Own goals
I recently came across a video that beautifully articulates a perspective I have long believed in. To be effective communicators we must know what we want to be different as a result of our communication. When we choose to share something, to be effective we must know and own the goal.
This applies to so many channels… meeting notes, presentations, LinkedIn profiles, email… whenever you are sharing something, aim to understand what your intended outcome is for the audience. Some examples… “They will trust my decision”, “They will recognise that I need their support and choose to help me”, “They will stop asking me for daily updates”. Note that you’re not always seeking to change the audience’s mind… your goal might be to reinforce something they already believe or understand.
Ask what you want to be different for your audience because of this communication. Try to understand the audience’s current perspective. Based on these two conclusions, examine what you’re planning to share and consider whether or not it’s likely to achieve your goal. If it is, hit send and move on… if it’s not, adjust it.
It’s very hard to answer the question, “Is this presentation/email/video good?” unless you are clear about the intention behind it.
Sometimes you may be better served by changing the medium or the channel. The best response to an email might be a face-to-face chat, or a phone or video call. Again, ask yourself which channel is likely to be the most successful in getting the audience where you’d like to take them.
I’ve coached some truly amazing communicators, and have learned that everyone can improve their communication skills. One of the most effective ways to do this is to study the communication styles of strong communicators. Look at their work and seek to understand why it gets results. You may choose to emulate them or to adapt their approaches to suit your own style; either is fine. Study, adapt and learn as you go.
Check out the inspiring video below — it’s less than four minutes long.
