Right Attitudes

Ideas for Impact

Communication

Establish Credibility for Persuasion

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‘Facts bridge the credibility gap.’

In “The McKinsey Way,” author Ethan M. Rasiel presents numerous insights to problem solving, analytical reasoning and effective communication practiced by consultants from McKinsey & Company, one of the foremost management-consulting firms.

When a typical associate joins McKinsey & Company, she “will have graduated near the top of her college class, spent two or three years working for a large company, then received her MBA from a top business school. She will be in her mid- to late-twenties. On her first engagement, she may have to present her analysis to the CEO of a Fortune 50 company, who will not give much credence to what some newly minted, 27-year-old MBA has to say—unless she has an overwhelming weight of facts to back her up. This is just as true for a junior executive presenting a proposal to his boss.

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One of the primary facets of our work is to sell ideas—to lead and persuade an audience to appreciate our arguments or our perceptions on a certain topic or problem.

Credibility is the cornerstone of persuasive communication. Many of us mistakenly presume that credibility is an entitlement—a function of our positions or affiliations. We fail to realise that credibility is a virtue we earn and preserve over time.

Establishing Credibility with Research

The single most effective approach to establishing credibility is to demonstrate concrete foundations to our proposed thoughts—to draw on meaningful information and deduce concrete inferences in support of our positions.

  • Collect facts and data from reliable sources. Interpret data and demonstrate its relevance. Deduce and structure your arguments in a logical manner to lead people to draw conclusions you would like them to.
  • Include particulars (data, analyses, information) of your background work in an appendix to your presentation or report.
  • Consider your position from every angle and prepare to answer questions. Address counter-arguments in your communication: “Some of you may argue that… Let me assess the risk and suggest a contingency plan.”

Bear in mind that people trust a person’s thoughts so long as they trust the underlying research.

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Stephen King’s Tips for Writing Better

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Here are tips on writing from the celebrated science-fiction author Stephen King’s popular book “On Writing–A Memoir of the Craft.” The first third of this book is a short memoir of the prolific author and the second section, the namesake “On Writing,” is unadulterated inspiration for serious authors and anybody with an inclination to improve their written communication skills.

  • Get to the point. Do not waste your reader’s time with too much back-story, long intros or longer anecdotes about your life. Reduce the noise.
  • 'On Writing--A Memoir of the Craft' by Stephen King (ISBN 1413818720) Write a draft. Then let it rest. King recommends that you crank out a first draft and then put it in your drawer to let it rest. This enables you to get out of the mindset you had when you wrote the draft and get a more detached and clear perspective on the text.
  • Cut down your text. When you revisit your text, it is time to kill your darlings and remove all the superfluous words and sentences. Removing will de-clutter your text and often get your message through with more clarity and a bigger emotional punch.
  • Be relatable and honest. One of the keys to doing that is to have an honest voice and honest characters with both bad and good sides to them. People we can relate to with all of their faults, passions, fears, weaknesses and good moments. Another key to being honest and relatable is keeping a conversational style.
  • Write a lot. To become a better writer you probably—and not so surprisingly – need to write more.

Communication is all about the audience: it is about directing the audience to identify with your point of view and comprehend the precise message you want to convey. The writing tips in Stephen King’s “On Writing” will help you focus on your message—be it in a speech, a blog post, an essay, or an email.

To echo the ideas summarized above, read my earlier blog article about beginning with the end: the most effective start to the communication process is to begin at the end and enumerate the outcome. List the conclusions the audience should draw from your effort. Setting a goal for your communication helps you collect and present ideas logically.

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Unlock the Power of Communication: Start with the End in Mind!

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How can you ensure your message hits the mark when you’re about to deliver a speech, prepare a presentation, write a report, draft a résumé, or compose an email? The secret lies in a simple yet powerful technique: beginning at the end.

Instead of diving straight into the content, take a moment to step into the shoes of your recipients or audience. Shift your perspective and view your communication from the outside in. To kickstart this process, ask yourself a series of intriguing questions about the outcome you desire. Don’t hold back—jot down every potential outcome that comes to mind without filtering or limiting your creativity.

Let’s say you’re gearing up for a captivating speech. Picture yourself standing before your audience and delve into their minds. Who are they? What burning questions do they have? What nuggets of knowledge or insights will truly resonate with them? Envision the impact you want to make. What do you hope your listeners will take away from your speech? What action do you want them to take after hearing your words?

Once you’ve gathered a rich array of intended outcomes, it’s time to prioritize and distill the essence of your message. Zero in on the core conclusions you wish to convey to your audience. This is where the magic happens. Now, take a step back and embark on a journey backward. Begin assembling your ideas, anecdotes, and compelling statistics that bolster your conclusions. Weave them into a seamless tapestry of thoughts that guide your audience to those pivotal “aha” moments.

By starting with the end in mind, you gain a distinct advantage—a great perspective that empowers you to shape the direction of your thoughts as you prepare your communication. This approach allows you to discard ideas that don’t align with your desired messages, enabling you to deliver a focused and impactful presentation.

Idea for Impact: communication is an art that revolves around your audience. When you begin at the end, you effectively zero in on the messages you want to convey to your listeners or readers. It’s like fine-tuning a symphony, ensuring every note strikes a chord in their hearts and minds.

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