"The art of communication is the language of leadership" - James Humes

A. Introduction

I am applying a framework I learned at my previous school, specifically focusing on branch number two, which emphasizes the importance of storytelling in communication, especially in high-stakes situations. This article serves as a precursor to my final piece for the class, where I will explore into the framework I learned from Patrick Winston, both through his teachings at MIT and now through his book, "Make It Clear."

1. Great Storytellers: This sub-branch recognizes the impact of renowned storytellers. Notable historical figures such as Martin Luther King Jr., with his "I Have a Dream" speech, demonstrated the power of storytelling to inspire and mobilize. Other influential storytellers might include figures like Winston Churchill, whose wartime speeches used narrative to bolster British resilience, Winston Churchill, through his powerful and rousing speeches during World War II, played a pivotal role in bolstering British morale against the Axis powers. His speeches, marked by memorable punchlines, encapsulated a spirit of defiance and resilience. Notably, his assurance that Britain would "fight on the beaches... in the hills; we shall never surrender" from June 4, 1940, his first address as Prime Minister offering "nothing but blood, toil, tears and sweat" on May 13, 1940, and his tribute to the Royal Air Force on August 20, 1940, stating "never in the field of human conflict was so much owed by so many to so few,". Or the combat address by Captain Cohen that we are going to learn today.
2. Easier to Remember: Stories are naturally more memorable than abstract concepts or disconnected facts. They follow a structure that our brains are wired to follow, making it easier for audiences to recall the message.
3. Imagination & Association: Storytelling can activate the audience’s imagination, helping them visualize the message and associate it with their own experiences. This emotional connection aids in the retention of the information presented.
4. Make Sure the Story is Relevant to Audience: It's critical that the stories told are tailored to the audience's interests, backgrounds, and needs. The relevance ensures that the audience can see themselves in the story, which increases engagement and the impact of the message.
5. End with the Key Point: A well-crafted story in a speech should always conclude by reinforcing the central message or takeaway. This reinforces what you want the audience to remember and act upon.
6. Multiple Stories to Connect Key Points: Using a series of interconnected stories can help to illustrate different facets of the main message and guide the audience through a journey that covers all the key points of the presentation.

In essence, the "Use Stories" branch advises speakers to weave narrative elements into their presentations to make them more engaging, memorable, and impactful. The use of storytelling can transform a presentation into an experience, enabling the speaker to connect with the audience on a deeper level and leaving a lasting impression.

To underscore the critical role of communication and story, particularly in high-stakes situations, this discussion focuses on a scenario where effective communication can mean the difference between life and death. The analysis of battle speeches and combat addresses serves as a poignant example of this, emphasizing how words can wield immense power in rallying, motivating, and preparing individuals for the challenges ahead. It's important to note that while this context is chosen for its extreme illustration of communication's impact, it in no way glorifies the harsh realities of conflict or diminishes the profound respect owed to those who have faced such adversities. My intention is to explore the communication strategies employed in these speeches from an academic viewpoint. I hold the deepest respect for the bravery and sacrifice of soldiers and lament the tragic loss of life resulting from conflicts. This analysis aims to acknowledge the complexities of communication skills in extreme situations without condoning the violence and victimization inherent in war.

This speech is about a commanding officer, use a story telling technique, readying the troops for the rigor of their mission, underscoring the necessity of preparedness, unity, and emotional strength. He must deliver it in a way to remind the soldiers that their training and camaraderie are what will carry them through the challenges to come.

In part C of this article, we'll explore the framework step by step to understand what can be learned about communication in situations marked by life-and-death stakes and an acute sense of urgency, particularly the crucial skill of storytelling within a brief five-minute timeframe.

B. The Story

In the thick haze of the Afghan landscape, dust swirling and the relentless sun casting long shadows of the men on the ground, Captain Ryan B. Cohen stood, a figure of unwavering resolve. His men, marines of Company K, sat before him, their bodies tense with the mix of emotions that precede the maelstrom of combat. They were the embodiment of the U.S. Marine Corps, about to engage in Operation ENDURING FREEDOM, where every day from April to September in 2010 would test the fibers of their being.

Cohen, a commanding officer forged in the crucible of training and experience, had the air of Americana about him, unmissable even in this foreign theater. As he addressed his company, a can of tobacco, half-chewed, rested in his mouth — an anchor to a home far away, a trait so characteristically American in this alien landscape. His voice carried the weight of impending reality, each word underlined with a sense of gravity only those who have faced the specter of war can truly understand.

The soldiers sat, still as the ground beneath them, their minds a carousel of exhilaration and dread. There's a quiet, almost sacred moment before the onset of a mission — the world narrows, heartbeats quicken, thoughts of home and loved ones play a silent tune, and then, with the step-off, a transformation. From chaos of the mind to the calmness of warriors — collected, professional, the embodiment of their training and their creed.

The tactical task to breathe fire has now been issued. Good to go! You will breathe fire day in and day out for the next two months. You will breathe fire in your sleep. You will feel fatigue, fear, happiness, regret, sadness. At the end of the day, you will continue to breathe fire. Good to go!

The Commanding Officer invoked the concept of "breathing fire" as a metaphor for maintaining relentless vigor and focus. He paints a vivid image of persistence, preparing the troops for an intense period where their endurance will be tested in various emotional states, but through it all, their resolve must remain unyielding.

Okay, with that said, you will take the operational instinct, and here's what I tell you to do — it’s almost one of those impossible tasks, but you’ve got to fight for it every day. You’ve got to use that operational instinct. You’ve got to know what happens before it happens. You’ve got to stay methodical on the field, stay clearheaded, work any resource as required to move like a fist — move methodically, and ensure you always have mutual support in position to affect the fight and bring fires as required to... kill the enemy. Kill the enemy. Kill the enemy. Kill the enemy. Good to go!

The voice of Captain Ryan B. Cohen carries across the expanse with a thunderous power that seems to echo off the distant mountains and fill the barren wilderness. When he shouts, it is with the full force of his lungs, a clarion call that cuts through the murmurs of the desert wind, leaving an indelible mark on the air itself. It is a sound that commands attention, a potent reminder of the might and responsibility vested in his role. It emphasizes the importance of foresight, methodical action, mutual support, and the moral imperative to protect fellow Marines at all costs.

The address moves to the concept of operational instinct — a key skill that anticipates events before they unfold. He urges methodical action, clarity of mind, and mutual support among the troops, emphasizing the critical importance of cohesion and the collective objective of overcoming the enemy.

We are going to have the required obligation and constraint to protect those who need to be protected. Getting a pit on the battlefield is going to be very challenging, but don’t ever forget this: you are obligated to protect and serve the Marine on your left and right flank, 24/7. Good to go!

When the captain addresses the duty to bring his soldiers home safely, his voice rises again. The shout is not just a vocal expression but an embodiment of his resolve. It reverberates with a passionate intensity that seeks to instill in every Marine the unwavering conviction that they will return, united and whole. It's a vow, a fervent pledge made with the ferocity of a warrior's promise. The captain stresses the unprecedented nature of the imminent challenge, the need to confront fear and uncertainty, and the collective commitment to returning home together.

Emphasizing the moral responsibility, the captain speaks of protection — not only in a strategic sense but also as an ethical obligation to their comrades, highlighting the 24/7 readiness and support within the unit.

Don’t ever forget it. You will always be supported; your actions will always be justified, and we’re going to go in together. No matter what the outcome is — and I tell you right now, no matter what the outcome is — we can’t live in this fantasy world. We have to be ready, we have to come to grips with peace and with God that we're heading into an environment that no one's headed into in the past nine years since this war started. Good to go! It’s going to be a tough environment, you guys are going to be tasked and tested to a degree you’ve never been tested before, but I tell you right now, we will all come home together. I say it again, we will all come home together. Good to go!

Shifting to a reflection on the reality of war, the captain speaks of confronting the possible outcomes with peace and faith. He acknowledges that the troops are about to enter an environment unlike any in recent years, steeling them for the challenges ahead with a promise of unity and a communal return home.

The weight of the captain’s words, "You will always be supported, and your actions will always be justified," hung in the air like a solemn oath, imprinting upon the hearts of his men, a reminder of the honor embedded within their service. It was a sentiment that would resonate within each of them, a line from a speech they would recall in times of tribulation, a mantra to steel their resolve.

You guys will do the unit proud, you will do your country proud. Don't let fear get in that brain of yours. The enemy is not ten feet tall — he's forty-two, he has a short reach, and you’re going to... mess him up. Good to go!

In stark contrast, his tone softens, the volume of his voice decreases as if to share a confidant's secret, ensuring that each soldier feels the weight of his words personally. It's as though he whispers directly to the core of each Marine, a gentle but firm reminder of their existence, their importance, the individual heartbeat within the corps' body.

Magically, despite the softened tones, the speech crescendos with a personal note as the captain expresses deep affection for the troops, equating his love to that of their families, and reiterating his utmost commitment to their safe return. It’s a powerful affirmation of the bond and the depth of his dedication to their welfare.

Other than that, gentlemen, I love you, and I mean it when I say I love you, as your parents love you. And my number one goal in life is to get you back home — home to mom and dad, to get you back home to wife and fiancée, to get you back home to brother and sister. That’s what it’s all about. That’s what we’re going to strive for day in, day out.

The air was thick with the impending sense of sacrifice. Cohen's speech did not skirt around the brutal honesty of their situation — some may not return. It was a sobering truth, and in the pauses between his sentences, you could almost hear the collective heart of the company beating in sync, a powerful but silent acknowledgment of the risks they were all about to embrace.

It was a speech that resonated deep within the bones, a chill that ran unbidden down spines, not just of those present but of anyone who would hear its echoes. The tone of his voice was both a comfort and a harbinger, a reminder of the honor these men carried with them, and the somber reality that not all would carry it home.

As the captain’s speech neared its end, a chaplain stepped forward, offering solace and a call to spiritual arms.

Gentlemen, now is the time to exploit the opportunity you have to call home to your loved ones and get right with your God. We might not all make it back, alright. We need to come to terms with that.

When his voice pierced the tense atmosphere with the stark invitation, “If you’re atheist, play along,” it sent a ripple through the ranks. For those who believed, it was a call to silent prayer; for others, a nudge towards unity in the face of the impending tempest. That commandment was leadership in its purest form, a prompt that underscored the gravity of the shared odyssey upon which they were about to embark.

The strength of the wolf is the pack; the strength of the pack is the wolf.

And as the chaplain took his turn, offering his benedictions and echoing the sentiments of togetherness and faith, the sentiment that "the strength of the Wolf is the pack, the strength of the pack is the Wolf," reverberated powerfully among them. That phrase would become a talisman for the marines, a poignant reminder of their interdependence — a notion that would embolden some and offer a somber reality to others who understood the ancient allusions to the Valkyries and Valhalla. In their brotherhood, they found a shared courage, an understanding that their mettle would be proven not individually, but together, as a singular, indomitable force.

You have to be able to rely on that Marine to your left and right, just like the CO said, and he has got to be able to rely on you. If you're an atheist, play along — the power of prayer is exactly that. Please bow your heads.

The last two paragraphs, delivered by this chaplain, stood in contrast to the captain’s pragmatic courage. The chaplain’s words were a balm to the raw edges of their warrior souls, urging them to find peace with their gods and within themselves. As heads bowed in reflection, the stillness was profound — a collective breath held before the plunge into uncertainty. For a spellbinding moment, the eyes of these men — some bound for glory, others for a far starker fate — met, and in that silent communion, they found an unspoken vow. It was a vow that even as they marched towards the harrows of war, the memories of those who might fall would

This gathering was perhaps the last moment of stillness they would share before crossing the line into the tumult of war. It was a canvas of the human condition, painted with the strokes of duty, honor, courage, and the stark colors of reality. This was their world now, a place between the war they knew and the peace they longed for, with only each other to rely on, bound together by the unspoken oath to protect, to serve, and if necessary, to sacrifice.

C. Communication Technique Analysis

Let's visit the analysis within the framework, highlighting the aspects that deem now applicable:

1. Good Things Come in Threes: While not structured in explicit groups of three, Cohen's speech does focus on key themes of duty, unity, and survival, which can resonate as memorable takeaways for the soldiers.
2. Use Stories: The speech implicitly draws on the shared history and culture of the Marines, serving as a living narrative that each soldier is part of, reinforcing their identity and purpose.
3. Background Music: No background music is used in this context, focusing instead on the raw and direct communication between Cohen and his soldiers.
4. Play Videos: The setting and purpose of the speech preclude the use of videos, emphasizing direct, interpersonal engagement.
5. Allow the Participants to Explore: The interactive "good to go" call-and-response serves as an activity, fostering a dynamic engagement and reinforcing the collective spirit and readiness.
6. Include Exercises/Activities: The "good to go" call-and-response acts as a unifying exercise, engaging the soldiers in a shared verbal affirmation of their readiness and cohesion.
7. Body Language & Gestures: Cohen's back-and-forth walking, coupled with the soldiers' posture—sitting tall, weapons at hand, some chewing tobacco—visually underscores the speech's themes, reinforcing the message through physical presence and demeanor.
8. Creative Uses of Movies/Quotes/Examples/Breaks: Cohen draws upon the rich culture and ethos of the Marines, using it as a powerful undercurrent to his speech, quoting or alluding to their values and codes.
9. Change Your Voice Rhythm: Cohen's modulation of his voice, from powerful shouts to quieter, intimate tones, effectively captures and directs the soldiers' attention, emphasizing different aspects of his message.
10. Use Color: The vivid imagery of Cohen's sweaty uniform not only visualizes the harsh conditions and authenticity of their situation but also uses the 'color' of reality to draw attention and enhance the impact of his words.
11. Use Sounds: The natural sounds of the environment, the responses from the soldiers, and Cohen's own vocal dynamics contribute to the auditory experience, emphasizing key messages and fostering a collective atmosphere.
12. Research Your Topic and Find: The deep understanding and embodiment of the Marines' culture, ethos, and current mission suggest a profound engagement with the subject matter, even if not derived from external research.
13. Change Voice: The deliberate shifts in Cohen's vocal pitch and volume—commanding at times, conversational at others—serve to engage, direct, and connect with his soldiers, highlighting different elements of his speech.
14. End Your Presentation: The speech concludes not only with a direct acknowledgment of the risks ahead but also with a unifying and motivating call to arms, emphasizing their collective duty and commitment.

In this reframed analysis, Captain Ryan B. Cohen's speech is seen as a complex and deeply engaging communication act that effectively leverages the elements of storytelling, interactive engagement, visual and auditory symbolism, and the power of spoken word to prepare, unite, and inspire his soldiers for the challenges ahead.

D. Here is the basic framework :

1. Good Things Come in Threes: This suggests structuring your key points in groups of three to enhance memorability.
2. Use Stories: Recommends incorporating storytelling to make your message more engaging and relatable.
3. Background Music: Suggests using background music to set the tone and enhance the mood of your presentation.
4. Play Videos: Advises playing short videos during your presentation to illustrate points and retain audience interest.
5. Allow the Participants to Explore: Encourages allowing the audience to engage with the content through exploration, potentially leading to better retention and understanding.
6. Include Exercises/Activities: Suggests adding interactive exercises or activities to involve the audience actively in the learning process.
7. Body Language & Gestures: Emphasizes the use of non-verbal communication to reinforce the spoken word.
8. Creative Uses of: Invites the use of creative elements like movies, quotes, and examples to make your points more vivid.
9. Change Your Voice Rhythm: Recommends varying the rhythm of your voice to maintain audience interest and emphasize different parts of your message.
10. Use Color: Suggests using color in your visual aids to draw attention and enhance memory retention.
11. Use Sounds: Recommends incorporating sound effects or varying the sound to emphasize points and keep the audience engaged.
12. Research Your Topic and Find: Stresses the importance of conducting thorough research to back your points with facts and data.
13. Change Voice: Advises varying the pitch and volume of your voice to keep the audience's attention and highlight key points.
14. End Your Presentation: Focuses on concluding your speech effectively, ideally with a call to action that prompts the audience to respond.

REFERENCES:

Slaughter, T. [Thomas Slaughter]. (2012, January 15). Speech before delay push through Afghanistan [Video]. YouTube. https://youtu.be/-vj2PMLbZjw?feature=shared

Staroversky. (2012, November 28). Tree diagram of tips on public speaking [Image]. Flickr. https://www.flickr.com/photos/26629511@N07/8227280211/. Licensed under CC BY-NC.