The HBR Guides Collection (8 Books) (HBR Guide Series)

21

Find Common

Ground

Whether you evoke frenzied enthusiasm or puzzled

stares or glassy-eyed boredom depends largely on how

well your message resonates with the audience.

Resonance is a physics phenomenon. If you tap into an

object’s natural rate of vibration, or resonant frequency,

it will move: It may vibrate, shudder, or even play a sym-

pathetic musical note—think tuning forks. The same is

true, metaphorically, when you present to an audience.

If you tap into the group’s resonant frequency, you can

move the people listening to you.

But how do you resonate deeply enough to move them

toward your objective? Figure out where you have com-

mon ground, and communicate on that frequency. Think

about what’s inside them that’s also inside you. That way ...