A leader is irrelevant until he or she has something to say.

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Pillars of authenticity. .
A leader is irrelevant until he or she has
something to say.
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A leaders communication is different. It is
more thoughtful, is more personal, and is focused
on getting people to think and act
together.   John F. Keane, Chairman, Keane, Inc.
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Communication which inspires, enables and
strengthens with the purpose of raising the
conviction, consciousness and competence of
others.
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Communication Test

• A. 90 B. 75 C. 55 D. 45 E. 30
• True False
• Emotional Logical
• A. Senior person
• B. Circulate document
• C. Story about a person
• D. Story about a person plus document
• 5. A. 90 B. 75 C. 55 D. 35 E. 30
• 6. A. Facts B. Feelings C. Images
  D.Attentiveness E. Logical Structure

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Needed Competencies vs. Skills
Competency Importance to org. Current
competency Gap Communication 6.48 4.06 2.42 E
thical Behavior 6.38 5.56 .82 Managing
change 6.17 3.79 2.38 Implementing
Plans 6.13 4.47 1.66 Gaining
Trust 6.04 4.46 1.58 Relationship
Skills 6.02 4.25 1.77 Analytical
Thinking 6.01 4.50 1.51 Taking
Initiative 6.01 4.51 1.59 Strategic
vision 6.01 3.95 2.06 Developing
Employees 6.00 3.57 2.43 Strategic
Leadership 6.00 3.88 2.12
Source AMA Leadership Survey Cost and
Measurement
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Important, Underdeveloped Skills
Developing Employees Communication Managing
Change Strategic Leadership Strategic Vision
Source AMA Leadership Survey Cost and
Measurement
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• Nearly all leaders are eloquent in voice, and
  many are eloquent in writing as well. They do not
  merely have a promising story they can tell it
  persuasively. When such linguistic intelligence
  is yoked to considerable personal intelligence,
  one has the makings of an effective communicator
  and, perhaps, a promising leader.
• Howard Gardner, Leading Minds

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Clarke Crossland

• 90 effective.
• 70 ineffective.
• Inadequately articulate their plan for the
  future.
• Have a credibility problem.
• Distant, unapproachable, and rely upon one
  communication channel.

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Channels Principles

• Factual
• Emotional
• Symbolic

• Authenticity
• Foresight
• Connection

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Reason without emotion is neurologically
impossible. Dr. Antonio Damasio, Descartes
Error Emotions, Reason, and The Human Brain
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Telling stories, in the sense of registering
what happens in the form of brain maps, is
probably a brain obsession and probably begins
relatively early both in terms of evolution and
in terms of the complexity of the neural
structures required to create narratives.
Telling stories precedes language, since it is,
in fact, a condition for language, and it is
based not just in the cerebral cortex but
elsewhere in the brain and in the right
hemisphere as well as the left. Antonio
Damasio, The Feeling of What Happens Body and
Emotion in the Making of Consciousness
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Neurologists agree that facts, emotions and
symbols must be created as images in order for
the brain to order them, process them and produce
thought. Creating images is essential. And
images include sights, sounds, smells and
feelings.
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When leaders fail to communicate in facts,
emotions, and symbols, constituents will fill in
the blanks.
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4

• Understand
• Agree
• Care
• Take appropriate action

Fatal Assumptions
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Inside out game
What constituents want to see in a leader.
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International Norm
21 Ambitious 40 Broad-minded 20 Caring
66 Competent 28 Cooperative 20
Courageous 33 Dependable 24 Determined
42 Fair-minded 71 Forward-looking
88 Honest 23 Imaginative 6
Independent 65 Inspiring 47 Intelligent
14 Loyal 17 Mature 8 Self-controlled
34 Straightforward 35 Supportive
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Followers Want

• Honest
• Forward-looking
• Competent
• Inspiring

Source Kouzes and Posner
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Communication Credibility

• Trustworthiness
• Expertise
• Dynamism

Source Berlo, Mertz, and Lemert
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Leaders and Communicators

• Honest Trustworthiness
• Forward-looking
• Competent Expertise
• Dynamism Dynamism

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Presentation Skills

• Dynamism
• Gestures
• Body posture
• Voice modulation
• Visual aids

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Inside out game
Leadership communication is an inside out game.
It requires a leader and a message.
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Sine Cera
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• A good sense of identity allows a person to feel
  good in their skin.
• Manfred F. R. Ket De Vries, Leaders, Fools, and
  Impostors

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• Who we are is not just the result of our
  self-narrative, but also of how these narratives
  are shaped by our own history of interactions
  with others.
• Winifred Gallagher, ID How Heredity and
  Experience Make You Who You Are

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Inside out game
DWYSYWD
S Walking your talk starts with your talk.
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• Theories about ourselves may lead us to
  unrealistic beliefs about ourselves that may
  cause us to underestimate our exposure to risk,
  take more than our fair share of the credit for
  success (or too little for failure), or be too
  confident that our theory of the world is the
  correct one.
• Messick and Bazerman, Sloan Management Review,
  Winter 1996

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Authenticity Tips

• Straight walking starts with clear talking.
• You cant talk you way out of something you have
  behaved you way into.
• You cant share values you dont have.
• Its the cover-up, not the screw-up, that
  destroys credibility.
• Crisis reveals character.
• Credibility alone doesnt make you a leader.

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The best messages travel on three channels.
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Factual Channel
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The facts may not be boring, but you might be.
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Factual Channel

• Constituents want logic and organization.
• Data alone seldom persuade and rarely inspire.

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Every year since 1950, the number of American
children gunned down has doubled.
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Logic

• 1950 10 children

1970 10,485,760
1973 83,886,080
1995 350,000,000,000,000
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Communicating facts well requires the same skill
as good story telling.
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HIV Data

• Ninety percent of all HIV infections are in
  Sub-Saharan Africa.

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HIV
Ninety percent of all HIV infections are in
Sub-Saharan Africa.
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90 of all HIV infections are in Sub-Saharan
Africa
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How big is an acre of land?
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About the size of an American football field.
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How much pizza is served in America each day?
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About 18 acres. (Per year this equals enough
football-field sized pizzas, laid end-to-end, to
span the distance between Boston and
Philadelphia).
Chicago and Cleveland Los Angeles and San
Francisco
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Factual Channel Tips

• Facts alone, especially just numbers, seldom
  persuade and rarely inspire.
• Statistics do not establish a logical course of
  action. Leaders must interpret the facts.
• Constituents want interpretation not recitation.
• Use amazing facts well.
• Organize you facts and other information like a
  story.

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Emotional Channel
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Follow because of how .
  We follow leaders because of how they make us
feel.
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Emotional Channel

• Constituents want to know that the leader
  understands their feelings.
• Constituents want to know how the leader truly
  feels.
• Emotions give power to communication.

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Psychologists agree there are a few basic
emotions. However, these combine to create many
shades and nuance of mood, attitude, and feeling.
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The ability to notice and make distinctions
among other individuals and, in particular, among
their moods, temperaments, motivations, and
intentions.
Howard Gardner, Leading Minds
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I live for the opportunity to engage with
people. You need to show determination and
persistence, maintain perspective, remain true to
your values, and focused on customers. Mark
Zerbe, President Avnet Distribution
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The problem is not in raising the morale of the
work force if anything, it is in raising their
own morale as managers.
Richard Farson, Management of the Absurd
Paradoxes In Leadership
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Emotional Channel Tips

• Constituents need to know that you understand how
  they feel.
• Constituents need to know how you feel.
• Your body language gives away your emotional
  mood.
• Emphasize the positive.
• Listen on a multi-channel basis.

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Symbolic Channel
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From a rabbits foot to a rosary, symbols are the
shortcuts to the great truths that guide our
lives.
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A key perhaps the key to leadership is the
effective communication of a story.Howard
Gardner, Leading Minds An Anatomy of Leadership
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The shortest distance to the truth is through a
story.
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What we sell is the opportunity for a 43
year-old accountant to dress up in black leather,
ride through small towns and have people be
afraid of him. Harley executive, quoted in
Results-based Leadership
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Symbolic Channel

• Symbolic language, metaphor, and stories.
• Philosophical symbols.
• Theoretical symbols.

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It is this narrative or symbolic power which
gives a sense of the world a concrete reality
in the imaginative form of symbol and story
when abstract thought can provide nothing at all.
A child follows the Bible before he follows
Euclid. Not because the Bible is simpler (the
reverse might be said), but because it is cast in
a symbolic and narrative mode. Oliver Sachs,
The Man Who Mistook His Wife For A Hat
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ROIEBITATurnoverMargins
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My business is like fishing. You wait a lot. But
the longer you wait, the better the chances are
that youll get a big fish. Sam Lazarus, San
Antonio cab driver
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As I have witnessed the tides that ebb and flow
on the world stage over these fifty years, all
the more have I come to believe that the
Constitution is the principal mast to which we
should rope ourselves in order to put wax in our
ears to the siren calls that will lead us astray
from what the Constitution says. Sen. Robert
Byrd (D., W.Va.), Oct. 4 (italics ours)
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The language of constituents.
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distress, headaches, rashes, muscle and joint
pains, fatigue, gingivitis, heart pounding,
imbalance, hot flashes, over-sensitivity to
sounds and smells, agitation, and
insomnia WebMD
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Product Brand Communication
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Story-Telling

• Details
• Dialogue
• Drama

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Leaders must communicate a million complicated
things when they fail to communicate a few simple
profound ones.
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Symbolic Channel Tips

• Choose symbols well.
• Never underestimate the power of a story.
• Details, dialogue, and drama.
• All metaphors, analogies, and other comparisons
  break down at some point.
• Symbols are powerful ways to communicate your
  ideas about the future.

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• In particular, research suggests that the most
  powerful effects are obtained from attempts to
  improve face-to-face communication or what has
  been defined as the human moment.
• Hargie, Tourish, Wilson, JBC, October 2002

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Act of faith in other . .
  Leadership is ultimately an act of faith in
other people.
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Make sure the words are yours. Push them from the
very bottom of your soul. The performance will
take care of itself.