theyhaven’tacluehowtocommunicateeffectively,buttheyseemblindtothefact.
Andthatisdespitetheclearsignalsfromtheiraudience(glazedeyes,checkingemails,gettingouttheirsleepingbagsandputtingontheirpyjamas).Somespeakersstillploughonthinking:‘ifItalklongenoughaboutthistopic,somethingwilleventuallystrikeachordwiththem.’
Believeme,itrarelydoes.
Theymayalsogenuinelybelieve‘I’mreallyinterestedinthistopic,soyoushouldbetoo’.(ThisgoesbacktoSin3:‘Failuretoconsiderorunderstandyouraudience’sneeds’.)
Andsomepeopleactuallyenjoythesoundoftheirownvoice.Evercomeacrossthatkindofpersonbefore?They’recomfortablespeakinginfrontofothers,butthechallengeisthey’vebecomesocomfortablethatthey’vefailedtonoticeyouslippingintoacoma.
Butperhapsthebiggestreasonforaspeakerramblingonisalackofclarityintheirmindwithregardstowhattheyactuallywanttoachievewiththeirmessage.
Thetruthis:
Whenyourmindisclutteredwithcontent,claritygetslostinthechaos.
Ultimately,alackofacleardirectionandafinaldestinationintermsofwherethetalkisgoing,meansthespeakergetslostandinevitablylosestheiraudienceatthesametime.ThispainfuljourneycanbefuelledbySin5:‘Wingingit’.Butbelievingyoucanwingitandmuddlethroughwillnotcutit.Itwillsimplyleadtoapointlessandconfusingramble.Sadly,peoplearesousedtobeingsubjectedtosuchexperiencesthattheyoftenviewthemasthenorm.
Buthere’ssomegoodnews,particularlyifyourecognizeyou’reafullypaidupmemberofRamblersAnonymous.
Icanguaranteeyouonething.Ifyouhavetakenpeopleonaramble,thereisonephrasethatdoesengageyouraudienceandimmediatelygetstheirattention.Twomagicwords.
‘Andfinally.’
Insidepeople’smindsthey’regivingyouastandingovationwhentheyhearthatphrase.Iadmitthatinternalovationisbornoutofreliefmorethanjoy,butatleastyou’vegottheirattention.Finally.Justapityyoucouldn’tachievethatthroughoutthewholeofyourpresentation.
Butrelax.Itdoesn’thavetobethatway.Trustme,itdoesn’t–aswe’llseefromournextsection.You’reabouttodiscoveranumberofsimplebutpracticalstrategiestoaidspeakingwithclarityandpurpose.
PauseforThought
Couldyoueverbeconsideredguiltyoframbling?Ifso,what’sthereason?Takeamomenttoreflect.Perhapsthere’sacombinationofreasons.Ifit’srelatedtolackingclarity,you’regoingtofindthechapters‘Startattheend’and‘Sortoutyourskeletons’particularlyhelpful.Andifyourramblingisduetoyouenjoyingspeaking,you’reabouttodiscoveranumberofinsightsandideasthatwillhelpyouraudienceenjoylisteningtoyoutoo.
MyOneThingWhenyou’renextspeaking,imagineyouraudienceisholdingupahugebannerthatsays:
‘SOWHAT’SYOURPOINT?’
(Youmayremembersomeofyouraudiencemembersarealsoholdingabannerthatsays‘WHYSHOULDICARE?’)
Andfinally…So,we’vecometotheendofourfirstsectionexploringtheSevenGreatSinsofSpeaking.Let’srecapthem:
1. Afailuretomakeyourmessagestickyormemorable.
2. Drowningpeopleindetail.
3. Afailuretoconsiderorunderstandyouraudience’sneeds.
4. Focusingonfeaturesratherthansellingbenefits.
5. Wingingit.
6. Showingslidesthatsuck…thelifeoutofyouraudience.
7. Takingpeopleonapointlessramble.
Now,ifyouweretoidentifythetopthreesinsyouneedtostopcommitting,whatwouldtheybe?
1. ______________________________________
2. ______________________________________
3. ______________________________________
OK,confessionisonething.Nowit’stimetomakesureyoustopcommittingthosesinsandturnyourspeakingroundbyembracingnewwaystospeakwithinfluenceandimpact.
Let’smoveontoournextsection.
PART2:
WAY1:
Sophiewasinhermid-thirties.Outgoing,confidentandaboveallfriendly,Iimmediatelywarmedtoher.Wewerespeakingatthesameconference,andIsatbackandrelaxedasIawaitedherpresentation.And
thenshetookit.Nooneelseintheaudience,includingme,sawherdoit.Buttheeffectswereimmediate.
Sheswallowedthe‘I’mnowgivingapresentationpill’.
Thechangewasdramatic.Shetransformedfromarelaxed,confident,friendlypersonintoformalpresentermodewithinseconds.Humour,warmthandpersonalitytooktheirleave,andtheywerereplacedwiththecorporatecloakofseriousness,slicknessandstacksofslides.
Theslideswereanimatedwithgoodgraphicsandsheworeasmartbusinesssuitandlookedextremelyprofessional.
Buttherewasaproblem.
She’dstoppedbeingtheSophiewecouldrelateto.
Shespentmostofhertimetalkingatthescreenratherthantoheraudience.Itwasclearthatshe’drehearsed.Butitalmostfelttoopolished.Therewasclearlynoplaceforhumourorrelatinghermaterialtowhatotherspeakersbeforeherhadtalkedabout.Sadly,Sophiehadforgottenthefollowing:
Beingprofessionaldoesn’tmeanyouhavetobeboring.
Hereyecontactwasalmostnon-existent,aswashersmile.WhathadhappenedtothatwarmandengagingpersonI’dbeenspeakingtoonlyminutesearlier?AndwhydidSophieseemsounawarethatshewasclearlynotconnectingwithheraudience?
PerhapstheclueliesinanoldfairytaletoldbyHansChristianAndersencalledTheEmperor’sNewClothes.Inthestory,avainEmperorisfooledintobelievingthatthenewoutfitthathasbeenmadeforhimisactuallymagicandcanonlybeseenbywisepeople.Peoplewhoarestupidwillnotbeabletoseetheclothes.Notsurprisingly,noonewantstolookafool,andsoeveryonecomplimentstheEmperoronhisnewclothes.Peopleplayalongwiththepretence,exceptthatisforasmallchildwhopointsoutthatheisn’twearingany.Asisoftenthecase,ittooktheinnocenceofachildtopointouttheobvious.
OK,sohowdoesthisrelatetospeakingandpresenting,andtomyexperienceofwatchingSophie?
Igenuinelythinkthatmanypeoplebelievethey’regoodatcommunicatingbecausenoonehastoldthemotherwise.I’mguessing
Sophiedidwhatshedidbecausethat’showshe’dalwaysdoneherpresentationsandnoonehadsuggestedtheyweren’tasgoodastheycouldbe.Perhapsshe,likemanyothers,hadbecomeavictimofaconspiracyofsilence.
Butwhy?
Well,maybethosespeakingareinseniorpositionsandpeopledon’twanttotalkoutofturnandpossiblyoffendtheboss–apotentiallycareer-damagingmove.Inothersituations,audiencemembersarejusttoopoliteanddon’twanttooffendpeople.Theirnicenesspreventsthemfrombeinghonest.(Noteveryonehasthecouragetosaywhatonechurchmemberisreputedtohavesaid:‘GreatsermonVicar.Ihaven’tsleptthatwellinages.’)Peoplecanalsobereticentaboutspeakingthetruthincasetheircriticismismetwiththeresponse‘Well,I’dliketoseeyoudobetter’.Manypeopleshyawayfromspeakingorpresentingsofeellesscomfortablebeingcriticalofsomeonewhoatleasthasthegutstodosomethingthey’dprefertoavoid.
Andasmentionedpreviously,peoplesadlyhavegotsousedtoexperiencingpoorpresentationsthattheyseeitasthenorm–sowhypointoutsomethingthatissocommonplaceanyway?
Sothereyouhaveit:afewpossiblereasonswhysomepeoplecanbepoorpresenters,butremainoblivioustothefact–becausejustliketheEmperor,noonehastoldthemthetruth.IfIwascoachingSophie,justlikeifIwascoachingyou,oneofthefirst‘truths’I’dpointoutistheimportanceofbeingreal.Quithidingbehindafaçadeandbringmoreofwhoyouaretoyouraudience.
Sohowcanyoubereal?Startbyrememberingyou’recommunicatingwithhumanbeingsandnot,assomeorganizationscallthem,humanresources.Ifyoustoppedusingthephrases‘givingaspeech’or‘deliveringapresentation’andreplacedthemwith‘I’mhavingaconversation’or‘I’mtellingastory’,thenyou’dimmediatelyappearmorereal.
Remember:
You’retryingtodeveloparelationshipwithyouraudiencewhenyoucommunicatewiththem.
Whenyouviewyourpresentationasaconversationitcreatesadifferenttonetoyourdelivery.Andguesswhat?You’llappearmorerealandlesswoodenasaresult.
Andhere’sanothercrucialpoint.It’sdifficulttobuyintoyourmessageifpeopledon’tfirstbuyintoyou.Soyourgoalisnottosimplyhaveaconversation,buttoalsocreateaconnection.
Here’sthedeal:
Connectioniscrucial.
Thecontextofthiswillclearlyinfluenceyourapproach,butherearefourinsightstohelpyouconnectwithyouraudience,whateverthesize.
1. Passionoutweighspolish.Ifthesubjectmattermeansalottoyou,thenmakesureyouraudienceknowsthat.Thatdoesn’tmeanjumpingupanddownlikeakangarooonsteroids.Butexpressthroughyourenergyandtoneofvoicewhyyoubelievewhatyou’retalkingaboutmattersandwhyitshouldmattertothem.Anaudienceislikelytobebothmoreforgivingandreceptivewhentheysenseyourpassion.Remember:
Beingtoopolishedcanactuallybecomeabarrier.
Yourcommunicationcouldbeperceivedmoreasanactorperformancethangenuineandauthentic,whichisexactlyhowSophiecameacross.
2.Welikepeoplelikeus.Noneofusareperfect,sowhereappropriatebepreparedtosharesomeofyourstruggles,notsolelyyoursuccesses.Clearlydon’tsharetoomanyoryoucanloseyourcredibility.Butifyouappeartoocleverandportrayyourlifeandcareerasonebigbreeze,peoplewillnotrelatetoyou.Andwhentheydon’trelatetoyou,theydon’tconnectwithyou.
Thetruthis:
Braggingbores.Bigtime.
Now,weaveyourcredibilityintoyourmessagebyallmeans.Shareyoursuccesses.Butifyougetthebalancewrong,you’llalienateratherthanengageyouraudience.Mostpeoplehavehadchallengesintheirlives–sharingyoursconnectsyoutothepeopleyou’respeakingto.
3. Parkyourplatitudes.Itseemstobeatraditionformanyspeakerstotryandingratiatethemselveswiththeiraudience.Remember,whenyousay‘thankyouforinvitingme’,mostofyouraudiencedidn’thaveasayinwhetheryouspokeornot.(Thanktheorganizers,notyouraudience.)Becarefulofshowingtoomuchdeferencetopeople.Tellingpeoplewhatanhonourandaprivilegeitistobethereboresmostpeople.Thebestwaytoshowrespectistodeliveramessageofvalue.
Rememberthis:
Thebestwaytoshowgratitudetoyouraudiencefortheirtimeistomakesureyoudon’twasteit.
4. Giveittomestraight:toomuchslickmakespeoplesick.Behonest.Talkfromexperience.Shareyourstory.I’moftenhiredbyorganizationstoshareideasonhowtheycandealmorepositivelywithchange.IsharemystoryoflosingmyjobthroughillhealthandwonderingifI’dlosemyhouseaswell.
Inotherwords,I’msayingtomyaudience‘I’vestruggledthroughsomemajorchangestoo’.ThechangesI’veexperiencedandthechallengesI’vefacedcouldbeverydifferenttotheirs,butIhighlightthevariedemotionsIexperienced–lossofidentity,uncertainty;positivityoneminute,desperationthenext.Myaudiencequicklyrealizesthey’renotbeinglecturedatbysomeonewhofeelssuperiortothem,butbeingspokentobysomeonewhohasempathywiththem.
PauseforThought
Whatwouldbeyourmaininsightsfromreadingthischapter?HaveyouevercomeacrosssomeonelikeSophie?Areyoueverguiltyofparkingyourpersonalityandgoingintocorporatepresentermode?Whenyouspeak,whichversionofyoudomostpeoplesee–therealyou(whichisstillwellpreparedandprofessional)orthewoodencorporateversion?
MyOneThingWe’veexploredseveralideasinthischapter,includingthefactthatpeoplemayconsiderthemselvesbettercommunicatorsthantheyactuallyarebecausenoonehastoldthemotherwise.We’vealsoexploredfourwaystoconnectwithyouraudience.Here’sareminder:
1. Passionoutweighspolish.
2. Welikepeoplelikeus.
3. Parkyourplatitudes.
4. Giveittomestraight.
Whichoneoftheabovewillyougiveparticularattentiontowhenyou’renextcommunicatingwithothers?
WAY2:
AquestionIcommonlyaskpeopleisthis:
‘Whoisthemostimportantpersonyou’llevertalkto?’
Andtheanswer?
Yourself.
Thinkaboutit.Whoseopinionsandthoughtsdoyoutendtolistentomost?Whoseadvicedoyouultimatelyactupon?Inanutshell:yourown.
Yousee,theconversationswehavewithourselvescanhaveaprofoundeffectuponus.Theseinternalconversationsorthoughtscandeterminewhetherornotweeventaketheopportunitytospeaktoothers.Seriously,that’showimportantandinfluentialtheyare.
Forinstance,ifyourinternalconversationgoessomethinglikethis:‘Ihategivingpresentations,Igetsonervous’or‘What’ssogoodaboutmethatIwanttostandupandspeak?–thenyou’restrugglingbeforeyou’veevenstarted.It’slikeanathletebeingdisqualifiedformakingafalsestart–wecandisqualifyourselvesthroughourinternalself-talk.
Buttheflipsideisalsotrue.Wecanputourselvesinafarbetterpositiontoachievesuccessifourattitudeandmindsetareright.Obvious?Absolutely.Butnotsomethingwealwayspayattentiontobeforewespeak.Solet’sexplorethreeareaswhereyouneedtothinkaboutyourattitudewhenitcomestomakinganimpactasacommunicator.
1.YourattitudetowardsyourtopicNowthere’sjustapossibilitythatyou’resometimesrequiredtospeakonasubjectthatisunlikelytobevoted‘Theworld’smostsexiestandengagingtopicever’.AmIright?
Ioncehadtodeliveraseminaronbehalfofanothertrainingcompanycalled‘Howtodisciplineemployeesandcorrectperformanceproblems’.Betyou’reguttedyoumissedthatone,aren’tyou?!Equally,ifyourtopicofexpertiseis‘GasfittinginSiberia’or‘ThehistoryoftheBelgianBoomerangAssociation’youmightnotseethecrowdsflockingtohearyou.Butonamoreseriousnote,youmayhavetogiveafinancialupdate,presentabusinessplanortalkaboutissuesrelatedtohealthandsafety.Andhere’sthedanger.Youconvinceyourselfbeforeyou’veevenstartedthatthetopicisboring.
I’veactuallyspokenatconferencesandheardotherspeakersannounceatthestartoftheirpresentation‘Andnowfortheboringbit’.Guesswhat?Itusuallyis.Andlabellingyourtopicasboringisnotonlyself-fulfillingbut
alsoinsultingtoyouraudience.It’sself-fulfillingbecauseifyourattitudeis‘thisisboring’you’lldonothingtomakeitengagingandinteresting.Second,you’reinsultingyouraudiencebybasicallysaying:‘I’mabouttowasteyourtimebytalkingaboutsomethingwhichhasnorelevanceorinteresttoyou’.Agree?
CanIpossiblysuggestthat,ifthat’sthecase,youshouldn’tbetalkingaboutit?Seriously,youshouldn’t.However,whatweusuallymeanbytheterm‘boring’isthatwerecognizeitmightnotbethesexiesttopicontheplanet,andcouldevenbequitecomplex,butpeopledostillneedtoknowaboutit.Hopefullyitdoeshavesomeinterestorrelevancetopeople,otherwiseitwouldbeacompletewasteoftimetalkingaboutit.Imean,whatintelligentpersonwouldspendthirtyminutesormoretalkingaboutasubjectthattheyknewhadnorelevanceorinteresttotheiraudience?Pleasetellmeyoudon’tknowpeoplelikethat.
Yousee,here’swhat’sabsolutelycrucialtounderstandifwe’retospeaksopeoplereallylisten.It’sareminderofwhatwelookedatearlierintheFourthGreatSinofSpeaking:‘Focusingonfeaturesratherthansellingbenefits’.
Communicationisfarmorethantelling.It’saboutselling.
Why?Becausebothinandoutsidetheworkplaceyouhavetosellbothyourselfandyourideas,whateverthecontext.Manager,supervisor,teacher,politician,jobcandidate,workcolleague,student,lecturer,salesperson,parent…thelistgoeson.
Soyouraimisactuallyquitesimple.Makesureyourattitudetowhatyou’regoingtosayispositive.Maybeyourmessagewon’tbelifechanging.Peoplemightnotbemovedtotearsordoubledupwithlaughterasyouexplorethehealthandsafetyaspectsofclimbingaladderorlookingatlastquarter’ssalesfigures.Butevenso,it’sdowntoyouandnooneelsetohelpyouraudienceunderstandwhytheyneedtolistentoyou.
Thetruthis:
You’vegottosellit,notjustsayit.
Youhavetobeclearinyourownmindwhywhatyou’reabouttosayhassomerelevanceandinteresttoyouraudience.Nowadmittedly,itmightnotscoreveryhighonthescaleofrelevanceandinterest,butitmustat
leastregisterascore.Ifitdoesn’t,thenyoureallydohavetoquestionwhyonearthyou’retalkingaboutit.
Here’sanexamplefrommyownexperienceoftheimportanceandimpactofyourattitudetowardsyourtopic.
Fionawasinteresting.ShewasafinancedirectorIwascoaching.
‘TheproblemisPaul,financeisreallyboringtomostpeople.Ihatehavingtotalkaboutit,butIalwayshavetodoafifteen-minuteslotaboutitatthestaffconference.’
Iasked‘Sohowdoyoudealwithdeliveringadulltopictoanaudiencewhodon’twanttohearit?’
‘Well,Ijusttryandracethroughitasquicklyaspossibleandgetitoutoftheway.Finishingitdoesn’treallygivemeasenseofsatisfaction,butmoreasenseofrelief.’
Sad,eh?Apersonofinfluenceandknowledgefeelingsonegativeanduninspiredaboutspeakingtohercolleagues.However,ourcoachingsessionhadonlyjustbegun,andIrealizedthefirstthingweneededtoworkonwasherattitude.
Istartedbychallengingheraboutherassumptions.Sheassumedpeoplefindthetopicoffinanceboring.Really?Isthatalwaysthecase?Afterall,moneymakestheworldgoround,andfinancecanbefascinatingtosomepeople.Whatpeoplestrugglewithisbeingdrownedincomplexdetailthatseemstohavenodirectimpactorrelevancetothem.Nowthatapproachisboring.Butiffinancialinformationiscommunicatedinawaytheycangrasp,andthey’renotoverwhelmedwithfigures,thenwhyshouldn’tpeoplefinditofinterest?Thefinancialhealthoftheorganizationhasadirectimpactontheirfuture.
WhatFionaneededtodowastogivepeopleareasontobeinterested.Heraudienceneededtounderstandwhytheyshouldcare–andthatwasuptohertospellout–ratherthanhavingtofigureitoutforthemselves.Inotherwords,shehadtosellwhatshewasabouttosay,particularlyif,onthesurface,thetopicdidn’tappeartobeespeciallyengaging.
Fionatookmyadviceandfocusedmoreonthequestion‘HowcanImakethismoreinteresting?’ratherthanthedefeatist‘Whyisthissoboring?’Now,shedidn’treceiveanOscarforherperformance,orevenastandingovation.ButasIsatintheaudience,Inoticedpeoplewereengaged.She
didn’tapologizefortalkingaboutfinance.Insteadsheallowedherpassionforthesubjecttocomeovertoheraudience.Sheevenmanagedtoincludesomevisualimagesratherthanastreamoffigures.Wasthereroomforimprovement?Absolutely.ButI’veafunnyfeelingthatnexttimeshestandsuptospeak,hercolleagueswon’tbewishingtheycouldgetupandleave.
PauseforThought
Howwouldyoudescribeyourattitudetowardsyourtopic?Areyoueagertospeakorjustrelievedwhenit’sover?Inwhatwayscouldyoudevelopamorepositiveattitudetowhatyou’retalkingabout?
Now,ontothesecondareaweneedtofocuson.
2.AttitudetowardsyouraudienceIreadilyadmitthatspeakinginfrontofanaudiencecanbedauntingattimes.There’sasenseinwhich,whenyoustandtospeak,you’reexposingyourselftoothers(figurativelyspeaking,thatis).Clearly,thisislessthecasewheninamoreinformalsit-downmeeting,butthereissomethingabouthavingalleyesfocusedonyouthatcanmakeyoufeelvulnerable.
Ofcourse,somepeoplethriveonbeinginthespotlight,butmanyotherswillhappilydoalltheycantoavoidit.Partofthereasonforthiscouldbebecausewe’reconcernedthatouraudienceisinsomewayjudgingusandwantingustofail–abeliefwhichcanunderstandablyheightenouranxiety.Butinthemajorityofsituations(Iadmittheremaybesomeexceptions),theaudiencewantsyoutosucceed.Now,we’lllookatdealingwithnervesandanxietyinmoredetaillateroninthebook,butifyouwanttohelpcreateconfidenceinyourself,youneedtofocusyourattentiononthemostimportantpeopleintheroom–thepeopleyou’retalkingto.
Focuslessonyouandmoreonthem.Yourattitudeinpreparingtotalk,whateverthecontext,issimplythis:
HowcanIbestservemyaudiencenow?
Whenwefocuslessonwhatcangowrongandmoreonhowwecanmakethingsgorightforouraudience,ourconfidencegrowsandournervessubside.
RemembertheThirdGreatSinofSpeaking–‘Failuretoconsiderorunderstandouraudience’sneeds’?Thisisyouropportunitytoaddressthat.Thinkmoreaboutthebenefitandvalueyoucanbringtothoseyou’respeakingto.
Thetruthis:
Themoreyouthinkaboutyouraudience,themorethey’llthinkofyou.
It’scrucialwegetthisclearinourheads.It’saboutthem.
Theirneeds.
Theirconcerns.
Theirchallenges.
Yourgoalissimple.Relateyourmessagetotheirworld.
Bydoingsoyou’rechannellingyourunderstandablenervousenergyawayfromyourselfandmoretowardsyouraudience.Andremember,nomatterhowsenioryoumaybeintermsofyourpositionintheorganization,yourgoalistoserveyouraudience,nottoappearsuperiortothem.
Likewise,ifyouraudienceismoreseniorthanyou,yourgoalremainsthesame.Servethem.Theremustbesomereasonyou’vebeenaskedtospeak.Theremustbesomevalueyou’retheretobring–otherwise,whyhaveyoubeenaskedtospeak?
So,unlessyou’repartofanorganizationthatenjoysthesadisticandhumiliatingritualofseeingtheirstaffdieonstage,myguessisyou’respeakingforapositivereason.Sobemindfulofthatandseespeakingasanopportunitytograsp,notacalamitytobeavoided.
Here’sthedeal:
Ifyouwanttoreallyhelpyouraudience,thinkabouthowtoservethem,ratherthansimplyimpressthem.
OK,nowlet’sexplorethethirdandfinalareainrelationtoourattitude.
3.YourattitudetowardsyourselfWhilewemayworryaboutwhatouraudiencethinksofus,oftenourbiggestcriticisactuallysomeoneelse.Ourselves.Havingcoachedseveralhundredpeopleovertheyears,I’destimatethattwo-thirdsareoverlycriticaloftheirperformance.
Nowdon’tgetmewrong–wantingtoimproveisapositivething.Andself-reflectionisagreatwaytogrowanddevelop.But…
Beawareofyourinnercritic-thevoiceinsideyourheadthathighlightsyourweaknessesandunderminesyourconfidence.
Andhere’sthechallengingpart–yourinnercritic’simpactonyoucanoccurbefore,duringandevenafteryourtalk.
However,pleasedon’tconfusethiswiththevoicethatkeepsyouonyourtoesandwantsyoutobeatyourbest.Irefertothatvoiceasyourinnercoach.Buttheinnercriticdoestheopposite–itunderminesyourconfidence.Andit’stheseconversationsyouhavewithyourinnercriticthatcreatetheanxietymanypeopleexperiencewhentheyspeakorpresenttoothers.
Sohowcanyouovercomeit?First,lookbacktoourpreviouspoint.Focusonmeetingyouraudience’sneeds.Youcannothavetwosimultaneousconversationsgoingoninsideyourhead.Whenyou’rethinkingabouthowbesttohelpothers,youcannotalsobebeatingyourselfup.
Second,recognizethatthevoiceinsideyourheadisnotuniquetoyou.Believeme,I’veworkedwiththousandsofpeoplearoundtheglobelookingatthewholeareaofmindset.Thechallengeoftheinnercriticisacommonphenomenonacrossallcultures.It’snotjustyou,OK?
Soacceptthatyou’renotweird.You’rerathernormal.Well,tosomeextentanyway.Andremember,theconversationsinyourheadarejustthoughts.Andyoucandecidehowlongyouentertainthemfor.Thebestwaytodothisisnottosay‘Imuststopthinkingnegativethoughts’.Trustme,thatwon’twork.Thekeyistoreplacetheunhelpfulconversationswithyourinnercriticwithmoreconstructiveones.Herearesomephrasesandquestionsyoumightliketofocuson.
Beforeyourtalk:
‘Relax,thisisanopportunitytoservemyaudience.’
‘TheonlyreasonI’mspeakingisbecausesomeonebelievesenoughinmeandtrustsmetodoagoodjob.’
‘Remember,it’saboutthem.’
‘You’vedonethepreparation,youknowyourpurpose,nowbepresentandgiveityourbest.’
‘Myaudiencewantsthistogowell.’
Afteryourtalk:
‘WhatcanIlearnfromthatexperience?’
‘Whatwentwell?’
‘What,ifanything,wouldIdodifferentlynexttime?’
Thesearefarmoreconstructiveintheirtone.Sostartusingthem,becauseIcanassureyoutheywillmakeadifference.
Hangon…there’smoreTherearesomepeople,however,whosechallengeisnottheirinnercritic.It’sactuallytheopposite.Theirissueismoretodowiththeir‘innercomplacent’.Thesepeoplearepronetobeingtoorelaxed,andaremorelikelytobeguiltyoftheFifthGreatSinofSpeaking–‘Wingingit’.They’recaughtupintheirowncomplacencyandseemtolacktheself-awarenessordesiretoappreciatethatnomatterhowexperiencedtheyare,theycanalwaysimprove.Asaresult,theydon’tseekoutfeedback,andiftheyweretoreceiveanynegativefeedbackthey’dbequicktodismissit.Sadly,theirattitudeisnot‘howcanIimprove?’Theircomplacencybothblindsanddeceivesthem,andpreventsthemfromseekingwaystogetbetter.Infact,somewouldsaysuchcomplacencybordersonarrogance.
Here’sthedeal:
Self-delusionsuffocatesself-development.
PauseforThought
We’vealreadyreflectedonyourattitudetowardsyourtopic,sohowwouldyourateyourattitudetowardsyouraudience?Doyouagreethatit’shelpfultoseeyourselfasservingthem?Aretheretimeswhenyouthinksuchanattitudewouldnotbehelpful?Ifso,when?
Andwhataboutyourattitudetowardsyourself?Couldyouidentifywiththeinnercriticatall?Ifso,whenareyoumostawareofit–before,duringorafteryourtalk?Perhapsyousenseyoumayattimesbecomplacent.Ifso,Ihopereadingthisbookischallengingsomeofthatcomplacency.
MyOneThingDecidenowwhichoneofthesethreeareasyouneedtofocusontohelpyouspeakwithinfluenceandimpact:
Yourattitudetowardsyourtopic.
Youattitudetowardsyouraudience.
Yourattitudetowardsyourself.
WAY3:
Imagineyou’vebeenaskedtogiveapresentationatwork,ormakeapitchtoaclient,orpresentatajobinterview.What’sthefirstquestionmostpeopleaskthemselves?Inmyexperienceit’susuallythis:
‘WhatamIgoingtosay?’
Seemsafairquestion,doesn’tit?Butwait.
Doyourselfafavour.Don’tstartthere.
Here’swhatyouneedtoaskyourself.
‘What’sthepurposeandthepointofwhatI’mgoingtosay?’
Ortoputitanotherway:
‘WhatamIaimingtohaveachievedbythetimeI’veshutup?’
Yousee,ifyou’renotclearonthepointofyourcommunication,it’stheequivalentofstandingblindfoldedinaboxingring,throwingyourarmsaboutinthevainhopeyoumighthityouropponent.Ifyou’renotsureofthetargetyou’reaimingfor,thenalmosteverythingyousaywillmissthemark–unlessyou’rereallylucky.AndI’dratheryoureliedonskillthanluckifyouwanttospeakwithinfluenceandimpact.
Here’sthedeal:
Withoutclarityofpurposeyou’lllackconfidenceandconviction.
Let’sbehonest,howcanyoumakeapositiveimpressionifyou’renottotallyclearontheimpactyou’retryingtomake?ButtherealityisthatmanycommunicatorssufferfromsomethingIcallfuzzyfocus.Trustme,whenyoufindyourselfsayingthefollowing,you’realreadyintrouble.
‘Ijustwanttogivepeopleanupdate.’
‘I’mjustgoingtochatthroughsomeslides.’
‘I’mtellingpeoplewhatIknowaboutthetopic.’
Everheardorsaidanyofthose?Theyseemharmlessenough,don’tthey?Butrememberthephrasesfromearlier?‘WhyshouldIcare?’and‘Sowhat’syourpoint?’Well,yourwordscouldfallondeafearsunlessyou’vegivenpeopleagoodenoughreasontositupandlisten.
Inordertoachievethat,youneedtobeclearonyouranswerstothefollowingquestionsbeforeyoustarttoplanwhatyou’regoingtosay.
Ifwereturntotheaboveexamples,askyourself:whyisthisupdateimportant?InwhatwaywillmyaudiencebenefitfromwhatI’mgoingtosay?Willthisupdaterequirethemtostoporstartdoingsomething?Ifso,what;andwhendotheyneedtotakeaction?
Andwhat’sthepointofyoujust‘chattingthroughsomeslides’?You
soundmorelaidbackthanaholidaymakersippingcocktailsonWiganPier.IwanttobeengagedandbegivenareasonwhyIshouldlisten.Youbeinglaidbackcanleadtoyouraudiencetuningout.
So,beclearonwhywhatyou’regoingtotalkaboutisimportanttoyouraudience.Whatproblemorissueareyouaddressing,andhowwilltheybenefitfromwhatyou’resaying?
Finally,don’tjusttellpeoplewhatyouknowaboutatopic.Believeme,youraudienceisn’tthatbotheredbywhatyouknow.Whattheyreallycareaboutishowyourknowledgewillhelptheminsomeway.
Therealityis:
Whenyou’reclearonwhereyou’regoing,you’refarmorelikelytogetthere.
Ifyouwanttospeaksopeoplereallylisten,you’refarmorelikelytosucceediftheaudienceunderstandshowthejourneyyou’retakingthemonwillhelpthem.Butthey’reunlikelytobeawillingtravellingcompanionifthey’reaskingthemselves:‘Sowhat’sthepointofwhatI’mhearing?’
Now,inorderto‘startattheend’,herearethreethingsyouhavetobeclearaboutinyourownmind.Ifyou’renot,there’llbeconfusioninotherpeople’sminds.WhatI’mabouttoshareisoneofthemostimportanttakeawaysyou’lleverhave.DigestthisandIguaranteeyou’lltalkwithgreaterclarityandpurpose.
EverhadaKFC?Ihaven’t,butit’sonmybucketlist.Butit’snotKFCIwanttotalkabout.It’sKFD.It’stheKFDtakeawaythatwillmakeallthedifferencetohowyoucommunicate.
Solet’sunpackwhatthosethreelettersmeanforyouandyourmessage.Heregoes.
K=KnowBeclearonwhatyouwantyouraudiencetoknow.Remembernottooverwhelmthemwithcontentanddrownthemindetail.Askyourself:what’sthenumberonefactmyaudienceabsolutelyhastoknowasaresultofmytalk?
F=FeelPeopledon’tchangebehaviourorbuyintoacausesimplybecausetheyhavetheknowledge.Theyneedtofeelaffectedemotionallyaswell.So,howdoyouwantyouraudiencetofeelAFTER
you’vespoken?Challenged,motivated,inspired,confident,reassured,entertained?There’spossiblyacombinationofemotions,butifyouhadtochoosejustone,whichwoulditbe?
D=DoSo,peoplecanknowstuffandevenfeeldifferent.Butwhatdoyouwantthemtodoasaresult?Ifyou’renotclearonwhatyouwantpeopletodo,believemeyouraudiencewillnotdoanything.Youmayhaveamusedthem,entertainedthemandevenmadethemthink.Butsowhat?Wasyourmessagejusttheretofilltime,ortomakeatangibledifference?AsmyfriendandcommunicationexpertAndyBoundssays:‘Ifyoudon’tpointoutthenextstep,therewon’tbeanextstep.’
SostartyourpreparationbyworkingthroughtheKFDprocessbeforeyoumoveontopreparingyourcontent.Bydoingso,you’llsavetimeanditwillhelpyoudecidewhatcontenttoincludeandwhattoleaveout.Asaresult,you’llbemorefocusedwhendeliveringyourmessageandcancommunicatewithgreaterclarityandthereforeconfidence.Trustme,thatwillmakearefreshingchangefromsomeofthepresentationsyouraudiencehavehadtoendurepreviously.
PauseforThought
Howfocusedareyouwhenitcomestodeliveringyourmessage?Doyounaturally‘startattheend’intermsofyourpreparation?IntermsofusingtheKFDapproach,thinkofsituationswhenthatwouldbeespeciallyappropriate.
MyOneThingIdentifyonepresentationyouneedtogive(orconversationyouneedtohave).Nowaskyourself:
Whatonethingisitabsolutelycrucialthatmyaudienceknow?
HowdoIwantthemtofeel?
Whatonethingdotheyneedtodonext?
WAY4:
Asyou’lldiscoverlater,it’smysonMattwho’sthemedicinourhouse,notme.ApplyingSavlonandaplasteristhesumtotalofmymedicalexpertise,whichIadmitisn’tagreatdealofhelpifyou’vebrokenyourleg.ButevenI’veworkedoutthefollowing:withoutaskeletonwe’dall
resembleacrumpleduppieceofclothing.Wemightnotseeit,butourskeletonholdseverythingtogether.Thesameistrueinourcommunication.
Withoutastrongskeletonorstructureyourtalkorpresentationcanliterallyfallapart.YoumayremembertheSeventhGreatSinofSpeakingthatweexploredearlierwas‘Takingpeopleonapointlessramble’–well,thischapterwillshowyouseveralalternativewaystoplanthejourneyyouandyouraudiencearetaking,withoutunnecessarydiversionsandpointlessstopoffs.
1.Alwaysusethe3GsThisisthesimplestandmostgenericofskeletonsintermsofhowyoustructureyourcommunication.Itcanbeappliedtoanypresentation,talk,ormeeting,andisnotdependentoncontext.The3Gsare…
Grab’em
Give’em
Goodbye.
Letmeelaborateoneachone.
Grab’em.Putquitesimply,decidehowyouwillstartyourtalk.What’sgoingtohappeninthefirstninetysecondstoensureyouhaveyouraudience’sattention?We’llexplorethismoreinournextchapter‘Grab’embytheeyeballs’,whereyou’lldiscoverseveralotherideasthatwillhelpyoucreateacompellingopeningtoyourtalk.Aboveall,makesureyouanswertheunderlyingquestioninyouraudience’sminds–‘WhyshouldIcare?’
Give’em.Sowhatwillbeyourmainpoints?Whatdoyouraudienceneedtoknowinorderthatyourobjectivesareachieved?Whatdoyouwanttoshowthemonthejourney?Wherearetheintendedstop-offpoints?Whatstoriesorexamplescanyouusetobothillustrateyourpointsandalsomakethemmemorable?
Goodbye.Lotsofpeopleworkontheiropening,butgivelittlethoughttotheirclose.Thedangercanbethatpeoplecontinuetoramblebecauseinanswertothequestion‘Arewenearlythereyet?’,thereplyfromsomepresentersmightaswellbe:‘I’mnotsure.Ihaven’tquitedecidedwhere
“there”is.’
Otherspeakersendabruptlyorfizzleoutlikeafadingfirework.Why?They’vejustnotgivenenoughattentiontotheirgoodbye.Andplease,pleasedon’tendonquestions.That’sneveragreatwaytosaygoodbye.Questionsmaycometowardstheend,butshouldn’tbeattheveryend.
Why?
Here’sthemainreason.Ifyouendonquestionsit’syouraudience,notyou,whodetermineshowyourpresentationends.Theyhavecontrol,notyou.Apossiblescenariocouldbethatthelastquestionaskedisoneyoudon’tknowtheanswerto,whichcouldpotentiallyharmyourcredibility.Andthat’snothowyouwanttoendyourpresentation.That’snotasmartmove.Soalwaysensureyouhavethelastword.Thatmeansthatafterthelastquestionyoutakecontrolandendinthewayyouwanttoend.Itmightbewithastory,aquoteorarecapofyourkeypoints.Oftenit’shelpful(andindeednecessary)tospelloutwhatthenextstepsare,orthespecificactionspeopleneedtotakeasaresultofyourtalk.Somakesureit’sastronggoodbye.
Thedealis:
Lastimpressionslast.
2.TheAristotleapproachAristotlewasaGreekguywhoarrivedonthescenearound200yearsafterAesop(we’lltalkmoreabouthimlater).Hisinterestsrangedfrompoetrytopolitics,buthe’sknownaboveallforbeingaphilosopherandscientistwhowasinfluencedbyanothercoupleofGreekguys,SocratesandPlato.
Nowhere’showAristotlecanhelpustocommunicatewithinfluenceandimpact.Hecameupwithafive-pointplantocreateapersuasiveargument.It’satechniquethatthelateSteveJobsused–andhewasaguywhowaslegendaryforhispresentationsandtheamountoftimehespentpreparingthem.So,Iguessifit’sgoodenoughforSteve…
HereareAristotle’sfivesteps:
1. Tellastoryordeliverastatementthatarousestheaudience’sinterest.
2. Poseaproblemorquestionthathastobesolvedoranswered.
3. Offerasolution.
4. Describethespecificbenefitsofthesolution.
5. Makeacalltoaction.
Aristotlemayhavebeenaphilosopher,butheknewthepowerofsimplicity.Hisapproachwassimple.Straightforward.Direct.Justlikeyourcommunicationneedstobe.
SteveJobsandmanylikehimdidn’tslideoutoftheirmothers’wombsasgiftedorators.Theyweren’tinthenurseryplaygroundmakingspeecheswhileotherchildrenbuiltsandcastlesandplayedhideandseek.Butwhattheydiddotobecomegreatcommunicatorswaslearnstrategiestoengagetheiraudience,workhardandpractise.AndsometimesthatbeginswithfollowingtheadviceofaGreekphilosopheronhowtostructureyourmessage.
3.Thepowerof4PsIfirstcameacrossthisapproachviaAndyBounds.I’vereferredtoAndypreviously,andinmyopinionhehastobeoneoftheworld’sbestcommunicationcoaches,whichiswhyIaskedhimtowritetheforewordtothisbook.The4Psaremorespecificthanthe3Gs,andthisisastructuretouseonlyincertaincontexts.Thiswouldincludewhenyouneedtocommunicatebadnews,orwhenyouwanttopersuadepeoplewhoareseniortoyouandwantashortandconcisepresentation.The4PsarePosition,Problem,PossibilitiesandPropose.Let’sunpackthesefurther.
Position:ThecurrentsituationisX.
Problem:TheproblemorpaincausedasaresultofpositionXis…
Possibilities:TheoptionswehaveindealingwithpositionX.
Youcanthenoutlinearangeofoptionstodealwiththeproblemanditmightbeappropriate,dependingonthesituationandtheaudience,toaskothersfortheirideasonpossiblesolutions.(Peoplearegenerallymoreenthusiasticabouttheirownideas.)
This‘possibilities’stepisalsohelpfulinreassuringpeoplethatwhateverconclusionyoureach,youhaveexploredotheroptions.Ithelpspeople,especiallythosewhomightnotautomaticallypositively
embraceyourmessage,toatleastseethelogicofyourargumentgiventhealternativeoptions.
Propose:Thisisthestepwhen,havinglookedatthepossibilities,youproposeaspecificoption.
The‘4Ps’approachagainprovidestheskeletontowhichyoucanaddthefleshofyourargumentandprovidesaclearrouteforyourjourney.
4.ChronologicalandlogicalSometimesyourtalkwillsimplybeachronologicalandlogicaljourney.There’snoneedtocomplicatematters.Keepitsimple.Soitmightunfoldinthefollowingway:
Let’sstartbylookingback.
Duringthistimewedidthefollowingasacompany…
Nowwefindourselvesat…
Whatwe’velearntis…
Wherewe’regoingnowis…
We’retakingthatparticularroutebecause…
Thechallengesweanticipateare…
Togetherwe’llovercomethesechallengesby…
Thefirstthingyouneedtodois…
Thisjourneyisveryclear.It’slogical,butcanincludestoriesandslidestohelpilluminatethejourney.Youcouldevenhaveanopeningslideofamapwherethejourneyyou’retakingishighlighted.
Thedealis:
Theonlytimetokeeppeopleinthedarkiswhenyou’retryingtosendthemtosleep.
Thisexamplecouldbeusedtostructureameeting,notjustapresentation.Andbyfollowingityoukeeppeopleontrackand,hopefully,asaresultnoonewillgetlost.Andnotetheending.It’sacalltoactionwiththefocusbeingonthenextstep.
5.Adoptathree-pointturnThisisatermyou’reprobablymorefamiliarwithinadrivingcontext–althoughinmycaseathirteen-pointturnmightattimesbemoreaccurate.Asskeletonsgo,it’stheoneIusemostregularly.Itwillstillincorporatethe3Gs,whichIbelieveareaguidingprincipleforallpresentations,butitalsoprovidessomerealflexibilityaswellasafocusintermsofyourstructure.
Clearly,thenatureofwhatyouwanttotalkaboutwillsometimesrequireyoucoveringmorethanthreepoints,butwhenyouhaveamoregenerictopicormoreofafreereignonwhatyouwanttotalkabout,it’sasimpleformulatofollow.Forabrilliantexampleofathree-pointturn,let’sgothistimetoamanborninCalifornia,ofSyrianratherthanGreekstock–it’ssomeoneI’vereferredtopreviously–ouroldbutsadlydepartedfriendSteveJobs.
Whenyouhaveamoment,Google‘SteveJobs2005StanfordCommencementSpeech’.Intheopeningthirtysecondsofhisspeechhesaysthefollowing:
‘TodayIwanttotellyouthreestoriesfrommylife.That’sit.Nobigdeal.Justthreestories.’
Andthat’sexactlywhathedoes.Hiswholespeechiscentredonthreestories.ButsuchasimpleapproachwastypicalofJobs.Thestoriesaredeeplypersonal,drawingfromhisownlifeexperience,andarerichinvisualimageryandpersonalinsight.Butwhatholdsitalltogetheristhesimplestructureofhavingthreepoints.Ifyouwantanexamplenotjustofthisapproachbutalsoofthepowerofstoriesandtheimpactofastronggoodbye,thenplease,doyourselfafavour.Makeitaprioritytowatchthisspeech.Itwilltakeyoulessthanfifteenminutestodoso.
So,beforereadinganyfurther,decidewheninthenexttwenty-fourhoursyouintendtowatchit.Ifyoudon’tdecidenow,you’llforget.Pleasedon’tjustskipontothenextpoint–we’realmostattheendofthischapteranyway.Makeadatetowatchit.Youwon’tbedisappointed.
Oh,andbytheway,havingreadthissectionyou’llstarttonoticehowoftenthingsareexpressedinthrees–trustme,youwill.
That’sthetruth,thewholetruth,andnothingbutthetruth.
Right,I’mofftomunchonaMarsBar.Apparentlyoneadayhelpsyouwork,restandplay.
PauseforThought
What’sthetypicalwayyougoaboutstructuringyourcommunication?Whichoftheideasexploreddoyouusealready?Howawareareyouoftheneedtosortoutyourskeletons?
MyOneThingToavoidtakingpeopleonapointlessramble,sortoutyourskeletons.Weexploredfivepossiblewaystodothis.Whichonewillyouchoosetouseinyournextpresentation?
The3Gs.
TheAristotleapproach.
Thepowerof4Ps.
Chronologicalandlogical.
Adoptathree-pointturn.
P.S.Don’tforgettowatchthatSteveJobsvideo.
WAY5:
Youknowthatphrase‘Neverjudgeabookbyitscover?’Nicesentiment,isn’tit?Butit’salmostimpossibletodo.Agree?
WhenSusanBoylesteppedonstagein2009toperformonthetelevisionshowBritain’sGotTalent,everyonewasjudgingher.AndImean
everyone.Momentslaterthatfirstimpressionchanged.Forever.
NowSusanBoylewasabletodothatbecauseshehadanamazingvoice.ShehelpedcreateahistoricalTVmomentbecauseofit.Butlet’sbehonest,mostofusareunlikelytobeabletocalluponasimilartalenttoengageouraudience.AmIright?(AndifI’mnot,putthisbookdown,getyourselfanagentandgettouring.)
Now,apartfromherincrediblevoice,Susanalsohadanotheradvantagethatweoftenwon’thavewhencommunicatingwithothers.Heraudienceweren’tsittingtherecheckingworkemailsontheirphonesandseeinghowmany‘likes’they’dhadfromtheirlatestFacebookpost.Neitherhadtheirbrainsbeenexhaustedfromhavingpreviouslysatthroughendlesspresentationswherethey’dbeenbombardedbyfactsandstatistics.Shehadacaptiveaudiencewaitingtobeentertained.
We,ontheotherhand,mightnotbesofortunate.
That’swhy,whateverthecontextofyourcommunication,yourinitialengagementwithyouraudienceiscrucial.I’mnotsayingit’simpossibletoovercomeanervous,hesitantstart.Butitisdifficult.Whenyoufailtoengageyouraudienceatthebeginningofyourtalkyou’vemadeyourjobtwiceashard.Peoplecanbequicktoswitchoffandaren’talwayseasytoturnbackon.Notonlythat,butifyoupossessadegreeofself-awareness(whichsadlyanumberofpresentersandspeakersclearlydon’t),you’llbeawareyou’renotengagingyouraudience,whichcanfurtherfuelyouranxiety,whichinturncanhinderyourabilitytocommunicateeffectively.
Ontheotherhand,ifyoumakeagoodstrongstartwhereyouimmediatelyengageyouraudience,somethingelseislikelytohappentoo.Youbegintorelax.
Thequestionis:howdoyougrabpeoplebytheeyeballsandgettheirattention?(Remember,eveninaone-to-onemeetingwithsomeone,youstillwanttogettheirattentionandmakeanimpact.)Let’sexplorefourways.I’mnotsuggestingyouuseallofthematthesametime–butdomakesureyouareconsciousofusingatleastoneofthesestrategiesthenexttimeyouspeak.
1.CreateacompellingtitleThisissomethingmostpeoplenevergiveanythoughtto.Butbydoingsoyoucouldhavegainedyouraudience’sattentionbeforeyou’veeven
openedyourmouth.
Here’swhatImean.
Ihavealotofexperienceintheareaofstress(myfamilyandfriendsreckonI’mgoodatcreatingit).Inmyearlydaysasaspeaker,Ididn’tplacemuchfocusonthetitleofmytalks.Soveryoftenmynamewouldappearontheconferenceprogrammealongsidetheword‘Stress’.Nowbecauseofmyhigh-energystyleIwasoftenplacedontheprogrammejustafterlunch.However,mostofmyaudiencehadn’tseenmebefore,andsowouldbeunawareofmystyle.Alltheyhadtolookforwardtoaftertheirplatefullofeggsandwiches,onionbhajisandstickytoffeepudding(hopefullynotallonthesameplate)wastolistentosomeguyharponaboutstress.
Butwhatifmytitlewasdifferent?Whatifalongsidemynamewastheheadline‘Whattodowhenyou’reallstressedupwithnoonetochoke?’Itcreatesadifferentimpact,right?Andthat’swhatIstartedtocallmytalksonstress.Nowofcourseyoualsohavetoknowyouraudience.I’mnotsuggestingwhenyounextpresenttoaseniorgroupofpeoplewithinyourcompanyyouhavetocomeupwithafun,creativeandpossiblyamusingtitle.ButIamsaying,thinkmoreaboutyourtitle.
Ialsospeakonrelationshipsatwork.DependingonthecontextImightusethetitle‘Howtobuildwinningrelationshipswithcustomersandcolleagues’.Nothingearthshattering,Iadmit.Butitdoesatleastgivemyaudienceaclearbenefitandreasontolistentome.Alternatively,Ihavealsocalledthesamesession‘Howtohandlenotstranglethepeopleyouliveandworkwith’.Itgetsyourattention,doesn’tit?
TheVirginGrouphaveastaffsurveycalled‘Howdeepisyourlove?’Whatagreatwaytoengagetheirstaffratherthansimplycallingit‘Staffsurvey’.Andit’scompletelyinkeepingwiththeircompanyculture.
Here’sanotherexampleofhowI’veusedatitletograbmyaudience.
ForseveralyearsI’veworkedwithaPremiershipfootballclubinManchester.(Iwon’tsaywhichone,buttheywearblue.)OccasionallyI’verunworkshopsforbothplayersandstaff.Thesearenormallyoptionaltoattend,butwhenIwasworkingwiththeUnder21sitwasmandatory.Itwasfairlyobviousfromtheplayers’bodylanguagethatanumberofthemdidn’twanttobethere.However,astheydriftedintotheroomintheironesandtwosIrevealedthetitleofmysession.Iposedit
asaquestion.
Myopeningslidesimplysaidthis:‘Success.Isitjustamatterofluck?’EvenbeforeIbeganspeaking,theplayerswhoarrivedearlywerediscussingthequestionamongthemselves.TheywereimmediatelyengagedandIhadn’tevenstarted.Result.
Thesamecanapplytothesubjectheadingsofyouremails.IwantedtohaveameetingwithoneofthecoachesattheclubIworkfor.Hewaswellknownfortwothings.Rarelyreplyingtoemails,andhavinganobsessivedesiretoimproveasacoach.Initiallymysubjectheadingwas‘Catchupcoffee?’ButjustbeforeIpressedsend,Ire-readmyemail.ThenIaskedmyselfaquestion.HaveIevengiventhisguyacompellingreasontoopenmyemail,nevermindreadit?Ichangedthetitle.Thenewoneread‘Howtomakenextseasonevenbetter’.Igotareplywithinthirtyminutes.
IsharetheseideasinthepublicpresentationmasterclassesthatIrun.Onedelegatewhoworkedinhealthandsafety–anotoriouslydrytopicinmanypeople’sminds–startedtousethefollowingtitleforhistalks:‘Safetydoesn’thappenbyaccident’.Clever,don’tyouthink?Anotherclient,aninsurancecompanythatworkswithschools,usedthistitlewhenpresentingontheimpactofstaffabsenteeism:‘Doesabsencereallymaketheheartgrowfonder?’
However,Icouldn’tfinishthisparticulartipwithoutsharingwhatIconsidertobeoneofthebesttitlesforatalkI’veevercomeacross.ItcamefromaguywhoworksforalocalcouncilinEngland.Hewasinchargeofcemeteriesinthearea(abitofadead-endjobifyouaskme).Duetotheageofsomeofthegravestonesandaspellofheavyrainfall,someofthemhadbecomeunstableandthereforeunsafe.Inoneinstance,onegravestonehadactuallyfallenoverandinjuredawoman.Thepurposeofhistalkwastowarnthepublicofthesafetyissuesandalsoensurethatunstablegravestonesthatpeoplewereresponsibleforwerekeptsecure.Thetitleofhistalk?‘Monumentalerections–howtokeepyoursup.’
Irestmycase.
PauseforThought
So,whatdoyoureckon–couldyoucomeupwithamoreengagingtitleforyourpresentationthantheoneyoucurrentlyuse?Ifso,playaroundwithafewalternatives.Lettheideasmarinadeinyourmind.Inmyexperiencethetitlewillcometoyouwhenyou’releastexpectingit.
2.Rememberthe90/90RuleLet’sbeveryclear.Asidefromyourtitle,creatingastrongopeningreallydoesstartthemomentyouopenyourmouth.It’sbeensuggestedthat,whenyou’regivingatalkorpresentation,ninetypercentoftheimpactyou’relikelytomakeonyouraudienceismadewithinthefirstninetyseconds.Somesayit’sevenless.Eitherway,you’veagoldenwindowwhereyoucanbegintoeitherwinorquicklyloseyouraudience.Nowwealreadyknowwejudgeabookbyitscover,andthatfirstimpressionsarepowerful(althoughclearlynotalwaysright.Soit’simportantthatfromamindsetpointofview,youhitthegroundrunningintermsofyouropeningremarks.
Thatdoesn’tmeaneventually.Thatmeansimmediately.
Haveanattitudethatyou’rerunningasprintrace,notamarathon.Inamarathonyoucanaffordtomakeaslowstart.Inthe100metresyoucan’t.EvenUsainBoltisvulnerabletodefeatordisqualificationifhemakesasloworfalsestart.Andthoseopeningninetysecondsofyourtalkareasmuchaboutwhatyoudon’tdoasaboutwhatyoudodo.
Sodon’tstartwithalongramblingpileofplatitudesabouthowhonouredyouaretobethere.Itmightbepolite,butcanIbehonestwithyou?It’salsoboring(wementionedthisinapreviouschapter,ifyouremember).Don’tstartbyshowingafirstslidethat’sfullofalistofobjectivesforyoursession,andthenslowlygothroughthemonebyone.Isthatasafeandstandardopening?Absolutely.Willithelpyoustandoutfromthecrowd?Nope.
Also,avoidstartingwithajokeunlessyou’reacomedianorhaveuseditsomanytimespreviouslythatyouknowyou’reguaranteedalaugh.Coulditwork?Yes.Infact,itcouldhelpyougetofftoaflyer.Butifitdoesn’t,you’realreadyfightinganuphillbattlethatyou’vecreated.Youmightrecover,butwhyputyourselfinthatpositioninthefirstplace?
Now,asforwhatyoudointhefirstninetyseconds,therearelotsofoptions.We’llbeexploringthemthroughouttherestofthisbook.Butsimplyhavinganawarenessthatyouropeningisimportantandcanmakeanimpactiscrucial.WhenI’mcoachingmyclientsIexpecttwothingsatthebeginningoftheirtalk.Energy,andforthemtobeengaging.OK,ifyou’retalkingtoasmallgroupofpeopletheenergymaybedifferentcomparedtospeakingtoalargegroup,butevenso,don’ttreatthisasalaidback,casualconversationthatyou’rehavingattheendofanextremelytiringday.Berelaxedbyallmeans,butalsobefocused.Beclearonwhatyou’regoingtosayordofromthemomentyouopenyourmouth.Yougettocreatethatfirstimpression.Sodon’tleaveittochance.Influenceitbyhowyoubeginwithinthefirstninetyseconds.
So,dependingonthecontext,yourgoalisthatyouraudienceishavingsome(orall)ofthesethoughts:
Thiscouldbeinteresting.
Ineedtolistentothisperson.
I’llcheckmyphonelater;Idon’twanttomissthis.
I’mintrigued.Iwanttoknowmore.
WhateverIwasthinkingbeforehasgonerightoutofmyhead.
I’mguttedI’mgoingtohavetoleaveearly.Thissoundslikeit’sgoingtobegreat.
I’veafunnyfeelingI’mgoingtoenjoythis.
Wow,theycertainlyknowwhatthey’retalkingabout.
Soremember:
It’sthe‘90/90Rule’–notthe‘I’llWarmUpEventuallyRule’.
Here’sthethirdwaytograbyouraudiencebytheeyeballs.
3.InvolveyouraudienceSpeakingandpresentingcanbeviewedasaone-wayformofcommunication,whereyoudoalltheworkandyouraudiencearenothingmorethanpassivespectators.Butthatdoesn’thavetobethecase.Youmightwanttostartwiththeintention,‘InwhatwaycanIinvolvemyaudience?’
Thereareseveralways.Herearejustafew:
Getthemtophysicallydosomething.Thisisparticularlythecaseifthey’vebeensataroundforalongtimebeforeyouspeak.Getthemmovinginordertocreatesomeenergy.Imightaskpeopletostand,meetupwithsomeoneintheroomanddiscusswhat’sgoingwellintheirworldatthemoment,orwhatthey’vegotfromtheconferencesofar.OrImightprimethemformytalkbyaskingthemtodiscusswhattheirsinglebiggestchallengeisatworkrightnow.Iwillthenoftenaskpeopletoshoutouttheiranswerstome.
OthertimesIaskpeopletoraisetheirhandstoaquestionsuchas‘Howmanyofyouhaveflowninthelasttwoyears?’Itnotonlycreatesimmediateengagement,butitprovidesalinktotheopeningpointIwanttomakeinmytalk.
Inmy‘HowtoCommunicatewithInfluenceandImpact’seminarsIactuallyhavesomeofmykeymessagestypeduponpaperinsideanenvelope.Ithenrandomlyhandouttheenvelopestomyaudiencemembers.I’veeightenvelopesintotal,eachcontainingaseparatepoint.PeopletakenoteofthenumberontheenvelopeandonlyopenitwhenIaskthemtodoso.It’sagreatwayofkeepingpeople’sattention,particularlyifyouhappentobethepersonwiththeenvelope.
Ifyou’rerunningateammeetingyoucouldstartwiththequestion‘Who’sgotsomegoodnewsrelatedtoworkthey’dliketoshare?’OneclientIknowwhodoesthisthenhandsoutsomesmalltreats–usuallychocolatesorminicakes–tothepeoplewho’veshared.Itcreatesenergyandengagementimmediately.
Sometimestheinvolvementmaybelessphysical,butmorementaloremotional.Imightsay:‘IfIhadtouseametaphortodescribemylife,I’dsayit’sabitofarollercoaster.I’vehadsomehighsbutI’vehadsomelowsalongthewaytoo.’ThenIpauseandlookatmyaudienceandask,‘Cananyoneelserelatetothat?’Ithenpauseagainwhilemaintainingeyecontact.Peoplebegintonod.Iftheydon’t,Ibreakthesilencebysaying‘Soit’sjustmethen’.Thisusuallycreatesalaugh,andthenIrepeatthequestion.I’mgettingmyaudiencetorealizethatwhenIaskaquestion,Iamaftersomekindofresponse.
PauseforThought
Takeamomenttoreflectonhowyoucaninvolveyouraudiencewhenyou’recommunicatingwiththem.WhichoftheideasI’vegivencouldworkforyou?Whencouldyounexttrythisapproach?
Nowforourfinalideaonhowtograbpeoplebytheeyeballs.
4.CreatecuriosityIhaveaconfession.Iquitelikeabitofgossip.Whensomeonesays‘CanIletyouinonasecret?’thelastthingI’mthinkingis‘Areyousurethat’swise?Haveyoureallyconsideredtheimplicationsofwhatyou’reabouttotellme?’Imaytryandtempermyenthusiasmonthesurface,butdeepdownI’mscreaming‘Tellme,tellme’.
Ioncehadagirlfriendwhowouldsay‘You’llneverguesswhoIsawtoday…’andwhenIaskedwho,wouldreply‘Ibetternotsay’.What?Whodoesthat?I’dnagherrelentlesslytherestoftheday(tobefairmynagginghadnormallygothertospillthebeansinlessthanthreeminutes)astherewasnowayIwasgoingtobeleftinlimbo.Ijusthadtoknow.IthinkdeepdownI’mnottheonlyonewhofeelsthisway.
Thetruthis:
Curiositymaykillthecat,butitwilldefinitelyintrigueyouraudience.
Yousee,mostpeoplearesuckersforwantingtoknowsomethingothersdon’t.Maybeitfeedsouregoandmakesusfeelimportant.Perhapsthere’sjustanaturalsenseofcuriositywithinallofus.Afterall,it’stheinsatiablecuriosityofasmallchildthathelpsthemdiscovertheirworld.Therealityisthatcuriosityandhumandevelopmentareinextricablylinked.ThinkforamomentofhowmanyTVsoapoperasusethistechniquetoensurewestaytunedaftertheadvertsorremembertorecordthenextepisode.Millionsofpeopleweregrippedinthelate1970sbyonesimplequestion:‘WhoshotJR?’Ifyou’retooyoungtoremember,makesureyouGoogleit.You’llbestaggeredtolearnwhoreallyshothim.Anddidhesurvive?You’llhavetofindout,won’tyou?
Mycuriosityhasevenbeenthecauseoffamilyrows.I’mnotahugefanofquizshows,buttherearetimeswhenI’mchannelsurfingthatIstumbleacrossone.WhoWantstobeaMillionaire?isoneshowthatneverfailstograbmyattention.WithinminutesI’mhooked.Andthecauseofourfamilyrows?It’swhenthecontestant,havingwrestledforwhatseemslikehoursbeforegivingtheiranswer,thensitsandstaresanxiously,waitingtoseeifthey’rerightornot.
Thewaitcanbeexcruciating.Finally,thequizhost(inthiscase,ChrisTarrant)lookslikehewillputthemandusoutofourmisery.Andthenwhatdoeshesay?Somethingalongthelinesof‘We’llfindoutifyou’vewon£250,000rightafterthebreak’.Idon’tcareifwe’vearestauranttablebooked.I’mnotevenbotheredifwe’realreadyrunningtwentyminuteslate.Ihavetoknowwhathappensnext.
Nowhere’smypoint.Howaboutwetapintothishumandesirefor‘fillinginthegapsinourknowledge’whenwe’respeaking,andbydoingsospeakinawaythatmeanspeoplereallywanttolisten?
Here’showIdoit.
WhenI’mtalkingaboutSUMO,Iexplainthatit’sanacronymstandingforShutUp,MoveOn.However,IthenrecallthechallengeIhadwithsomeschoolswhowerekeentousetheSUMOprincipleswithchildrenbutweren’tkeenonthephrase‘ShutUp’.Iexplainmydilemma,butdon’timmediatelyrevealhowIovercamethisobjection.
Iwanttocreatesomecuriosity.
EventuallyIletmyaudience‘intothesecret’byexplainingthatSUMOcanalsostandfor‘Stop,Understand,MoveOn’.Inmanyrespects,I’maimingtowelcomemyaudienceintomyworldandrevealsomethingtothemthatthemajorityofpeoplewhoarefamiliarwithmyworkdon’tknow.Butthere’smore.LaterinmypresentationIexploretheimportanceandconsequencesofthechoiceswemakebothinandoutsidework.ThenIsaysomethingalongthefollowinglines.
‘You’lllovethisnextpoint.’Ithenpauseandleanforwardtowardstheaudience,andthensayinaquietvoice:‘Sumoasaword,notasanacronym,butasawordinLatin,canmeanthis…’OnceagainIpausebrieflybeforefinallyunveilingwhatitcanmean.Wanttoknow?OKthen.SumoinLatincanmean‘Ichoose’.Veryfew,ifany,ofmyaudiencewouldhaveknownthat.
Here’sthedeal:
Thebrainenjoysacquiringnewinformation,andpeoplelovetodiscoverthingsthatotherpeoplearecompletelyinthedarkabout.
Anotherwaytocreatecuriosityistoaskquestions.HerearesomeI’vereadorheardinthelastfewmonths:
What’sthenumberonechallengeaffectinghospitalstoday?
Whatfivethingsshouldyoudoeverydaytoimproveyourlife?
What’sthesinglebiggestcauseofstressinpeople’slives?
Poseaquestionthatdoesn’thaveanobviousanswerandyouraudienceareimmediatelyengaged.Thenexplainhowyouintendtoanswerthatquestioninyourpresentation.Trustme,you’llhavepeople’sattention.
So,ifyouwanttograbpeoplebytheeyeballs,createcuriosity.Createinthemasenseofwantingtoknowwhatyou’regoingtosay.Don’tmakeittooeasyandtellthemeverythinginthefirstfiveminutes.Takethemonajourney.Whettheirappetite,butdon’tgivethemthedessertbeforethey’vehadtimetodigestthestarter.Tokeeppeopleengaged,keepthemcurious.
PauseforThought
Howmuchtimeandconsiderationdoyougivetothefirstninetysecondsofyourtalkormeeting?Howconsciousareyouofmakingastrongstart,andthebenefitsofdoingso?Reflectonyourlasttalkorpresentation.Whatwereyoudoing,consciouslyorunconsciously,tograbyouraudiencebytheeyeballs?
MyOneThingWe’veexploredfourwaystograbyouraudiencebytheeyeballsandengagethemfromthestart.Chooseoneofthefollowingtouseinyour
nexttalk.
1. Createacompellingtitle.
2. Rememberthe90/90Rule.
3. Involveyouraudience.
4. Createcuriosity.
WAY6:
I’dliketostartthischapterwithalittlemindexperiment.Don’tworry,it’snothingdangerous.There’snoneedtosignadisclaimerform.Youcanremainfullyclothedifyouwish,althoughit’snotcompulsory(but
probablyadvisableifyou’rereadingthisinapublicplace).Andnopriorknowledgeorexperienceisrequired.Areyouready?Good.Heregoes.
I’dlikeyoutothinkofaword.Justoneword.
Breakfast.
Nowbrieflycloseyoureyesandforthreeorfoursecondsthinkof‘breakfast’.
Whatimagescomeintoyourmind?Baconsandwiches?Abowlofcornflakes?Muesli?Sausageandegg?DeepfriedMarsBarwithcurrysauceandchips?
OK,sowhatdidyouthinkof?I’mcurious.
Now,behonest,didyouthinksolelyabouttheword‘breakfast’andseeitwritteninblackonawhitebackground?Ithoughtnot.Meneither.Now,fromthatbriefexperimentIthinkwe’vejusttappedintosomethingveryinterestingand,yesIrealize,prettyobvioustoo.
Thedealis:
Peoplethinkinpictures.
Yousee,whenitcomestoourfivehumansenses(theothersbeinghearing,taste,touchandsmell),sightisthedominantoneinrelationtothespeedwithwhichwereceiveandprocessinformation.Sohere’smyquestion.Whenitcomestohowyoucommunicatewithothers,howintentionalareyouincreatingpicturesinpeople’sminds?
ThinkbacktotheFirstGreatSinofSpeakingweexploredearlier,‘Afailuretomakeyourmessagestickyormemorable’.Couldoneofthemainreasonsforthisbethelackofimagesweusetoengageouraudiencewhencommunicatingwiththem?Well,here’sthegoodnews.You’reabouttodiscoversomesimpleandpracticalwaystobecomeanartistandpaintpicturesinpeople’sminds…andyouwon’tevenneedapaintbrushtodoso.
Forthetimebeing,let’sfocusonfive(I’lldevoteawholechaptertoanotheronelater).
1.SlidesYes,it’sasimpleonetokickoffwith.Weknowslidescansuckbecause
they’reloadedwithtext,whichisaboutasengagingandinterestingasstudyingthelatestEuropeanUnionlegislationontheimportandexportofbrusselsprouts.
Now,weexploredhowtodevelopengagingslidesinanearlierchapter–itwastheSixthGreatSinofSpeaking–soyoumaywanttoreviewthetipsIgaveyouattheendofthatchapter.However,here’saquickreminderofoneofmykeypoints.
Ifyoueveruseslides,looktoreduce(noteliminate)textandwherepossibleusemoreimages.Forexample,whenIexploreoneofmySUMOprinciples–‘HippoTimeisOK’–Icouldintroduceitbyshowingthewordsonascreen.ButIdon’t.Isimplyshowanimageofahippothatfillsthescreen.Likewise,inmyPresentationMasterclassIhaveasectioncalled‘LessonsfromBeckhamandMadonna’.Here’stheslideIuse:
Remember:
Imagesincreaseimpact.
Ifyoustillneedconvincingofthisfact,castyourmindbackto3August2015.ThatwasthedaywhentheworldwokeuptotheSyrianrefugeecrisis–whenthepictureofthree-year-oldAylanKurdiwaspostedaroundtheworld,hisbodywasheduponabeachinTurkey.Itwasthatsingleimage,morethananysetofstatistics,thatultimatelycausedpeopletotaketheplightofSyrianrefugeesseriously.
2.PropsWhenIspeakateventsIalwaysrequestasmalltable.NotonlydoIwantaplacetoputmyglass(Idrinkalotduringmypresentations…waterthatis),butIalsowantroomformyprops.Interestinglyinourhigh-techage,theuseofpropsisnotsomethingmostaudiencesareexpecting.Visualslidesmaybe.Evenvideo.Butprops?Buthere’sthedeal–theymakeanimpact.
IwasrunningaPresentationMasterclassveryrecentlywhereawomanbroughtwithheralargebucketwithstickyplastersplacedonvariouspartsofit.Why?Shewantedtoillustratethatcompaniesmaybefillingtheir‘buckets’withprofitbut,duetopoorsystems,fraud,andtheft,someofthoseprofitswereleakingout.Insomepeople’seyesthestickyplastermightnothavebeenthemosteffectivemetaphor,butshewantedtodemonstratethatherideaswouldhelprepairthoseleaksandhelpthecompanyretainmoreofitsprofits.
Nowhere’stheinterestingpoint.Isitthroughhundredsofpresentationsduringmywork,butAnne’spresentationsticksout.Why?Itwasvisual.Itwasmemorable.Anditwasalittleunusual.
BillGates’spropwhenhewantedtotalkabouthisdesiretoeliminatemalariawastobringonstageaglasscontainer,insideofwhichweresomelivemosquitos.Justoverfiveminutesintohistalk,andtothegreatdismayofhisaudience,Gatesreleasedthemosquitosintotheauditorium,althoughhereassuredthemtheseparticularoneswerenotcarriersofmalaria.Evenso,it’sfairtosaythatthisparticularpropcertainlygainedhisaudience’sattention.Hislivedemonstrationwillneverbeforgotten,notjustbythoselisteningtohimthatday,butthehundredsofthousandsofpeoplewhohavesubsequentlyviewedhistalkonline.
TherearenumerousoccasionswhereIfindpropsaresometimessimplythebestwaytomakemypoint.I’dbelostwithoutthem.WhenItravelabroadonaspeakingengagement(mywiferefusestoletmetakethemonholidays)Ialwayscarrytheminmyhandluggage–I’mparanoidaboutlosingthem.I’dhateforthemtogomissingandendupinsomeremoteplaceintheAntarctic–orevenworse,Aberdeen.(Andifyou’refromAberdeen,I’mjustteasing…theyhappentobemyfavouriteScottishfootballteam.)
OneofmypropsthatIuseregularlyisabeachball.Notsomethingyou’dnecessarilyexpectaguyfromthenotsosunnycityofManchestertobeassociatedwith,Iadmit.Interestinglythough,it’soneofthethingsI’mrememberedfor.Ihavementionedthisparticularproppreviously,butletmegointoalittlemoredetail.
Wheninflated,mybeachballhassixseparatecolours:blue,white,green,red,yellowandorange.However,whenIholdupthebeachballinfrontofmyaudience,Idosoinawaythatmeanstheyseeonlythreeofthesixcolours.Iamalsoseeingthreecolours,butbecauseI’mononesideofthebeachballandmyaudienceisontheother,we’reactuallyseeingdifferentcoloursfromeachother.
ThepointI’mmakingisthatinlifepeoplecanbelookingatthesamesituation(thebeachball)butdependingontheirperspectivetheycanseethingsverydifferentlyfromotherpeople.Ithenslowlyturnthebeachballroundwhilesaying,‘ifwewanttobuildbetterrelationshipswithothersandcommunicatemoreeffectivelywithpeople,weneedtostopthinkingourperspectiveistheonlyperspectivethereis–andmoveontoseethingsfromotherpeople’sperspectives’.
BythetimeI’vefinishedspeaking,I’mnowseeingthreecoloursofthebeachballIcouldn’tseebefore,andsotooaremyaudience.
Trustme.ThatisaloteasiertoexplainandhasafargreaterimpactonmyaudiencewhenIhaveaphysicalprop(i.e.thebeachball)withmethanwhenIdon’t.
ThiswashighlightedwhenmyfriendDave(andyou’llhearmoreabouthimlater)cametohearmespeak.He’soneofmyclosestfriendsandhewasveryfamiliarwithmySUMOprinciples,including‘RemembertheBeachball’.Dave’sahighlyexperiencedspeaker,sowhenIfinishedmytalkIwasreallykeentogethisfeedback.
‘SowhatwasyourbiggesttakeawayDave?’Ihesitatedatthispoint,becauseDavehasareputationforbeingratherbluntandbrutalinhisopinion.(HereckonsbeingborninYorkshiremayhavesomethingtodowithhislackofdiplomacy.)
ButIneedn’thaveworried.Davewasimpressed,althoughhedidmentionhethoughtmyshoeslookedlikerejectsfromacharityshop.(It’ssometimeshardtobelievethatheworksparttimeasaself-esteemcounsellor.)
‘Mate,yourbeachballillustrationwasbloodybrilliant.’(Althoughtobefairhislanguagewasslightlystronger.)
‘Really?’Ireplied.‘ButI’vetalkedaboutitforyears.I’msurprisedsomethingyou’resofamiliarwithwouldmakesuchanimpact.’
Thenhesaidsomethingveryinteresting–whichisn’tacommonoccurrenceforDavebut,likeasolareclipse,it’sworthwaitingfor.
‘ThethingisPaul.Whenyou’vetalkedaboutthebeachballpreviously,you’veexplaineditwhiletalkingoverthephone.TodayIsawit.’
Thedealis:
Propsarenotjustforrugby.
Ifyouwanttostandoutandberemembered,thenlookforwaysinwhichyoucoulduseapropinyournexttalkorpresentation.
3.UsevisuallanguageSometimesyoudon’tneedtouseslidesorpropstopaintpictures.Thoseareexternaltools,buthere’sthereallycoolthing–youcancreateimagesinpeople’smindsbyusingyourowninternaltools–thewordsyouuse.Yousee,intermsofpaintingpicturesourwordsbecomethepalletfromwhichwepaint.
Buthere’sthedeal:
Somespeakersonlyusethecolourgrey-andnotevenfiftyshadesofgrey.Justoneshade.Dull.
You’veheardthephrase‘Apicturepaintsathousandwords’,right?Welltrustme,there’ssomethinginthat.Theproblemisyou’llfailtocreatemuchofanimpactandimpressioniftheonlycolouryou’reusingisgrey.
Butthemorevisualyoumakeyourlanguagetodescribesomething,themorestickyandmemorableitis.Yourwordscanliterallycreatepicturesonthescreensofyouraudience’sminds.
Forexample,you’reprobablyfamiliarwiththephrase‘itwasliketryingtofindaneedleinahaystack’whenyouwanttoillustratetheextremedifficultyoftryingtofindsomething.You’vealsoprobablyheardthephrase‘itwaslikeherdingcats’whenyou’retryingtoexplainthechallengeoforganizingpeople.Theseillustrationsdowork,butIwanttochallengeyoutodeveloporuseless-familiarones.Therealityis,themorecommonaphraseis–evenifit’svisual–thelessitsimpact.Yousee,therereallyismorethanagrainoftruthinthefollowing:
Familiaritybreedscontempt.
Well,itmightnotquitebecontempt,butthebrainnoticesthenewandthedifferentandpayslessattentiontothenormal.It’sintriguedbythenovel.
SoherearesomeexamplesI’vecomeacrossrecentlythatcaughtmyattention.Why?BecauseI’dnotcomeacrossthembefore,buttheyweregreatexamplesofusingvisuallanguage.
Itwasliketryingtorideabikeinreallysoftsand.Plentyofeffort,butlittleprogress.
It’sliketryingtodoajigsawwithoutapictureonthebox.
Itwaslikeplayinggolfinthedark.Withablackgolfball.
IwassoangryIlookedlikeapitbullchewingawasp.
Itwasliketryingtoteachadoghowtolayanegg.
Itwasliketryingtoexplaintheinternettoanant.
Wewriteoursuccessesinsandbutwecarveourfailuresintoconcrete.
Oneclientwastryingtoexplaintomethesignificantchangeherownhealthorganizationneededtogothrough,andusedavisualmetaphortoillustrateherpoint.Shesaid:‘Ifwesoldbooks,it’snotlikebeingaWHSmithandtryingtobecomeaWaterstones–it’sfarmoreradicalthanthat–weneedtobecomeanAmazon.’ImmediatelyIunderstoodthechallengetheyfacedand,likethepreviousexamples,herillustrationwasvivid,stickyandgotthepointacrossquickly.
OneofthemosteffectivecommunicatorsI’vecomeacross,whousesvisuallanguagebrilliantly,isBeryl.IloveBeryl.She’smyfinancialadviserandhasbeensoforovertwenty-fiveyears.She’sfriendly,personableandisclearlyanexpertinherfield.Butthey’renottheonlyreasonswhyI’veretainedherservicesforoveraquarterofacentury,andrecommendedhertocountlessotherpeople.I’msurelotsofotherfinancialadviserspossesssimilarqualitiestoBeryl.Sowhat’sthereason?
Shesimplifiesstuff.
Nowthatdoesn’tsoundparticularlyearthshattering,Iconfess,butitdoesmeanagreatdealtome.Why?Ilovewords.ButIhatefigures.Figuresmakemefeeluncomfortable.It’slikeI’mwearingmyrightshoeonmyleftfoot.SowhenIheartechnicalfinancialtermslikecompoundgrowthandassetbackedsecurity,mybraindisengages.ItfailstofunctionandI’mtemptedjusttoswitchoff.Butthat’snotahelpfulattitudeonmypart.Financialmattersareimportant–andthat’swhereBerylcomesin.
Shedemystifiesitall.ShespeaksinalanguageIunderstand.Havingmentionedthefinancialjargon,Berylwillthengoontosay,‘sowhatthatreallymeansis…’Sheevengetsoutapieceofpaperanddrawsillustrations.Idon’tfindthispatronizing.Ifindithelpful.Remember,peoplethinkinpictures.
NowIdon’tthinkI’mstrugglingtograspfinancialterminologybecauseofalackofbasicintelligence,butBerylrealizesthat,likealotofpeople,ifyou’renotespeciallyfamiliarwithcertaintermsthenyoumightneedsomehelpgraspingthem.Sadly,noteveryoneislikeBeryl.
Manycommunicatorsspewoutawholehostoffacts,figures,jargonandacronymsandfailtotakeintoaccountnotonlytheiraudience’sneedsbutalsotheirknowledge.Whattheyfailtounderstandisthatalotofpeopleintheiraudiencearen’tcomfortablesaying‘Maybeit’sjustme,butIhaven’taruddycluewhatyou’reonabout’.Andneitheristheirsilencenecessarilyanindicationoftheirunderstanding.Itcouldwellbeareflectionoftheirconfusion.
Thetruthis:
Agreatcommunicatorbuildsbridgeswiththeiraudience.Theydon’tleavethemfeelingbaffledandbewildered.
Berylisaverysuccessfulbusinesswoman.Butshe’slearntthatknowing
thewordstoasongdoesn’tmakeyouagreatsinger,andneitherdoesbeingafinancialexpertmakeyouasuccessfulfinancialadviser.However,addingclearcommunicationtoyourknowledgeandexpertisewilldo.Believeme:whatworksforBerylcanalsoworkforyou.
Justmakesureyoumindyourlanguage…andmakeitvisual.
OK,sointhischaptersofarwe’veexploredhowslides,propsandvisuallanguagecanallbeusedtopaintpictures.Nowlet’sexploretwomoretools.
4.IllustrateyourpointIt’seasyattimestotalksolelyintheoreticalabstracttermsasyoucommunicatekeyideasandconcepts.Nowyou,personally,maybebothengagedandenthusedbysuchthoughtsandhavetheabilitytoseeclearlyhowtheyallfitintothebiggerpicture.Butthere’sachanceyouraudiencewon’t.Yousee,abstractartdoesn’tattempttorepresentexternalreality,andifI’mhonest,plentyofpresentationsI’veheardarerathersimilartoapieceofabstractart–theydon’tconnectwithreality.
Wordssuchastransformation,synergy,paradigm,re-engineer,leverageandcustomer-centricitymightsoundimpressive,butwhatdotheyactuallymean?Whataretheyactuallysaying?Yourchallengeistoconnectwhatyou’resayingtopeople’sworldssothatthey‘getit’.
Thetruthis:
Somepeoplesayalotbutcommunicateverylittle.
Nospeakershouldexpecttheiraudiencetowadethroughtheircomplexwaffleandtrytoworkoutwhatonearththeywereonabout.Challengeyouraudiencetothink,byallmeans,butdon’timprisontheminachamberofconfusion.
Sowhatdoyoudo?
First,rememberthis:
Yourgoalinsimplifyingyourmessageisnottodumbitdownbuttomakeitmoreaccessible.
LetmeillustratewhatImean.InmytalksIwanttointroducemyaudiencetoaSUMOprinciplecalled‘FruityThinking’.It’sanidea
basedonCognitiveBehaviouralTherapyandSolutionFocusedThinking.Butthat’sabitofamouthful,soIcallit‘FruityThinking’.IstartbytalkingabouttheT.E.A.R.process,Thinking,Emotions,Actions,Results.ThepointIwanttomakeisthatthequalityofourthinkingcanultimatelyimpactthequalityofourresultsinlife.NowIgenuinelybelieveIgiveaclearandconciseexplanationofwhatImean,butitstillremainsanintellectualconcept.WhatIneedtodoistobringthisalive,andturnaconceptintoaconcreteandmeaningfulexample.Inotherwords,Ineedtoillustratemypoint.
Here’swhatIdo.
ItalkaboutFrank.
Frankwassomeonewhoclearlydidn’twanttobeonmytrainingsession.He’dbeensent.Althoughjudgingbyhisbodylanguage,helookedlikehe’dbeensentencedtocome.Notinghisuneaseasheenteredtheroom,Iwalkedovertowelcomehim.
‘Hi,I’mPaulMcGee.I’mrunningthesession.Nicetomeetyou’Isaid,asIextendedmyhandtoshakehis.
‘Whattimedoesthisfinish?’hereplied,asheignoredmyoutstretchedhandandavoidedmakingeyecontact.
BeforeIhadachancetoreply,Franklookedaroundtheroomwithalookofcontemptandcontinued‘I’venoruddyideawhyI’monthiscourse.Iretireinsevenyears’.
Atthispoint,IunpackmyencounterwithFrankwithmyaudienceandrelatewhathappenedinrelationtotheT.E.A.R.process.IexplorethepossiblethoughtsFrankwashavingaboutmysessionevenbeforehewalkedintotheroom.Thesethoughts,whichIthinkisfairtosaywerealongthelinesof‘Idon’twanttobehere’,wouldaffectFrank’sfeelingsoremotions.Histhoughtsandemotionswouldinfluencehisactions.(Interestingly,Frank’sactionsweremainlyintheformofnon-actions.Hespentmostofthesessionsittingwithhisbacktome.)ThenIask,‘Anddotheseactionsinfluencehisresults?Youbet.’
IthenexplainhowIknewwhatFrank’sresultswerebecausehewrotethemonanevaluationform.
‘Ithoughttodaywouldbeacompletewasteoftime.AndIwasn’tdisappointed.’
ThanksFrank.
IalsotellastoryabouthowIworkedwithSirCliveWoodward,thecoachoftheEnglandRugbyUnionteamwhowontheWorldCupin2003.Iexplainhowitallstartedwithaconversationinsidemyhead,i.e.mythinking,andhowIdecidedtowritetohimafterIreadhisbookWinning.ThestoryunfoldsasIalsosendhimacopyofmySUMObookand,havingreadit,SirClivecontactsmetosayhewantsmetoworkwithhim.IusethestoryasaconcreteexampleofhowtheT.E.A.R.processplaysoutinreallife.
Thedealis:
Ifyoureallywanttomakethingsstick,you’vegottouseconcrete.
5.TurnfiguresintopicturesRemembermyfriendDave,theguysoblunthe’lltellyouifhethinksyournewbornbabylookslikeashrivelledupalien?Well,coupledwithhisskillsoftactanddiplomacy,he’salsotrainedhisbraintodosomeremarkablethings(althoughsadlythatdoesn’textendtorememberingmybirthday).HeoncememorizedPito22,500digits.Yes,youreadthatright–twenty-twothousandandfivehundreddigits.Tobefair,hedoesn’tgetoutmuch.
Hecanalsomemorizeashuffledpackofplayingcardsandfiveminuteslaterrecounttheexactorderbacktoyou.Impressive,eh?Buthere’sthething.Thisisn’tsomemagicaltalentthatwasbestoweduponhimatbirthalongwithhismopofgingerhairandchunkyfingers.Maybewe’dliketothinkitwas,butthereasonfortheseremarkableachievementsisalittlemoredowntoearth.It’ssimplythis.
Heworkshardandhe’sdevelopedastrategy.
Andit’sthestrategyheusesthatcanhelpyoutocommunicatewithmoreinfluenceandimpact.Here’swhathedoes.It’ssimplereally.
Heturnsfiguresintopictures.
Letmeexplain.
Forinstance,ifweexplorehowDaveremembersplayingcards,partofhisstrategyistoturnsomethingabstractlikethecardthetwoofclubsintosomethingmoreconcreteandmemorable.Whatdoeshedo?He
turnseachplayingcardintoaperson.Yepthat’sright–eachcardrepresentsapersonthatismemorabletoDave.
Here’showhedoesit.
Let’sstickwiththetwoofclubsexample.Thenumbertwobecomesthesecondletterofthealphabet,B.ThesuitinthiscasebeginswiththeletterC,sohememorizesthenameofsomeonewiththeinitialsBC.Itdoesn’thavetobethenameofanyoneweallknow,justaslongasit’sknowntohim.IunderstandfromDavethatthepersonheassociateswiththetwoofclubsisactuallysomeoneknowntomostofus–theformerUSPresidentBillClinton.
Yousee,we’reprogrammedfrombirthtorecognizeandtakenoteoffaces.(Althoughifyouwanttorememberthenamesofthosefacesyou’llneedtogiveDavearing.)WhichexplainswhyBillClintoniseasiertorememberthanthetwoofclubs.OK,Iguessyou’rewondering‘thisisallverywellandgood,buthowdoesthisideahelpme?’
I’mgladyouasked.
Tostartwith,beawarewhenyou’reusingfiguresinyourtalkorpresentationthatyoudon’toverwhelmyouraudiencewithtoomany,unlessit’sabsolutelynecessary.Clearly,someareneededtomakeyourpoint,butbecarefulofthedangersofoverkill.Andnomatterhowmuchdatayouuse,figureslike37percent,428,734or£18trillioncanappearutterlymeaninglesstoyouraudience.Yourchallengeisthis.LikeDavedoeswithhisplayingcards,youhavetoturnfiguresintosomethingmorememorable,andyoudothatbymakingthingsmorevisual.
Herearetwowaysyoucandothat.
First,percentages.Thephrase‘Nearlyfouroutoftenpeople’isfarmorememorableandeasytocomprehendthan‘thirty-sevenpercent’.Nexttimeyouwatchorlistentothenews,noticehowoftentheyusethisstrategytocommunicatethelatestresearchfigures.Second,figuresinisolationdon’tmeanagreatdeal.Socomparethemtosomethingelse.Forinstance,youmightwanttosay£18trillionistheequivalenttowhatthiscountrywouldspendoneducationforthenextXamountofyears.Thefigurenowhassomemeaningbecauseofthiscomparison.
Severalyearsago,Iheardaguyontheradiotalkabouthowmuchgreateradog’ssenseofsmelliscomparedtoahuman’s.Nowtheexamplehe
usedmightnotbecompletelyaccurate,butit’sapicturethat’sstilllockedintomymind.Intryingtoexplainhowmuchgreateradog’ssenseofsmellisthanahuman’s,hesaidit’slikecomparingthesizeofapostagestamptothesizeofafootballpitch.Ithinkyougetmypoint,don’tyou?Thatcomparisonimmediatelyhelpsusgrasphowmuchgreateradog’ssenseofsmelliscomparedtoourown.
Here’sonefinalexampleofhowtouseyourpaintbrushtomakefiguresmeaningful.
InhisbookThe8thHabit,StephenCoveyreferstoapollofover20,000employeesanddrawsoutfiguresfromthispollrelatedtoemployeeengagement.Buttobefair,they’refiguresthatcanbequicklyforgotten.SowhatdoesCoveydo?Heturnsthesefiguresintoamemorableexamplethatpeoplecanidentifywith.Hedistilsthefeedbackofover20,000employeesandrelatesittoafootballteam.(Heusestheterm‘soccer’,butI’llforgivehim.)
Thisiswhatemployeeengagementscoreswouldlooklikeiftransposedontoafootballteam.Herearesomeexamples.
Onlyfouroftheplayerswouldknowwhichgoaltheywereattacking,ofwhichonlytwowouldcare.Andnineoftheplayerswouldbemorecaughtupincompetingagainsteachotherthantheiropponents.(Forthoseofyouwondering,IbelievetheteaminquestionwasnotChelseaFCinthelattermonthsofJoseMourinho’ssecondspellincharge.)
ButdoyouseewhatCoveywasabletodo?Suddenly,statisticsandpercentageshavefargreatermeaning.Evenifyou’renotintofootball,theillustrationispowerful.Andit’sfarstickierthanalonglistofpercentages.Agree?
Here’sthedeal:
Don’tuseamachineguntofirefiguresatpeople.Useapaintbrushtomakethemmeaningfulandmemorable.
PauseforThought
Howconsciousareyouofmakingwhatyousayvisual?We’vetalked
aboutslidespreviously,butifyou’venottakenthehintalready,inwhatwayscouldyoumakeyourslidesmorevisuallyengaging?Orareyouhappywiththewaytheyare?
Whataboutprops–haveyoueverusedthem?Haveyouseenotherpeopleusethemeffectively?Isthereonepartofyourpresentationthatcouldbeenhancedbyusingaprop?Ifso,whatpropwouldyouuse?
Howconsciousareyouoftheneedtoillustrateyourpointswithexamples?Remember:whatisclearinyourheadmightnotbesoclearinyouraudience’s.
Doyouusefigureswhenyoucommunicatewithothers?Howcouldtheideaswe’veexploredhelpyoutosharethosefiguresinamorememorableandmeaningfulway?
MyOneThingWe’veexploredfivewaystopaintpicturesinyouraudience’sminds.
1. Slides.
2. Props.
3. Usevisuallanguage.
4. Illustrateyourpoint.
5. Turnfiguresintopictures.
Whichonewillyoufocusontoensurewhenyounextspeakyoudosowithgreaterinfluenceandimpact?
WAY7:
Strangetitletothischapter,don’tyouthink?Imean,who’sJoforstarters?AndJC?AndasfortheGreekguy,wellarewetalkingancientormodern?
Wellsitbackandrelax,asyou’reabouttofindoutwhatthesethreepeoplehaveincommon,andhowtheycanhelpyouspeaksopeoplereallylisten.
Let’sstartwiththeGreekguy.HisnamewasAesop(pronouncedee-sop).Doesthenameringabell?Well,everheardthestoryabouttheTortoiseandtheHare?Hewroteit.Anddoestheterm‘sourgrapes’soundfamiliar?That’saphrasetakenfromoneofhisfables.NowsomeofthefactsaboutAesoparealittlesketchy,butherearesomeofthethingsthatweresaidabouthim.
Aesopwasastoryteller(althoughsometimescalledafabulist),andiscreditedwithwritinganumberofstoriesthatIguesscouldbesummarizedas‘lessonsinlife’.Thesestorieswerecommonlycalledfables,aliterarygenrethattypicallyfeaturesanimals,mythicalcreaturesorforcesofnature(likethewind),whicharegivenhumanqualitiessuchastheabilitytospeak.BorninGreecearound600yearsbeforeJesushitthescene,interestinglyquitealothasbeenmadeofhisphysicalappearance.Pot-belliedwithamisshapenhead,shortarms,bandylegs,aflatnoseandsquintyeyes,it’sfairtosayhewasnoGeorgeClooney,althoughwiththepowerofPhotoshopifhewerearoundtodayhispublicistwouldprobablyhavehimresemblingTomCruise.
Now,howmuchoftheaboveisaccurateisquestionable(andanyresemblancetomeisentirelycoincidental),buthehasbecomeassociatedwithstoriesthat,2,500yearsafterhisdeath,arestilltoldthroughouttheworld.Sohecertainlyleftalegacy.
OK,sowho’sJC?Well,weactuallyreferredtohimamomentago–it’sJesus(althoughsomepeoplecallhimJesusChrist,hencetheinitials).
It’sfairtosaythere’sprobablymoreknownaboutJesusthanAesop,althoughItendtoignoretheHollywooddepictionofhimasareallygoodlookingguywithlongfairhairanddeepblueeyes.PerhapsnotthemosttypicallookforaguybornintheMiddleEastofJewishstock,Ithink…orisitjustme?
Sowhat’sJesus’sconnectionwithAesop?Simplythis.Stories.
Thinkaboutit–hewasalwaystellingthem.EverheardtheparableoftheGoodSamaritan?(Aparable,unlikeafable,useshumancharacterstogetitsmessageacross.)Youmightnotremembertheprecisedetails,butmostpeoplegetthegistofthestory.Samaritanswerethedespisedenemy
oftheJewsatthetime,andtheJewshadenoughproblemsastheywerelivingunderRomanoccupation.Jesushadatechniqueforengaginganaudiencebyoftenansweringaquestionwithaquestionofhisown,orinthiscase,tellingastory.
Thequestionposedtohiminthisinstancewas‘Whoismyneighbour?’Now,hecouldhavegoneontomakealong,emotivespeechpackedwithplatitudesandfeelgoodsoundbites,donefacepaintingwiththekids,passedoutbunchesofdaisiesandaskedeveryonetojoinhandsandbreatheinthecosmicenergy.Butthatapproachwasn’tthisformerchildrefugeeandpart-timecarpenter’sstyle.
Hetoldstories.
Storiesthatwererelevanttohisaudience,easilyrememberedandoftenpackedwithemotion.
Hisgoalwasneversimplytoappealtopeople’sintellect,buttotheirheartalso.Infact,likemanycommunicatorsofhisday,he’dtappedintoastrategyforaudienceengagementthat,aswe’llseealittlelaterinthischapter,hasalotofscientificsupportbehindit.And,likeAesop,Jesus’sstoriesarestilltoldtoday,asindeedisthestoryofhislife.
Sothat’sAesopandJesus.Sowho’sJo?IsshesomeotherfigurefromhistorywhohungoutwiththeJewsandtheGreeks?WasshebetterlookingthanAesop?
Well,actuallyJois,asIwrite,stillaroundtoday.Here’sabitofherbackground.
JoisfromtheSouthWestofEngland,andshestartedlifeasaresearcherandbilingualsecretaryforAmnestyInternational.AndthisnextbitIfindreallyfascinating.ItwaswhileshewasonadelayedtrainfromManchestertoLondonthatsheconceivedtheideaforabook.Nowdespitegoingontoliveonbenefitsandhaveherbookproposalrejectedbyseveralpublishers,itdidgoontodoratherwell.Infact,itwentontosellover400millioncopies–Idon’tknowaboutyou,butIthinkthat’sfairlyimpressive.Herbook,though,wasseenasappealingmainlytoyoungboys,andherpublisherwasconcernedboysmightnotwanttoreadabookwrittenbyawoman.SoshewasaskedtodropthenameJo(anabbreviationofJoanne)andreplaceitwithtwoinitials.Soshedid.JoisperhapsmorecommonlyrecognizedbytheinitialsJ.K.–andalsobyhersurname.Rowling.AndlikeAesopandJesus,it’sfairtosayshe’sa
rathergoodtellerofstories.CertainlyaccordingtoHarryPotterfanssheis.
OK,nowlet’sberealistic.There’saverygoodchancethat2,000yearsfromnow,ifpeoplearestillaliveonthisplanet,theyprobablywon’tbediscussingyourPowerPointpresentationfromlastweekoryourtalkattherecentstaffconference.Andcopiesofyourspeechareunlikelytobeturnedintoanepicfilmseriesatalaterdate.Butdoyourselfafavouranyway.Tellstories.Why?Well,forawholehostofreasons.
Yousee,startingfromcavepaintingsover20,000yearsagorightupuntilthisverymomentintime,tellingstorieshasbeenfundamentaltohowwecommunicatewithothers.AsIwrite,thenewStarWarsfilmTheForceAwakenshasbeenreleased,andiscurrentlycompetingwithFatherChristmasforthepublic’sattention.And,ultimately,whatisStarWars?It’sastory.
Here’sthedeal:
Peoplegotothecinematowatchastory.
Whetherit’sreadingabook,watchingaTVsoaporevenlisteningtothelatestgossipwherewework,thefactisweallloveagoodstory.Andthat’sthecasewhateverourageandwhateverourculturalbackground.Butwhy?
Sciencehastheanswer.
Whenwelistentoatalkorpresentationwhichisloadedwithfacts,figuresandbulletpoints,acertainpartofourbrainisactivated.Theinformationhitsthelanguageprocessingpartsinourbrain,wherewedecodewordsintomeaning.Andthat’sit.Therestofyourbrainanditsfunctionsremainlargelyundisturbed.
Nowimaginethis.Intermsofametaphor,ifyourbrainwasrepresentedbyafamilyoffivepeoplelivingathome,whenyoucommunicatejustfactsandfigures,onlyoneofthefamilyisawakeandthere’sjustoneroominthehousewiththelightswitchedon.Therestaresleepingindarkness.
Butwhenyoutellastory,thingschange.Suddenlythewholehouseisawakeandvirtuallyallthelightsareon.
Yousee,whenyoutellastoryit’snotjustthelanguagepartofthebrain
thatisactivated,buteveryotherpartofthebrainthatwewouldusewhenexperiencingtheeventsofthatstory.Whenyou’retellingastoryyoucanquiteliterallyplantideas,thoughtsandemotionsintoyourlisteners’minds.
Here’sthedeal:
Storieswakeupthewholebrain.It’slikegivingyourmindamassage.
Ifyoudescriberunningawayfromaparticularthreat,there’sactivityinthemotorcortexofyouraudience’sbrainevenwhenthey’resittingstationary,listeningtoyou.Andusingwordssuchas‘bakedbread’,‘freshcoffee’and‘scentedsoap’canelicitaresponseinthepartofourbrainsdevotedtosmell.
Crazy,eh?Butthere’snowsomuchscientificresearchonthesubject(gatheredfrombrainscansandtheworkofneuroscientists)thathelpsusunderstandthepowerofstoriesandtheireffectuponthebrain.
Butyoudon’treallyneedsciencetoconvinceyou,doyou?
Jesus,JoandAesopareproofthatstorieswork.Yourownexperienceconfirmsthat.Therealityis:
Ideascanoutlivepeoplewhenthey’reexpressedthroughstories.
Yousee,storiesengagethewholeperson–notjusttheirintellectbutalsotheiremotions.They’refarmorememorablethanwhenyou’recommunicatingdataorasetofstatistics.Andifyouwanttochangeorinfluencepeople’sbehaviour,don’tthinkappealingtotheirrationalbrainisallthat’srequired.Farfromit.Youneedtoengagetheiremotionsaswell.Andthat,quitesimply,iswherestoriesexcel.
Thedealis:
Factstell.Storiessell.
DuringBarackObama’sfirstpresidentialcampaignin2008,hetoldahumorousandyetalsoinspiringstoryaboutaddressingameetingofonlytwentypeople.He’sfeelingtiredandmiserable,whenonewomanagedaround60suddenlystartsachant…‘Firedup?Readytogo!’OthersbegintojoininandObamashareshowjustafterafewminuteshehimselfwasfeelingfiredupandreadytogo.Itillustrateshowjustonevoicecanmakeadifference,andit’sastoryhecontinuedtotell
throughouthiscampaigntobecomepresident(ifyouwanttocheckoutthestory,gotoYouTubeandsearchfor‘BarackObamafiredup’–it’swellworthwatching.)
Sowhydon’tweusestoriesmore?Well,ifyou’veanysenseyouwillfromnowon.Buttherealityismanyspeakersshyawayfromusingthem.AndIthinkthereareseveralreasonswhy.
First,Istillthinkwe’reblindedbythecorporatecloakofprofessionalismthatsomehowbelievesstoriesareforchildren.They’reoftenseenasaformofentertainmentratherthaneducation.
Thequestionis:whycan’teducationbeentertainingattimes?
Second,Ithinkpeopleareuncomfortableusingthem.Perhapsthere’sasenseoflosingcredibilitywhenyousay‘Letmetellyouastory’.Althoughtobefair,ifyoudidopenyourtalkbysaying‘Alongtimeagoinalandfar,faraway,therelivedabeautifulprincess’youmightstruggletoengagetheguysattheaccountancyconference…oranyoneovertheageoffourforthatmatter.
Third,Ithinkstoriesarenotusedextensivelybecausewe’resobusytryingtogetourslidesright,orconcentratingonourcontent,thatwe’vecompletelyoverlookedhowwe’regoingtocommunicateourmessageinastickyandmemorableway.
Fourth,mostpeoplearen’tevensurehowtoputagoodstorytogether.
Andfinally,Ithinkmostpeopleareunawareofthesciencebehindthepowerofstoriesandtheireffectuponourbrains.
Sohowcanyouincorporatemorestoriesintoyourcommunication?Well,forstarters,beawareyoudon’tevenhavetousetheword‘story’.Don’ttellpeopleyou’regoingtotellthemastory–justtellit.Forinstance,herearesomeexamplesofopeningsthatcouldbeusedtostartastory.
‘Ibumpedintooneofourcustomerslastweek.Whattheyhadtotellmemightsurpriseyou.’
‘Iremembermyveryfirstjob.ThelessonsIlearnthavestuckwithmeuntiltoday–particularlymyfirstdaymanagingagroupofpeopleonaproductionline.’
‘Afriendofminewastellingmeaboutanincidentthathappenedtohimwhilehewasonholidaylastsummer.’
Here’showIopenoneofmystories:
‘Howmanyofyouhavekidsintheroom?’Ithenwaitforashowofhandsandthenattemptsomelowlevelhumourbyadding‘Idon’tmeanunderthetables…’(Andthenbrieflyactoutthemstoopingdowntoconversewiththeirchildunderthetable.‘Here’saniPad.I’llchangeyournappylater.’)Trustme,it’sfunnierwhenyouseemedoit.
ThenI’mstraightintomystory.
‘MysonMattwas15atthetime.Hecamehomefromschoolonedayandsaid“Dad,Iwanttobecomeadoctor”.’
IgoontoexplainmysurpriseatthiscareerchoiceasIknewfrompreviousconversationsthathehatedbiology.Thencomesthepivotalmomentinthestory:hisreply.
‘Dad,we’vegotanewteacher.MrsShaw.She’salotstricterthanmypreviousteacher.Infact,someofmymatesdon’tevenlikeher.Butbecauseshe’sstrict,weactuallygettolearnsomethinginthelesson.Andshe’sreallypassionateaboutthesubject.’
Ithentalkaboutthechallengeshefacedinevengettingintomedicalschoolasit’soneofthemostcompetitivecoursestogetoninthewholeofthecountry.ThenafterashortpauseIcontinue.
‘Mylad’s22now.He’sinhisfifthyear.Studyingmedicine.AndIrealizedasItoldthisstoryaboutMrsShaw,thatI’dneverevenmether.SoawhilebackIsentheracard.’
IthenexplainwhatIputinthecard,includingthephrase‘Itelleveryoneyou’reM.A.D.–“MakingADifference”,becauseyouwerethecatalystformysonwantingtobecomeadoctor,andIjustwantedtosaythankyou.’
Thestorycontinues.‘MrsShawgotbackintouch…’Ithenproceedtotelltheaudiencewhatshewrotebacktome,andIgiveparticularattentiontoherclosingphrase.‘Yourcardjustmademy…(andIpausebeforeadding)year.’Ifinish,notbysaying‘Sothemoralofthestoryis…’.No.Ijustsimplysaythefollowing.‘Never,ever,forgettheimpactandimportanceofshowingpeopleappreciation.’
Trustme;it’sapowerfulstory–andnotjustwhenI’mtalkingto
teachers.Italsohighlightsthepowerofonepersonandtheimpacttheycanhaveonotherpeople’slives.
Here’swhatI’dlikeyoutodo.Openupyourmindmoretothiswholeideaofstoriesandwhentousethem.Beonthelookoutforstoriesfromyourownlife.Infact,youmaybetellingthemwithoutevenrealizingit.
Forinstance,whenyou’reatajobinterviewgivinganoverviewofyourcareerandhighlightingexamplesofyourachievements–you’retellingyourstory.Whenyou’regivingasummaryofyourcompany’sfinancesoverthelasttwelvemonths–you’retellingthestoryofthefinancialjourneyoverthelastyear.Sometimesyou’retellingthe‘bigstory’,butyoucanalsouselittlestoriesoranecdotesandexamplesthataddcolourandcontexttoyourmessage.Forexample,thebigstoryisyourcareeroverthelastfifteenyears.Thelittlestoriesarewhenyoutalkaboutspecificsituationsthatoccurredduringyourcareer.
So,whenpreparingyournextpresentationorspeech,beginbyaskingyourself‘What’sthestoryhere?What’sthejourneyI’mtakingpeopleonandwhat’smykeymessage?’
HowtogetgoodattellingstoriesWell,Ihopeyou’renowconvincedofboththepowerandnecessityofstories,whichdon’thavetobebasedonfantasyoranimalsthatspeakbutinsteadoneverydaylife.However,Idothinkthatdespiteallwe’veexploredsofar,therecouldstillbeonethingholdingyoubackfromusingthem.
Maybedeepdownyoudon’tthinkyou’reverygoodattellingthem.
Ifthat’sthecase,herearesomeideastohelpyouimproveyourskills.Andifyoudothinkyou’reprettygood,myapproachisstillthesame.Herearesomeskillstogetevenbetter.
1.ArtisticlicenseisOKThekeytoagoodstoryisthebigideathatcomesfromit.Youraim,inmostcases,isnottorecounteverysingledetailinchronologicalorderandrecountverbatimwhatwassaidandwhosaidit.You’retellingastory,notgivingtestimonyincourtinamurdertrial.
AllthestoriesItellinthisbookandinmypresentationsaretrue.ButI’mnotgoingtosuggestthatmyMrsShawstoryisa100%accurateaccountofeverythingthathappenedwhenmysonsaidhewantedtobecomeadoctor.I’vemissedpartsofthestoryout.Forinstance,thecardIsenttoherwasactuallysentviaafriend’sdaughterwhostillstudiesattheschool.Butthisinformationaddsnothingtomymessageandisunnecessarydetail.Likewise,myconversationwithmysonisnottakenfromatranscript.Fortunatelyfamilyconversationsarenotrecordedinmyhouse.
So,startfirstbythinkingaboutthepointofyourstory.Makesureit’snotbeingincludedpurelyforthesakeofit.Second,thinkaboutthekeypointswithinthestory.So,ifIwastodothatwithmyMrsShawstory,itwouldlooklikethis.
Thepointofmystory:
Remembertoshowappreciationtothepeoplewhomakeadifference.
Keypointstoinclude:
MysonMattwantstobecomeadoctor.
Hedoesn’tlikebiology.
Hedoesnow–hehasanewteacher.
MrsShawisstrictandpassionate.
Mattisnowtrainingtobeadoctor.
IsendacardtothankMrsShaw.
Mycardmakesheryear.
Isuggestyougothroughthesameprocessifyouhaveakeystoryyouwanttotell.Writedownthekeypoints–trustme,itwillhelpenormouslyinbringingclarity.
NowIcantakeagoodtwominutestotellthatstory–butyouwereabletoreadthroughthekeypointsinlessthanthirtyseconds.It’sagreatexercisetodo,especiallyifyou’renotusedtotellingstories.Andremember,agoodstorydoesn’thavetolastlong.Itdoesn’thavetobeanepic.It’slikelytobeabriefsceneinthefilm,nottheentiremovie.Sowhydon’tyouidentifyastoryyoucouldtell,andwritedownthekeypointsyouwouldliketoinclude.
2.GiveussomedetailIknowwatchingfilmsinblackandwhitecanbenostalgic,andthatblackandwhitephotographycanbeevocativeandpowerful.Butwhenitcomestotellingstories,bringsomecolour.Giveussomedetail.Iftherearepeopleinyourstories,givethemnames.Itellastorynotaboutmysonandateacher,butaboutMattandMrsShaw.ItellyouhowoldMattwas,andincludedetailsaboutMrsShaw’scharacter.Shewasstrict–someofhismatesdidn’tevenlikeher.She’spassionateaboutthesubject.I’venotdescribedwhatshelookslikeasI’venevermether,butIcangiveyousomedetailabouthercharacter.
Whenyou’reretellingastory,you’reinasensererunningamovieinyourmind.Yourgoalistohelpyouraudienceseewhatyousee–socreatepicturesintheirminds.They’llfillinsomeofthegaps,that’sfine–buttheydoneedsomedetail.
3.GetsomesupportTellingstorieswellcanbeincrediblypowerfulandprofound.Theycaninspirepeopletotakeactionandchallengethemtothinkandbehavedifferently.Theycanhelpcreateanatmosphereandcausepeopletositupandlisten.Andsomepeopleare,Iconfess,naturalstorytellers–notjustinaworkcontext,butasocialonetoo.Somepeoplecanhaveacaptiveaudienceoverthedinnertable,andcanquiteliterallycausepeopletostopeating.Yousee,storiescaninsomewayshypnotizeus–theyhavetheabilitytoconnectwithpeopleatadeeplevel.
Notallofusarenaturallygiftedinthisarea.That’sfine.Butthat’snotareasontosettleformediocrity.Whenitcomestocommunicatingwithinfluenceandimpact,thisistooimportantaskillnottoseektoenhance.
Soseeksupport.Haveacoach.MaybeevenjoinanorganizationcalledToastmasters,whoprovidetraininginpublicspeakingskillsthroughtheirlocalclubs(theirwebsiteiswww.toastmasters.org).Attheveryleast,completetheexerciseIoutlinedearlierinthischapter.Youoweittoyourselfandyouraudiencetodoso.Andpractiseyourstories.MywifeHelenhas,it’sfairtosay,heardmystoriesafewtimes–althoughtobehonest,they’remainlyaboutheranyway.Thetruthis:
Ifastoryisworthtelling,it’sworthtellingwell.
Irecognizesomeareshorterthanothers;they’remoreofalittleanecdote.Butcertainlyforyourlongerstoriesmakesurethefirsttimeyouraudiencehearsitisnotthefirsttimeyouhavetoldthestoryoutloud.Practisetellingitoutloud.Tothecat.Thedog.Themirror.Justmakesureyougetusedtotellingit.
Sothereyouhaveit.TheGreekguyachievednotorietyandleftamorallegacy.Jesusmanaged,whetherintentionallyornot,tostartwhatisnowtheworld’slargestreligionintermsoffollowers.AndJomanagednotonlytomakealotofmoney,butalsogotkids,particularlyboys,interestedinreading.Therereallyissomethingaboutstories–andifyou’rewiseyou’llseektousethem.
PauseforThought
Thinkaboutsomeoneyouknowwhoisagoodstoryteller.Isitafriend,colleague,comedian?Whatmakesthemsoengagingasacommunicator?Whatcanyoulearnfromthem?
Howintentionalareyouaboutusingstorieswhenyoucommunicatewithothers?When’sthenextopportunityyou’llhavetouseastoryaspartofyourcommunication?
MyOneThingIfyouwanttospeaksopeoplereallylisten,thentellstories.Buttellthemwell.What’sthesingleactionyouneedtotakenowtobecomemoreeffectiveatcommunicatingthroughstories?
Herearethreeoptions:
Seeksupport(checkoutToastmastersorgetacoach).
Startpractisingoutloud.
Completetheexerciseonpage153.
Oh,andremembertocheckoutthatBarackObamavideo.Firedup…
WAY8:
Nowthisisanareathatcanoftenbeoverlookedwhenexploringhowtocommunicatewithinfluenceandimpact.Buthowwedealwithquestions
canbecrucialtooursuccess.Noteverymeetingorpresentationwillincludetimeforquestions,butwhentheydo,handlingthembadlycanseeyourcredibilitycrumbleinseconds.
WhenTonyBlairreflectedbackonhistimeasPrimeMinisterofBritain,herecalledhowmuchhestruggledwithPrimeMinister’sQuestionTime.HeconsideredoneofhistriumphsasPMtobeseeingitgofromatwiceweeklyaffairdowntojustonceaweek.InhisautobiographyhedescribestheanxietyhefeltinpreparingforQuestionTimeandthereliefhefeltwhenitwasover.Foranotherweekatleast.Forsomeonewhowasconsideredtobeaconfidentcommunicator,Ifindthisratherinteresting–althoughnotsurprising.
Yousee,there’sonereasonaboveallwhyTonyBlairandcountlessotherpoliticiansandpresentersdislikequestions.Control.Youhavefarlesscontroloverhowthispartofyourpresentationortalkwillunfold.Adifficultorunexpectedquestioncouldbelurkingaroundthecorner,andhowwellit’shandledcoulddeterminehowwellyouroverallmessageisreceived.Ifhandledwell,youranswercouldhelpfurtheryourargument,reinforceyourmessage,andconfirmyourcredibility.However,ifdealtwithbadly,allyourprevioushardworkcouldbeunravelledinamatterofmoments.
Now,unlessyouhavethecontrolofapoliticaldictatorandanaudienceascompliantasagroupofNorthKoreanslisteningtotheirleader,youdon’treallyhaveanyguaranteesastohowquestiontimewillgo.That’sthebadnews.Thegoodnews,however,isthatwithsomeplanningandpreparationyoucangreatlyincreaseyourchancesofthisbeingapositiveandlessstressfulexperience.(WhichexplainswhyTonyBlairandothersbeforeandafterhimtooksomuchtimetoprepareforPrimeMinistersQuestionTime.Theyrecognizedthedevastatingconsequencesiftheyfailedtodoso.)
So,whatcanyoudotoprepareforquestiontime?InsomepresentationsI’veattended,audiencemembershavebeenbriefedbeforehandonwhatquestionstoask.Thiscancertainlyhelptomaintainadegreeofcontrol,andonceoneortwoplannedquestionshavebeenasked,itcanhelpthepresentertorelaxandcanoftenstimulateandtriggerquestionsfromotherpeoplethathadnotbeenplanned.
Ifyoutakethisapproach,justmakesurethequestionshavesome
credibilityandarenotseenasobviouslyplanted.Forinstance,thequestion‘Wouldyouagreethatweareamarvellousorganization,ledbyanincredibleleaderandstaffwhoworkhereshouldfeelgratefultodoso?’wouldclearlyseemostpeoplereachingfortheirsickbags.
Butwhatiftheaboveisnotanoption–whatcanyoudothen?Herearefiveideas.
1.CommunicatewhenquestionscanbeaskedEitheryouorwhoeverisrunningorchairingthemeetingoreventneedtomakepeopleawareofwhentheycanaskquestions.Insmallermeetings,questionsmightbeencouragedthroughoutthepresentation,butformoreformal,largerpresentationsthesearenormallytowardstheend.
2.StatehowlongyouhaveforquestionsIfthispartofthepresentationisnotmanagedwell,therecanbeacompletelossofcontrol.I’veseenmeetingsdragonandoverrunpurelybecausethere’sbeennosetlimitonthetimeforquestions.Theaudienceshouldn’tbeincontrolofwhenquestionsfinish.Youshould.Sosetatimelimit.Thathasthebenefitoffocusingbothyouandyouraudience.
3.AnticipatetoughquestionsSeveralyearsagoIworkedwithalargeoutplacementorganizationwhereIhelpedpeoplebackintoemployment.Iranatwo-dayinterviewingskillscoursewhereacolleaguewouldconductmockinterviewsondaytwo.Aspartofthepreparation,Iwouldaskthegroupwhichquestiontheywouldhatetobeaskedduringtheinterview.I’llneverforgetoneguy’sreply.Andyconfessed:
‘Ihateitwhentheyask“Whatareyourweaknesses?”’
Thisisindeedaquestionfavouredbymanyinterviewers,althoughit’susuallyaskedintandemwiththequestion‘Whatareyourstrengths?’Itisaninterestingquestion,though,asclearlywedon’twanttoanswerinsuchawaythatcompletelydestroysourchancesofgettingthejob.Thereply‘Tobehonest,I’mnotreallyateamplayer.I’mconsideredlazy,andIhavenodriveorambition.AngermanagementisstillsomethingIstrugglewith,andIgotopieceswhenunderpressure,’willguaranteetheinterviewcomestoanabruptend.Althoughyou’llprobablyreceivetop
marksforhonesty.
Anyway,backtoAndyandhisweaknessquestion.‘Sohowdoyourespondtothatquestion?’Ienquired.‘Well,Ijusthopetheydon’taskit,’hereplied.
Here’sthedeal:
Whenitcomestoconfidentlydealingwithquestions,hopeisnotastrategy.
So,makealistoftoughquestionsthatyoumightbeasked.Ifyouwereinyouraudience,andforwhateverreasonwantedtogivethespeakerachallengingtime,whatquestionswouldyouask?Ifyou’renotsure,asksomeoneelse.Then,onceyou’veidentifiedsome,starttoprepareyouranswers.Ofcourse,theremaywellbeaquestionyouhadn’tanticipated.Fairenough.Butyouwillbeabletoanticipatemostquestions,particularlywhenyou’vespenttimeconsideringandunderstandingyouraudience’sneeds.
4.BehonestWhenyouwingit,youwaffle.Sowhenyoudon’tknowtheanswertoaquestion,behonestandstate‘I’mnotfullyawareofthefactsonthatparticulartopic.However,I’dbehappytogetbacktoyouwhenIdoknowtheanswer.’Thenquicklymoveontothenextquestion.Therealityisyoumightnotknowtheanswertoeveryquestion–soadmitthefact.Dealwiththesituationconfidentlyandquickly.Don’tlabourthepoint,don’tshineaspotlightonyourignorance.
Acknowledgeyoudon’tknow,offertofollowupandthenmoveon.
Here’showIhandlednotknowingananswertoaquestion.
InmytalksIrefertoanexperimentcommonlyknownas‘Pavlov’sdogexperiment’.It’sanexampleofhow,inthiscase,adogcanbeconditionedtorespondtoacertainstimulus.ThepointI’mseekingtomakeisthatequally,ashumans,wecanbeconditionedtorespondtosituationsandstimuliinaparticularway.Oneaudiencememberinterruptedbyasking:‘Whatbreedofdogwasit?’Perhapsthiswascrucialtotheirunderstandingoftheexperiment,Idon’tknow–althoughIsuspectnot.Myreplywastothepoint:
‘That’safascinatingquestionthatIhaven’tbeenaskedbefore.Inallhonesty,I’mnotsureofthebreedofdog.SoI’llGoogleitandgetbacktoyou.Thanksforasking.’
5.HowtoovercomenoquestionsbeingaskedApartfrombeingaskedaquestionyoudon’tknowtheanswerto,anotherawkwardmomentcanoccurwhenquestionsareinvitedandyou’regreetedwithdeathlysilence.Andasyoucontinuetostandinthestillness,amixtureofemotionsmaybefelt.Possiblyyou’refeelingasenseofrelief,particularlyifyouweren’tlookingforwardtothispartofthepresentation.Noquestionsmeansyoucanendyourtalkandthere’snounexpectedcurveballquestionheadingyourway.Evenso,suchanendingcertainlydoesn’tleaveyouoryouraudienceonahigh.It’salsoamissedopportunitytoclarifyorreinforcesomeofthepointsyou’vemade.
Butwhatifyouwerehopingforquestionsanddidn’tgetany?What’sthatasignof?Youraudienceissickofthesightofyou?Maybetheysenseyourdiscomfortinspeakingandsimplywanttospareyouanyfurthermiserybynotprolongingyouragony.Orperhapstheyweretheonesinagony,sufferingfromaboringpresentationandaredesperateforsomepainreliefintheformofacoffeebreakorhearingfromthenextspeaker.Perhapsthesilenceisbornoutofareallackofinterestinwhatyouweretalkingabout.Yourmessagemayhavelackedrelevanceand,asyou’dexpect,nooneiskeentoknowmoreaboutsomethingtheyhavenointerestin.
Thedealis:
Nooneeversaid‘Thisseemsreallydull,boring,andirrelevanttomylife.Dotellmemore.’
Ofcoursetheoppositecouldalsoexplainwhytherearenoquestions.You’vedonesuchabrilliantjobcoveringyourtopicandaddressingallthekeypointsthatpeoplegenuinelydon’thaveanyquestions.Thefactremainsthat,whateverthereason,noquestionsattheendofyourtalkcancreateafeelingoftensionandpossibleanti-climax.
Sowhatdoyoudo?
It’ssimple.Sosimple,infact,andsoobvious(whicheverythingisinhindsight,remember?)thatyou’llbestaggeredmorepeopledon’tadopt
thisapproach.Here’swhatyoudo.
Youaskthefirstquestions.Yup,that’sright.Ifyouraudiencedoesn’thaveaquestionthenyouaskyourselfthefirstquestion.Here’swhatyoudo–ortobemoreprecise,here’swhatyousayanddo:
‘I’venowgotfiveminutesforquestions.Whohasthefirstquestion?’
Pause.Lookaroundtheaudienceandmakeeyecontact.Somepeoplearealittleself-consciousaboutspeakingoutinfrontofothers.Makingeyecontactandsmilingismorelikelytoencouragethem.However,ifthereseemstobenosignofanyoneaskingaquestion,saythis:
‘AquestionI’moftenaskedisthis…’
Andthenproceedtorevealthequestion.Itbreaksthesilence,makesyouappearincontrol,andovercomestheawkward‘Who’sgoingtobethefirstpersontoaskaquestion’moment.Trustme,ifyoudothisthenonceyou’vefinishedansweringyourownquestionpeoplewillfeelmorecomfortableaskingtheirown.Believeme.Itworks.
PauseforThought
Doyoueverincludequestionsaspartofyourpresentation?Ifso,howdoyoucurrentlyprepareforthem?CanyourelateatalltohowTonyBlairfeltaboutdealingwithquestions,ordoyoufeelmoreconfident?Ifyoudon’tcurrentlyincludeatimeforquestionsinyourcommunicationwithothers,wouldtherebeabenefittodoingso?
MyOneThingYourabilitytodealwithquestionsiscrucialwhenitcomestocommunicatingwithothers.Itreallycanbeyourchancetoshineandestablishyourcredibility–ifyouhandleitwell.Ifyoudon’tuseallthestrategiescoveredinthischapter,chooseoneyouwillincludein
future.Here’sareminder:
1. Communicatewhenquestionscanbeasked.
2. Statehowlongyouhaveforquestions.
3. Anticipatetoughquestions.
4. Behonest.
5. Bepreparedwhentherearenoquestions.
PART3:
QUESTION1:
Icouldkeepmyanswertothisquestionveryshort.
No.Noit’snotpossibletofullygetridofyournerves.ButyoumaybesurprisedtohearthatI’mnotactuallysureyouwantto.
Here’sthedeal:
Thekeyistolearnhowtohandleyournerves,notbestrangledbythem.
SevenwaystomanageyournervesOneofmydelegatessaidtomerecently:‘I’mOKspeakingtopeopleifIhaveapintinmyhand.’Wellthatmightcalmhisnerves,buthereareseveninsightsandtipsthatwillhelpyoumanageyournerves…particularlywhendrinkingapintisnotanoption.
1.RemembernervesarenormalThisisespeciallythecaseifyoudon’tpresentregularlyorifyou’representingatopicforthefirsttimetopeopleyou’rekeentoimpress.Yousee,wehumansliketofeelincontrol,sogoingintoasituationthatiseitherneworunfamiliartouswillinevitablycausealittletension.
That’stheprimitivepartofourbrainjustdoingitsjob.
It’skeepingyouonourtoesandalerttothepotentialchallengesofanewsituation.Itsreleaseofadrenalinandcortisolisitswayofpreparingyou.Andit’sthesehormones,whenreleasedintoyoursystem,thatcauseyoutofeelnervousandexperiencefeelingsoftendescribedas‘butterfliesinyourstomach’.
Now,ratherthanfightsuchfeelings,it’sprobablybesttoacceptthey’renormal.It’syourbody’snaturalresponsetothesituationit’sfacedwith.AstheauthorRobBellsays,‘Makefriendswiththebutterflies’.Ilovethatphrase.
Thedealis:
Nervesareanindicationthatyou’reengagingwithlife.Embracethem.Don’tfightthem.
Buttheword‘nerves’hassomuchnegativebaggageattachedtoit.Sohere’sanidea.What’shappeningwhenyou’renervousisthatadrenalinisbeingpumpedaroundyourbody–soperhapsusetheword‘adrenalized’todescribehowyou’refeelingratherthan‘nervous’.Thiswordhasmorepositiveconnotationsattachedtoit.Yes,youmaystillfeelnervous,butyou’reusingamoreempoweringwordtodescribeyourfeelings,andthatinitselfcanhelpincreaseyourconfidence.
2.ManageyourmoviesThebrainisanincrediblepieceofhardware.However,beawarethatitcannottellthedifferencebetweenarealorvividlyimaginedevent.So,ifyouimaginethingsgoingwronginyourmindbeforethepresentation,yourbrainwillrespondasifthescenarioisactuallytakingplace–aconditionsometimesreferredtoasanticipatorystress.
Again,letmeemphasizethatthisisanormalresponse.However,here’sthegoodnews.
Youcaninfluencetheintensityandvividnessofthemovieinyourmind.
The3Dtechnicolourversionofthingsgoingwrongisdefinitelynothelpful.Ifyou’retemptedtofuturizethepresentationgoingbadlyinyourmind,howaboutimaginingitinafuzzyorblurredfocusandinblackandwhite?Orevenbetterstill,imaginethepresentationgoingwell.Apositiveprojectionofyourfutureeventcouldactuallyresultinyoufeelingcalmer.AtechniqueI’veusedwhenIfindmymindrunningawaywithitselfandcreatingitsownpersonaldisastermovieistorememberthis:you’rethedirectorofthemoviesinyourmind.
Andyoucanalwaysshout‘Cut!’.
3.FocusonyouraudienceOurnervescanbeperpetuatedduetothefactthatourunderlyingquestionmaywellbe‘Whatdopeoplethinkofme?’Ifthat’sthecase,ourenergyisbeingfocusedinwardly,andthiscanincreaseourfeelingsofanxiety.Amoreeffectivequestionthatwilldivertourenergyandattentionoutwardlywouldbe‘HowcanIbesthelpmyaudience?’Yourbraincanonlyholdonethoughtatatime.Sowhenit’soccupiedthinkingaboutthisquestion,there’slessopportunityforworryingandfeelinganxious.(Youmayrememberwe’veexploredthisideapreviously.)
4.BepreparedOK,sothatjustwonthisyear’sawardfortheworld’smostobviouspieceofadvice.Butwithoutpreparationandusingmanyoftheideasoutlinedinthisbook,you’dhavearighttofeelnervous.Andifthetalkyou’remakingisimportant,andforwhateverreasonyou’venotputthetimein
toprepare,thenit’sunderstandablethatyournervesareincreasing.Oneapproachsomepeopleadoptistoconvincethemselvesthatwhatthey’redoingisnobigdealandthatthey’lljustbeabletowingit.Thismayrelaxyou,butitdoesverylittletoprepareyoumentallytogiveyourbest.Soincreaseyourpreparation(whichincludespractisingitoutloud)anddecreaseyournerves.
5.HaveacontingencyplanNervescanstemfromthefactthatyou’reconcernedthingsmaygowrong.Wellguesswhat?Therewillbeoccasionswhentheydo.Ratherthanhopethisneverhappens,anticipateitinstead.Technologyproblems?Haveabackup.Forinstance,it’swisetoanticipate,asIdidrecently,whatyouwoulddowithoutbeingabletoshowslides.Ifyou’retravellingtogiveyourtalk,expecttrafficdelaysanddifficultyparking.
Thisisnotbeingnegative.It’sbeingprepared.
Havingabackupplanandpreparingfortheworstmeansyou’rereducing(youcanneverfullyeliminate)potentialsurprises.
6.GetperspectiveInyoureyes,thismayindeedbeanimportantpresentation.Anewjoborpromotionmayberidingonit.Ifthingsdon’tgowell,apossibleworstcasescenarioisthatyoumightlookorfeelalittlestupid.Ifthathappens,dothis.
Takeamomenttolookatyourselfinthemirror.Guesswhat?You’restillalive.Isitpossiblethatsometimeinhumanhistorysomeonefeltevenworsethanyourightnow?Andifyouhavemessedup,isitpossiblethatsomeonehasmessedupevenmore?
Now,doesthismakeyouinstantlyfeelawholelotbetter?Probablynot,butitisplantingtheseedtoseewhathappenedtoyouinperspective.Inmanywaysweneedtogetoverourselves.Theuniversedoesnotrevolvearoundus.Alleyesintheroommayatsomestagehavebeenfocusedonus,butthey’renotanymore.Othereventswillquicklyoccupypeople’sminds.
Yes,itmaybeabigdeal.Butit’sneverasbigadealasyouthink.
Atthe2015MissUniversecompetitionthehostSteveHarveyannounced
thewrongwinner.Canyoubelievethat?Thewrongcontestantwascrowned.Steve’sanexperiencedcompere,butheannouncedMissColombiaasthewinnerratherthantheactualwinner,MissPhilippines.Now,willheberememberedforsuchagaffe?Absolutely.Willhenowfaceafiringsquad?Unlikely.Willhehavefeltawfulaboutitintheweeksafterithappened?Probably.Afterall,he’saprofessionalwhocaresdeeplyaboutwhathedidandtheimpacthe’smade.
Buthavingtakenresponsibility,apologizedandcorrectedhismistake,Ibelievehewillonedaybeabletolookbackatthewholeeventandsmile.Andifhewastoaskhimself‘WhatcanIfindthat’spositiveinthissituation?’Ireckonhe’dcomeupwithlots.WithoutsuchamistakeIwouldnotevenhaveknownthecompetitionhadtakenplace(mealongwithseveralmillionotherpeople,infact).I’dcertainlyneverheardofSteveHarveybeforethis,butbecauseofthismistakehe’snowachievedafarhigherprofile.
Whateveryou’reabouttodo,intermsofapresentationorjobinterview,getperspective.Onascaleof1–10where10equalsdeath,whereisitreally?
7.SlowyourbreathingWhenwe’reanxiousourbreathingisoftenfastandshallow,whichincreasesourheartrateandfurtherfuelsournerves.Soweneedtotakecontrolofourbreathing.Thinkaboutit.Haveyoueverseenastressedoutyogateacher?
Exactly.That’smypoint.
Butyoudon’thavetoadoptthelotuspositionjustbeforeyouspeakinordertocalmyournerves.Simplydothefollowing.Inhalenormallyandexhaleslowly.Maybeevenfollowtheadviceof‘takeadeepbreath’(butdon’tholditfortoolong).Thekeythoughisintheexhaling.Thereleaseofyourbreath.Takeitniceandslowlyandasyoudoyou’llnoticeyourheartratebeginstoslowdowntoo.Andyoubegintorelax.
Here’safinalthoughtwhenitcomestomanagingyournerves.Youmaywellbeexperiencingwhatpsychologistscalltheillusionoftransparency.Thisoccurswhenyouhaveanexaggeratedsenseofhowobviousyournervesaretoyouraudience.Infact,yournervesarerarelyasevidenttoyouraudienceasyoumightthink.Icallitthe‘calmducksyndrome’–
admittedlynotthemostsophisticatedofintellectualterms,butitmakesthepoint.Likeyou,theduckappearscalmonthesurface,butunderneathit’spaddlinglikecrazy.Sorelax…it’sveryunlikelythatyouraudiencewillappreciatehownervousyou’reactuallyfeeling.
PauseforThought
Arenervesanissueforyouatallwhenitcomestocommunicatingwithothers?Ifso,inwhichspecificsituations?
Ifnervesaresomethingyousufferfrom,Iwouldsuggestyoureadthischapteragain.It’ssoeasytoracethroughsomethinghopingyou’llcomeacrossthemagicpillthatwillimmediatelyalleviateallyouranxiety.Suchapillmayexist,butit’sunlikelytobelegal,andbeingtoorelaxedcanactuallyundermineyourperformance.Somakesureyoudigestwhat’sbeenexploredinthepreviouspages.Ifnervesaren’tmuchanissueforyou,thenwhodoyouknowwhowouldbenefitfromtheideasandinsightswe’vebeenexploring?
MyOneThingInthischapterweexploredsevenwaystomoreeffectivelymanageyournerves.Decidewhichoneyouwillfocusoninparticulartoensureyouhandle,andarenotstrangledby,nerves.
1. Remembernervesarenormal.
2. Manageyourmovies.
3. Focusonyouraudience.
4. Beprepared.
5. Haveacontingencyplan.
6. Getperspective.
7. Slowyourbreathing.
Question2:
I’mconvincedhumourcanbeappropriate–andinsomecasesdesperatelyneeded–whencommunicatingwithothers.Itcanactuallybethevitalingredientthatresultsinyouraudiencebothrememberingandengagingwithyou.Butbecareful.Whenit’sinappropriateordeliveredbadlyitcanleadtoyoubeingrememberedforallthewrongreasons.
Inmyexperienceoflisteningtohundredsofpresentations,it’shardtorememberonethatwouldn’thavebenefitedfromatleastasmallinjectionofhumour.Althoughtobefair,I’veneverbeenpresentwhenmanagementareannouncingstaffredundanciesorsomeotherbadnews–inwhichcasehumourwouldbehighlyinappropriateandevenoffensive.
Butwhycanitbesohelpful?Well,let’sexploresomereasons.
Ataverybasiclevel,whensomeonemeetsyoutheirunderlyingquestionisthis:friendorfoe?Thebrainismakinginstantsnapjudgementsaboutpeoplefromthemomentyoulayeyesonthem.Andinterestingly(andyou’veprobablyneverthoughtaboutthisbefore),onethingthey’llnoticeisyourteeth.
Really?Comeon,Ihearyousay,isthismyratherweakattemptathumour?Wellactually,it’snot.Butletmeputitanotherway.Peoplewillnoticeyourfacialfeatures,especiallywhetheryousmileornot.Yousee,whenwegreetstrangersweoftensmileateachother,whichisahabitsomeexpertssuggestwelearntfromourprimitiveancestors,whowerebasicallysayingwhentheysmiled,‘Icomeinpeace,Ihavenointentionoftakingyourfamilyasslaves,orboilingyoualiveingoat’smilk.Notonthisoccasionanyway.’Whichiswellworthrememberingnexttimesomeonesmilesatyou.
So,whenyouusehumourthatresultsinsomepeoplelaughing,metaphoricallyspeaking,notonlyaretheyopeningtheirmouths(andshowingtheirteeth),butthey’realsoopeningtheirminds.Yousee,humourcausespeopletobemorerelaxed.Whenapersonlaughsitreleasesendorphinsinthebrain–feel-goodchemicals.Andwhenthey’rerelaxedtheyfeellessthreatenedandthereforemorereceptivetoyourmessage.AstheAmericancomedianChrisBlisssays:
Laughterturnswallsintowindows.
It’sanincrediblypowerfulwaytoputpeopleatease,andisoneofthequickestwaysofgettingpeopletolikeyou.Whichisexactlywhatyou’rehopingtoachieveifyouwanttospeaksothatpeoplereallylisten.
Here’sthedeal:
Humourcanreleasetension,createaconnectionandcausepeopletobecomemorereceptivetoyou.
AstheauthorKenRobinsonsays:‘Ifthey’relaughingthey’relistening.’Great.That’swonderfultohearifyou’reanaturallyhumorouspersonwhoseemstopossessthegiftofmakingotherslaugh.Butwhatifyoudon’t?Whatthen?Isitpossibletobefunny,evenwhenyou’renot?
Ibelieveitis.
Youmightnotenduptakingyourownone-personcomedyshowontour,butIbelieveitispossibletoinjecthumourintoyourcommunication.Beforewelookathowyoucandoit,here’ssomethingtobeawareof.
Rememberthechapter‘Getyourattitudeintogear’?Thewholepremiseofthatchapterwastheimportanceandimpactofyourattitude.Inotherwords,openyourmindbeforeopeningyourmouth.Butifyoucurrentlyhavethemindset‘I’mnotfunnyandIneverwillbe’,thenletmereassureyou–you’reright.
Ifyourattitudetoyouraudienceis‘they’reamiserablebunch,theyneverlaughatanything’thenagain,I’dsuggestyou’reright.Andifyourthoughtsonthetopicyou’retalkingaboutare‘thishastobethedriest,dullesttopiconplanetearth’thenitwillbe.
Getmypoint?Youhavetopushthedoortoyourmindslightlyajarinordertobelieveit’spossibletoinjectatleastalittlehumourintoyourmessage.AndnoticeIsaid‘humour’andnot‘telljokes’.I’mknownforusinghumourinmytalks.Infact,Ilovemakingpeoplelaugh.ButI’mlousyattellingjokes.Infact,worsethanlousy.
Askmykids.
Ihavethecapacitynotonlytoruinapunchlinebutalsotoforgetitentirely.Soguesswhat?Idon’ttelljokes–andmyadvicetoyouisthatunlessyou’reextremelytalentedatdoingso,andarealmostcertainyouraudiencewilllaugh,thenyoushouldn’teither.There’sanarttotellingjokesthatisactuallyharderthanitseems.
So,ifjokesareofftheagendainmostcases,whatcouldyoudo?Herearesomeoptions.
1.TellamusingstoriesYes,we’rebacktothelessonsfromJC,JoandtheGreekguy.Mostpeoplewillattimesexperiencesomethingfunnyintheirday-to-daylives.Ifyou’dtellittofriendsoverdinner,ortocolleaguesinthecanteen,then
it’sgotthepotentialtobeusedinyourpresentation.Providing,thatis,itmeetsthefollowingcriteria:
Whenyoutoldthestory,didthepeopleyoutoldittoenjoyit,oratleastsmile?
Wouldthisstorynotonlybeamusingbutalsorelevanttoyourmessage?
Thinkingaboutthepeopleyou’representingto,areyoucomfortabletellingthemthisstory?Aretheyeasilyoffended?
Ifyou’representingtostrangers,perhapsuseastoryyou’reconfidentmostpeoplewillfindamusing,recognizingthepotentiallydiversemixofpeopleyou’respeakingto.Yourstoryaboutwhathappenedontherugbytouroryourfriend’shenpartymaybeonetokeepforaselectaudience,whiletheoneaboutwhathappenedtoyouwhenyouwentshoppingwithyourfamily,oraneventthathappenedatwork,mayhavebroaderappeal.Infact,I’dencourageyoutomakeanoteofwhenamusingthingshappentoyou–youneverknowwhenyoumightwanttousethem.
Forinstance,ItellastoryaboutmanagingthirtywomenwhenIworkedforafoodproductioncompany.Thewomenwereontheproductionlinemakingeconomybeefburgers.
Itellmyaudience:‘Ilearnttwomajorlessonsfromthatexperience.Numberone.Don’teateconomybeefburgers.’Ithenpauseandwaitforareaction–asIwanttogivethemtimetoprocesswhatI’vesaid.Itdoesn’tbringthehousedown,butitdoesgetafewlaughs.Goingbacktomyearlierpoint,Istarttonoticesomepeople’steeth–they’resmiling.NowI’vedeliveredthislineoftenenoughtobeabletogaugebytheresponsewhatkindofaudienceI’vegot.TherehasbeentheveryrareoccasionwhereI’vefailedtoevengainasmalltitter.Butthat’sOK,thoughitcanbealittleunnerving.ThepointisI’venotsetthisupasajoke;I’mjustincludingitaspartofmybackgroundaboutmyself.Theirsilencedoesn’tsignaltheendforme,butitmightsignalthatIneedtobecarefulhowIusehumourduringtherestofmypresentationwiththatparticularaudience.
Oh,andifyouwanttoknowwhichstoriesarethebestintermsofhumour,they’reusuallytheonestoldatyourexpense.WhenAndyMurray,theBritishtennisplayer,wontheBBCSportsPersonalityoftheYearawardin2015hetoldthefollowinganecdoteinhisacceptance
speech.
HerecalledhearingsomeonesaythatspendingtimewithAndyMurray(ifyou’renotfromtheUKhehasareputationinsomepeople’seyesofbeingadourScot)wouldbelikespendingaweekendinWorthing.Andy’sreplytothisrathersnideputdownwas:‘Tobefair,IthinkthatabitharshonWorthing.’Thisisaperfectexampleofusinghumourathisownexpense.Bymakinghimselfthebuttofthejokenotonlydoestheaudiencerelax,buthealsoappearsmorelikeable.
Sostoriesareonewaytoinjecthumour.Whataboutsomeothers?
2.VideoclipsandamusingpicturesYoucouldshowanamusingpictureoravideoclip.Makesuretheclipisn’ttoolong(definitelynolongerthantwominutes)andthatifyouincludeanytextonthepictureit’slargeandboldenoughtobereadbyeverybody.Ashumourcanbesubjective,ifyou’reshowingavideorememberit’ssafertointroducetheclipinalow-keywayratherthansaying‘whatyou’reabouttoseeishilarious’.Itmightbe,butifit’snot,you’vecreatedanawkwardmoment.It’syouraudiencewhowilldeterminewhetherit’shilariousornot,soit’sbettertoundersellratherthanoverselltheimpactofwhatthey’reabouttosee.
3.UsequotesQuotescanbeashortandsimplewayofinjectinghumourintoyourmessage.OneIregularlyuseisn’tevenintendedtobeparticularlyfunny,butsomepeoplefindthevisualimageryamusing.‘Ifyou’reridingadeadhorse,dismount.’
Nowthereareliterallythousandsofhumorousquotestobefoundonline.Personally,onthelaughterscalesomerankhigherthanothers,andrememberhumourcanbeverysubjective.Butatleastbyusingthemyoucanlightentheatmosphereanddefusesomeoftheseriousnessthatsooftenpervadespresentations.Herearesomeexamples,mostofwhichwillneedsomeintroductionorputtingintocontext.Althoughtheycouldbedeliveredverbally,theymayworkbetterbeingshownonaslide:
‘Ifquittersneverwinandwinnersneverquit,thenwhowasthefoolwhosaid“quitwhileyou’reahead”?’
‘Iwouldn’tmindchangeifeverythingwasn’tsodifferentafterwards.’
‘Whenlifeshutsadoor…openitagain.It’sadoor.That’showtheywork.’
OK,thisisabitofarandomone,butitbroughtasmiletomyface:
‘Idreamofabetterworldwherechickenscancrosstheroadwithouthavingtheirmotivesquestioned.’
Thisalsomademesmile:
‘Thedifferencebetweenstupidityandgeniusisthatgeniushasitslimits.’–AlbertEinstein
Thisnextoneisidealifyouwanttotalkaboutcommunicationandtheartoflistening:
‘Oh,I’msorry…didthemiddleofmysentenceinterruptthebeginningofyours?’
Orifyouhaveapresentationthat’sfulloffactsandfigures,youcanalwayssay‘I’malittleconcernedaboutthisnextquote…’
‘Getyourfactsfirst,thenyoudistortthemasyouplease.’
Orifyou’reintroducingtheimportanceofteamworkyoucanshowaquoteandsay‘Isuggestyoudon’tsubscribetothefollowingpieceofadvice…’
‘Ifsomeonesays“Expecttheunexpected”,slaptheminthefaceandsay“Youweren’texpectingthatwereyou?”’
Trustme,thechoiceofquotestouseisendless.Remember,noteveryonewillfindthemfunny,andthat’sOK.Yourgoalistotryandinjectsomehumour–you’renotauditioningforyourowntelevisioncomedyseries.
Whatifyousaysomethingyouthinkisamusingandthere’sabsolutelynoresponse?OK,beprepared.Sometimesyourattemptsathumourmightnotproduceevenatitterorapolitefakesmile.I’dliketosaythat’sneverhappenedtome.Butithas.FortunatelyI’mprepared,andinterestinglyenoughmyreactiontonotgettingalaughusuallygeneratesalaugh.HerearesomephrasesI’veusedwhenmyhumourhasbeenmetbydeathlysilence:
‘Thatwasn’tmeanttobefunny,andclearlyjudgingbytheresponseitwasn’t.’
‘Thatwasdesignedtogetasilentlaugh…Anditseemstohaveworked.’
‘Thatwasanattemptathumourforthoseofyouwhowerewondering.’
‘Thatworkedbetterinrehearsal.’
Fortunately,Irarelyhavetousethem,butit’shelpfultohavesomeresponsesreadyjustincase.Ifyouhadtochooseoneyou’duse,whichwoulditbe?Andifyoucanthinkofanyofyourownoryou’veheardothersused,pleaseletmeknow(mydetailsareatthebackofthebook).
AsI’vesaidbefore,humourisverysubjective.Andsomepeoplemightbelikeme–theyfindthingsfunny,butyoucan’talwaystellfromtheirface.
Seriously,Idooftenlaugh.Butinternally.
However,Ihavearelativewhoisthecompleteopposite.Boydotheyshowtheirteeth,andit’softenaccompaniedbyanoisethatalargegatheringofhyenaswouldbeproudof.I’dlovetorevealwhoitis,butforthesakeoffamilyharmonyandmyfuturesurvivalIbetternot.(They’dprobablykillme.)
Inwrappingupthissectionontheuseofhumour,it’sworthreflectingonthefollowing.Makingapresentationorgivingatalkislikepreparingamealforsomeone.First,knowyouraudience.It’snouseservinganIndianmealtosomeonewhohatesspicyfood.Andevenifyougetthedishright(i.e.youtailoryourmessagetoyouraudience),you’vestillgottothinkabouttheingredientsyouuse.Humourislikeoneofthoseingredients.Usedintherightamountsitcanmakeapresentation–butjustlikeaddingcertainspicestoameal,theadvice‘usesparingly’willattimesbeworthfollowing.Andifyou’reunsureaboutusinghumour,thefollowingisworthheeding:
Whenuncertain,pullthecurtain.
Inotherwords…ifindoubt,leaveitout.
PauseforThought
Behonest,couldyoueverbeaccusedofbeingtooserious?Intermsofyourcommunication,doyoueverusehumour?Ifnot,what’sstoppingyou?Considersomeofthecontextsinwhichyoucommunicatewithothers–arethereoccasionswhenaninjectionofhumourwouldbebeneficial?Andifso,why?Perhapsit’stimetobringyourhumourintotheworkplacealittlemoreoften–particularlywhenpeopleareunderalotofpressureandsomelightreliefmightbewelcomed.Whatdoyoureckon?
MyOneThingSohumourcouldbeagreatwaytomakeyourmessagememorableandengaging.Weexploredwaysyoucoulddothat:
Tellamusingstories.
Showvideoclipsandamusingpictures.
Usequotes.
Whichoneoftheabovestrategieswillyouusetohelpyoucommunicatewithinfluenceandimpact?
QUESTION3:
Thetemptationwhenwelookattheissueofbodylanguageistofocussolelyontheobvious,butsometimessuperficial,pointslike‘whattodowithyourhands’and‘makesureyoumaintaingoodeyecontact’.Now,
althougheyecontactandtheuseofhandscanbeimportant,I’dliketostartbyreturningtosomedeeperandmoreimportantaspectsofourcommunication.
We’vealreadyreferredpreviouslytothechapter‘Getyourattitudeintogear’,butI’dliketodosoagain.Therealityisthatyourattitudetowardsyourtopic,audienceandyourselfwillimpactyourbodylanguage–probablyfarmorethanyourealize.
Here’sthedeal.Inordertocommunicatewithinfluenceandimpact,it’svitallyimportantthatweunderstandtheconnectionbetweenourmindsandourbodies.They’reactuallyinextricablylinked,andengageandinteractwitheachotherinwaysmanyofusareunawareof.Unfortunately,toomanybookshavetreatedbodylanguageasasoleentity,asifitexistsinisolation,separatetowhat’sgoingoninsideyourhead.Inmyopinion,thisapproachisratherunhelpful.
Let’sseewhy.
Picturethescene.You’reinacafewithfriends,relaxingandjoking.Yourecountaninterestingandamusingeventthathappenedatworkthatweek.Nowholdthatpicturethere.Atthatprecisemomentintime,howconsciousareyouofyourbodylanguage?Probablynotatall.Yousee,atthatmomentyou’refeelingrelaxed,areamongfriendsandhavesomethingyouwanttosay.Andwithoutanycoachingoradvicefromabodylanguageguru,theoddsareyou’llbeprojectingarelaxedandconfidentimage.Agree?
Yourbodylanguagehasasmuchtodowithwhat’sgoingoninyourheadandhowyou’refeelingasitdoeswithyourbody.
So…
Inordertoaddresstheissueofyourbodylanguage,youalsohavetoaddresstheissueofyourmindset.
Forinstance,ifyou’respeakingataneventandyoudon’twanttobethere,feelunderpressureandwanttofinishasquicklyaspossible,thatwillbereflectedinyourbodylanguage.Obvious,eh?
Buthere’ssomethingIfindreallyfascinating.
Yourbodylanguagedoesn’tjustsendamessagetoyouraudience.Italsosendsamessagetoyourself.
Confused?Letmeexplain.
WilliamJames,oftendubbedthefatherofmodernpsychology,arguedthathowyoucarryyourself,yourposture,yourbreathingandyourfacialexpressions,areallaffectedbythewayyouthink,feelandbehave.Inotherwords,hewaschampioningthewholemind–bodyconnection.NowJamesleftthisplanetoverahundredyearsago,butit’sthemorerecentworkofsocialpsychologistandassociateprofessoratHarvardUniversity,AmyCuddy,thathasbroughtJames’sinsightsrightintothe21stcenturyandunderpinneditwithscientificresearch.
Onceyou’vefinishedthisbook,pleasedoyourselfafavourandvisitthewebsiteTED.com.ThentypethenameAmyCuddyintothesearchbarandwatchhertalk‘Yourbodylanguageshapeswhoyouare’.You’llfinditanincrediblyvaluabletwenty-twominutesofyourtime.Inthatvideo,Cuddymakesanumberofimportantpoints–asshedoesinherbookPresence:BringingYourBoldestSelfToYourBiggestChallenge.Sopleasemakesureyoumakeanotetowatchit.
Towhetyourappetite,letmedistilsomeofherinsightsforyou,becausewhatshehastosaywillproveinvaluabletoyouinbecomingamoreconfidentcommunicator.
Oneofherkeymessagesissimplythis.Whenweactwithconfidencewefeelmoreconfident.Interestingly,Cuddy’sresearchrevealedthatyourphysiology,particularlyyourposture,affectshowyoufeel.WilliamJamesarticulateditanotherway.‘Idon’tsingbecauseI’mhappy,I’mhappybecauseIsing.’
Inanutshell,confidenceisaffectedbybothyourmindsetandyourbodylanguage.Assimpleasitsounds,ifyouwanttofeelmoreconfident,actmoreconfident.
Yousee,it’sjustpossiblethatyoufollowallthosetipsIoutlinedinthechapteronhowtodealwithyournervesandyetyoustillfeelyou’restrugglingtomanagethem.Whatcouldultimatelymakethedifferencetohowyou’refeelingissimplyactingandbehavinginaconfidentmanner.Now,don’trelysolelyonthisapproachtotheomissionofalltheotherideasIhaveoutlined–butincorporateitalongsidethem.
InmybookSelf-Confidence,Ihighlightthatlifeisaboutlearningtolivewithadegreeofself-doubt–butseeingitasyourcompanionratherthanyourmaster.Inotherwords,makesureit’sinthebackseatofthecar,not
thedriver’sseat.Ifyoudon’t,andyouallowyourself-doubttodominate,youstrangleyourownvoice.Youcanliterallyshrink,fromaphysicalperspective.Andpeoplewholackconfidenceor,asCuddydescribesit,asenseofpower,literallymakethemselvessmaller.Theystandlesstall.Theyslouch.Theylowertheirgazeandavoideyecontact.Theysendthemessagetotheiraudience‘Idon’twanttobehere’.AndCuddy’spointisthatthey’realsosendingthesamemessagetothemselves,thereforefurtherunderminingtheirconfidence.
Sowhatdoweneedtodo?
Actconfident.
Soundssimpleenough,butinrealitywhatdoesthatmean?
Itmeansfollowingyourparents’adviceandalsorememberinghowsoldiersstandonparade.Standupstraight.Chinup.Shouldersback.Legsapart.Notonlydoyoulookmoreconfident(andthinkaboutit,thelastthingasoldierwantstodoislookscared,eveniftheyare),butCuddy’spointisthatyou’llbegintofeelmoreconfidenttoo.
Whenyoulookattheanimalkingdom,frompeacocksthroughtochimpanzees,iftheywanttodemonstrateasignofpowertheymakethemselvesphysicallybigger.Amyarguesweshoulddothesame.Notinordertoappeardominant–buttoappearconfident.Believeme,peoplewanttotrustyou,andthat’sreallydifficulttodowhenyourbodylanguageconveysthatyoudon’tappeartotrustyourself.TheHughGrantbumbling,slightlyhesitantfilmcharactercanbeendearingtoadegree,butwouldyoureallywanttoseehisbehaviourbeingconsistentlydisplayedbysomeone?
So,returningtothemind–bodyconnection,thinkoftheirrelationshipasbeingliketwoballroomdancers.Byallowingyourbodytobetheleadpartner,yourfeelingswill,accordingtotheresearchCuddyoutlined,automaticallyfollow.Ortoputitanotherway:
Rightfeelingsfollowrightactions.
Tohelpyouactandbehaveinamoreconfidentway,thinkaboutyouranswerstothefollowingquestions:
Howwouldapersonwhowasfeelingconfidentactinyoursituation?
Howwouldtheysound?
Wherewouldtheylook?(I’llgiveyouaclue–notattheground.)
Whatmessagewouldtheyportraywiththeirfacialfeatures?(Asmileperhaps?)
Iftheywereshakinghands,howwouldtheydothat?
Nowremember,thisisatwo-prongedapproachtoprojectingconfidence.Mindsetandbehaviour.Andyourgoalistoappearconfident,notintimidating.Soexcessiveeyecontactisano-no.It’seitherinterpretedasflirtingoranarrogantattempttotryanddominatesomeone.
Also,besensitivetothecultureofyouraudience.I’musuallysensitivetohowmybodylanguagecanbeinterpreteddifferentlyinsomecountries,butmistakescanstillbemade.IhavetoconfessthatmyaudienceinIranweremorethangraciousintheiracceptanceofmythumbsupsign,whichIwasinformedlaterwastheequivalentofshowingaWesternaudiencemymiddlefinger.Still,Ididitwithasmile.
Nowit’snotjustbodylanguagethat’simportanttoconsiderwhenexploringtheimpactofnon-verbalcommunication.
Beawarealsoofthemessagesyousendbytheclothesyou’rewearing(orperhapsnotwearing).
Here’sthedeal:
Firstimpressionsmaybesuperficial,butthey’restillsignificant.
Ifindoubt,I’dratheroverdressthanunderdresswhenI’mspeaking;butwhateverI’mwearing,I’mconsciousthatI’mcommunicatingamessagetomyaudience.Now,Irecognizewhatyouwearisamatteroftaste,buttaketimetoconsiderwhatmessageyou’dlikeyourclothestocommunicatetoyouraudience,andalsothinkabouthowyoufeelwearingthem.
If,forwhateverreason,youdon’tfeelcomfortablewearingsomething,thendon’twearit.Trustme,ifyoudon’tfeelcomfortablethatwillaffectyourbodylanguageandhowyoucomeacrosstoothers.Also,bemoreawareofwhatotherpeoplewear,andaskyourself:‘WouldIlookgoodinthat?’Getfeedbackfromanhonestfriendaboutwhatyou’rewearing.Ifindoubt,sendaphotoofyourselftomymateDave.Hemightnotbeyourfriend,buthe’lldefinitelygiveyousomehonestfeedback.
InsummaryWhenitcomestobodylanguage,let’smovefromthetrivial–hescratchedhisnosenineteenminutesintohistalkwhichindicateshe’sprobablylying–tothesignificant.Let’sgraspthebiggerpicturehere–themind–bodyconnection.Andalthoughwemightneedtoactconfidentevenwhenwe’renotinitiallyfeelingit,yourgoalindoingsoisnottodeceiveothersbuttogiveyourselfthebestopportunitytoservethem.
Thatcomesfromasenseof‘I’mgladtobehere–I’vesomethingtosay’ratherthan‘Iapologiseformypresence–IknowI’mnotworthyofyourattention’.OK,I’mexaggeratingalittle,butyougetmypointdon’tyou?
Wanttocommunicatewithinfluenceandimpact?Wanttospeaksopeoplereallylisten?Thenbepresentinthemoment(ratherthanwishingitwasover)andownyourspace.Don’tshrink.Expand.Smile.Andengageineyecontact.Rememberthatthroughyourbodylanguageyou’rehavingentireconversations–withoutsayingaword.Andthoseconversationsarenotjustwithyouraudience,butwithyourselftoo.Sobemoreawareofthoseconversations,andmakesurethey’reservingyourmessage,notstranglingit.
Oh,andonefinalpoint.Beawareofyouraudience’sbodylanguage.Ifthey’refrothingatthemouthorwalkingoutinlargenumbers,that’sprobablynotaverygoodsign.
PauseforThought
Howawareareyouoftheimpactyourbodylanguagehasonyouraudience?Howabouttheimpactithasonhowyou’refeeling?Intermsofwhatyouwear,howmuchattentiondoyougivethis?IwasoncetoldthatifI’msellingtoamanagingdirectorIshoulddresslikeamanagingdirector–whichisgreatadvice–ifthey’rethesamegenderasyou.Eitherway,isitpossibleyourwardrobeneedsanupgradeandyourbodylanguageneedsanuplift?
MyOneThingYousimplyhaveoneactiontotake.WatchthatTEDtalkbyAmyCuddy.
Sowhat'snextforyou?Well,we'vejustaboutfinishedourjourneytogether.Ihopeit'sbeenaworthwhiletripforyou.Here'saquickreminderofsomeoftheplaceswevisited,withtheaimofenablingyoutospeaksopeoplereallylisten.
Westartedbyuncovering‘TheSevenGreatSinsofSpeaking'.Here'saquickrecapofthem:
1. Afailuretomakeyourmessagestickyormemorable…somakesureyoucoveryourcontentinVelcro,ratherthancoatitinTeflon.
2. Drowningpeopleindetail…SLIMdownyourcontent.SayLess,ImpactMore.
3. Afailuretoconsiderorunderstandyouraudience'sneeds…sogettoknowyouraudience,notjustyourmessage.
4. Focusingonfeaturesratherthansellingbenefits…somakesureyouansweryouraudience'squestion:‘WhyshouldIcare?'
5. Wingingit…sobewarethedangersofcomplacency–andperhapsevenarrogance.
6. Showingslidesthatsuck…thelifeoutofyouraudience…sorememberyou'rethestaroftheshow–andasforyourslides,dotheyneedditchingordeveloping?
7. Takingpeopleonapointlessramble…somakesureyouanswerthequestion‘Sowhat'syourpoint?'
Themainpartofourjourneyfocusedon‘TheEightGreatWaystoSpeaksoPeopleReallyListen'.Let'sremindourselvesofsomeofthestopoffpointsandhighlightsofourtour.
1. Getreal…sobringyourpersonalitytoyourcommunication,andrememberthatconnectionwithyouraudienceiscrucial.
2. Getyourattitudeintogear…especiallyinrelationtoyourtopic,youraudience,andyourself.
3. Startattheend…andfocusonwhatyouwantpeopletoKnow,
Feel,andDo(KFD).
4. Sortoutyourskeletons…withoutstructureordirectionyourtalkwillfallapart.
5. Grab'embytheeyeballs…youneedtostartbygettingpeople'sattention–somakesurethey'reengagedwithinthefirstninetyseconds.
6. Becomeanartist…let'spaintpicturesandbemorevisualwithourwords,ourslides,andevenbyusingprops.
7. LearnlessonsfromJC,JoandtheGreekguy…startusingtheoldestandmosteffectivecommunicationtoolinhumanhistory–tellstories.
8. Shineatquestiontime…handlethemwellandyou'llenhanceyourcredibility–andaddimpacttoyourmessage.
Asyoureflectbackonthoseeightdestinations,wereanyofthemparticularhighlightsforyou?Perhaps,justasweliketoreminiscebylookingthrougholdphotos,itwouldbeworthwhilerevisitingandremindingyourselfofsomeofthekeyhighlightsofourjourneytogether–particularlythe‘MyOneThing'sectionattheendofeachchapter.
Finally,wespentsometimeexploring‘I'mGladYouAskedThat…':thethreequestionsI'moftenaskedaboutspeakingandpresenting.Theycoveredthefollowingareas.
1. Nerves…they'renormalandthere'splentyyoucandotohandlethem,notbestrangledbythem.Igaveyousevenstrategiestostartwith.
2. Humour…whenyoulightenup,youraudienceopenup…theirminds.
3. Bodylanguage…there'samind–bodyconnectionweneedtobeawareof,andrememberyourbodylanguagesendsamessagetoyourself–notjustyouraudience.
Sothereyouhaveit–ourtimetogetherisdrawingtoaclose.Whatwe'veexploredwasn'tmeanttobeapreciseprescriptiononhowtocommunicate,butratherasetofprinciplesandideastohelpyouspeaksopeoplereallylisten.Hopefullyyoubelieveyouhavesomethingworthwhiletosay–andwhatyou'vediscoveredinreadingthisbookwill
helpyoutosaythatwithgreaterconfidenceandconvictionfromnowon.
Beawarethathavingtheopportunitytospeakandpresenttoothersisbothaprivilegeandaresponsibility.Manypeopledon'trecognizeitassuch,andthereforefailtomaximizetheirinfluenceandimpactonothers.Sometimesthat'sduetoignorance,othertimesarrogance,andoccasionallyinsomepartsoftheworldbecausethey'reunabletoaccessthetoolsandideasrequiredtocommunicatemoreeffectively.
Ifyou'vereadthisfar,Isenseyou'renowawareofnotjustyourprivilegeandresponsibility,butalsotheopportunityyouhavewhenyouraiseyourgameasacommunicator.FromWinstonChurchilltoBarackObama,therearemanyexamplesofhowwordscanchangeanation.Youraspirationsmightnotbequitethesameasthoseguys,butneverdoubtthatyourwordscanprofoundlyimpactpeople'slives,whetherspokenprivatelyorpublically,orinyourpersonalorprofessionallife.
Theymightnotchangetheworld,buttheycouldchangesomeone'sworld.
Frombusinesstopolitics,andfromeducationtophilosophy,wordsmatter.Theycanenrich,stimulateandchallengepeople'sthinking.Butwhethertheyfallondeafearsoronopenminds,it'snotsolelydowntowhatyousay.
It'sdowntohowyousayit.
Tome,raisingyourgameasacommunicatorisnotsomeself-indulgenthobby.Itactuallyprovidesanopportunitytomakeadifference.DeepdownIthinkthat'sthecaseforusall.Soseizetheopportunitiesthatdevelopingthisskillprovides.Refusetobeamerespectatorinlife.
Beaplayer.
Beawarethatyouwon'tpleaseorconnectwitheveryone.Andthat'sOK.Infact,inmyexperiencetheonlywaytoavoidanykindofcriticismistosaynothing,donothing,andbenothing.MaybeI'mwrong,butIdon'tbelievethat'sinthescriptforwhatourstoryonearthshouldbe–anendlessquesttoavoidcriticism.
Ihopereadingthisbookprovestobeaspringboardtoyouachievingevenmoresuccess,andcausesyoutogivetalksthatstarttalks–inthewordsofauthorandspeakerRobBell.
Remember,speakingwithinfluenceandimpactisnotsimplyforthechosenfew.It'sforthemany.
Butitdoesn'thappenbymagic.
Ithappensthroughhardwork,practiceandthehumilitytorecognizethatwecanallimprovefromwhereverwecurrentlyfindourselves.
What'snextforyou?Onlyyoucandecide.Buthere'ssomeadviceIhopeyoufindhelpful.
Bebold.Sometimesbebrave.Andaboveall,havesomefun.
Whetherornotourpathsshouldcrossinthefuture,Ireallydowishyousuccessinmakingadifference–andIwishyousuccessinspeaking–sopeoplereallylisten.
Enjoythejourney.
PaulMcGee
Sowhatdidyouthink?I'dlovetofindoutthewaysinwhichthisbookhashelpedyou,andwhichideasyouintendtoimplement.Sohereareafewwayswecanconnect–andIpromiseyouwillreceiveareply.
Twitter:@thesumoguy
Email:Paul.McGee@theSUMOguy.com
Text:+44(0)7771536666
Ifyouwanttotellawideraudiencewhatyouthoughtofthisbook,youcanalwaysleaveareviewonAmazon.
AboutPaulMcGee
PaulMcGeeisaconferencespeaker,seminarpresenter,communicationcoachandbestsellingauthor.
Hisacademicbackgroundisinbehaviouralandsocialpsychology,andhisearlycareerwasspentinHumanResourcesandPeopleDevelopment.
He'soneoftheUK'sleadingspeakersonchange,inspiringleadershipandcommunicatingwithconfidence.Histhought-provoking,humorousandpracticalapproachtolifehasseenhimspeakin40countriesandhe'ssoldover200,000booksworldwide.HealsoworksonaconsultancyandcoachingbasiswithanEnglishPremierLeaguefootballteam.
HedevelopedtheSUMO(ShutUp,MoveOn)brandin2002andmorerecentlylaunchedSUMO4Schools,aprogrammedesignedtohelpyoungpeoplerealizetheirpotentialanddevelopskillsforlife.
He'scuriousaboutfaith,fascinatedbypeople,andpassionateaboutfootball,familyandfriendships.
Tofindoutmoreabouthiswork,visitwww.theSUMOguy.com.
OtherbooksbyPaulMcGee
HowtoSucceedWithPeople:RemarkablyEasyWaystoEngage,InfluenceandMotivateAlmostAnyone(2013)
S.U.M.O.(ShutUp,MoveOn),10thAnniversaryEdition:TheStraight-TalkingGuidetoSucceedinginLife(2015)
HowNottoWorry:TheRemarkableTruthofHowASmallChangeCanHelpYouStressLessandEnjoyLifeMore(2012)
Self-Confidence,SecondEdition:TheRemarkableTruthofWhyASmallChangeCanMakeaBigDifference(2012)
S.U.M.O.YourRelationships:HowtoHandleNotStrangleThePeopleYouLiveandWorkWith(2007)
WantPaultospeakforyourorganization?PaulMcGeespeaksaroundtheworldatconferencesandcompanyevents.Fromakeynoteaddresstoaone-dayseminar,headdressesthefollowingareas:
Inspiringleadership
Howtosurviveandthriveinachangingworld
Howtocommunicatewithinfluenceandimpact.
FormoredetailsonhowPaulcanhelpyourorganization,contactusvia:
Telephone:+44(0)1925268708
Email:Contact@theSUMOguy.com
Web:www.theSUMOguy.com
Indexactions
adrenalin
advertising
Aesop
Andersen,HansChristian
anticipatorystress
anxiety
seealsonerves
Apple
appreciation,showing
Aristotle
arrogance
artisticlicence
attention,grabbing
attitude
impactonbodylanguage
positive
towardsyouraudience
towardsyourtopic
towardsyourself
audience
attitudetowardsyour
avoidingconfusingyour
bodylanguage
connectingwithyour
developingarelationshipwithyour
engagingyour
insultingyour
involvingyour
KFDprocess
knowingyour
levelofdetailrequiredforyour
managingyourinnercritic
managingyournerves
politenessofaudiencemembers
questionsfromthe
ramblingtoyour
sellingbenefitstoyour
stories
3Gs
beachballmetaphor
Bell,Rob
benefits,selling
Blair,Tony
blandness
Bliss,Chris
bodylanguage
boring,being
Bounds,Andy
Boyle,Susan
brainprocesses
breaks
breathing
brevity
Britain'sGotTalent
bulletpoints
butterflies
seealsonerves
callstoaction
‘calmducksyndrome'
ChronicFatigueSyndrome
chronology
Churchill,Winston
clarity
climatechange
closingaspeech
clothes
Clow,Lee
CognitiveBehaviouralTherapy
communicationskills
complacency
complexity
confidence
bodylanguage
clarityofpurpose
innercritic
connectingwithyouraudience
contingencyplans
Covey,Stephen
credibility
answeringquestions
connectingwithyouraudience
stories
Cuddy,Amy
culturaldifferences
curiosity
detail
drowningpeoplein
stories
Einstein,Albert
emails
emotions(feelings)
KFDprocess
stories
T.E.A.R.process
empathy
TheEmporer'sNewClothes
employeesurveys
energy
excellence
eyecontact
‘fairlygood',being
features,focusingon
figures
finance
firstimpressions
fonts
footballplayers
4Ps
FruityThinking
fuzzyfocus
Gates,Bill
gettingreal
goals
goodbyes
gossip
gratitude,showing
hands,useofyour
Harvey,Steve
HippoTime
honesty
hormones
humour
jokes
quotes
stories
videoclipsandpictures
illusionoftransparency
images
amusingpictures
illustratingyourpoint
props
slides
turningfiguresintopictures
visuallanguage
influence
informationoverload
seealsodetail
ingratiation
innercoach
innercritic
internalconversations
interviews
James,William
jargon
JesusChrist
jobinterviews
Jobs,Steve
jokes
KFD(Know,Feel,Do)process
language
jargon
usinglessfamiliar
visual
listening
McDermott,Steve
ME(MyalgicEncephalomyelitis)
mediocrity
meetings
memorablemessages
memorizingfigures
messages
clarityof
sellingthebenefits
stickyandmemorable
structuringyour
metaphors
seealsobeachballmetaphor
mind-bodyconnection
MonumentalErections-howtokeepyoursup
Murray,Andy
‘MyOneThing'
attitude
bodylanguage
complacency
connectingwithyouraudience
engagingyouraudience
humour
images
KFDprocess
knowingyouraudience
memorablemessages
nerves
questions
rambling
sellingbenefits
slides
SLIMapproach
sortingoutyourskeletons
stories
nerves
90/90Rule
novelty
Obama,Barack
openings
passion
Pavlov'sdogexperiment
percentages
perspective
persuasion
pictures,amusing
seealsoimages
platitudes
positiveattitude
posture
PowerPoint
seealsoslides
preparation
answeringquestions
KFDprocess
knowingyouraudience
lackof
managingyournerves
slides
presentations
answeringquestions
brainprocesses
humourin
levelofdetailin
poor
slides
startingattheend
viewedasconversations
PrimeMinister'sQuestionTime
problems
props
questions
askingtheaudience
fromtheaudience
creatingcuriositywith
knowingyouraudience
fromyourself
quotes
rambling
reinforcement
‘RemembertheBeachball'metaphor
reminders
repetition
responsibility,taking
results
revelations
Robinson,Ken
Rowling,J.K.
SayLess,ImpactMore(SLIM)approach
Segall,Ken
self-confidence
bodylanguage
clarityofpurpose
innercritic
self-criticism
self-delusion
self-doubt
self-talk
sellingbenefits
SevenGreatSinsofSpeaking
drowningindetail
failuretoconsideryouraudience'sneeds
failuretomakeyourmessagestickyormemorable
focusingonfeatures
rambling
slides
wingingit
simplicity
skeletons,sortingoutyour
slides
SLIM(SayLess,ImpactMore)approach
smiling
SolutionFocusedThinking
StarWars
startingattheend
stories
amusing
Aristotle'sapproach
artisticlicence
givingdetail
impactonthebrain
keypoints
openings
practisingyour
support
threepoints
stress
SUMO(ShutUp,MoveOn)
TheSUMOGuy(brandname)
T.E.A.R.process
text
thinking
three-pointturns
3Gs
threeRs
titles,compelling
topics,attitudetowards
transparency,illusionof
values
videoclips
VirginGroup
visuallanguage
waffle
seealsorambling
WhoWantstoBeaMillionaire
wingingit
Woodward,Clive
WILEYENDUSERLICENSEAGREEMENTGotowww.wiley.com/go/eulatoaccessWiley’sebookEULA.
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