Lessons on Strategic Communication

"The art of communication is the language of leadership.” — James C. Humes.^

My conversations with Matt Abrahams resulted in uncovering great insights on the power of communication. 

What exactly is Strategic communication?

Effective communication has always been a marker of leadership. But it’s not as natural to everyone as great leaders and requires much thoughtfulness and preparation. Matt, a strategic communications lecturer at Stanford University, discusses his insights on developing a unique communication style, practical tips to overcome anxiety and become an effective communicator, the role of storytelling in communication, his views on the communication styles of Jeff Bezos, Elon Musk, and Warren Buffet, before finally discussing his favourite communicators.

Matt affirms that communication is more about the audience than the speaker. Many people think about it as what needs to be communicated, but communication is more about what the audience needs to hear. Second, listening is very crucial to effective communication. Listening, understanding, and validating allows one to be a better communicator.

“Of all the skills of leadership, listening is the most valuable — and one of the least understood. Most captains of industry listen only sometimes, and they remain ordinary leaders. But a few, the great ones, never stop listening. That's how they get word before anyone else of unseen problems and opportunities.”— Peter Nulty^, Fortune Magazine.

Overcoming the anxiety of Public speaking:

Most people experience anxiety of public speaking. It has biological, social, and emotional factors for its contributors. Matt suggests communicators should not pressure themselves under the pretext of doing things perfectly. Additional pressure to the natural anxiety exacerbates it further in spontaneous set-ups, but that can be easily managed with techniques such as deep breathing. A structure in mind for the presentation in the form of ‘problem- solution- benefit’ or ‘comparison- contrast- conclusion’ can also help. Having these structures in mind can provide a road map and help deliver good presentations.

“Whether you are new to presenting, or an old hand, the structure of your presentation is the key to its success! Of course there are many other elements to creating a great presentation, but if you have your structure right, you are much more likely to make a winning one.” —Jim Harvey, Stand Out from the Crowd

Story-tell your thoughts:

Humans tend to retain lessons from anecdotes or episodes of their lives. Matt believes communication through stories has proven to carry the message across audiences effectively. In the hands of an adept communicator, storytelling is a potent tool. Because it entails putting the audience first, it fosters trust with them. A compelling brand depends on a compelling story.

Communication Styles of Bezos, Musk and Buffet:

One of the remarkable achievements of Amazon in recent years has been the scrapping of conventional presentations. Jeff Bezos and his team creatively experimented with making meetings more efficient and effective, and it successfully worked, setting an example in workplace communication.

Elon Musk has been good at getting people focused and talking about his content. As a communicator, he has created an impact and got people to discuss his message. He carries it out by being provocative and assertive, which works in his favour. 

Warren Buffet is a huge proponent of communication. He believes in the power of communication and the importance of it for leaders and for society, and his passion for that is remarkable. He represents the Omahaian sensibility: the no-nonsense, call it as you see it style of communication.

“If you can’t communicate and talk to other people … you’re giving up your potential.” —Warren Buffet^.

Communicating confidently:

Matt mentions the importance of confidence in effective communication and discusses how confidence is having the mindset and the skills to meet the moment you find yourself in. Confidence can come from trial and error, practice, learning, studying, and coaching. It’s a magic recipe of those things. And there’s no one path to confidence. 

"It is confidence in our bodies, minds, and spirits that allows us to keep looking for new adventures, new directions to grow in, and new lessons to learn — which is what life is all about."— Oprah Winfrey^.

Matt mentions his favourite communicator Brittany Packnett^, a terrific speaker who focuses on confidence.