Communication

Question 1

What is communication all about ?

Answer 1

Communication is not about being right or wrong. It is about less effective and more effective. It’s about how to influence, convince other to take action.

Question 2

What are the 4 steps to achieve successful communication to motivate people ?

Answer 2

1. Awareness: knows about the idea.
2. Understanding: understands why this is happening, what it means to him/her and what he/she can do to remediate.
3. Commitment: the proposal/idea makes sense to the person and he’s energized to take action.
4. Action: he/she is taking action and doing his/her part.

Question 3

What is the key element we absolutely need to take into account to improve the effectiveness of our communication?

Answer 3

The audience !

• communication is not about you
• is rarely about the content
• is always about how your audience needs to use your content

Question 4

How to preprare yourself before you communicate ?

Answer 4

• Focus less on ourselves and more on the others
• Connect with youself, why are you worth listening to?
• Connect with people and their perspective. What is it that they are afraid of ? What will impact them personally by telling them the news ? Put youself in the shoes of somebody from the audience.

Question 5

What will drive a behavior change when you communicate ?

Answer 5

You need to direct the rider to motivate the elephant, that is you need to work your way towards the emotions, feelings of the person. Coming up with logic, facts, figures and a well-chosen style of delivery will help in this endeavour.

“I’ve learned that people will forget what you said and what you did, but people will never forget how you made them feel.”

Question 6

Atistotle’s modes of persuasion

Answer 6

3 elements are needed when communicating;

1. Logos (the rider of the elephant): this is evidence, data, universal truths
   
   • Do you give me a clear, logical explanation on what’s happening and why ?
2. Ethos: intelligence, trustworthiness, moral:
   
   • Do you have the credibility in front of me to talk of this subject ? Can I trust you ?
3. Pathos (the elephant): emotions, prejudices, motivations (most powerful way of conveying information)

Question 7

CASE STUDY: Gilette

Answer 7

Logos: There are 0 assisted shaving rasor in the market.

Ethos: In the advertisement we see a son helping his old father who cannot shave himself any longer.

Pathos: “Have you thought about the things I care about ?” In this video they want to show compassion and love for their loved ones.

Question 8

How to make a clear message ?

Answer 8

A clear point is

• short
• uses simple language and formulation
• focused on the needs of the audience

“There is all the difference in the world between having something to say and having to say something.” #BYOUTIFULL

Question 9

CONCLUSIONS

Answer 9

What is the one thing you want your audience to remember after the presentation ?

How do you want them to feel ?

What do you want them to do ?