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This week’s Pearl of Leadership Wisdom is on….
Communication – Part II
Last week we looked at Chip and Dan Heath’s book “Made to Stick – why some ideas take hold and others come unstuck.”
We covered the first three elements – your message should be simple, unexpected and concrete.
Today we look at the remaining three elements…
Credibility – Use Statistics, but make them vivid!
“Only 37% of employees in the UK say they have a clear understanding of what their organisation is trying to achieve and why.” “Only one in five was enthusiastic about their team’s and their organisation’s goals.”
Yeah, so what?…but if you re-frame it in terms of a football team…
“If this was a football team, only 4 of the 11 players would know which goal is theirs and only 2 of the 11 would care.”
That’s vivid!
Don’t use statistics unless you’re sure everyone understands!
Be Emotional – The Mother Teresa Effect
“If I look at the mass, I will never act. If I look at the one, I will.”
Charities have long understood that talking about how your donation will help a named and pictured individual will generate over TWICE as much contribution as big picture statements on the awfulness of, for example, famine.
I don’t think this is cynical…it’s just about making it real.
So…is your message “real” – or are you just waving your hands about?
Finally,...tell a story – we love stories because they allow us to relate to each other in ways we understand as fellow human beings. Think how well fables have endured.
In summing up…this and last week’s message were about communication so if you want your messages to be “sticky”, make them…
…and tell a story.
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This week’s Pearl of Leadership Wisdom is on….
Communication – Part I
“The Great Wall of China is the only man-made object that is visible from space” – memorable but not true.
Of all the skills of leadership, communication must be the most important. The absence of communication is unimaginable. Even silence sends a message. Lowly bacteria communicate – using chemicals.
Chip and Dan Heath have written a great book called “Made to Stick – why some ideas take hold and others come unstuck”.
“The recommended daily allowance of iron for an adult is 14mg.” – true but not memorable.
They offer 6 key attributes that an idea must have to be effectively communicated.
First is…a focus on simplicity – “it’s the economy, stupid” was dreamed up by an advisor during Clinton’s presidential campaign to keep Clinton himself focused on the key issue.
Second is…to be unexpected – “if you haven’t been in a car since 1965 the correct way to fasten your seat belt is….” as used by cabin staff on Southwest Airlines.
Third is…creation of a concrete image in the mind – how about this…
“If all the stars in the Milky Way were grains of salt they would fill an Olympic-sized swimming pool.” – true and memorable. Wow.
I’ll give you the other three next week…..
Mark
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