Communicate to Influence: How to Inspire Your Audience to Action

Introduction:Why Influence?

When you think of powerful business communications, you don’t ordinarily think of the military. That’s because officers can bark their orders to recruits, and they’ll hear a “Yes, sir!”

In working with several branches of the military, it’s always interesting when we walk in with our message of moving from information to influence. After all, the military works because of its hierarchical structure and strict obedience to orders. What role does influence play in this kind of environment? We once asked a cadet in the U.S. Coast Guard what it’s like—specifically, how he responds to directives. He replied, “This is the military. You do what you’re told. But I will tell you this: when I know how my superior officer feels, ...