Communication Matters: Tell a Story
David Glenn
Founder @ Connected Research and Communication Consulting | Behavioral Economics
According to Stanford’s Professor Jennifer Aaker, “Stories are remembered up to 22 times more than facts alone.” This is not to say ignore facts -- rather, facts should support stories. Professor Aaker proposes that the story takes the listener on a persuasive journey.
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For example, one of our clients wanted us to determine how they should improve customer satisfaction for their microchip business in Japan. As a first step we created a qualitative outline to use with the Japanese customers (e.g., HP, Toshiba, Sony, Fujitsu). Our client’s Japanese office resisted us taking up their valuable time. Not such a great start.
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Before we travelled to Japan, our client’s CEO in the U.S. made a fateful decision for the company to sell chips directly to the end customer (to go around brokers). In Japan, this practice is forbidden due to cultural differences. Our client stood to lose massive revenue and goodwill,
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During our interviews, we quickly learned our question outline was irrelevant to the situation. I informed the head of the Japanese office that we were going to focus on the broker situation. He was surprised that I would do that. Back in the U.S. I reviewed our recommendations privately with the CEO which focused on keeping the broker approach intact and even strengthening it. He accepted all our recommendations. It turned out that he needed ammunition to shoot down the initiative in his corporate surroundings.
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My lesson was to take risks when they point the right way.
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We would like to help you improve your communications. That is what we do.
Email: [email protected]
Cell: 203 253 2403
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Fractional Learning Solutions Architect | Workplace Learning Strategist | President & Founder
4 个月Glad you are doing this work David Glenn I recorded a podcast episode about managing emotions during training and reporting. Effective communication is what supports peoples' learning.