The adage “Perception is Reality” provides a critical cornerstone to communication success.
Too often we rush to share our idea without pausing to consider the point of view of our audience.
Here’s a real-life example.
During the height of the 2008 financial crisis, I was dialed in to an all employee call. The CFO was to give an update on the health of the company. There were treacherous waters ahead as credit markets seized up. Was there a potential for insolvency?
Thousands of employees joined the call with one overarching question, “What does this mean for me?”
Instead of speaking to that concern, the CFO announced, “The company will be okay.”
These five words that left a gaping hole in the minds of every employee on that call.
What the CFO didn’t address was how the company would be okay. Were there going to be layoffs? Would there be wage cuts? In the absence of a clear message employees were sent in a free fall.
A simple, clear statement to the effect that all jobs were secure, even if only temporarily, would have gone a long way towards respecting and relating to the needs of the audience. An respectful, empathetical acknowledgement of employee concerns would have gone a long way towards creating a sense of stability. Even if some jobs were going to be eliminated, some guidance on the call would have been better than none.
Reality is in the eye of the beholder. The same event will be viewed differently by different groups. The CFO’s comment would have been more than fitting for shareholders or the CEO, whose perspective would be on the overall health of the company.
Because he did not put himself in the shoes of his audience — the employees — his message created fear and uncertainty instead of stability.
This image above should serve as a reminder that a single issue generates many realities, based on the eye of the beholder.
By pausing to think about your audience’s perspective — and the questions they are likely to have — you are more likely to create an effective message that ultimately achieves the outcome you desire.
Our proprietary, Back of the Envelope℠ process will help you create Killer Communications®.