When I was in college, one of our particularly brilliant directors – Doug Austin, if he’s still working out there – talked to us about successful performers and how we were to learn from them. In one particular lecture, he said something like, “If there is someone you admire, if they are particularly talented and do great work, find out how often they rehearse. Find out what they do to prepare for performances. Find out what their rituals are, what’s important for them. Hell, find out where they get their donuts.” The idea being, if I know where, say, Dame Judy Dench gets her donuts, and if I stalk her and figure out her favorite kind and try her donut-eating method that avoids getting jelly on my shirt, some of Ms. Dench’s awesomeness might rub off on me, along with the powdered sugar.
I desperately hope that I come home with a head-to-toe fine dusting of metaphorical powdered sugar, considering the smarts I’ve witnessed in the past two days.
First of all, Kristen Grimm, President of Spitfire Strategies. If there is any way that I could ever be as singularly good at any one thing as she is at communications, my life will have had meaning. And Andy Goodman from The Goodman Center? Come on. His presentation on bad presentations was the best presentation I’ve ever seen.
Today we fleshed out the communications planning tool that we started yesterday. This tool – called a Smart Chart – is a thoughtful way to develop a communications program around a particular issue or goal. It’s all about identifying the values of our audiences, overcoming barriers, illuminating the solutions that our organizations provide, and confirming how the world will be better as the result of our work.
Of the many powerful takeaways from today, there is one at the top of my mind: in communications, perception is more important than fact. Heck, that’s probably true in most situations if you need to move the needle on an issue. If the people you are trying to reach have an emotional connection to what you are describing, you have to meet them where they are, and respond with emotion. You can’t respond to emotions with facts.
Kristen gave a great example: her husband was 45 minutes late for dinner. She freaked out when he finally arrived, and started yelling, “You don’t love me!” He started explaining that his meeting ran late, that he couldn’t get a cab, and she was getting more and more worked up because the details didn’t matter. It wasn’t until he stopped and said, “Honey, I’m so sorry. I love you. This will never happen again,” that she calmed down. The facts were irrelevant. The emotion was all that mattered. (If my husband is reading this, he’s probably both rolling his eyes and nodding his head.)
We also learned how both humor and emotion, and very well-done visuals, can be tremendously effective. Here are two excellent examples:
This one was, I admit, so targeted to someone like me:
And this one shattered me:
Both incredibly effective narratives, for very different reasons.
My mind is about to melt out of my ears, and I have only one more night to get an irresponsibly wonderful amount of sleep, so I cannot share more at the moment. I will, however, write more about what I’ve learned as I work to integrate it into the Arts Council. Getting whacked over the head with a bunch of awesomeness can be overwhelming; bringing it home and making it work for the Council will be a whole separate kettle of kittens. But if we can make that happen, I believe the difference will be profound.