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CONNECTING WITH PEOPLE BEYOND WORDS
CHAPTER 9
intelligences. All of us have more than one type of intelligence. According to
psychologist and author Howard Gardner, we have at least seven, covering
mind, body, and spirit. All too often, presentations appeal only to the intellect,
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ignoring our physical, emotional, and spiritual sides.
Good leadership communicators strive to reach both the head and the
heart. They want to pitch ideas to the mind, where we figure things out with
logic and reason. But they also work to reach the heart, our emotional side,
where decisions are made. Leaders need to make a strong emotional case for
a vision statement; they need their followers to see, touch, and feel what the
future will be like once the vision becomes reality.
Leaders can borrow lessons from salespeople. Salespeople are practiced
masters at knowing how to close when the customer is excited and emotion-
ally involved. Leaders can capture the same kind of engagement as they seek
to sell their message. Effective presenters must connect with the audience in at
least one and often more of the following ways.
Stimulating the intellect. Cogito, ergo sum wrote Descartes four cen-
turies ago. As a presenter, you want to engage the audience’s attention
through the reasoning of your presentation. This is why you want to
give your presentation a strong structure, augmented with compelling
facts. General George Marshall was not a scintillating orator, but when
he briefed Congress on war issues, everyone listened because he knew
his stuff.
Appealing to the emotions. Touch the emotions. Make people feel the
power of your presentation by awakening their emotions. You can do
this with stories. You can do it with pictures. You can do it with games.
CEO Steve Jobs captures attention with his body language and his
skillful product demos for Apple Computers.
Engaging the body. Create movement. Encourage the audience to get
up and move with you. Revivalist preachers invite those who feel the
spirit to come to the front. Why? Because they know that when a per-
son is engaged physically, she or he is more likely to be engaged in
mind and spirit. Colin Powell is a polished professional speech-giver;
he gesticulates on cue, but with conviction. By contrast, Bill Veeck was
a jumble of seemingly distracting activities—he would tousle his hair
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or scratch his wrist. But each of these men used his physicality to
make appropriate points.
How can you develop your presentation so that you do this? You are lim-
ited only by the range of your imagination. Here are some ways to get the audi-
ence to focus its attention on you and your leadership message.