Would you consider yourself an “executive communicator” or a rambler? Do you speak with structure and get to the point? Or do you speak in long-winded monologues that lose attention?
One of my clients, a co-founder of an agri-tech company, came to me because he wanted help with his investor pitch deck. It was miles long with lots of complicated scientific jargon that left me feeling alienated. What does this mean? Why should I care?
When we get so excited about our ideas that we forget our audience, we have a problem.
Because for communication to work, your audience needs to get it. Just like electricity, there must be a connection for the current to flow. As George Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has taken place.”
Speaking with structure helps. It’s been proven that those who speak with structure are 40% more likely to be understood. There are many structures you can use. You can even nest structures within structures if you want to get fancy. Speaking with structure helps you narrow your focus and communicate only what matters. This is executive communication.
Simplifying your language also helps. Above all, know your audience. Don’t speak Greek to an audience that only understands English. Don’t share a bunch of techno-babble if your audience aren’t technologists. Make your speech as simple as possible, but not simpler. Your goal is to connect.
THE BIG PRINT: i.e. If you take one thing away from this post it’s that…
The best communicators prioritize audience connection by speaking with structure and simplicity.
Three Structures for Effective Communication
1 – PREP – Point / Reason / Example / Point Summarized
- Point: Use simple language to state your point in a sentence or less.
- Reason: Provide a reason why this point is important or relevant to the audience.
- Example: Give a short example showing evidence for your point.
- Point Summarized: Restate your point using different words, then stop talking.
2 – What / So What / Now What
- What: Use simple language to state your point in a sentence or less.
- So What: Explain why your point is important or relevant to your audience.
- Now What: Share what the next steps are.
3 – Story Structure
- Dive into the Action: Pull your audience into the action.
- Develop with Details: Share specific, vivid details to help your audience live the experience.
- Build Tension: Explain the tension or conflict to help your audience understand what is at stake.
- Share the Shift: Show how the events you described lead you to change a belief, process, or perspective.
- Connect the Dots: Tell your audience why the story is relevant to them or your point.
TAKE IT FROM… Simon Sinek, author and public speaker, most famous for his “Golden Circle” TED talk.
“Communication is not about saying what we think. Communication is about ensuring others hear what we mean.” —Simon Sinek
When we can simplify what we mean enough that others can remember it—not just in the moment, but long enough so that they can repeat it later, we have become effective communicators.
It takes time to distill to this level of simplicity: editing is harder than writing. But your audience will thank you for it.
What’s one communication habit you could simplify this week to ensure your audience actually hears what you mean?
Ready to transform how others experience your communication? I have three spots available for 1:1 coaching this month. Book a discovery call to see if we’re a good fit.
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