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Communicating for Success Values and Branding

Join Dr. Frank Benest on May 24, 2018 at the Santa Clara Leadership Academy for a workshop on effective communication, values-based leadership, and personal branding. Learn how to tell compelling stories, enhance your technical presentations, and build positive relationships with your target audience.

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Communicating for Success Values and Branding

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  1. Communicating for SuccessValues and Branding Santa Clara Leadership Academy May 24, 2018 Dr. Frank Benest (650) 444-6261 frank@frankbenest.com Eileen Beaudry (831) 750-9374 eileenbeaudry@gmail.com

  2. Three Reactors for Today What resonated with me?

  3. Overview • Understanding your life story • A crucible experience • Values + Branding • Communication for success— premises & questions • Exercise—Framing a controversial issue • Story-telling—why, key elements, story structure

  4. Overview (con’t) Exercise—Enhancing your technical presentation with personal experience Tips for improving your story-telling Coaching element Feedback on team project outlines Team meetings

  5. Rosy’s Story What were the values & lessons that Frank learned from Rosy’s story?

  6. Understanding Your Life Story Leaders are self-reflective & understand who they are Who has been an influential person or what has been an experience that has shaped you in a positive way? What are the “gifts” that you give away as a leader?

  7. Day Workers in Brea

  8. Day Workers in Brea Redeveloping downtown was #1 priority Day workers congregating in downtown Council wanted to use police enforcement Organized diverse staff team Proposed Job Center Reactions?

  9. Day Workers in Brea Initiated series of conversations with stakeholders Identified issues & concerns & addressed them Framed issue differently for different groups Built support Frank presented proposal to Council; Pilot Job Center was approved on 3-2 vote

  10. Frank’s Mini-Crucible • Why did Frank persevere? • What did Frank & team do well? • What did Frank & team do not so well?

  11. My “Mini-Crucible” • What has been a mini-crucible in my personal or professional life? • What did I do? • What did I learn?

  12. Self-Reflection “People can help you but leadership is one of those great journeys into your own soul.” Jeff Immelt, CEO, GE

  13. Values Clarification • Support in Crucible • Values define our Leadership Presence • Shift us into ECO mindset

  14. Support in the Crucible

  15. Kristi Hedges – Power of Presence Kristi’s Story What is Presence? • Intentional • Individual • Inspirational

  16. Values = Intentional Presence Our Values become Our Presence

  17. Values = Intentional Presence “Presence is a neon sign announcing who people are.” “Trust that intentions change your presence. I see it everyday. You will, too.” Kristi Hedges

  18. Core Personal Values Identify your core personal values, such as family, health, etc. List as many as you wish.

  19. Values = Intentional Presence Which 5-7 values form your leadership presence? (shape, describe, express, etc.)

  20. Values = Intentional Presence “Presence is a neon sign announcing who people are.” “Trust that intentions change your presence. I see it everyday. You will, too.” Kristi Hedges

  21. Write 1-2 sentences, to summarize. Your Leadership Intention

  22. Leadership Presence Brand Can you shorten your 1-2 sentences into a pithy brand statement?

  23. Leadership Presence Brand Examples: • The ethical and shared use of power • Effective organizational change • Work with others, with empathy and love, to effect positive change • Cultivating community resilience, through grounded optimism, engagement and compromise

  24. Kristi Hedges – Power of Presence Kristi’s Story Presence • Individual • Situational

  25. Situational Intentions Point One Point Two Point Three • What do you want your audience to feel about this exchange? 2. What emotion do you need to embody? Point Six Point Five Point Four

  26. Prep for Your Story • Identify topic of a staff or professional presentation • Write down 3 brief bullets of technical info • Think of a relevant personal experience that you can share

  27. Communicating for Success Premises: Ability to communicate in different ways is key to success as leader Successful communicators understand their target audiences & their needs Providing data is necessary but insufficient

  28. Communicating for Success Premises: Successful communications is related to engaging others & developing positive relationships Story-telling is most powerful way to communicate Effective communication is well-planned

  29. Communicating for Success Key Questions: 1. Who’s the target audience? 2. Have you first developed rapport with key members of the target audience? 3. Have you created a state of readiness? 4. What is your goal in the communication? 5. What are the values, goals or concerns of the target audience? How do you find out?

  30. Communicating for Success 6. What is the “frame” given the target audience? 7. Do you refer to the Board’s priorities, goals, or previous direction? 8. Have you used simple and appropriate language?

  31. Communicating for Success 9. Do you provide data? 10. Have you incorporated compelling story & humanized the issue? 11. Do you acknowledge & respond to problems or concerns? 12. Have you communicated in different ways & reiterated the key messages?

  32. What’s the Frame? • How do we frame issue of “Job Center for Day Workers” for different groups? • Merchants • Day workers • Police • Faith-based community • City Council • What’s primary frame? What’s secondary frame?

  33. Developing Strategic Communications Plan Complete worksheet as homework assignment Select a current controversial issue or one that is upcoming The issue can be internal or external Your role is an informal or formal leader Jot down notes Bring completed worksheet to next session

  34. The Power of Story-Telling

  35. Steve Jobs Commencement Speech What were key messages? What was Jobs’“crucible” experience? How do we critique Jobs as communicator?

  36. Good News! Everyone is a story-teller Story-telling is an acquired skill that can be enhanced by practice & self-critique It’s fun?!

  37. Story-Telling From ancient times, all communities have used stories to enchant, entertain, instruct, perpetuate core values & preserve wisdom

  38. Why Stories? We’re overwhelmed with data Stories are memorable They often teach a core truth They help us make sense of the world— Where we’ve been What we’ve learned What we want to be or create

  39. Why Stories? • Stories are powerful because they. . . • Provide a clear message • Capture hearts as well as minds • Help create commitment

  40. Powerful Stories • Personal • Relevant to topic • People can relate to protagonist or situation • Involves problem, misstep, misfortune • Audience develops “rooting interest” • Story builds to conclusion • Lessons to be learned • Strong point of view (POV) • Call to action

  41. Kurt Vonnegut • “The Shapes of Stories”

  42. Story Structure Three Acts • Introduction of main character facing obstacles or challenge • Action • “Happy” conclusion, triumph, or ending with lesson

  43. Creating a First Draft Story • Topic • 3 bullet points of technical info • A relevant experience from your life or someone else’s

  44. Example • Topic: Customer Service • 3 technical points 1. Customer service is not just about the technical aspects of delivering the service but also about the human interaction. 2. Customers will tell twice as many friends & colleagues about a poor service experience than good service. 3. Customer service will make or break the organization’s brand. • My experience at Palomar Winery

  45. “Your First-Draft Story” • By yourself, draft personal experience or “story” • Go to worksheet “Enhancing Your Technical Presentation By Sharing an Experience” • Start with the conclusion or lesson • Outline a few key points of experience • Eliminate non-essential “fluff” • In pairs, share the topic, 3 bullet points, & brief story (based on outline) & receive feedback on story

  46. Sampling of Stories • A few mini-stories • Feedback • What worked well? • What are suggestions to enhance story?

  47. Finding Potential Stories • Pulling stories from your experience • Reflect upon your personal history & identify possible stories • Ask questions about experience & explore experience for possible relevance • Identify conclusions or lessons

  48. Finding/Refining Stories • Other sources of stories • Reading • Talking to others • Incorporate a strong POV • Streamline story so it’s “tight” & leads to conclusions/lessons

  49. Extracting Conclusions Two choices • Presenter makes conclusions or identifies lessons • Audience critiques experience & suggests lessons • Describe experience in sufficient detail but do not make explicit conclusions or lessons • Presenter can add anything missed

  50. Story Prompts • Purposes • Go to handout for list of prompts • Other prompts?

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