10 bsecrets of the worlds greatest business communicators e

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• Top communicators have 10 secrets: The fi rst is "Passion," a combination of energy and real enthusiasm. The other nine are:

• "Inspiration." Charismatic leaders can convey their vision and share their optimism, even with large audiences.

• "Preparation." To establish rapport with the audience, be completely ready to roll.

• "Start Strong." People remember what they see fi rst and last. Also, put a premium on "Clarity," since even the best messages can be simplifi ed.

• "Brevity." The optimal speech is 15 to 20 minutes; after that, retention decreases.

• "Say it with style." To be memorable, create an emotional link with the audience.

• "Command presence." Use body language to show professionalism and credibility.

• "Wear it well." Your clothes tell a story; be sure it is the story you intend to convey.

• "Reinvention." Keep it interesting with analogies, anecdotes, endorsements, statistics and testimonials.

• Football coach Joe Paterno, an exemplary speaker, communicated "emotion, commitment, discipline, loyalty and pride" to help his teams win.

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10 Simple Secrets of the World’s Greatest Business Communicators

by Carmine GalloSourcebooks © 2005234 pages

This summary is restricted to the personal use of Sheldon Bixby ([email protected])

10 Simple Secrets of the World’s Greatest Business Communicators © Copyright 2005 getAbstract 2 of 5

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What You Will LearnIn this Abstract, you will learn: 1) How to use 10 straightforward speaking techniques; 2) How passion and inspiration shape powerful communications; 3) Why it’s important to look important; and 4) What famous speechmakers advise about making presentations.

RecommendationThis simple book can be skimmed easily to fi nd out the 10 straightforward secrets of great presenters, but these standard tips are only part of author Carmine Gallo’s message. He is equally concerned with the messengers: expert corporate communicators and founders, from Howard Schultz of Starbucks to Richard Branson of Virgin. Although Gallo’s secrets aren’t so secret (be prepared, be passionate, look spiffy), his style is punchy, if a bit windy and repetitive, and he has gathered a virtual roomful of people you’ll fi nd interesting. While his book does offer basic techniques that beginning communicators can use – and old pros have always used – Gallo’s real accomplishment is in sharing the insights of his podium role models. getAbstract.com recommends the company Gallo keeps. If you want to feel like an ace presenter, just imagine Colin Powell and Rudolph Giuliani standing right off stage and whispering suggestions to you about what to do next.

Abstract

Share the ExcitementWhy can some people just naturally tell a story better than others? Well, because they know what they are doing. To join their ranks and become a better communicator, add expertise to your delivery by using 10 speaking techniques recommended by well-known communicators. With these principles, you, too, can make memorable and motivational presentations.

The amount of emotional energy that top speakers put into a presentation separates truly exceptional communicators from the ordinary. They are able to make an emotional link between their subject and their feelings that really touches an audience. However, not every communication requires a high level of emotional connection. Business presentations are targeted to three different levels of communication:

1. Communication focused only on delivering a message and preserving the speaker’s or the corporation’s reputation.

2. Communication that incites the audience to care and to participate in what the message invites them to do.

3. Communication that opens the door to a new perspective and creates a “reality distortion fi eld” about how the audience views the world.

Superb presenters abide by the 10 following precepts:

1. “Passion: Use Your Head to Reach Their Heart”Passion distinguishes great communicators. Passion can help you convey your story with added emotion that expresses power and exceptional confi dence. You can become a passionate speaker by combining your enthusiasm and energy.

“Great business communicators toss the script to catch the audience.”

“At its core, passion…means…touching the hearts of your listeners by identifying the deep emotional connection to your story and sharing that enthusiasm with your listeners.”


In many cases, speakers use passionate business presentations to mask ordinary content. Financial author Suze Orman, who holds the record for selling the most books in an hour on a national shopping network, says that her fi nancial advice is not new. But the forceful way she delivers it helps her books sell well. Similarly, Sir Richard Branson, the British entrepreneur, combines zeal with his desire to have fun. That combination helped fuel the formation of Virgin Atlantic.

Many great communicators experience a moment of discovery, a turning point that leads them to realize their passion. For Starbucks founder Howard Schultz, it was a visit to Milan, Italy, where he fi rst saw successful coffee shops, and admired how they evoked a defi nite mood. For California Governor Arnold Schwarzenegger, it was a national tour during which he saw disadvantaged children in all 50 states. As a result, he decided to work with inner-city kids and the Special Olympics.

2. “Inspiration: C’mon Baby, Light My Fire”Charismatic leaders have a tremendous ability to inspire. They can convey their vision and are effective storytellers, able to explain how their ideas can change peoples’ lives. They often tell personal stories that connect with listeners at the emotional level and inspire them.

During his 50-year career, football coach Joe Paterno of Penn State University motivated his players to do their best to honor themselves, their families and their teammates. Paterno recognized that if every boy on the entire team played to his best ability, the team would win. This very successful formula involved getting the players to use their

“emotion, commitment, discipline, loyalty and pride.” Paterno’s team is arguably the best in U.S. college division 1A football history.

3. “Preparation: Toss the Script”Being prepared is the best way to establish a rapport with your audience. However, relying on notes during your presentation is the surest way to reduce your effectiveness. The best speakers make presentations look effortless, although they rely on extensive preparation. Former New York Mayor Rudolph Giuliani started to prepare for his fi rst February budget presentation in October. Great speakers make plans that include what they are going to say, how they are going to say it and how they are going to end. They never read from a script and rarely read directly from their PowerPoint slides. They are in command of their material and have mastered its contents and basic messages.

Rehearsal is also important. Top communicators review their notes, visit the hall where the presentation will be delivered, and examine the seating and lighting. When Al Gore was preparing to debate Jack Kemp, he asked that the temperature in the rehearsal room be the same as in the debate hall.

To prepare, video tape your rehearsal. Criticize your performance. Ask yourself: Do you appear energetic? Do you maintain good eye contact? Are you making effective use of body language and gestures? Correcting defi ciencies during rehearsal is much better than recapping your hits and misses after the presentation. One venture capitalist, a stand-up comic in his off-hours, says a good presentation is 50% material and 50% delivery.

4. “Start Strong: Don’t Bury the Lead”Jeff Taylor, the founder of Monster.com, makes as many as 75 speeches annually and energizes his audiences by starting with a bang. He invited a group of human resource professionals to take off their shoes and hold them up. He asked a graduating class at

“Whether you like it or not, we now live in a sound-bite society.”

“Contemporary audiences crave speakers who have passion, who inspire and who exude charisma.”

“Without passion you’re fi nished as a speaker.”

“Enthusiasm simply means sharing your excitement about your service, product, company or cause.”


the University of Massachusetts to repeat words in unison. Taylor makes a memorable impression by getting everyone’s attention. Studies show that people remember the fi rst and last things that happen at an event. Ideas presented in the middle often get muddled. That’s why newspapers use headlines: to get your attention and state the article’s subject.

Apple CEO Steve Jobs has earned a reputation as a powerful speaker because he gets to the point quickly and succinctly. At one major presentation, he began by discussing the new iPod. Within the fi rst two minutes, he listed its key features. As is often the case with top speakers, his opening remarks led directly to his main theme. To focus on getting your most salient points into a 30-second opening segment, answer these questions:

1. What does my company provide, do or advocate?2. How does my company solve customers’ problems?3. What makes my company different?4. What can my company do for you?

5. “Clarity: Lose the Jargon or Lose Your Audience”On military missions, orders must be clear and concise. The task leaves no room for error or jargon. The message has to be simple and readily understandable. Once you eliminate jargon from your speeches, use analogies, anecdotes, endorsements, examples, statistics and testimonials to enhance your presentation. These techniques can drive home a point or help make a story more tangible.

When Jack Welch was CEO of General Electric, he believed in simplicity. His executives had to present business plans that were devoid of jargon. He also set simple rules. For instance, any GE business had to be fi rst or second in its respective fi eld, otherwise it would be closed. Jeffrey Immelt, who succeeded Welch at GE, continued to emphasize streamlined communications by teaching that messages could always be simplifi ed.

6. “Brevity: Keep It Short. Period.”Short speeches and presentations can carry powerful messages. John Kennedy’s famous 1961 presidential inaugural speech conveyed his vision for a new nation, yet it was only 15 minutes long. To make your speeches and PowerPoint presentations memorable, use short words and cut excessive fl owery language.

Given today’s frantic bombardment of messages, people tend to get bored quickly. That makes keeping things short even more important. TV or radio sound bites demonstrate the virtue of brevity. Today, a sound bite takes about six seconds. A business presentation should be no longer than 15 minutes. Even the “Great Communicator,” Ronald Reagan, gave strict instructions that his speeches should last no more than 20 minutes. Academic studies show that audience members can retain up to 90% of what they hear in a 20-minute presentation. After that, retention drops signifi cantly. That’s why you should not confuse a presentation’s length with its effectiveness. They are often completely unrelated.

7. “Say It with Style: What Great Television Anchors Know…”The way great business communicators look and act is often more important than what they say. That’s why vocal delivery is important. Great speakers, such as British Prime Minister Tony Blair, write their speeches for the ear not the eye. This means Blair uses short sentences and selects his words carefully. Broadcast industry research shows that

“Charisma is the key to inspiration.”

“The world’s greatest business communicators start strong.”

“Leaders on the front lines of any industry must strive for simplicity and clarity if they are to inspire and motivate employees, customers or shareholders.”

“If you can’t grab them in the fi rst 10 words, you probably won’t hold their attention long and people will be afraid to ask questions because they don’t want to hear you ramble.”


the “ideal” voice should be clear, have an average volume and not have any distracting fl aws. A pleasing voice is even an important factor in being well liked.

8. “Command Presence: Movement Does a Body Good”Establishing a rapport with the audience includes having good eye contact, controlled hand gestures and an erect posture. Your body language affects your credibility. Slouching, putting your hands in your pockets or swaying while you speak detracts from your message and credibility.

Hand gestures actually help speakers clarify their thoughts. University of Chicago researchers found that when speakers made a concentrated effort not to use their hands, it actually reduced their mental acuity. The research found that the use of specifi c gestures indicates a more rigorous thought process. Making a gesture above the waist is considered more powerful than making one below the waist. Ways to make a point include clenching a fi st, gesturing with one or both hands, and holding your palms open or closed. You have to know when to use gestures, so follow two rules: Use them rarely and, then, only to emphasize a key idea or fact.

9. “Wear It Well: Image Is Almost Everything”Dressing professionally and being well groomed pay a compliment to your audience. Good grooming shows you care enough to make a special effort. It also helps you establish a presence and become the center of attention. This means you “look the part” of being a credible presenter or executive, so people can focus on your message and not be distracted by your appearance. People who dress well and look attractive get better service and are more warmly received than people who are not attractive. One study from London Guildhall University found that more attractive people had more successful careers, including faster promotions.

Men should follow three basic rules to dress their best, advises George Zimmer, CEO of the Men’s Wearhouse stores: 1) Buy a suit that fi ts. This is even more important than the fabric’s quality; 2) Buy suits in basic colors: black, charcoal or gray; and 3) Be stylish. Refl ect fashion changes in your wardrobe.

10. “Reinvention…It’s Your Choice”To remain fresh, stay topical and don’t repeat yourself. When you face a setback, use personal renewal to bounce back. Former President Reagan emerged as a powerful public speaker after his acting career ended. He was signed by General Electric to give speeches to its employees and to host a TV show. During that period, he perfected his speaking skills. Arnold Schwarzenegger also had to learn to speak English before he became a powerful speaker, but persistent practice made it possible. Exceptional communication is the key to reinventing yourself and your company. The most important factor is to believe in yourself and your ability to make a change in yourself and others.

About The Author

Carmine Gallo is a corporate presentation coach and Emmy award-winning journalist, who has spent 15 years as an anchor, host and business correspondent for several media outlets, including CNN, Fox, CNET and CBS.

“Forty-four percent of communication is visual (body language, eye contact); 38% is vocal (pitch, speed, volume variation); and only 7% of communication involves the actual words.”

“Every day at every one of Ritz-Carlton’s 57 hotels, 15 minutes are set aside to discuss the company’s core values with the hotel’s 57,000 employees.”

10 bsecrets of the worlds greatest business communicators e

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