Business
Private Purpose versus Public
Objective
When we
interact with
others, intent is
what we hope
they’ll think, feel,
and do
best intention and still have low impact.
Meaning we didn’t get our message across as
we had intended. One of the reasons for such
failure is because we put our focus on the
presentation itself, on what we want to say, on
our message, from our own perspective. And
we don’t put enough effort into learning about
our audience’s needs, expectations, views,
interests and experiences, to define the best
ways of communicating with them.
We tend to judge and prepare ourselves
through our intent, but others judge us by our
impact. For effectively communicating in any
situation, with any counterpart or audience,
we must remember that good intent doesn’t
guarantee positive impact. And between our
intent and the impact we want to create, there
is a bridge and dozens of off-roads which can
lead to misinterpretations, misunderstandings,
and mistaken assumptions.
Everyone has biases and preconceptions, so
we must make sure we are clear about the
following:
1.
Who is our audience and what are their
expectations?
2. What is our purpose with our message?
3.
How will we craft it to bridge between our
intention and the impact we want to create?
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When we want to communicate something
to someone, it is because we believe we
have reason to do so. However, to do it
effectively, such reason should have two
different intentions behind it: one is our own
purpose, what we want to achieve with this
communication, and that is something private
which our audience doesn’t necessarily need
to know. And the other reason is what we will
share openly with them. We call these - private
purpose and public objective.
To communicate effectively it is important
to have both and it’s crucial to know the
difference. Our private purpose prioritises
the impact we really want to have with our
listeners. It is our personal answers to how we
want our audience to think, feel, do, after our
conversation, talk or presentation. We don’t
necessarily share any of those answers with
our listeners. It’s part of our preparation and
planning. It’s like getting ahead of the game by
managing our own expectations.
However, we do need to let our listeners
know why meeting with us will be worth their
time. This is the public objective we’ll share
openly with them so they don’t get confused,
frustrated, or distracted about why they’re
meeting with us, and why they should listen to
us in the first place.
Less is more
I’m sure you have all heard this expression and
up to a certain extent it has been overused.
However, it is not a cliché, it is still a good
reminder.
When
people
don’t
master
their
communication skills, they tend to overload
their presentations, their explanations, their
talks, with excessive information which doesn’t
add to the content of their message. Instead,
their excess of information and content, makes
the interlocutor, the audience, confused
and overwhelmed. Take my word on this, a
confused mind always says no!
Our job when communicating is to create
a connection, a bond, to build trust. At the
professional level that means to raise our
profile and authority as experts, bring visibility
to our brand, acquire new clients, and work
more effectively with our teams. At the
personal level, it means stronger bonds, better
quality of relationships at different levels and
better communities. Nowadays, there are
many opportunities to be on stage sharing our
messages, our ideas, products and services.
However, this is also generating too much
noise!
What I mean is, many professionals still take
for granted the preparation that precedes any
presentation and the work involved to make
sure their message is aligned with their
intention and will therefore achieve the impact
they want to create.
As Lee Laccoca said, “You can have brilliant
ideas, but if you don’t get them across, your
ideas will take you nowhere.”
Therefore, before preparing a conversation for
a meeting, a talk or presentation to a specific
audience, make sure you take time to prepare
yourself well by:
We need more voices and role models out
there, especially for women. However, above
all, we need professionals who can deliver
presentations, talks, and lead meetings with
a clear message which can inspire and move
people into action.
Your ability to communicate verbally is what
ranks you higher than other animal species.
And, to honour that, you need to learn how
to master it. “By failing to prepare, you are
preparing to fail”, Benjamin Franklin once said.
Therefore, make sure you are clear on what
you want to say and how you will say it.
Our job when
communicating
is to create a
connection, a
bond, to build
trust
1.
First, and foremost, know your audience
- You might be surprised to know that many
(too many, I would say) professionals get into a
meeting, a presentation, talk, without knowing
to whom they will be addressing their topic.
2. Define your private purpose and your public
objective - Ask yourself “What do I want to get
from this meeting, presentation, talk; and what
do I want them to think, feel and do?”
3.
Keep it simple - Use simple and clear
language. Simple doesn’t mean simplistic.
Complex sentences and expressions will only
create distraction and disconnection from
your audience. And disconnection means, no
bond, no bond means no trust, no trust means
no business.
Tulia Lopes is Europe’s Leading Communication, Public Speaking &
Leadership Expert for Women. She believes communication is the key to
develop and excel. She founded the AWE Summit, to Give Voice to Women
and the Speak Up & Lead Academy. She authored Leading in High Heels;
is a certified international and award-winning speaker on communication,
leadership, women’s impact, and empowerment. www.tulialopes.com
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