Business is a people contact game

Proceedings of the Launchlab presentation of 11 April 2014

1 Introduction

The world of entrepreneurship is integrally tied to all aspects of human interaction.The selling of the idea to find partners, once created to find venture capital to get the product in the market. Market to tell everybody of it’s benefits and why to buy it and to manage employees and stakeholders.Written and verbal interaction is core to it all and will make or break the business.Working with people and fusing on the mere facts will never create success. It is the balance of hard facts and emotion that is key to success.

2 The mind

The human mind consists of several brains. The reptile brain, which is the size of a pea, does only two things: decides between fight and flight. It generates the chemicals adrenaline, which tells the mind to fight, and noradrenalin, which tells the mind to flee. These chemicals stay in the blood for hours.

The mammal brain understands sound and images. It is the source of body language and the part of the mind that reacts to the body language of others.

In the brain the left cortex sees the trees (the facts). The right cortex sees the wood (the bigger picture).

The different brains interact through synapses and are fuelled by chemicals. Important is dopamine, closely related to morphine as high levels of dopamine results in happiness and creativity.

Drugs like morphine or bexadrine cause our brains to secrete dopamine, as does physical exercise and laughter.

We as humans differ in how we accept a message and what our minds do with it. We each have a preference as to how we see facts and images: some of us prefer to hear it in a compelling way and some of us will build some form of emotion around it.

This is demonstrated by the following examples of sentences: “Look what we have here”, “I hear you say” or “I feel we should do the following”.

We also differ in the way we think about things. Some are left brain analytical, some are right brain visionary and some are people-orientated. To work with people while ignoring their preferences might lead to loss of impact. We all have general needs and some form of addressing that holds the key to creative success:

I do not want to be hurt, need physical comfort. I am part of the group, I am worth something, I do worthwhile things. I want to learn new things. I want beauty around me, order, discipline. I want to share, give away, mean something, I want you to care for me. I believe in a higher power. I want to accomplish greatness, I am angry against, yet want to forgive. I am better than others. I am bored and need excitement, I am afraid of […] and need to resolve it. I love to laugh, play and have fun.

Sadly, 99% of our work focuses on the facts only. This approach assumes that everybody is left brain, visually-orientated people and this approach ignores the richness of the mind.

The female and male minds differ. Women have many more connections between the brain segments and their eyes than men. Men focus early and make quick decisions.

Ladies take in more detail through their senses and build a broader picture than men.

The mind is affected by music, whether this is positive or negative. Loud pulsating music stimulates the cerebellum that controls movement. This leads to foot tapping and head nodding.

Some music influences the synapses and boosts the interaction of the left and right brains.

For pure creativity, slow, slower than one second waves, music with flutes or violins will stimulate the right brain. An example of this is the “Largo” type music typically composed by Bach, Handel or Vivaldi.

Physical exercise can be done in different forms, amongst others aerobic (running, swimming, cycling), power (weightlifting), balance or relaxation (spa, sauna, stretching, meditation). When done in moderation, it is an important creative stimulator.

To be alone is important and to meditate by switching off our brains. Meditation is as simple as closing our eyes while breathing deeply and repeating a single word for a few minutes.

3 Power of the metaphor and in stories

Metaphors as images, physical objects or verbal comparisons build bridges in the mind and sharpens attention and the way we think.

The best metaphors is found in stories. Stories as fairy tales, love stories, stories of despair and triumph builds bridges in the mind and have a great impact on how we think and decide.

The right brain flourishes on sound and images. A story can convey all the necessary points, with added creativity.

Highlight hard concepts with a fairy tale. It can be something personal that happened, or something read. Keep it short. Have an opening scene, followed by a crisis and then it all leads to a happy or a bloody ending. Doing this keeps attention, builds pictures in the minds of the listeners and can trigger great ideas.

Use stories from the masters of the art, such as the brothers Grimm or Hans Christian Andersen. Their stories have delighted children and adults for centuries. If we add the fables of Aesob or Mark Twain’s wisdom to this, we can change the world.

Classics that we can use include “Cinderella”, “The Frog Prince”, “Hansel and Gretel”, “Rapunzel”, “Rumpelstiltskin”, “Little Red Riding Hood” and “Snow White”.

Make it a habit to tell at least one story in each presentation or debate on difficult concepts.

4 The Visual Aid

The visual aid has one purpose and one purpose only … to be a visual aid!

Use it to show things that cannot be said as graphs. Use it to show metaphors that aids to the message and tell a story.

Follow the T shirt rule. More than 6 words word defies its purpose and is negative to the perception of the audience.

Lengthy bulleted sentences projected and even worse handed out in the same format beforehand as a slidedumat borders on stupidity. Have full detail ready as an article, but hand out afterword as a gift.

5 Communication’s vital skill

To be silent and listen is core in communication. Reflect, summarize, always build upon and never use the words, ”no … but”

When talking to someone, make sure to talk less than 30% of the time. During the rest of the time, reflect, make notes, summarize and be loved for it. How important we are is irrelevant. What counts is how we let the other person feel.

·           Use non-expert language.

·         Before kicking off by talking about talk, ask permission: “How do you want me to listen to you?”

·           Reflect on feelings, experience, content and then summarize: “I hear you say...”

·           Offer help in repairing mistakes: “May I help you?”

·           Withhold direct responses for help.

·           Summarize often.

·           Reformulate the other person’s words: “So what you mean is...”

Avoid immediate attacks or reaction, rather build upon a person’s words, ask questions and reflect on the suggestions. Nobody ever wins an argument, even though we think we do. Being cleverer than someone else means little. It means much more to learn from each other.

The eyes are the windows to the soul. Let it wander from the other person’s eyes to her nose and back. It shows caring and understanding.

6 Talk to a group

Communication is the single most important personal skill. To just give the facts, when talking to people, undermines group creativity, misses the point and is mostly a waste of time.

The audience seeks Safety, Belonging, Self-worth, Self-actualization, Curiosity, The Aesthetic, Transcendence, Sympathy, Spirituality, Achievement and Pride, Anger and Revenge, Competitiveness, Adventure and Danger, Fear and Resolve, Humour and Playfulness. 

Most presentations give lists of facts on a PowerPoint, while ignoring these basic needs.

Presenters hide behind podiums and read from the screen. They start with the “Table of Contents” and end with, “Now, in conclusion, any questions?”

A great presentation is a short presentation. Churchill and Lincoln both changed history by making speeches shorter than 5 minutes. To do it right is simple yet hard work:

• ·      Select the right topic. The topic must fit the audience.
• ·    Use a catchphrase and use it frequently. President Obama does this brilliantly with, “yes we can!”
• ·  The opening is all. Start with a story, self-effacing humour, a general question, or an anecdote. The audience must laugh and shed a tear.
• ·      Keep the core to three main points. For example: what happened, what is going on now, what will we do about it?
• ·      Link main points with stories. Keep it short and focused.
• ·      Humour: it is powerful and not a joke. It is to look at life from a different angle.
• ·      Pay attention to intonation, loud and soft. The spaces between the words are critical. Avoid “uhms”.
• ·      Dress neatly and conservatively.
• ·   Use hands and avoid putting them in pockets. Walk slowly and deliberately: do not pace up and down. Look the audience in the eyes. Watch videos of Nick Clegg for a great example.
• ·      Handle stage fright by visualizing the event over and over.
• ·  Visual aids: it helps to also use real things. Keep it simple. Maximum five to six words maximum on an image. To read details off the wall borders on stupidity. Use aids to show things that cannot be told, like graphs. Use pictures capturing imagination.
• ·      To end is to touch the heart. Call for action, let them cry, let them think, let them wonder.
• ·      Leave the audience with three emotions: “I never thought of it this way!”, “I did not know this!” and “I enjoyed every second of it!”

Prepare off-screen. Paint, draw or think. Then type the text word for word. Simplify, and then simplify it again to a few key words. Present it over and over. Only then prepare the visuals to fit the gaps.

Steve Jobs had a great approach:

·         There is something in the air, raise expectation.

·         Set the theme, why are we here.

·         Clear and consistent headline, We have clear focus Give outline: This is what it is all about

·         Clear transitions, Short stories.

·         Enthusiastic. Passionate words. Wows. Sell an experience.

·         Analogies & Stories.

·         Visuals, use metaphors and physical props. Simple word pictures: “it is like …”

·         Give a show. Make it memorable.

·         One more thing: give them a bonus. Leave them wondering with a great ending.

·         Write out in full, rehearse. Abbreviate, shorter to a page. Only then build the visual aids to fill the gap words cannot give.  

7 The body speaks

Body language goes directly to the mammal brain and has a large influence on human thinking.

Avoid pockets and crossing of arms like the plague. Gesture enthusiastically, mirror the body language of the listener.

Look in the their eyes, 3-5 seconds, not less as that would be glancing, not more as t would be glaring.

Step around, yet slowly. Start on the left of the area and end on the right.

8 The voice and words

Talk slowly. Use 5-10 seconds space between key concepts. It is the space between the words that have all the impact.

Talk louder and key points and slower on emotional things while looking at the feet.

Talk as if the audience is 16 years old. Avoid buzzwords and complexity.        “Let us have a paradigm shift in our thinking and join our forces towards creating a sustainable future to all,” means nothing.

Rather, “Let us take hands and look at things from the other side …and we will win!”

9 To do it

Prepare analogue, draw and sketch with crayons. Write the text word by word and refine. 100- 120 words/minute.

The beginning and ending is crucial. Grab attention and leave them wondering.

Begin with, a question, a fact, forward and backward, an anecdote, a quote, a familiar saying or an analogy.

End with by tying to the beginning, a call to action and leave them wondering.

10 Reading list:

References and further reading

A person who won't read has no advantage over one who can't read. - Mark Twain

Alder, H. & Heather, B. 1998. NLP in 21 days. Piatkus.

Bayley, S. and Mavity, R. 2007. Life’s a Pitch. Transworld.

Boothman, N. 2010. Convince them in 90 seconds. Workman.

Brink, VDS. 2009. To be a brilliant wedding master of ceremonies. Porcupine Press.

Brown, S. 1998. Steps to Storytelling. Hayter House.

Carnegie, D. 2011. How to win friends and influence people in the digital age. Simon & Schuster.

Carter, J. 2001. The Comedy Bible. Fireside.

Covey, S.R. 2004. The 7 Habits of Highly Effective People

De Bono, E. 1985. Tactics, the art and science of success. Fontana.

De Bono, E. 1970. Lateral Thinking. Penguin.

Donovan, J. 2012. How to deliver a TED talk. Amazon Kindle.

Gallo, C. 2010. The presentation secrets of Steve Jobs. Mcgraw-Hill.

Greene, R. 2006. The 33 strategies of war. Viking.

Grove, S. 1991. Thank  you brain. Human and Rousseau, Cape Town.

Hamel,G. & Prahalad C. 1994. Competing for the Future. Harvard Business School

Hershkowitz-Coore, S. 2012. Power Sales writing. Mcgraw-Hill.

Lehrer, J. 2012. How creativity works. Canongate.

Maxwell, JC. 2010. Everyone communicates, few connect. Thomas Nelson.

McArthy, H.1999. Motivating your audience. Allyn and Bacon.

Peters, T. 2003. Re-imagine. Dorling Kindereley. London.

Stone, D. 2000. Difficult conversations. Penguin.

Tromp, P.J, 1998. Creating a meeting of the minds. Knowledge resources.

Ringle, W.J., 1998. Techedge. Allyn and Bacon.

Tracy, B. 2007. Eat that frog. Berret-Koehler. San Francisco

Weissman, J. 2003. Presenting to win. Prentice Hall

Wickman, SA. and Campbell, C. 2003. An analyses how Carl Rogers enacted client-centred conversation with Gloria. Journal of Counseling and Development.

Zdenek, M. 1983. The right brain Experience. Corgi