HBR's 10 Must Reads on Communication (with featured article "The Necessary Art of Persuasion," by Jay A. Conger)

1. Persuasion is a learning and negotiating process, not a one-sided pitch

Effective persuasion becomes a negotiating and learning process through which a persuader leads colleagues to a problem's shared solution.

Redefine persuasion. Rather than a forceful pitch or manipulation, persuasion is a collaborative process. It involves:

• Careful preparation and research
• Framing arguments to highlight mutual benefits
• Presenting vivid supporting evidence
• Matching the emotional state of your audience

Foster dialogue. Effective persuaders invite discussion and feedback, incorporating others' perspectives into a shared solution. This approach builds trust and commitment, as people feel their views are valued and considered.

Be open to compromise. The best persuaders are flexible, willing to adjust their positions based on new information or insights gained through the process. This adaptability demonstrates respect for others' input and increases the likelihood of reaching a mutually beneficial outcome.

2. Establish credibility through expertise and relationships

People are considered to have high levels of expertise if they have a history of sound judgment or have proven themselves knowledgeable and well informed about their proposals.

Build expertise. To establish credibility, focus on developing and demonstrating your knowledge:

• Pursue formal and informal education in your field
• Stay current with industry trends and research
• Gain hands-on experience through diverse projects

Cultivate relationships. Credibility also stems from strong interpersonal connections:

• Demonstrate integrity and consistency in your actions
• Show genuine interest in others' perspectives
• Build a track record of trustworthiness and reliability

Leverage social proof. If you lack personal credibility in a specific area:

• Collaborate with respected experts
• Cite credible sources and research
• Share testimonials from trusted individuals or organizations

3. Frame goals on common ground to highlight shared benefits

If you want to influence people, win friends.

Find common ground. Before presenting your proposal, invest time in understanding your audience's needs, concerns, and priorities. Look for areas of alignment between their goals and yours.

Highlight mutual benefits. Frame your proposition in terms of how it will advantage all parties involved. Be specific about:

• Short-term and long-term gains
• Tangible and intangible benefits
• How the proposal addresses shared challenges or opportunities

Use inclusive language. Employ words and phrases that emphasize collaboration and shared ownership of the outcome:

• "We" instead of "I" or "you"
• "Our goals" rather than "my goals"
• "Let's explore how this can benefit all of us"

4. Use vivid language and compelling evidence to reinforce your position

Make numerical data more compelling with examples, stories, and metaphors that have an emotional impact.

Paint a picture. Use descriptive language to make your ideas come alive:

• Employ vivid metaphors and analogies
• Tell engaging stories that illustrate your points
• Use concrete examples that resonate with your audience

Present compelling evidence. Support your arguments with a mix of:

• Relevant data and statistics
• Case studies and real-world examples
• Expert opinions and research findings

Make it memorable. Use rhetorical devices to enhance the impact of your message:

• Repetition of key phrases
• Contrasts and comparisons
• Rhetorical questions that prompt reflection

5. Connect emotionally by matching your audience's state of mind

Although we might think that our ways of saying what we mean are natural, we can run into trouble if we interpret and evaluate others as if they necessarily felt the same way we'd feel if we spoke the way they did.

Read the room. Pay close attention to your audience's emotional state:

• Observe body language and facial expressions
• Listen for tone and subtext in their responses
• Consider the context and potential stressors affecting them

Adjust your approach. Tailor your communication style to match or complement your audience's emotional state:

• If they're anxious, be reassuring and provide clear information
• If they're excited, match their enthusiasm and build on their energy
• If they're skeptical, acknowledge their concerns and provide solid evidence

Show empathy. Demonstrate that you understand and care about your audience's feelings:

• Validate their emotions without judgment
• Share relevant personal experiences to build connection
• Ask questions that show genuine interest in their perspective

6. Tailor your communication style to different decision-maker types

Research suggests that humans can categorize others in less than 150 milliseconds. Within 30 minutes, they've made lasting judgments about your character.

Identify decision-maker types. Recognize the five key categories:

1. Charismatics: Enthusiastic but data-driven
2. Thinkers: Analytical and methodical
3. Skeptics: Suspicious and emotionally driven
4. Followers: Seek others' opinions before deciding
5. Controllers: Detail-oriented and risk-averse

Adapt your approach. Tailor your communication style to each type:

• Charismatics: Balance enthusiasm with hard facts
• Thinkers: Provide in-depth analysis and time to process
• Skeptics: Build credibility and address concerns head-on
• Followers: Offer examples of others who have adopted your idea
• Controllers: Provide detailed plans and risk mitigation strategies

Be flexible. Be prepared to shift your approach if you misread someone's type or if they don't fit neatly into a single category.

7. Manage the five key messages leaders must control

Five topics wield extraordinary influence within a company: organizational structure and hierarchy, financial results, the leader's sense of his or her job, time management, and corporate culture.

Organizational structure: Communicate changes as optimizing resources, not shifting power. Provide clear rationales and timelines for reorganizations.

Financial results: Use results as diagnostic tools for improvement, not punitive measures. Foster a culture of learning from both successes and failures.

Leader's role: Emphasize your job as facilitating others' contributions, not having all the answers. Encourage open dialogue and diverse perspectives.

Time management: Focus on strategic use of time, not just efficiency. Help teams prioritize high-impact activities over busywork.

Corporate culture: Define and reinforce values through consistent actions and decisions. Create a culture of accountability and continuous improvement.

8. Craft authentic speeches by embodying four key intents

Authenticity arises from the four aims, or what I call "intents," that I have mentioned. If you can physically and emotionally embody all four, you'll achieve the perceived and real authenticity that creates a powerful bond with listeners.

Embody four intents: To deliver an authentic speech, focus on:

1. Being open to your audience
2. Connecting with your audience
3. Being passionate about your topic
4. Listening to your audience

Practice mindfully. Rather than rehearsing specific gestures, practice embodying these intents:

• Visualize speaking to someone you're comfortable with
• Focus on your genuine passion for the topic
• Imagine adapting to audience reactions in real-time

Trust natural body language. When you genuinely embody these intents, appropriate gestures and expressions will emerge naturally, enhancing your authenticity.

9. Navigate stressful conversations with preparation and specific techniques

We live by talking. That's just the kind of animal we are. We chatter and tattle and gossip and jest. But sometimes—more often than we'd like—we have stressful conversations, those sensitive exchanges that can hurt or haunt us in ways no other kind of talking does.

Prepare mentally. Before difficult conversations:

• Identify your emotional triggers and potential reactions
• Clarify your objectives and desired outcomes
• Anticipate possible scenarios and plan responses

Use specific techniques:

• "I have bad news": Start by acknowledging your part in the situation
• "What's going on here?": Disarm by granting your partner's perceptions and restating your intentions
• "You are attacking me!": Focus on the tactic being used, not the person

Practice self-awareness. During the conversation:

• Monitor your emotional state and physical reactions
• Stay focused on the issue, not personal attacks
• Take breaks if needed to regain composure

10. Harness the power of storytelling to inspire and lead change

Storytelling can translate those dry and abstract numbers into compelling pictures of a leader's goals.

Craft compelling narratives. Use stories to:

• Illustrate complex ideas in relatable terms
• Create emotional connections with your audience
• Inspire action and commitment to change

Choose the right story type. Different situations call for different narrative approaches:

• Sparking action: Use brief anecdotes with clear cause-and-effect
• Communicating who you are: Share personal experiences that reveal your values
• Transmitting values: Employ parables or cautionary tales
• Fostering collaboration: Encourage story sharing among team members
• Taming the grapevine: Use humor to defuse rumors
• Sharing knowledge: Focus on problem-solving and lessons learned
• Leading people into the future: Paint an inspiring vision of possibilities

Practice storytelling skills. Develop your ability to:

• Structure narratives with clear beginnings, middles, and ends
• Use vivid details and sensory language
• Adapt stories to different audiences and contexts

Last updated: October 1, 2024