PRAGUE-EU-POLITICS-PIRATE-PARTIES

Very simple answer: the attraction of simplicity. “Reduce to the max” could be the code-word for all the three examples. The memorability lies in the absolute purposefulness of delivery.

The equation of effective communication (= communication that attracts attention) goes like this:

SIMPLICITY + PURPOSEFULNESS = ATTRACTION & MEMORABILITY

The mentioned examples could not be more diverse – and still, they follow the same script. (Note: the mentioned examples serve as methodological examples only – not as ideological examples. They show the power of simplicity, hoping that this power will be used by the people who want to drive positive change – and who have solutions beyond their simple messages).

Here is no time and space to go into detailed analysis, but just a few thoughts to explain what I mean:

Example Pirates Party: they are gaining votes everywhere with just one core-message: FREEDOM. There are no solutions regarding how that freedom should be financed. The program is free from absolutely everything which destracts from the core-message. The message itself and the “barrier-free” way it is delivered is enough to attract all those who are sick of the inaccessibility of the ruling political and economical systems.

Example James Bond in “Quantum of Solace”: more than in any earlier James Bond the whole story is presented along very clear “codes” (action is just action – not interrupted by discussion and similar, when people are speaking they are set in a clean environment not distracting from the interaction, Good and Bad are characterized by distinctive colour schemes,…) in order to reinforce the character of the hero. The hero himself acts in a very clean environment – lots of white, cold colouring – his clothes are black and white always, his statements reduced to the absolute necessary, his mimics quite motionless - there is absolutely nothing superfluous in his words nor in his actions. Everything has a purpose and everybody interacting with him feels that there is no other path to follow than his.

Example “Somebody That I Used to Know” by Walk off the Earth: a video which has been watched more than 90 million times. Watch it yourself and try to forget it…

Learn to use the POWER OF SIMPLICITY in my workshops: check out the EVENT CALENDAR.

“I would like to shoot a business-video for my web-page. How should I 1. prepare the content and 2. what should I wear and 3. do you have more tips to share?”

The purpose of a business video is to support your brand and to push sales, right? So it’s your target group who must be in the focus of your questions. The questions need to be rephrased into:

1. which are the main needs of my target group?
2. does my target group cherish specific styling schemes?
3. what else helps my target group to feel addressed?

Let’s say you are a coach for business-mamas, so your main target group are mums who also want to build a successful business.

1. question (preparation of the content) would be: “Which are the main needs of the Business-Mums which I will satisfy with my offer?” (i.e.)

• the need to get the priorities right and learn effective self-management
• the need to satisfy the wish for autonomy on the one hand and the desire to feel strong emotional connection with the family on the other hand
• the need to find ones own, individual way as a business person, not running along the beaten tracks
• the need to find time for oneself besides all duties and business goals
• …

For the content preparation you will select the THREE main needs, define them as needs which are very well known to you (= competence!) and answer them by presenting your offer according to the “THIS is your need – THAT is my respective offer/ remedy” – scheme.

The goal of this content preparation is to position yourself as the expert for the fulfilment of your client’s needs (or at least the expert for the way to go) = rational level.

The emotional decision for or against you is situated at the non- or para-verbal level. Not what you say but how you say it and how you come across makes people feel that you are trustworthy or not.

The 2. question is therefore: How does your target group dress – can you define any specific dress- and styling codes that you see them wearing or that you know that they would love to wear as expression of their success?

To stick with our example: For Business-Mums the same dress-codes apply as for all other business people (unless one works in truly social fields): clear shapes and colours are the maxims in style for competence. But at the same time it is also must for all mums without nanny to dress in a practicable, somewhat “soft” way.

In the video these three conditions must be combined in ones own individual style at an highly qualitative level – quality is the expression of success and this is what you want to symbolise for your prospect customers: success.

The question of colour is also to be answered in that context: at the one side Grey and Blue are still the colours of competence, on the other hand they are too tough in order to symbolise soft skills and flexibility – competences which are the conditio sine qua non for business-mums and their highly demanding everyday life. Soft accessories like blouses with shawl collars, knit wear instead of straight jackets, scarves, etc. in fresh colours and open, well-styled hair are perfect to create a look that completes the straight business-values with a feminine side. Regarding colours: your CI-colours should be represented somewhere in your styling, even if just in a small accessory.

And to conclude – as we are dealing with the wonderful example of business-mums: why not asking your children to join you in front of the camera while telling your prospect customers: “Call today for an initial meeting, so that you, too, will be able to match both successfully: your family and your business.”

Coming to question No. 3: “other tips” or “what else helps my target group to feel addressed?” I would like to mention most of all one more thing:

Don’t forget WHERE you will be seated or standing! Which ambience will support you authentically and competently? Which painting, which colours, which furniture? Will you sit at your desk or rather in an amply sofa? If you don’t shoot in your office, pay attention that there is enough “material” in the studio to create a personal atmosphere!

Here comes an example which demonstrates the above mentioned very well:

And this is a rather unsuccessful example:

Without knowing English, would you understand that the lady is talking about jewels or something else really precious? I guess not.

You have more questions or comments? Fine! Leave your comment here or send me an email! 

Subscribers to this blog will find more usefull tips in the free e-Book “Presenting for Change”.

It’s directly connected with this weeks’ Monday blog on how to become a change-leader. Whether you want to drive change in your business or community or whether you “just” want to set yourself apart in your business world – it’s all about knowing what makes you unique and outstanding. 

Jody presents her selection of 5 ways to discover your strongest qualities and how to put them to work in business and life.

To start reading, click here: Fast Company Magazine: 5 Ways to Discover Your Unique Strengths

Thatcher by Newton (from the Margaret Thatcher Foundation)

Being a ”change maker” means “sticking out” – or in other words: “PURPOSEFULLY NOT FITTING IN”.

So when Mrs. Thatcher lamented “I will never fit in”, her advisors answered: “And exactly that is your trump card. We simply have to maximize your appeal. Bring out all your qualities.”

This scene in “THE IRON LADY” was written just for me and my branding lessons, I guess. And what follows, too:

* The speaking lessons to bring body to the ambitious woman’s voice in order to sound like a person in power

* The styling sessions to abandon the small hats and add volume to the hair in order to look like a person in power 

And even if the movie doesn’t teach us many more lessons of that kind – it teaches enough:

1. if you can’t fit in, then truly stick out
2. “power” means “volume”, “substance”

Branding is all about those things that make you unique, that you can’t get rid of – no matter how much you try and how much energy you spend on trying to “fit in”. And if you want to be recognised like a person in power, it’s easier if you look and sound powerful.

I. IDENTITY: Now get going and start your own 360° survey:

• ask your parents what they see as the traits that truly distinguished you in your early childhood
• ask your best friends what they saw in you when they met you the very first time and which traits are the ones that make you special (this can be something positive and also something kind of awkward) for them
• ask your partner and your children
• ask your Coach

And then reflect for yourself:

• what were the things people always told you you should finally stop doing (because they were annoyed by the fact that you interrupted the balance and harmony of their world)?
• when and which were the occasions that you were told that you’d never be part of that group?
• and finally: what were and are your core drivers? What does really motivate you to move forward?

II. IMAGE: When it comes to the “power of substance” there are two different ways to “look” powerful:

1. either you do it like Maggie and add up to your styling (Uniforms were invented for no other reasons ), or
2. you add up to your “presence” – that aura that makes people turn when a person enters the room, be she tall or short, heavy or light. That’s something you can only achieve by constant practicing

III. VOICE: when it comes to voice the sound of power is just one: rather low pitch and resonant. Some are given such a voice by nature but most of us can gain it by constant training.

to be continued…

And for all who are interested in Branding in social media and offline I have found a great source:  http://trending.robertpelikan.eu/topics/brand 

"The" Woman?

This is a blog dedicated to “speakers for change” and all who want to drive change in their part of the world. One topic which should interest us all is therefore how men and women found their roles in this world – or how they have come to play them.

This time I would like to simply recommend the following documentary, unfortunately only in German or French, but as a lot of interviews are done with US experts, there is also plenty material in English:

http://videos.arte.tv/de/videos/und_hollywood_erschuf_die_frau-6393552.html (German with French option)

It shows how different types of women are represented and shaped through movie culture, how the definition of their roles developed over the last years in American film and how it shaped and still shapes female behaviors – and male looks.

“Branding” is about creating an image in the eyes and in the mind of the viewers.  A female expert is always checked twice – first as “the” woman and only second as an expert. The question is how YOU – as a man or a as woman – are dealing with that and how aware are you of that bias? Only if we are aware of who we really could be – beyond whatever role or stereotype – we (men and women) can create those individual images which are truely reflecting ourselves.

Attention! the movie is online only for a few days!

Speaking is short-term leadership

Last week I had the chance to take part as an observer in an Assessment Center for trainers. And as always there was plenty to learn. One of the main observations was that there is a persistent misunderstanding in the definition of a “trainer”, a “coach” or a “consulter” – very often we find the belief that all three roles can be adopted by any person at any times. The conclusion would be: if you are a good trainer, then you are also a good coach and of course you are also able to consult. This can be the case, of course, but only if you have learned the various tools needed for each of those professions and you are able to change approach as the target groups, their expectations and the goals to be reached by any of the three are very different.

That learning moment linked directly to one of my main tasks as a speakers’ agent: to build awareness (in the potential clients as much as in the potential speakers) for the fact that not every expert is also a speaker or every trainer can be one without further professional development. Being a “Speaker” is a true profession with its’ specific target groups, their expectations and their very specific goals to reach.

Let’s try a definition for the profession of the ”speaker”: a speaker is an expert with strong communicative leadership who is able to transfer the key-points of his/her expertise in a very short time span to a big audience with a heterogeneous knowledge-base in a way that enables his/her listeners to integrate this knowledge into their (depending on the topic) professional or private lives or which makes his/her audience even change the way they see and/or do things.

With this definition it becomes clear that without specific expertise which is interesting and/or necessary for large segments of different target groups the profession of a speaker cannot be followed as a speaker makes a living from selling his/her expertise in the above mentioned way.

For all who are interested in this profession, here comes a list of key issues to consider:

1. you have an expertise which is interesting and necessary for a sufficient number of target groups acting in business (big businesses are the main source of income for speakers)
2. your expertise is unique – the more unique the more successful you will be (see earlier article in this category regarding Personal Branding)
3. you are able to break that expertise down (= to make it accessible) for audiences of heterogeneous knowledge base
4. you are able to easily and quickly synchronize with large groups of people – your impact is immediate and your lead starts from the moment you enter the room
5. you love the stage – every speech means acting
6. you love to lead - you have to want and be able to lead your audience from position A to position B in a very short time and without any hesitation
7. despite of 5 and 6 you are rather a servant than a star - you are aware at all times that the audience is the hero and not you or your expertise as such
8. you are a perfectionist in all stages of your speaking: preparation (mental, physical & technical), delivery & after-speech-process, including timing and other organisational topics 
9. you master a large variety of delivery – tools (including extra-personal tools in addition to verbal, non-verbal and para-verbal tools)
10. you consistently grow your expertise on all levels: “content” expertise, speaking-expertise, target-group-expertise (recently I have listened to a speaker elaborating his last bestselling book published in 2005, missing the fact that his audience had already evolved during those years – it was fun story telling but the knowledge-gain after 20 minutes of speaking was little)

You have more questions or want to start a discussion on the topic? Good! Drop me an email or leave your comment here!

This is absolutely “reasonable” in the truest sense of the word, but (un-?)fortunately emotion-void action is not the dominant way of expression of the “conditio humana” and frustration-induced messages are not the ones to inspire people to give their best and fight for a common goal.

The truth is: IF somebody would be stepping up with a strong message of how to change all this mess into a real opportunity – people would follow him or her.

Look at examples of the past and the presence: be it Moses or Jesus Christ, Martin Luther King, Ghandi, be it also Hitler, Bertha von Suttner, Aung San Suu Kyi,… The list is long and the real essence of all these people was their DEEP EMOTIONAL ANCHORAGE IN THEIR BELIEVES. This – and only this – anchor instilled the power to move the people. This deep emotional connection to their own values and believes made them become the charismatic leaders of their times who changed the face of the world in which they lived – to a larger or smaller extent, sometimes afterwards this world was not what it was before.

There has been written a lot on Charisma – and I have developed the “Charisma-Concept” already in 1996 – but what is really important to know are three things:

1. Charisma as such is an absolutely “neutral” power – it is the individual who makes it become positive or negative
2. “living” Charisma (in difference to “communicative” = “instant” Charisma) is anchored in values and believes which are fundamental to a person 
3. This deep anchorage in oneself provides the “power of presence” which makes the person become irresistible like a magnet – all “objects” of weaker strength are drawn towards it

And in the last point lies the trouble: people of strong convictions can draw others towards them, not by the logic of their arguments but just by the power of their presence. And the bigger the crowd of followers becomes, the less value have rational arguments. The crowd energizes itself by mental, rhythmical and physical synchronisation and sometimes even the leader loses control. One of the best examples is the movie “The Wave” – and the “wave” itself is a symbol of the synchronisation of a big mass.

It is therefore an exclusive matter of the original believes whether a charismatic leader will introduce change for the better or the worse. But one thing is clear: he/she will ALWAYS change his/her world. 

WHAT WOULD YOU DO WITH YOUR CHARISMA IN THIS WORLD? 

Karin Koller @work

“As an actor you can’t hide” – this is what I say to my students at the start of their classes in order to encourage them to being themselves and being really generous.

This is also true for non-actors: there is no way to hide as soon as you step onto the “stage”, as soon as you are going public – whether it is a big or a small group of people to whom you want to bring out your message.

Very often, however, we hide behind objectivity and realism. A very bad misunderstanding: “the facts are speaking for themselves.” The livelyness is created by your speaking (= acting out), not by the facts. The facts will remain liveless until you will understand that “life is inherent to each thing “.

A lot of mediocre and even boring speeches are held by absolutely honest people who search for objectivity and do not want to place themselves into the foreground. This modesty we “sell” as a virtue when, in fact, it is just a way to protect ourselves from being vulnerable.

Be generous! Be vulnerable!

You will move people when they feel who you are, what you stand for and what inspires your enthusiasm. And this enthusiasm is nothing which can be “ordered”, it cannot be an “obligation”. Enthusiasm is not a question of “bluff” and constant grinning, but an absolutely vital question:

Gerald Hüther, neuro-biologist: “Only in the status of enthusiasm a group of cells of the nervous system in the middle brain will be activated to pour out a cocktail of neuroplastic transmitters. Enthusiasm is a fertilizer for the brain. To the great regret of all brave duty-performers and orderly “functioners” this is something which never happens in the routine working modus of the brain but exclusively in the wonderful status of enthusiasm.”

What is really important to you, is what will stimulate your enthusiam. And this enthusiasm can also jump over to others – so be personal! The fact about facts is: Facts will not protect you (they are the “additional give-away”).

I find the German expression “to lean oneself out of the window” smart and appropriate: “Lean yourself out of the window” – only like this the others will be able to see you. Your subjectivity is what they are looking for.

Be generous! Be vulnerable!

You always make an impression - decide WHICH!

Jim Kouzes and Barry Posner state in their latest book on leadership, “The Truth About Leadership”, the one question that most people want to ask a new leader: “Who are you?” and only the second one is “Where are we going?”. And don’t be mistaken on that fact: the very moment you start talking with the intention to influence others, YOU BECOME A LEADER. 

• What makes you special?
• Why should people follow you and not somebody else?
• What is your philosophy of life?

It is right here that your PERSONAL BRANDING PROCESS starts: with your personal assessment on who you are, what makes you special. I have developed a very simple questionnaire which should help you in this assessment and which is here for free download.

Ask also some people around you, who you trust and value, to fill in the questionnaire – anonymously and see whether their vision of you matches with your own.

• If you need assistance: send me an email or write a comment
• If you are interested in a list of books I’d recommend: send an email or write a comment

HAVE FUN!

Personal Branding – Assessment