CHAPTER 2WHAT IS THE OUTCOME FROM THE AUDIENCE PERSPECTIVE?
This one question, ‘What is the outcome from the audience perspective?’, changes the focus and attention and immediately puts you into a position of influence (see figure 2.1, overleaf). The reason is the vast majority of people enter communication contexts with the outcome they want first and foremost.
We were working with a client planning a conference, and the theme was ‘Stronger Together’. Not an uncommon sentiment. In discussion with the executive sponsor, he led with:
Figure 2.1 Focusing on the outcome
This I want approach was the first mistake in the diagnostic.
The word ‘audience’ refers to anyone who will be part of the communication event. Replace the word ‘audience’ with colleague, stakeholder, customer, team, manager, executive leader, partner, supplier or friend. The key focus is seeing things from their perspective: their needs, their wants, their concerns and their reality. What will they feel, think, do and commit to?
As soon as your audience senses that your intention is for their benefit, the quality of their attention immediately lifts.
What do you ...
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