Given frequently in our professional communication we’re trying to change the way people think and behave, there are some lessons in his powerful communication for anyone who wishes they had more influence. So, all of us then…
1. You MUST illustrate the problem, instead of focusing just on the potential solutions. Or to paraphrase Madmen’s Don Draper ‘create the itch, then slide your product in as a kind of Calamine Lotion’ (don’t you love a flashback to childhood chickenpox?!). Many communicators don’t get this. So often, when we’re coaching presenters and pitch teams, they make the fatal error of assuming the audience already agrees there is a problem or need for change; that they adequately understand the status quo. They don’t. You need to help them.
2. You win or lose a persuasive argument with your evidence. This is where Reucassel takes it to the next level. From GPS tracking devices to trace where Coles’ and Woolworths’ soft plastic recycling ends up, to a mountain of clothes in Martin Place to demonstrate the volume Australians throw out in just 10 minutes, Reucassel demonstrates the power of bold evidence. Demonstrations, stories and analogies are significantly more powerful than tired, predictable stats and charts, yet they are rarely used in professional communication. When they are, they are hard for audiences to ignore.
3. Know what you want your audience to do, and tell them. Once you’ve illustrated the problem, they will want to know how to respond to it. Tell them. Clearly. Way too many business presentations fail to deliver on their promise, ending with a dull summary and a ‘thanks for listening… any questions?’ It’s not good enough. Empower your audience by giving them a course of action. Like buying a Keep Cup. (You can do that here by the way).
If you missed War on Waste you can watch it here.
Thanks for reading Vibe Tribe. Til next time.
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