{"id":868,"date":"2013-10-08T15:23:17","date_gmt":"2013-10-08T14:23:17","guid":{"rendered":"https:\/\/blog.iese.edu\/leggett\/?p=868"},"modified":"2015-04-15T09:20:33","modified_gmt":"2015-04-15T08:20:33","slug":"hard-decisions-can-also-be-communicated-persuasively","status":"publish","type":"post","link":"https:\/\/blog.iese.edu\/leggett\/2013\/10\/08\/hard-decisions-can-also-be-communicated-persuasively\/","title":{"rendered":"Hard Decisions Can also be Communicated Persuasively"},"content":{"rendered":"

First of all I would like to thank you all for your remarks (see the debate on LinkedIn<\/a>) and especial thank Joel<\/strong>, Juan Manuel,<\/strong>\u00a0Marc<\/strong> and V\u00edctor<\/strong>. Yes, I actually agree with all of you<\/strong> on this issue.<\/p>\n

According to Aristotle\u2019s \u2018Rhetoric\u2019<\/strong>, an excellent public speaker communicates both personal and professional credibility<\/strong>, creates a strong emotional connection<\/strong>, and possesses a logical audience centered message<\/strong>. On the other hand, we have impressive speakers who are a delight to listen to, but who fail to communicate a message effectively<\/strong>. This can be because of the weakness of their message<\/strong>, their egoism<\/strong> or\/and, more noticeably, an emotional detachment from the message itself<\/strong>. This detachment, which is our topic, will certainly hamper any type of persuasive communication whether it be public or interpersonal.<\/p>\n

\"Senator<\/a>
Barack Obama campaigning in New Hampshire. Author: Marc Nozell from Merrimack, New Hampshire, USA<\/figcaption><\/figure>\n

The reasons for this detachment<\/strong> are often due to the egoism<\/strong> of the speaker which results in a lack of interest in their audience\u2019s real needs<\/strong> right across the spectrum to a more scientific detached way decisions are often made today. This process of decision making has at least three stages: the gathering of facts, their analysis and the drawing of conclusions<\/strong>. It is a purely rational process, but humans are not purely rational beings. Nevertheless it is understandable that at times a decision-maker may need to operate as detachedly as possible, but when it comes to persuasive communication the emotional connection is imperative<\/strong>, as persuasive speakers need to empathize with their audience\u2019s needs, as persuasion is a two way process.<\/p>\n

We often find articulate leaders who are renowned as fine public speakers<\/strong> yet who seemingly fail in a crisis<\/strong> situation requiring equally effective interpersonal persuasive skills. It has been suggested by many commentators recently that Barack Obama<\/strong>\u2019s current situation is one such example. The average manager faced with a range of decisions, often cannot muster up an emotional attachment to all of them<\/strong>. They are then often criticized for their lack of communication skills. They are seen as cold, rational beings without any interest<\/strong> in their audiences\u2019 needs. But there is a way out.<\/p>\n

\"Winston<\/a>
Winston Churchill in Downing Street giving his famous ‘V’ sign.<\/figcaption><\/figure>\n

We can maintain an emotional attachment to the events of our lives through our connection with the arts<\/strong>. If managers can stay in touch with the sensitivities of life, through literature or other forms of arts, then this detachment can be avoided<\/strong>. Take the reading of literature as an example. Winston Churchill was well known as a reader<\/strong> and as a writer. Harold Macmillan<\/strong> was reported as reading a book a week. There are many other examples of leaders who maintained an understanding of people\u2019s sensitivities through reading of literature.<\/p>\n

Yes, the decision making process<\/strong> may have become more rational where facts, analysis and logical conclusions dominate, but such conclusions can be effectively communicated persuasively if a manager or leader maintains an attachment to human sensitivities<\/strong>, which will allow her to empathize with her audiences. Later on this week I have another question which I would like your opinions on. Take care!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

We often find articulate leaders who are renowned as fine public speakers yet who seemingly fail in a crisis situation requiring equally effective interpersonal persuasive skills …<\/p>\n","protected":false},"author":313,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20415],"tags":[59997,483,59996,59998],"class_list":["post-868","post","type-post","status-publish","format-standard","hentry","category-soft-power","tag-communication-skills","tag-decision-making","tag-rehtoric","tag-speakers"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t