PayPal was recently skewered on social media because it sponsored a panel discussion on gender equality and inclusion in the workplace. The problem was that the panel consisted solely of men. Women quickly tore into the company on Twitter and Tumblr for being tone deaf and sexist.
In fairness to PayPal, the panel discussion was supposed to have been titled: “Gender Equality and Inclusion In the Workplace: A Conversation With Our Male Allies”. Somehow, the organizers omitted the last part of the title from the official program.
I suspect that PayPal’s panel was a well-intentioned effort to bridge the gender gap. But the organizers made a simple mistake – they focused on strategy and forgot about context.
In persuasion, we typically start by developing the message strategy. What is the key message that we need to communicate? How can we best encapsulate that message in a memorable campaign?
While message strategy is certainly critical, it’s not the only concern. We also need to consider the context the message is delivered in. It’s a fairly simple question: does the context create an opportunity to deliver our message effectively? Sometimes, contextual factors facilitate the message delivery. At other times, the context constrains our ability to communicate clearly. Creating an all-male panel on gender equality does not provide a favorable context.
From a timing perspective, Greek rhetoricians called this kairos. Translated literally, it means the “supreme moment”. In our context, kairos means finding the opportune moment to deliver a persuasive message. As Jay Heinrichs points out, it’s analogous to a teachable moment. A teacher finds the right moment to teach a memorable lesson. Similarly, a persuader finds the right moment to deliver a persuasive message.
Kairos refers to timing and timeliness. But we need to consider other contextual factors as well. Who delivers the message? In what forum? What is the audience ready to receive? Whom does the audience trust? What media and channel provide the best opportunity to deliver the message successfully?
In this context, I wonder about the Brexit campaign in the United Kingdom. One side – the Remain campaign — argues that Britain will be stronger by staying in Europe. The other side – the Leave campaign — argues that leaving will make Britain great again. Both sides have worked out their message strategies.
Polls suggest that the two sides are very evenly divided. Both sides have strong messages. Neither has a clear advantage. Given this, which side will be more persuasive? In my humble opinion, it will be the side that makes best use of contextual factors. In this regard, the Leave campaign has a clear advantage.
While the Remain campaign has a solid message, it’s misreading the context. More specifically, it’s using the wrong messengers (again, in my humble opinion).
Here’s the context. Voters who support the Leave campaign perceive that their economic situation has deteriorated since Britain joined the European Union. They also perceive that joining the Union was a project conceived and championed by the “elite”. It’s easy to conclude that the elite classes have “sold us out”.
And who is speaking for the Remain campaign? By and large, it’s the elite. We hear from top managers, bankers, executives, rich people, and assorted toffs. We even hear from the head of the IMF, who happens to be French. Now, we even hear from the president of the United Sates.
Who are these people? They’re the elites – exactly the people whom the Leavers don’t trust. The easy response from the Leave campaign: “Well, you remember what happened the last time we trusted them.”
If the Remain campaign continues to pursue an elite strategy, I suspect the Leave campaign will win – and by a wide margin. What’s the lesson in all this? Whether you’re PayPal or the British Prime Minister, consider the context.
We’re all more or less familiar with the syllogism. The idea is that we can state premises – with certain rules – and draw conclusions that are logically valid. So we might say:
Major premise: All humans are mortal.
Minor premise: Travis is a human.
Conclusion: Therefore, Travis is mortal.
In this case, the syllogism is deemed valid because the conclusion flows logically from the premises. It’s also considered sound since both premises are demonstrably true. Since the syllogism is both valid and sound, the conclusion is irrefutable.
We often think in syllogisms though we typically don’t realize it. Here’s one that I go through each morning:
Major premise: People get up when the sun rises.
Minor premise: The sun is rising.
Minor premise: I’m a person.
Conclusion: Therefore, I need to get up.
I don’t usually think, “Oh good for me … another syllogism solved”. Rather, I just get out of bed.
We often associate syllogisms with logic but we can also use them for persuasion. Indeed, Aristotle identified a form of syllogism that he believed was more persuasive than any other form of logic.
Aristotle called it an enthymeme – it’s simply a syllogism with an unstated major premise. Since the major premise is assumed rather than stated, we don’t consider it consciously. We don’t ask ourselves, Is it valid? Is it sound? We just assume that everything is correct and get on with life.
Though they don’t use the terminology, advertisers long ago discovered that enthymemes are powerful persuaders. People who receive the message don’t consciously examine the premise. That’s exactly what advertisers want.
As an example, let’s dissect one of my favorite ads: the 2012 Volkswagen Passat ad featuring the kid in the Darth Vader costume. The kid wanders around the house trying to use “The Force” to turn on the TV, cook lunch, and so on. Of course, it never works. Then Dad comes home, parks his new Passat in the driveway, and turns it off. The kid uses the force to turn it back on. Dad recognizes what’s going on and uses his remote starter to start the car just as the kid hurls the force in the right direction. The car starts, the kid is amazed, and we all love the commercial.
So what’s the premise? Here’s how the ad works:
Major (hidden) premise: Car companies that produce loveable ads also
produce superior cars.
Minor premise: VW produced a loveable ad.
Conclusion: Therefore, VW produces superior cars.
When we think about the major premise, we realize that it’s illogical. The problem is that we don’t think about it. It enters our subconscious mind (System 1) rather than our conscious mind (System 2). We don’t examine it because we’re not aware of it.
Here’s another one. I’ve seen numerous ads in magazines that tout a product that’s also advertised on TV. The magazine ads often include the line: As Seen On TV. Here’s the enthymeme:
Major (hidden) premise: Products advertised on TV are superior to
those that aren’t advertised on TV.
Minor premise: This product is advertised on TV
Conclusion: Therefore, it’s a superior product.
When we consciously examine the premise, we realize that it’s ridiculous. The trick is to remind ourselves to examine the premise.
If you want to defend yourself against unscrupulous advertisers (or politicians), always be sure to ask yourself, What’s the hidden premise?
I’ve worked with some highly creative people during my career. I’ve also worked with very insightful thinkers, both in business and in academia. Oftentimes, the two skills overlap: creative people are also insightful thinkers and vice-versa. I’ve often wondered if creativity leads to insight or if insight leads to creativity. Lately, I’ve been thinking that there’s a third factor that produces both — the ability to ask useful questions.
Indeed, the title of today’s post is a quote from Pablo Picasso, who seemed both creative and insightful. His point — computers don’t help you ask questions … and questions are much more valuable than answers.
It’s not about you — too often, we ask long-winded questions designed to show our own knowledge and erudition. The point of asking a question is to gather information and insight. Be brief and don’t lead the witness.
You can contribute to a better answer — even if you ask a great question, you may not get a great answer. The response may wander both in time and logic, looping forward and backward. You can help the respondent by asking brief, clarifying questions. Don’t worry too much about interrupting; your respondent will likely appreciate your help.
Remember your who, what, where, when, how … and sometimes why — these words introduce open-ended questions that often result in more information and deeper insights. Be careful with why. Your respondent may become defensive.
Don’t go too narrow too soon — decision theory has a concept called premature commitment. We see a potential solution and start to pursue it while ignoring equally valid alternatives. It can happen in your questions as well. Start with broad questions to uncover all the alternatives. Then decide which one(s) to pursue.
Dumb questions are often the best — asking an (open-ended) question whose answer may seem obvious often uncovers unexpected insights. Even if you’re well versed in a subject, don’t assume you know the answer from the respondent’s perspective. He or she may have insights you know nothing about.
Be aware of your ambiguities — even simple, seemingly straightforward questions can be ambiguous. Your respondent may answer one question when you intended another. Here’s a simple example: what’s the tallest mountain in the world? There are two “correct” answers: Mt. Everest (if you measure from sea level) or Chimborazo (if you measure from the center of the earth). Which question is your respondent answering?
Think of parallel questions — I’m reading a Kinsey Millhone detective novel (U is for Undertow). One of the important questions Kinsey asks herself is, “why were the teenage boys burying a dog?” It gets her nowhere. But a slight tweak to the question — “Why were the boys burying a dog there?” — provides the insight that solves the mystery. (Reading detective novels is a good way to learn questioning techniques).
Clarify your terms — my sister is an entomologist. She knows that there’s a difference between a bug and an insect. I use the terms more or less interchangeably. If I ask her a question about bugs, she’ll answer it in the technical sense even though I mean it in the colloquial sense. We’re using the same word with two different meanings. It’s a good idea to ask, “When you talk about bugs, what do you mean?”
Think about how you answer questions — when you respond to questions, observe which ones are annoying and which ones lead to interesting insights. Stockpile the interesting ones for your own use.
Silence is golden — when speaking on the radio, I might say “over” to indicate that I’m finished speaking and it’s your turn. In normal conversation, we use body language and tone-of-voice to make the same transfer. Breaking the expected etiquette can lead to interesting insights. You ask a question. The respondent answers and turns it back to you. You remain silent. There’s an awkward pause and, often, the respondent continues the answer … in a less rehearsed and less controlled manner. Interesting tidbits may just spill out.
Don’t be too clever — Peter Wood probably says it best, “A few people have a gift for witty, memorable questions. You probably aren’t one of them. It doesn’t matter. A concise, clear question is an important contribution in its own right”.
As a marketing guy, I understand (sort of) the marketing aspects of social media. If you can start a conversation — and keep it interesting — you can engage your market in ways that are impossible with “interruption marketing”. You can exchange ideas, gather suggestions, support charities, and engage in positive social activities. Along the way, you can mention your products. You offer something of interest (or utility) and the products tag along for the ride.
But social media is not just about marketing. Executives should be able to use social media to enhance both internal and external communication. Yet, I haven’t found many examples in the literature. Fortunately, McKinsey just published an interesting case study based on GE’s experience. The authors, who are GE leaders themselves, point out that GE is not a “digital native” and its experiences may, therefore, be relevant to a wide range of organizations. They then outline six social media skills that all leaders need to learn. The first three are personal; the last three are strategic or organizational.
Producer — creating compelling content. Digital video tools are now widely available and easy to use. Even busy senior executives can weave them into their communications. As compared to traditional top-down communications, the emphasis shifts from high production quality to authenticity. The goal is to invite participation and collaboration. Speaking plainly and telling stories in an authentic voice invites participation much better than a highly produced video.
Distributor — leveraging dissemination dynamics. Instead of sending a message and expecting it be consumed, you now send a message and expect it to be mashed up. A successful social message will be picked up by people at all levels of the organization, commented on, “recontextualized”, and forwarded along. You want this to happen which means giving up a significant amount of control — not always an easy concept for executives. You also want to build up a followership within the organization long before you need it.
Recipient — managing communication overflow. We’re already drowning in information. Why take on social media? Because it’s more credible than top-down media. By learning to use filters effectively, you can also use social media to manage the flow of information to and from your desk. You should practice when and how to respond to postings and tweets. You don’t need to respond frequently but you do need to respond thoughtfully.
Advisor and orchestrator — driving strategic social media utilization. Fundamentally, executives need to promote the use of social media and guide it to maturity. Your company may be enthusiastic but inexperienced. Or you may have leaders who wish to avoid it altogether. A good leader can harness the enthusiasm of “digital natives” and even use them as “reverse mentors” to build capabilities within the organization.
Architect — creating an enabling organizational infrastructure. On the one hand, you want to encourage collaboration and free exchange. On the other hand, you need some rules. It helps if you have well-established values of integrity, collaboration, and transparency. If your company hasn’t established these values, it’s time to get started. Social media will arise in your organization whether you’re ready or not.
Analyst — staying ahead of the curve. As your organization masters social media, something new will emerge. Perhaps, it’s the Internet of Things. As I’ve noted before, this could help us reduce health care costs. It could also have huge implications for your organization — both good and bad. Better stay awake.
And what do you get if your company’s leaders master these skills? The authors say it best: “We are convinced that organizations that … master … organizational media literacy will have a brighter future. They will be more creative, innovative, and agile. They will attract and retain better talent, as well as tap deeper into the capabilities and ideas of their employees and stakeholders.”
I love it when the Harvard Business Review agrees with me. A recent HBR blog post by Scott Edinger focuses on, “Three Elements of Great Communication, According to Aristotle“. The three are: ethos, logos, and pathos.
Ethos answers the questions: Are you credible? Why should I trust your recommendations? Logos is the logic of your argument. Is it factual? Do you have the evidence to back it up? (Interestingly, the more ethos you have,the less evidence you need to back up your logos. People will trust that you’re credible). Pathos is your ability to connect emotionally with your audience. If you have high credibility and impeccable logic, your audience might conclude that you could take advantage of them. Pathos reassures them that you won’t — your audience knows that you’re a good citizen.
When I teach people the arts of public speaking, I generally recommend that they start by establishing their credibility (ethos). The trick is to do this without overdoing it. If you come across as a braggart, you reduce your credibility rather than burnishing it. A good tip to remember is to use the word, “we” rather than “I”. “We” implies teamwork; “I” implies an egocentric psychopath.
After establishing your credibility, you proceed to the logic (logos) of your argument. What is it that you’re recommending and why do you think it’s a good solution for the audience’s needs? It’s often a good idea to start by defining the audience’s needs. Then you can fit the recommendation to the need. Keep it simple and use stories. Nobody remembers abstract logic and difficult technical concepts. They do remember stories.
Think about pathos both before the speech and in the conclusion. Ideally, you can meet the audience before your speech, ask insightful questions, and make personal connections. The more you can talk to members of the audience before the speech, the better off you’ll be. Look for anecdotes that you can use in your speech — that also builds your credibility. If nothing else, spend the last few minutes before your speech shaking hands with audience members and thanking them for coming to your speech. At the end of your speech, you can return to similar themes and express your appreciation. It’s also appropriate (usually) to point out how your recommendation will affect members of the audience personally. For instance, “We believe that our solution will help your company be more efficient. It will also help you build your career.”
Those of you who have followed my website for a while may remember my videos on ethos, logos, and pathos. I made them when I worked at Lawson Software and was teaching communication skills internally. Again, I’d like to thank Lawson for allowing me to use these videos on this website as I build my own practice.
By the way, all these suggestions apply to deliberative speeches. You present a logical argument and ask your audience to deliberate on it. On the other hand, you can also give a demonstrative speech where you throw the logic out altogether. They’re often called barn burners or stem winders. You can learn more here.