Words are important, crucial to the effective communication and intent of an idea being articulated. Without the right words, well delivered, the idea will not have any oxygen, so be still-born.
This notion is applicable to every type of situation, from the casual conversation at a social gathering, to the articulation of major strategic choices.
There is a sequence that seems to be successful when making everything from a cold call to a full-blown strategic proposal. I have observed this sequence being successful over many years in many situations.
- Identify the big change that creates the opportunity you are intending to address.
- Demonstrate how the change will create winners and losers. Nobody wants to be on the losing side
- Envision the promised outcome post the project implementation
- Introduce the positive features of the idea as the catalyst to overcome the obstacles and deliver on the promise
- Present the hypothesis/evidence that delivery on the promise will follow naturally from effective implementation.
In addition, there are two ‘secrets’ to the delivery that while obvious, most seem to miss.
The first is in the manner of the delivery.
A flat, wooden delivery and the words will carry limited weight, will not elicit any emotion in the listener. By contrast, words delivered with passion, and obvious commitment to the outcome will be met with a more emotional response, which will either engage or turn off the listener.
The second is in the choice of words.
There are always many ways to articulate a message. Therefore, choosing the right words, the ones that build the attention and emotional response in the audience is fundamental.
Read the words of the great speeches, without conjuring up the mental image of the original speaker, and some of the power is lost. Churchill’s ‘we will never surrender’ speech, Martin Luther kings ‘I have a dream’ speech are great examples. Now read them again with the image in your mind, and the power returns.
One further thing that can make magic, is the power of the moment.
Churchill, newly installed as Britain’s PM as France surrendered, facing a catastrophic defeat, and King in front of 250,000 people on the steps of the Lincoln memorial in 1963. In the moment, King changed the text he had written adding the immortal words: “I have a dream’ to the list of changes he wished to see for his fellow Americans. Both used the moment to conjure emotional magic from the ether with words and passion.
Compare those to Albo’s 5-point plans, and Scomo’s blizzard of pithy sound bites, and know why we are so desperate for some genuine leadership.
Header credit: Courtesy ‘First dog on the moon’ cartoon frame.
