Yes, it’s simple. I get it. It’s a cloud. There’s just one little problem. Clouds stink because you can’t see through them. Their mere presence makes the morning commute a little bit longer, and they’re notorious for delaying flights in and out of SFO.

For those in high tech, you’re cursed big time with your own knowledge about cloud computing. You know what happens in that cloud – you can talk all day about leveraging shared capabilities that are self-healing to maximize efficiency and minimize risk, right? Unfortunately for you, the rest of us don’t know that tune. In fact, we’re probably a whole lot more like Dorothy trying to figure out what’s going on behind the curtain.

So, how can you differentiate your message about the cloud (or any technical jargon for that matter)?

First, think about your customers – what’s the number one thing they’re concerned with? What would make them resistant to your idea? Maybe it’s security. For example, why would I (as a CTO) hand over all my precious data to you, and not know exactly what’s happening in that cloud and how it’s being used?

Next, try a dose of Unexpectedness to get your message to be heard – here’s how a recent participant from our Decker Made to Stick program framed her message around the cloud:

When we think of clouds, we typically think of big, white puffy things. The cloud I’m talking about is completely different because you can see through it. It offers the transparency you need to clearly see all the data flowing in and out of the network…

All of a sudden the big benefit of visibility is brought to life because she juxtaposed it right next to our schema of what a cloud is: nebulous, nontransparent and even confusing.

I leave you with a little inspiration and perspective from the great Joni Mitchell and her lyrics to Both Sides Now (my Women in Music professor would be so proud – watch a fabulous performance here). Imagine that your customers view your cloud offering this way…

Bows and flows of angel hair and ice cream castles in the air
And feather canyons everywhere, I’ve looked at clouds that way.
But now they only block the sun, they rain and snow on everyone.
So many things I would have done but clouds got in my way.

I’ve looked at clouds from both sides now,
From up and down, and still somehow
It’s cloud illusions I recall.
I really don’t know clouds at all.

It’s on you to make sure your customers and even non-technical team members know those clouds inside and out. How else are you going to get them to buy off on that cute white fluffy thing?

We’d love to hear some of your great message successes (technical or not) – send them our way!

*UPDATE: Here’s an awesome plain-spoken explanation on cloud computing from Walt Mossberg at the Wall Street Journal (thanks to our buddies at ServiceSource for the tip!).

As Hans demonstrates, telling a story can deliver your message almost effortlessly through the gatekeeper of the First Brain to the data processor of the New Brain. (More information on First Brain and New Brain is detailed in You’ve Got to Be Believed to Be Heard and a bit in my Compartmentalized Communicating post.)

Bert wrote an excellent post on The Power of Story. It’s spot on. I’d like to add value to it with this complementary post offering a few unique resources, each providing a different perspective on storytelling.

The Moth.  A non-profit organization dedicated to the art of storytelling.  With performances selling out in less than 48 hours with absolutely no advertising other than word of mouth, the demand for storytelling speaks volumes.

“One of the hottest events in town… The Moth is an evening of

unashamedly old-fashioned storytelling…

the performances are enthralling,

funny and moving, with a typical New York intensity.”

- The Times (London)

“The success of The Moth is one example of

the phenomenon of storytelling that is gaining momentum

nationwide. In The Moth’s case, these narrative

sessions are fast becoming an institution.”

- The New York Times

“We celebrate the ability of stories to honor the diversity and commonality of human experience, and to satisfy a vital human need for connection.” – from The Moth’s Mission Statement

Experience Project. The world’s largest living collection of shared experiences, with over 24 experience categories.  Launched in 2007, boasting nearly 3.5 million experiences shared, this is place where individuals share their stories in an anonymous, comfortable and supportive place.  A unique website revealing the human hunger to share and read stories, this website is also a useful tool for communicators to search for stories and ideas from categories such as Education, Entertainment, Politics, Business, Relationships, to name a few.  From confessions to inspirational stories, the Experience Project is an excellent resource for exploring the stories that connect human experience.

Problogger.net: Why Stories are an Effective Communication Tool for Your Blog. This popular blog by Darren Rowse (@problogger) highlights for the blogging community what Decker emphasizes for communicators.  In researching the historical data for his blog, Darren learned that story blog posts were among the most popular over the last five years.  His bullet point list of why stories are valuable for bloggers applies to all communicators, aligned with  Bert’s The Power of Story blog post earlier this year.

• Stories engage the imagination of readers [listeners]
• Stories go beyond facts and theories
• Stories reveal something about yourself as a blogger [communicator] (they’re personal)
• Stories trigger emotions and the senses
• Stories are conversational - they stimulate others to react and tell their stories [to you, to others and in their own communications experiences]
• Stories provide hooks for readers [listeners ] to latch onto your blogging [message] (they’re relatable)
• Stories grab and hold the attention of readers [listeners]
• Stories are memorable – while people don’t always latch onto facts and figures – a good story can be remembered for years
• Stories illustrate your points in ways that can be much more convincing (and convicting) than other types of information

The common thread of these three sites is clear.  People love stories; stories connect them to each other in the most basic human way. Stories are bridges between our humanity and the objective of our presentations. Something so significant should be shared.

Photo credit:  zinkwazi

Remember, I also want to give you feedback! Video tape yourself at a meeting or giving a presentation and send it to me. Getting feedback is the most essential way to take your communication to the next level.

In the meantime, here’s some more off-the-cuff 1×1 feedback, this time for San Francisco Mayor Gavin Newsom in a touchy interview on CBS5 last week.

Enjoy – and send your videos to me at blog@decker.com!

PS – Tune in early next week for more 1×1 feedback! According to the marketing department, I’ll be talking about Tiger Woods’ upcoming press conference (if it ever happens!). Can’t wait to see how he presents his point of view.

Now, of course, I LOVE the fact that he acknowledges communications as one of the #1 ways you can increase your human capital and value to your team, company, organization, and even family and friends, for that matter. (Of course, he should have  referenced Decker instead of the other guys.. Sorry, can’t help it.)

The best part though is that he’s a great model for effective communicating. He doesn’t just tell others to “do as I say, not as I do.” Here’s what he does well:

He’s incredibly likable. Guess what? You can be too! This is a skill that can be learned. He’s likable for three key reasons:

• “Lightness of face” — Notice how he has the slightest of grins throughout the clip. He’s not foolishly smiling from ear to ear, just enough. This goes a long way for communications. Smiling is the simplest, although not always the easiest way to increase your likability to your listener. For example, you could be that grim-faced kind of person (not to say that you’re grim, just grim-faced) who processes and communicates information very seriously, maybe with a furrowed brow for extra concentration. That facial expression doesn’t do anything to help you connect and build rapport with your listener. We don’t buy long term from someone we don’t like – it would be too painful! So, next time go on and give smiling a try.
• Conversational tone — It’s a town hall set up, so it should be that way. Not professorial, not a lecture – it feels like he’s just chatting with you.
• He’s vulnerable — The great Warren Buffett also needed communication TRAINING! To be successful, you also have to have a constant eye on improvement. A forward lean toward progress. When’s the last time you invested in these skills? Communications training is often overlooked as a soft skill – but it’s critical to your success. Make it a new year’s resolution.

On the content side, he knows his audience. He uses a flurry of numbers to illustrate his point. Now mind you, this would NOT work in all circumstances, but this is to a group of Columbia business school students who squeal with delight at the thought of alpha, beta, and r-squared statistics.  These are human-scale stats to this particular breed. Human-scale statistics allows the listener to bring their experience to bear (learn more about this in Decker Made To Stick).

Warren Buffett gets it: invest in yourself and reap the return.

I also want to give you feedback! Send me a video of you giving a presentation, doing Q&A, or rehearsing a speech (less than 10 mins please) and I’ll choose one to post about each week or so. Don’t worry – I’ll be very nice, but also honest so that my feedback can help.

In the video below, I’m giving some off-the-cuff 1×1 feedback for Carrie Prejean’s recent (and somewhat hostile) interview on the Today Show (1×1 feedback is a modified version of Decker’s 3×3 keepers and improvements because the video clip is so short.)

Enjoy – and send your videos to blog@decker.com!

Last week I coached two executives, neither of whom had used video feedback before.  In both of these sessions, we addressed the need to “get out of the weeds.”  Most often, when we’re in the weeds, we don’t realize it.  Having an outside perspective (such as coaching and video feedback) is important for this very reason.  When we are passionate and invested in a message, it’s our natural tendency to share as much as we can in as much detail as we can.  The material is so important, so brilliant and so valuable that we inadvertently create information overload in our fervor.

When you present your communications experience, are you in the weeds?  Consider these indicators:

• The verbal content of your message is cluttered with verbosity, technical jargon, industry lingo, and too much detail.
• The visuals presented are overkill (too many slides, too much text, little or no graphics).
• Your presentation lacks stories, anecdotes, and humor.
• Your intensity for the material blinds you from the need to connect with and engage your audience.

The answer?  Focus on two things and two things only.

1. Your point of view:  What is the core message you want to convey?
2. Your audience:  What’s in it for them?  What are they looking for in your message?  How can you focus on the aspects of your message that they’ll care about?
   

Simplify your material.  Divorce the details that excite you but alienate your listeners.  Become a master of exclusion and a facilitator of a memorable message.  Take “you” out of the message.  Focus on your listeners, learn them and create an experience that leaves an impact on them.

Want to connect your message with your audience?  Get out your weed whacker!

Photo credit: gracieshoots

Last week I wrote on various aspects of eye communication. A couple of experiences prompt me to write again – on how eye communication impacts word of mouth marketing.

And how important is word of mouth marketing?

• 80% of reviews are positive…because people want to share things they enjoy. Known as the “J-Curve”
• 90% of people who write reviews do so to help other people.
• In 2007, “Trust in someone like me” tripled, which trust in companies dropped. (Think of what it is today!)

(For more stats, check out Bazaarvoice – the leader in WOMM)

Last week, I became a disgruntled customer at my local market because an order I had placed a week before had yet to be filled, and I was having friends over that night. I went there and the manager looked me directly in the eye throughout our conversation. As a result, I found myself calming down, seeking to work towards resolution. In the end, I left the establishment satisfied and eager once again to recommend the place to others.

Then recently I walked in to a store as a potential new customer, prepared to spend some good money to update a few home furnishings. Rather than engage me while discussing options in the store, the salesperson completely avoided eye contact, looking at my watch, my clothes, and pretty much anywhere else he could other than my eyes.

Combined with a generally unpleasant demeanor, this lack of eye contact cost this business not only a sale but also any positive word of mouth marketing. Being a small, specialty store in my neighborhood my negative experience leads me to give less-than-positive reviews to my friends in the community – bad WOMM.

As communicators, we have a toolbox of behavioral skills we enlist to communicate effectively; of all the skills in our toolbox, eye communication is the most important. As I wrote in You’ve Got to be Believed to be Heard:

“Eye communication ranks first because it has the greatest impact in both one-on-one communications and large group communications. It literally connects mind to mind, since your eyes are the only part of your central nervous system that is in direct contact with another human being. When your eyes meet the eyes of another person, you make a First-Brain-to-First-Brain connection. When you fail to make that connection, it matters very little what you say.”

My point?

With the growth of the Web 2.0 generation – focusing on branding and marketing through social media et al – the significance of powerful, effective interpersonal communication often gets lost in the shuffle.

WOMM reflects the reputation of a brand – a reputation built on communication experiences. Interpersonal communication is still the basis of a reputation. And the primary communication skill that can make or break a positive communication experience (and thus, a reputation) is eye communication.

Remember your eye communication next time you’re trying to make a sale, or just sell yourself; your WOMM is on the line.