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How to … Prepare to Be Interviewed by The Media

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I’ve never stumbled upon a media guest who’s not been unhappy with the results of an on-camera interview. Most feel they looked nervous or uncertain, bumbled over their words or didn’t get across with clarity, or the interviewer focused on the wrong stuff.

  • Rehearse and practice. Prepare for your interview by dress-rehearsing through your talking points with a colleague. Record it, review the footage, and look at your articulation and body language. Do you appear calm, coherent, and confident?
  • Television draws attention to your posture, energy, and facial expression. Keep eye contact. Focus on the person asking the questions and not on the camera. The more your eyes move around, the less trustworthy you’ll appear. Align how you look with how you want to be perceived—dress in a dark suit to appear serious, roll your sleeves up to appear hard-working, and don a polo shirt if your message is fun and informal.
  • Know your message. Before the interview begins, decide on the three key points you want to get across and stick with them. Three is easy enough to remember. It’ll prevent you from getting caught up in the conversations in your head.
  • Figure out your story. Think through the essence of what it is you need to communicate. Get your facts straight. Think about what you are trying to get across and how you can make that story relevant and understandable to your audience.
  • Restrain yourself from thinking aloud. Keep your anecdotes short; don’t overestimate the fascination your audience will have with your personal life stories.
  • Avoid verbal fillers such as “um” and “ah” that can really hurt how you come across.
  • Allow yourself a second to collect your thoughts and structure your answer. Resist the temptation to think of additional details as you narrate the answer. You can provide a consistent and well-reasoned answer by sticking to the details and structure you had planned for. Be concise. Do not ramble on. Keep your soundbites short and your anecdotes simple.
  • Be prepared to be interrupted and sidetracked. If you have nothing to say about something, say nothing. Better still, if you know what you’ll be interviewed for, have something substantial to say about it and say it regardless of the questions you’re asked. Use transitional phrases such as “I think the real question is …,” “What’s important here is,” or “Let me draw attention to” and redirect the conversation if necessary.

If you’re in a position that requires you to speak to the media often, take a course or get a coach who can train you on becoming an effective spokesperson. An excellent resource is Media Training Bible (2012) by media trainer Brad Phillips.

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Deliver The Punchline First

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When Sergey Brin and Larry Page set about to secure early funding for Google, they initiated a presentation at Sequoia Capital, one of the world’s premier venture capital firms, with the logline “Google organizes the world’s information and makes it universally accessible.”

Most busy executives don’t want to sit through a 50-slide presentation. They don’t have the patience to wait for the punchline.

Begin with the conclusion and then go through the rest of your slide deck: your proposals, theses, assumptions, your line of thinking, and the arguments, pro and con.

Meaning, Then Details

Cognitive psychologists have argued that the brain pays more attention to the core of an idea than to its details.

According to the University of Washington molecular biologist John Medina, the human brain craves meaning before details. In Brain Rules (2014,) Medina notes, “Normally, if we don’t know the gist–the meaning–of information, we are unlikely to pay attention to its details. The brain selects meaning-laden information for further processing and leaves the rest alone.”

When listeners comprehend the overarching idea of a pitch, they’ll find it easier to synthesize and digest the information.

Begin Your Next Executive Presentation with the Final Summary Slide First

Most executives have limited willpower and suffer “decision fatigue.” Don’t overload them with less-important details before asking them to decide in your favor. Your “executive summary” slide may be the only one that will get full attention. So make it perfect!

  • Practice, practice, practice. Few people, if any, have the rhetorical ability to make a persuasive 15-second speech about their significant ideas. The best speakers are the best because they rehearse and get feedback.
  • Less is more. After getting prized facetime with executives, many talented young professionals produce large slide decks to dazzle the executives with their intelligence and ingenuity. Don’t.
  • Simplify your “executive summary” message. Perceptive executives tend to be somewhat skeptical of things that ought to be simple but have become too complicated.
  • Meaning, then detail. The brain processes meaning before detail, and the brain likes hierarchy. Start with the general idea and then present information in a structured, hierarchical approach. Make sure that each detail you communicate traces back to the core concept of your presentation.

Idea for Impact: Get to the Point

Tell busy people what they need to know upfront. Communicate like a newsperson: What’s the number one thing your audience needs to know? Say that first. Then build out from there, keeping the most essential particulars up top.

There’s another smart—if devious—benefit of putting the cart before the horse: delivering your “punchline” first can hook your audience with a compelling proposal first, and then cash in on the confirmation bias to sway them to your case.

Spy thriller novelist Graeme Shimmin offers this excellent guide to writing a killer punchline, logline, or elevator speech.

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The Rule of Three

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A familiar technique in rhetoric is to group in threes because people can hold only a few items in short-term “working” memory.

  • The Olympic motto: Faster, Higher, Stronger
  • Rights proclaimed by the Declaration of Independence: Life, Liberty and the Pursuit of Happiness
  • Fire safety technique taught to children: Stop, Drop and Roll (should their clothes catch fire)

Three-part lists are particularly appealing because they suggest unity and wholeness. Lists comprising only two items seem inadequate. Lists of four or more are unlikely to be recalled entirely.

Idea for Impact: Follow the rule of three to create simple, concrete, and memorable messaging in persuasion—be it in arguing, storytelling, or advertising.

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  5. Why Good Founding Stories Sell: Stories That Appeal, Stories That Relate

Why Amazon Banned PowerPoint

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One of the distinctive features of the Amazon management system is its use of the long-form to facilitate decision-making. Jeff Bezos has claimed that banning PowerPoint presentations—more specifically disallowing bullet points for sharing ideas—as Amazon’s “probably the smartest thing we ever did.”

Since June 2004, Bezos has forbidden bullet points and PowerPoint at a senior leadership level. Instead of presentations, teams are expected to iterate an approach to sharing information that involves writing memos of running copy, usually a “six-page, narratively-structured memo.” Meetings typically begin in silence as all participants sit and read the memo for up to half an hour before discussing the subject matter.

Ram Charan and Julia Yang’s The Amazon Management System (2019) reproduces the original email from Bezos explaining this dictum:

Well-structured, narrative text is what we’re after, rather than just text. If someone builds a list of bullet points in Word, that would be just as bad as PowerPoint.

The reason writing a good four-page memo is harder than ‘writing’ a 20-page PowerPoint is because the narrative structure of a good memo forces better thought and better understanding of what’s more important than what, and how things are related.

PowerPoint-style presentations somehow give permission to gloss over ideas, flatten out any sense of relative importance, and ignore the interconnectedness of ideas.

Using memos may seem counterintuitive in an age when communication is increasingly visual. However, long-form has a way of forcing rigor to think through ideas properly, reconcile viewpoints pro and con, iron out logical inconsistencies, and consider second-order consequences.

Bezos’s approach is brilliant not just because sentences and paragraphs enable a certain clarity in thought and exchange of ideas. It also inhibits some of the usual shortcomings of brainstorming meetings, viz., interruptions, biases that initiate groupthink, and the tendency to reward rhetorical ability over substance. Forcing all meeting attendees to read the memo in real-time prevents them from pretending to have read it before a meeting and then bluffing their way through the meeting.

Idea for Impact: Think complex, speak simple, decide better.

Bullet points and “decks” are often the least effective way of sharing ideas. Having a narrative structure allows you to clarify your thinking and provide a logical, sequenced argument to support your ideas.

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The More You Write, The Better You Become

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Good writing is hard. No matter how much you practice, writing rarely seems to get easier.

The following guidelines are some of the most basic writing advice around, but they’re often overlooked.

  • Writing is thinking. To write well is to think clearly. Keep reminding yourself whom you’re writing for. Tailor your message for this audience.
  • Write from a plan. Write toward an ending. If you aren’t clear about your purpose, your reader won’t be either.
  • Be specific. Specifics outsell generalities. Restructure your sentences and try to say more with fewer words.
  • Avoid superlatives—fabulous, incredible, fantastic, always, never, and so on. Leave the exaggeration to used-car salespeople.
  • Lead with your most significant ideas. Keep your message simple. Prune needless words. Short sentences and common vocabulary make your material as palatable as possible.
  • Provide adequate supporting information to be compelling and helpful enough, but don’t over-complicate your message.
  • Tune your voice. Read drafts aloud. Examine for both form and content. Redraft. Rephrase. Reword. Revise. Rework.

Idea for Impact: If you want to get earnest about writing better, add these two reference works to your shelf: William Strunk and E. B. White’s The Elements of Style (1918) and William Zinsser’s On Writing Well: The Classic Guide to Writing Nonfiction (1980.)

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  5. Facts Alone Can’t Sell: Lessons from the Intel Pentium Integer Bug Disaster

What Happens When You Talk About Too Many Goals

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To supplement this illustrious sketch by the British cartoonist Matt Pritchett, an excerpt from HuffPost’s article on “How Jeremy Corbyn Lost The Election,”

One big problem was the sheer size of the [Labour Party] manifesto and the number of policies on offer. Candidates complained that they didn’t have a single five-point pledge card like the one Tony Blair made famous. While the Tories had a simple message of ‘Get Brexit Done,’ Labour lacked a similarly easy ‘doorstep offer.’ “We had so much in the manifesto we almost had too much,” one senior source said. “It felt like none of it was cutting through. You needed to boil it down.”

“We tried to give a retail offer and also a grand vision and ended up falling between the two stools. To get across ‘you’ll be better off with Labour,’ we should have made our position clearer much earlier.”

Idea for Impact: Distill your goals into simple messages that others will find relevant and timely. When it comes to persuasion, clarity and conciseness are critical. Weak messages meander. Smart messages immediately express what’s important and help rally your resources towards your mission.

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Never Give a Boring Presentation Again

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When speaking to an audience, clarity and conciseness are critical.

Even the most exciting content can become meaningless if your audience can’t absorb your message.

When preparing a speech, begin at the end

Ask yourself, “If my audience can remember only three points from my presentation, what do I want them to remember?” Distill your message into three six-word bumper stickers. Frame your presentation around those three core messages.

If you’re addressing an audience that you aren’t familiar with, ask the organizers for the names of a half dozen people who will be in the audience. Contact them and find out about their backgrounds and their expectations for your presentation.

Don’t assume that ‘easy to understand’ could be interpreted as ‘too simple.’

Engage your audience effectively by quickly introducing your messages, perhaps with an interesting story or anecdote. Explain why you care your messages so deeply, and convince your audience members that they should, too.

Being short and snappy also helps you finish promptly and show respect for your audience’s schedules.

Idea for Impact: Don’t try to cover too much ground

A great speaker is made not by what they say but by what they choose not to say. Be clear on the purpose of your presentation and let that govern what content you include or exclude.

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Going Over Your Boss’s Head After She Rejects Your Idea?

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If you’re terrified by the prospect of going over your boss’s head to pursue an idea after she’s rejected it, consider the following steps.

First, have an in-depth conversation with your boss to make sure that you’re not misreading the circumstances of getting rejected. Your boss may well have a good reason for her decision.

Ask your boss what’s lacking in your proposals.

  • Is your idea solid enough, but lacking the right support products or services to go with it? Is it feasible to implement? Will it divert valuable attention away from other initiatives?
  • Does your idea actually enhance the customer’s experience? Have you explained how your idea translates to the bottom line?
  • Do you lack credibility? Have you previously blown an assignment? Do you need to rebuild leadership’s trust in you before pitching your idea again?
  • Have you prototyped your idea? Have you tested your idea on others? Do you have data confirming your idea’s feasibility? Are you disclosing all underlying issues and potential challenges that will have to be attended?

Address the above concerns, rework your idea, strengthen your proposal, and pitch it to your boss again. Consider meeting with your peers and your managers’ peers to build some grassroots support (management consulting firm McKinsey calls this “pre-wiring”) for your idea.

If your boss rejects your idea again, handle your boss’s negative response by reiterating that you respect her judgment, but would like a go-ahead to take the idea further. Your boss may surprise you with a green light.

Think twice before stepping outside the chain of command and talking to your boss’s boss about something on your mind.

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A Little-Known Public-Speaking Tip

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If you’ve expected to address an audience that you aren’t familiar with, it can be difficult to connect with your audience and build a rapport.

Ask the organizer for the names of a half dozen people who will be in the audience.

Contact them and find out about their backgrounds and their expectations for your presentation.

Thank them when you start your speech.

Doing this homework, identifying the specific requirements, and customizing your presentations will impress the audience. Whatever the topic, audiences respond best when speakers personalize their communication.

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Jargon Has Its Place in Business Communication

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Jargon Has Its Place in Business Communication

Jargon and Buzzwords Can Hinder Communication…

The media’s excessive loathing of jargon and buzzwords is somewhat unjustified.

Yes, business communication is inundated with clichéd catchphrases with murky meanings that add no real linguistic efficiency. People tend to use such language merely to sound intelligent and important.

Why not? It’s all part of “locker-room chat.” It’s only human nature to pattern our language (and behavior) to prove that we are “in the loop.” If others are looking smart or fashionable from using specific slang and buzzwords, we will feel enticed enough to belong to that clique.

… But Jargon and Buzzwords May Be Very Helpful

Jargon and buzzwords may be annoyances, but crisp communication often needs the use of the appropriate vernacular. Every industry, profession, company, and team has a lingua franca that’s full of well-recognized acronyms, phrases, and lingo for concepts and ideas. Ordinary words do not lend such efficiency.

When used properly, purposeful jargon can actually be an efficient way to talk about complex topics in a concise way—for example, phrases such as “mission-critical” and “key differentiators” may convey much significance when discussing the “strategic resource allocation.”

Idea for Impact: Don’t Use Jargon and Buzzwords Just Because They’re Trendy

Master the vernacular of the industry, company, and team you’re working with. Limit jargon and avoid the overuse of buzzwords. Use them only when it is sensible and pragmatic—to facilitate concise and clear communication, not just to look “cool” or to “belong.”

Remember, effective communication isn’t about demonstrating your fancy vocabulary or rosy language. It’s about communicating your message in the best way possible to the audience that you’re targeting.

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