Communicate From Your Audience’s Perspective

This article is an excerpt from the book “No Cape Needed: The Simplest, Smartest, Fastest Steps to Improve How You Communicate by Leaps and Bounds.” Want more? Get your copy today.

DON’T

COMMUNICATE FROM YOUR PERSPECTIVE.

Sure, it makes sense that you would approach any message from your point of view. It’s human nature to assume that others share your perspective and will perceive topics the same way you do.

Yet over the course of my career, many leaders have lamented this: “Little I say seems to be resonating!” Although this can be very frustrating, it certainly does not mean that you should just stop communicating (as I’ve also heard…).

Most likely, the failure to communicate effectively is an indicator that you’re communicating from your perspective, and you haven’t taken the time to find out what makes your audience tick, and how and when they’re most receptive to information.

DO

UNDERSTAND YOUR AUDIENCE’S PERSPECTIVE.

I heard an interesting comparison recently. When you see people on the street talking to themselves, they are often labeled as “insane.” Yet what do we call it when we talk to ourselves inside organizations? “Marketing or communications.” Leaders do this kind of thing—speak from their own perspectives—far too often. Instead, they need to look at every interaction with employees as a precious chance to meet them where they are.

The more you know about someone, the better you’re able to persuade them and move them to action. There’s real magic in addressing your audience’s needs first. When you do, your audience is more likely to trust you, and as a result, be more generous, open and receptive to big-picture, strategic communication.

- David Grossman