I’ve written frequently about the book Made to Stick by Chip and Dan Heath and have been a strong advocate for the authors’ message about the elements of effective communication. Taking a page from Made to Stick, I’ve created a Commander’s Intent for the book’s main message as follows:
Informing Does Not Equal Influencing!
In other words, just dumping an excruciatingly comprehensive 500-page report or a 97-slide Powerpoint presentation with multiple indentation levels on an audience isn’t guaranteed to sway them to the message contained therein (if in fact there is one).
Now, clearly there is a time and a place for providing information – say, when a senior leader requests a status update on a high-stakes project. Yet as I frequently advise people, if you have any kind of persuasive purpose in a given communication – to prompt action, to shape opinion, to elicit caring – then you need to do more than just report data. You need to connect your message to something the audience can easily relate to – and care about. (Yes, even the senior leader in that status meeting.)
Next time I'll provide an example of "connecting with the audience" from an unlikely source: The world of scientific research.
Next time I'll provide an example of "connecting with the audience" from an unlikely source: The world of scientific research.
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REFLECTIONS FOR THE YES! LEADER
Performance improvisers are taught a simple guideline: Show, don’t tell! For example, don’t inform the audience that the scene takes place in Spain by saying “Here we are in Spain” – connect the audience with “Spain” in a concrete way by your actions.
For the Yes! Leader, what would happen if you were to do the following?
- Talk less about what you believe in and value, act more in a way that demonstrates those beliefs and values.
- Focus less on pushing your own agenda, focus more on the questions, concerns, and ideas of your listeners.
- Always be sure to address the two key questions in any listener's mind: WII? (What Is It?) and WSIC? (Why Should I Care?)









