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shoes communication is critical for our professional and our personal lives I'm Matt Abrahams and I'm a lecturer at Stanford Graduate School of Business and the host of the gsb's think fast talk smart the podcast I am so excited today to share with you five key takeaways from my class Essentials of strategic communication when it comes to our communication many of us make a fundamental mistake we start from the wrong place we start by saying this is what I want to say rather than thinking about what our audience needs to hear we need to do reconnaissance reflection and research to better understand our audience's knowledge level their attitudes their resistance points along with their expectations and motivations taking the time to really think about our audience we can make sure that our messages resonate and are more likely to be remembered and acted upon most communication needs to be goal driven especially strategic communication to me a goal has three parts information emotion and action in other words what do you want your audience to know how do you want them to feel and what do you want them to do when you're done with your communication having a clear goal allows you to focus your message on the needs of your audience and it allows you to judge the success of your communication after the fact [Music] have you recently been victimized by somebody who just Rambles on and on doesn't feel so good does it we need to make sure that we structure our information so we make it easier for our audience to follow in fact our brains are wired for structured information there are lots of structures and Frameworks you can use to communicate my favorite is three simple questions what so what and now what what is the information that you're conveying it's your idea it's your belief it's your product your service your offering so what is about the relevance for your audience what's the value that your idea of product service or belief brings and then finally the now what that's what comes next maybe you're taking questions or showing a demonstration or setting up another meeting by leveraging structure you not only help your audience process your information more fluently but it helps you to think about your message in a more concise and clear way attention is the most precious commodity we have in the world today we are constantly bombarded with information if we are to achieve our communication goal and help our audience with the content we're giving we must take the time to engage them to me engagement is just sustained attention and there are three engagement techniques I'd like for you to consider using the first is physical engagement where you get your audience actually doing something responding to a poll typing into the chat collaborating on a whiteboard the second is cognitive engagement getting people answering questions or considering an analogy and the third is linguistic using the word you or people's names draws them in using terms like picture this or imagine or think back to when are ways that you can get your audience to visualize what you're communicating using engagement techniques help enliven your communication and they help your audience to engage and remember finally even if we have the most audience-centric goal directed structured and engaging communication we can fall flat if our presence isn't strong having an authentic confident presence in your writing or speaking is critical to your communication success if you're presenting record yourself and watch if you're writing proofread what you've read and certainly ask others for feedback to help you communication is critical to your success using these takeaways can help you improve your communication we must take the time to dedicate to this Improvement through repetition reflection and feedback but doing so will help you get your points across systems [Music] I never had a problem talking so I don't think people who knew me would be surprised that I'm in a role where I'm doing a lot of speaking but I thought I was going to be a doctor and then I met calculus and we didn't get along and then I met chemistry and we got along even worse so I found communication as my passion so I finally found the subject that started with a c that worked for me foreign