Nothing brings more opportunity into your life than speaking well in public.
I have been teaching for 16 years on many leadership programs at IESE Business School. Today I’m sharing a playlist of a series of videos that we put together as an introduction for participants of future courses.
There are 10 videos in the full playlist with a total duration of about 60 minutes.
Listening is a state of seeking to be changed by the other person.
Listening is less about the ears, than about a state of openness to change.
Hearing is different from all other senses in that it has a buffer, a short term memory of the last 8 seconds that we have heard. This allows us to pay little attention until we hear a word, our name or a silence and this triggers us to scan the last few seconds of audio intently. Most of the time we learn to listen with little attention.
This is a dangerous mode of listening to those whose relationships are important to us. We must learn another way of listening to people who we value and are important to us. We must “listen with our eyes”.
When someone approaches me with the challenge: “I have a really difficult time communicating with my second son”. My question: “how have you let him change you?” This is what makes a relationship – a sense that both have the capacity to affect change in the other. Where I don’t let you affect my views, you will not let me affect your views. This does not mean that we let go of rationality. This means we are open to the different priorities that another person uses to view the world.
Influence, the classic book on persuasion, explains the psychology of why people say “yes”—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.
You’ll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
In Rationalia, all decisions are taken because scientific data is collected and the evidence supports the law. If you want to change a law, you suggest an experiment. If the experiment produces evidence that the new law improves the conditions of Rationalia, then the law is passed.
In this land, reason wins.
This is not a country that we are living in now.
This post is not going to get into the pros and cons of the nation of Rationalia.
How Do Politicians try to Change our Minds?
If I listen to political debate (Trump vs Hillary, UK Labour party, Brexit referendum) I do not hear rational arguments being put forward for a range of proposed policies.
I hear arguments that go to credibility (or Ethos, for those followers of Aristotle amongst you):
“You can’t trust her”,
“She doesn’t have the energy”,
“It was just locker-room banter”,
“He says it does not represent who he is, but I think we all know that it really does represent exactly who he is”
There is nothing here about policies. There is nothing here about the danger of the other’s flawed policies. There is only raising of my trustworthiness and decreasing of the other’s trustworthiness.
Why has Reason disappeared from political debate?
I understand this shift. I see three big reasons:
People hold a wider range of beliefs
more sources and types of data and
more channels for experts to spread their views.
There has been such a broadening of accepted beliefs over the last half-century that there are few value systems that can be assumed to apply to the whole electorate. There are few symbols that represent the same value to the whole electorate. There are few bases for logical argument that starts from a widely held truth.
There is much more data, in many more forms (graphics, reports, video, analyst reports…), there are many more experts, there are many more sources for information. The experts come at us through new channels – online, cable, satellite, podcasts, blogs, facebook, twitter…
It is confusing.
What do we do when we are Confused?
In this environment we seek voices we can trust. (Check out The Trust Equation for an in-depth analysis of the 4 components of trust in relationships)
It is only a trusted voice that can open our eyes to a new perspective.
If you want to persuade someone, build a relationship. If there is no relationship, there is little chance of persuasion.
We only really change our minds when a trusted friend who knows us finally asks a question in a private conversation “Hey, why is that so important to you? What effect do you think it is having on your life? on those around you?…”
Who are your trusted friends? Who do you allow to have influence on you?
I uploaded my first educational tips video to youtube in January 2011. I wanted to reach out to a wider audience than can come and attend IESE Business School in Barcelona or in Madrid, or those who read my blog.
Today, there are 77 short educational videos on the channel, and with 1.3 Million views, the channel has been a success far beyond what I ever would have expected.
The Future Evolution of my YouTube Educational Channel
UCD Smurfit Business School will be hosting a 3 day Influence and Persuasive Communications Seminar on January 14-16 2015.
About UCD Smurfit Business School
UCD Michael Smurfit Graduate Business School is Ireland’s leading business school and research centre. The school offers a wide range of postgraduate business programmes that equip students to become the business leaders of the future.
UCD Smurfit are one of less than 60 business schools worldwide to hold triple accreditation from the US, Europe and the UK accrediting bodies.
Using a wide range of practical tools and concepts, participants will learn how to use both emotional and rational intelligence to persuade others in one-on-one situations and presentations.
It is a highly interactive course that will see participants acquire techniques for establishing credibility and managing nervous energy.
In addition they will gain valuable expertise in delivering diverse types of speeches by mastering the clear and powerful communication that is vital for accomplishing any business objective in today’s economic climate.
He speaks of an old 1960’s idea called “Latitude of Acceptance”. He defines it better than I, so I’ll pretty much take his text verbatim:
Matthew Lieberman on Latitudes of Acceptance
“I’ll tell you about my new favorite idea, which like all new favorite ideas, is really an old idea. This one, from the 1960s, was used only in a couple of studies. It’s called “latitude of acceptance”. If I want to persuade you, what I need to do is pitch my arguments so that they’re in the range of a bubble around your current belief; it’s not too far from your current belief, but it’s within this bubble. If your belief is that you’re really, really anti-guns, let’s say, and I want to move you a bit, if I come along and say, “here’s the pro-gun position,” you’re actually going to move further away. Okay? It’s outside the bubble of things that I can consider as reasonable.
We all have these latitudes around our beliefs, our values, our attitudes, which teams are ok to root for, and so on, and these bubbles move. They flex. When you’re drunk, or when you’ve had a good meal, or when you’re with people you care about versus strangers, these bubbles flex and move in different ways. Getting two groups to work together is about trying to get them to a place where their bubbles overlap, not their ideas, not their beliefs, but the bubbles that surround their ideas. Once you do that, you don’t try to get them to go to the other position, you try to get them to see there’s some common ground that you don’t share, but that you think would not be a crazy position to hold.
There’s the old Carlin bit about when you drive on the road: anyone going faster than me is a maniac and anyone going slower than me is a jerk. That that’s the way we live our lives. We’re always going the right speed, and everybody else is missing the boat. We don’t take into account that I’m going fast today because I’ve got to get to the hospital, or I’m going slow today because I know I had something to drink, and I shouldn’t have, so I’m going to drive real slow. We don’t take those things into account. We just think whatever I’m doing is the right thing, and we have to recognize there’s this space around those, and if we can find that overlap we can get some movement. And so that’s not a nudge idea, per se. It’s really about finding when people are in a mental space where they’re more open to other ideas, and what is often going on there is you’re trying on identities.
William James said long ago that we have as many identities as people that we know, and probably more than that. We are different with different people. I’m different with my son than I am with you. We have these different identities that we try on, and they surround us. With some friends I can be more of a centrist, and with other friends I might be more of a liberal, depending on what feels like it would work in that moment, and they can all be authentic positions that I really believe at different points in time. I’m really interested in looking at that as a mechanism of persuasion when it comes to regular old persuasion, when it comes to education, when it comes to public health, and when it comes to international issues as well. It’s finding that latitude of acceptance and finding out how to use it successfully.”
Aristotle spoke of the search for the Enthymeme – the point where my beliefs connect to your beliefs. If you can find the enthymeme, you can build an argument that has a chance of persuading. If you cannot find the enthymeme, then reason will not help build a bridge between your two positions. The most important part of finding the enthymeme is finding out what is assumed as true for the audience.
The modern concept Latitudes of Acceptance captures this age-old idea of searching for the Enthymeme.
Point X and Latitudes of Acceptance
I have been a proponent for over a decade of starting all persuasive processes with your Point X. What is a realistic, concrete and specific step that you want the audience to take at the end of your words? If you can answer this first, you have a good chance of building a powerful persuasive speech.
Most persuasion fails here – it fails because we are unclear or unrealistic about what we ask of the audience.
Rory Sutherland tells some wonderful stories about the power of framing. If you want to be persuasive, you must get good at framing the argument. Good framing shifts the argument to a playing field where you can achieve your ends and the other can feel that they have gotten a good deal.
Prices are not expensive or inexpensive in abstract, only in relative terms. If I say that “this watch costs €100” – I have allowed you to frame your perspective on expensive or cheap. If I say “other watches in this very category sell for over €1,000; this watch costs €100” – I have started to provide my own framing for the situation.
Compared to what?
Rory talks about small shifts in framing have a powerful impact. He gives the example from car sales that it is far better to give a rebate of €3000 on top of trade in valuation versus giving €3000 off the full purchase price. The framing of a trade-in price of €7000 plus €3000 is much more impactful than offering €3000 reduction on the full price of €22,000. It is the same €3000 in cash, but it is not the same €3000 from a psychological point of view.
This framing also works for selling expensive cars at plane and boat shows – context shifts way we see the price. A €300,000 car seems expensive when seen in a showroom of €50,000 cars… but it feels more reasonable when placed next to €1.2M boats or €6M private jets.
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