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Power of Communication Excerpted in FastCompany.com
FastCompany excerpted Chapter 9 of the book: Audiences: Attention, Retention, and How Hearts and Minds are Won:
Expert Perspective
Hijacking Emotion Is The Key To Engaging Your Audience
BY Helio Fred Garcia | 05-08-2012 | 9:45 AM
This article is written by a member of our expert contributor community.
The default to emotion is part of the human condition.
To better appreciate the role of emotion and what it allows an audience to do, we need to take a brief detour into evolutionary biology. The human brain can be understood as three separate brains working in tandem, if not completely integrated with each other.
To better appreciate the role of emotion and what it allows an audience to do, we need to take a brief detour into evolutionary biology. The human brain can be understood as three separate brains working in tandem, if not completely integrated with each other.
The primitive brain and the limbic brain collectively make up the limbic system, which governs emotion. Within the limbic system, there is a structure called the amygdala, which leaders need to understand.
When faced with a stimulus, the amygdala turns our emotions on. It does so instantaneously, without our having to think about it. We find ourselves responding to a threat even before we’re consciously aware of it. Think of jumping back when we see a sudden movement in front of us, or being startled by the sound of a loud bang. We also respond instantaneously to positive stimulus without thinking about it: Note how we tend to smile back when someone smiles at us; how we are immediately distracted when something we consider beautiful enters our line of sight.
The amygdala is the key to understanding an audience’s emotional response, and to connecting with an audience. It plays an important role in salience, what grabs and keeps our attention. In other words, attention is an emotion-driven phenomenon. If we want to get and hold an audience’s attention, we need to trigger the amygdala to our advantage. Only when we have an audience’s attention can we then move them to rational argument.
I have become somewhat notorious in the programs I teach at NYU for the way I start each class. I teach all-day sessions on Saturdays, and as the 9 a.m. start time approaches, most students are still milling about, getting settled, and chatting with each other. At precisely 9 a.m. I touch a button on my remote mouse and play a sudden blast of very loud music. Most of the time it’s the chorus of “Let’s Get It Started” by the Black Eyed Peas, but to keep the element of surprise I sometimes vary the selection. After a 10-second burst of very loud music, I have every student’s undivided attention. I then lock in the connection: I smile, welcome them, thank them for investing a full Saturday in developing their careers. Only then do I begin the class. I have hijacked their amygdalas. We need audiences to feel first, and then to think.
Five Strategies for Audience Engagement
When leaders are speaking to audiences that are under stress–even if the audience is merely tired or distracted–the leader can take the amygdala into account in determining how the content is structured and how the audience is engaged. Here are five ways to engage effectively:
- Establish connection before saying anything substantive. And remember that the connection is physical. Techniques to connect include asking for the audience’s attention, if only with a powerful and warm greeting, followed by silence and eye contact. The key is to make sure the audience isn’t doing something else so that they pay attention.
- Say the most important thing first once you have their attention. The most important thing should be a powerful framing statement that will control the meaning of all that follows. Remember that frames have to precede facts.
- Close with a recapitulation of the powerful framing statement that opened the presentation.
- Make it easy to remember. Keep in mind how hard it is for people to listen, hear, and remember. One way is to repeat key points. I often hear from clients, “But I’ve already said this. I don’t need to say it again.” Or, “I don’t want to say it again.” Or, “If I have to say this again, I’ll throw up. I’m tired of repeating myself.” But leaders need to constantly repeat the key themes, within any given presentation, and in general as a matter of organizational strategy. It doesn’t matter if they’re bored with saying it. The audience needs to hear it, again and again. And again. As a general principle, people need to hear things three times if they are to even pay attention to it. And because any given audience member at any time may be distracted or inattentive, he or she is unlikely to hear or attend to everything that is said. So leaders need to repeat key points far more than three times to be sure that everyone has heard it at least three times. One of the burdens of leadership is to have a very high tolerance for repetition.
- Follow the rule of threes. Have three main points. But no more than three main points; no more than three topics; no more than three examples per topic. Group thoughts in threes; words in threes; actions in threes. (See how I just used the Rule of Threes in that sentence?) Think of Abraham Lincoln in the Gettysburg Address: “We cannot dedicate, we cannot consecrate, we cannot hallow this ground.”
The default to emotion is part of the human condition. The amygdala governs the fight-or-flight impulse, the triggering of powerful emotions, and the release of chemicals that put humans in a heightened state of arousal. Humans are not thinking machines. We’re feeling machines who also think. We feel first, and then we think. As a result, leaders need to meet emotion with emotion before they can move audiences with reason.
The following is an adapted excerpt from The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively by Helio Fred Garcia, printed with permission from FT Press, a publishing imprint of Pearson.
[Image: Flickr user Howie Le]
Winning Hearts and Minds at the National Level
Marrakech Mosque at Sunset
Over the past 8 months I have had the good fortune to spend time in Beijing, Paris, Zurich, and Marrakech, Morocco, speaking with leaders of governments, the military, religious institutions, humanitarian organizations, universities, and other social institutions.
And in my travels I detected something I hadn’t noticed before: a meaningful deterioration in the regard with which the United States is held. Not about particular events, but a general decline in respect and admiration. Not of Americans, but of the nation’s role in the world.
I’ll blog about this more later, but Sunday’s New York Times has a series of pieces that prompt me to revisit those observations and also to use them as a teachable moment to illustrate some key principles from my latest book.
Now Available: The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively
Now in Circulation
Friends,
I am pleased to announce that The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively is now in circulation!
Worth Reading: The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively
Friends, I’m very pleased to announce the pending publication of my new book, The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively. It is being published by FT Press/Pearson.
The formal publication date is May 6, but pre-orders are available now for both print and e-books, individual or bulk orders. E-book versions will be available April 26 directly from FT Press. Amazon says that pre-ordered books should be received by customers in New York by May 9. Bulk orders at a discount can be made at CEO Read.
Worth Reading, February 13, 2012: Other People’s Reflections on China
This is my first post since the Logos Institute Blog began its weekly “what we’re reading” series.
I haven’t been reading as much lately as I usually do, because I’ve been putting the finishing touches on my next book, about which you’ll hear much more in the coming months.
But when I’ve read it has mostly been building upon my reflections on China by paying attention to what others with far more experience there are saying.
An excellent starting point for anyone interested in understanding China from the perspective of the United States is Henry Kissinger’s On China. This first-hand account from the nation’s architect of the 1972 Opening to China is both a fascinating read and a good guidebook to the seminal moments in China’s and the United States’ increasingly important relationship.
But to really understand how China got from 1972 to the present, from a Chinese perspective, the indispensable read is Deng Xiaoping and the Transformation of China by Ezra F. Vogel. The author is Henry Ford II Professor of Social Sciences at Harvard. He took a break from teaching to spend time in the CIA in the 1990s as the National Intelligence Officer for East Asia. His voluminous and deeply-researched book includes private and Party papers, interviews with family members and participants at major events, and a deep understanding of the day-to-day workings of the key players.
It’s particularly interesting (and both fun and scary) to read Deng’s accounts of his meetings with Henry Kissinger side-by-side with Kissinger’s. The book also places those meetings into a Chinese context and shows how the U.S. mis-calculated significantly again and again in its relationships with China — from the risk of Chinese intervention in the Korean war to China’s relationship with Vietnam. China invaded Vietnam soon after we left, worried about Vietnam’s likely invasion of Cambodia and fearing Soviet encirclement. So much for our fear of global communist domination.
Reflections on China
I have just returned from two weeks of teaching in China, and it has gotten me thinking.
BP: A Failure of Leadership and Management on a Massive Scale
“The nicest thing about not planning is that
failure comes as a complete surprise,
rather than being preceded by a period of
worry and depression.”
Sir John Harvey-Jones
The catastrophic loss of the Deepwater Horizon rig on the Macondo well seemed to come as a complete surprise, especially to those who were closest to it. It shouldn’t have.
Last year I blogged that the seeds of the Deepwater Horizon explosion were planted well before April 20, 2010.
The verdict is now in on the BP disaster: The sequence of mis-steps that resulted in 11 people killed and millions of barrels of oil gushing into the Gulf of Mexico was the result of a failure of leadership and management on a massive scale.
BP: Benighted Planning
“Plan for what is difficult when it is most easy,
do what is great while it is small.
The most difficult things in the world must be done
while they are still easy,
the greatest things in the world must be done
while they are still small.”
The Tao-te Ching, or The Way and Its Power
Lao Tzu (604-581 BCE)
….
Let’s simply stipulate that BP’s response to its disaster in the Gulf is shaping up to be the new standard for mishandled crises.
We’ll continue to harvest how-not-to lessons from BP as long as Tony Hayward continues to talk, the oil continues to flow, and beaches, fisheries, wetlands, wildlife, and livelihoods remain at risk.
But what are the deeper lessons?
I believe the key is this: The seeds of what happened after the April 20 explosion were planted well before April 20.
To harvest the most meaningful lessons from BP requires us to look at the sequence of events leading to the fire, explosion, collapse of the rig, death of 11 workers, and the surge of oil into the Gulf.
Prevention More Important Than Response
However important getting crisis response right may be, crisis prevention is even more important.
BP got both spectacularly wrong.
Humility Update: Humility is Strength. Obama Wins Nobel Peace Prize
The Paradox of American Power
Between the 9/11 attacks and the US invasion of Iraq in 2003, the foreign policy establishment focused on the difference between “soft power” and “hard power.”
The concepts were elaborated in a 2002 book by Joseph S. Nye, Jr., then dean and now University Distinguished Service Professor at the Kennedy School of Government at Harvard University. Nye is consistently ranked one of the most influential US scholars on foreign policy.
His book, The Paradox of American Power: Why the World’s Only Superpower Can’t Go it Alone, was remarkably prescient. (more…)
Worth Reading: “Strategic Communication: Getting Back to Basics” by Admiral Michael G. Mullen, Chairman, Joint Chiefs of Staff, Joint Force Quarterly
Taking Strategic Communication Seriously
The United States government is finally taking strategic communication seriously.
This week President Obama used all the instruments of diplomacy to advance the US foreign policy agenda, including getting Russia, France, and Britain to stand with the US against continued nuclear development by Iran.
President Obama’s wins at the UN and in the G-20 summit in Pittsburgh this week are just the latest indication of a more mature and intentional foreign policy that aims at influencing world leaders and the world community in ways that increase the security of the United States.
An important element of this new approach is a renewed emphasis on effective public diplomacy.
Effective Public Diplomacy =
Influencing, not Bullying
Last year I wrote a post about US public diplomacy, and how much of it missed the mark.
I noted that effective communication isn’t about pushing messages to audiences, but rather about provoking a desired reaction from those audiences.
I also quoted Dr. Amy Zalman, who wrote an East-West Institute concept paper, Countering Violent Extremism, that included this observation:
“Good communicators reveal, in speech and action, that they understand the motivations and aspirations of their audiences—and it is via this understanding that they gain their sympathies.”
Dr. Zalman then reviewed US public diplomacy directed toward the Muslim world, and concluded:
“A review of U.S. official rhetoric shows an all too persistent absence of this understanding, an oversight which in turn can fan rather than dampen extremist sentiment.”