Lincoln, FDR, & You

Fast Company magazine posed this question to Pulitzer Prize winning biographer Doris Kearns Goodwin: “What’s the most important lesson that business leaders can take from [Presidents Lincoln, Teddy Roosevelt, FDR, and LBJ]?” You needn’t  be a senior executive to heed her response, which applies to anyone whose success depends on the ability to sell, persuade, or influence others. In other words.

“If I were to pick one, it would be the ability to speak to audiences with stories and illustrations… [Lincoln] believed people remembered anecdotes better than facts and figures. Each of these leaders was fortunate to live in a time when his particular kind of storytelling fit the age. Lincoln’s speeches were printed in full in newspapers and could be read all over the country. [Similarly with Teddy Roosevelt who] had this punchy way of speaking—“square deal,” “speak softly and carry a big stick.” FDR had the ideal voice for the radio age and a conversational, intimate style. Clarity, simplicity, humor—these people were experts.” (Emphasis mine.)

(And, yes,Twitter has been the ideal vehicle for President Trump, but that misses the larger point here.)

Don’t Stop Short!

Stories are unique, memorable, and make a point.  They work because they appeal to our imaginations and visual sense. Our brains are wired to welcome and retain them.  Unfortunately, I hear too many presenters stop short of the story or illustration that would add that missing color.  Here are some examples…

• “We have a superior product, provide outstanding service, and deliver what we do, all in a timely manner.”(Ummm, would we expect an inferior product, poor service and late delivery???)   To bring these claims to life, immediately follow your statement with an example of a client whose business you enhanced because of one or all of these features. Make it specific with the client’s challenge, your intervention, and the result.

• “No one does X better than we do.” (Apart from your mother, why can you say that?) Can you follow this claim with an example of a client who had perhaps tried several alternatives and then only achieved impressive performance results when they used your service?

• “We provide beautiful design solutions tailored to your needs.” (How many of your competitors say exactly the same thing???) Your listeners need a client story complete again with their challenges, your brilliant intervention and the gorgeous visuals of the results to add validity and intrigue to what you just said.

Clarity, Simplicity, Humor

What are your stories?

Anne Miller

Words Matter – Make What You Say Pay!

P.S. I highly recommend any of Goodwin’s books, My particular favorite is her book on LIncoln,”Team of Rivals.“