“…Mr (Gordon) Brown’s most damaging flaw: he is a lousy communicator. A failing in any leader, for Mr Brown this weakness has proved catastrophic…Sadly (for him and for Labour), Mr Brown has a bad habit even more damaging than saying impossible things: saying nothing at all, often at excruciating length…Beyond the universal if dispiriting fact that most people vote with their guts - forming their views on policy on the basis of character judgments rather than vice versa - Mr Brown’s oratorial woodenness matters…”
The Economist (28 June 2008)
The excerpts above are from a recent issue of The Economist which recently skewered the British Prime Minister’s poor communication skills, leading with the statement: “Gordon Brown’s failure to speak to voters in a language they understand has undone him”.
No one doubts that Mr Brown is an intellectually rigorous, thoughtful leader. What may make him a very short-lived Prime Minister is not his lack of depth. It is the inability to convey his thoughts, ideas and policies in language that resonates and sticks. He comes across as wooden, dour and evasive. Voters don’t like that.
We do not have a tradition of great communication skills in Kenya. Our political leaders have almost always been of the old school: those who arrive with a long-winded prepared speech written by someone else, and who then proceed to read it excruciatingly slowly in a monotonous tone, hardly ever looking up to make eye contact with the audience. There is no better cure for insomnia. This anachronistic style explains partly why we have not had a major political idea that has resonated with the people of this country. We simply don’t know how to convey ideas.
Those who imagine that it’s the actual words that matter should think again. Recent research shows that in any face-to-face communication, the actual words make very little impact - just 7%. The tone of voice accounts for 38% of the impact. Body language accounts for a staggering 55%! So, the way you modulate and project your voice, your body posture and, most importantly, your facial expressions and smiles, affect everything. Once you understand this, it will transform your communication skills.
So the content doesn’t matter? Of course it does. I am not advocating a communication style that is all style and no substance. Thought Leadership has covered this issue before: in order to stick in people’s minds, your message must be simple, concrete and surprising. These are essential tests to apply. Can everyone understand this, or just me? Am I saying something solid and measurable, or talking in woolly abstractions? And is there anything in my message that grabs the attention and compels people to listen? If you fail those tests, redo your speech or presentation.
This not to say that every person who aspires to leadership better be born with the oratorical flourish of a Barack Obama or a Martin Luther King. Communication is not just about great speeches - it happens every day in every interaction you have with your staff, customers and investors. In every conversation and in every meeting, ask yourself: am I being clear, am I reaching out, have I grabbed the attention?
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3 Responses:
September 11th, 2008 at 12:15 pm
Hi Sunny, your article is spot on. Sometimes one of my worst moments when catching local news on TV is when a government official, politician, CEO or any other public figure is giving a speech. They sound so bland you wonder whether anyone is listening.
Their monotonic, painfully slow, motionless speech makes on wonder whether the guy really means what he says, or he is just doing it because an aide handed him a speech which the official did not even bother to look through and catch the main points. It is no wonder then the delivery is often lacking in punch.
I sympathise with the journlists who have to cover the whole event. I run an editorial consultancy outfit (www.cleanedits.com) and in my work I come across many, many people who , despite heir brilliant ideas, cannot communicate them effectively to their audience. I tell people that sometimes, it does not matter much what you are putting across, but how you do it can either make people pay attention or switch off immediately.
Now that would not be good for a CEO, or apolitician. I think if someone wants to become a public figure, or is already one, the first investment one should make is to go for is Public Speaking and Communication classes.
Go to a job interview; how you project you voice, use gestures, body language, intonation, body movement, etc, may very well determine whether you get the job or not. The other guy with nice ideas but a with a weak, stammering and wishy-washy voice wont even get a call for the second interview. Many people take good Communication for granted, not knowing it can open doors.
Look at John McCain for instance. He may have one or two briliant ideas, but has no clue how to communicate them. And it will cost him. Same goes for Martha Karua and her combative speech.
Good work though.
Ed
September 8th, 2008 at 2:00 pm
great article Sunny.Our teachers in schools could use this.Education would be much more fun and effective.
August 12th, 2008 at 11:09 am
Raila is far less effective as an orator when he has to read stuff. He as wooden as anybody.
He needs to start reharsing his speeches.