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Communicating a Message
Connecting Others to Your Vision
I won a nickname, The Great Communicator. But I never thought it was my style or the words I used that made a difference: It was the content. I wasn't a great communicator, but I communicated great things, and they didn't spring full-bloom from my brow—they came from the heart of a great nation—from our experience, our wisdom, and our belief in the principles that have guided us for two centuries.
—Ronald Reagan*
With predictable humility, Ronald Reagan talked about his nickname the Great Communicator—and attributed greatness to the American people, not to himself. Ronald Reagan truly never saw himself as better or as more important than anyone else, and regularly gave credit to others. He understood the importance of effective communication and consistently and masterfully displayed what it looks like at its very best.
A clear and expansive vision was the essential foundation for all that was accomplished during the Reagan presidency and is the fundamental component to all achievement and accomplishment. Yet without a way to communicate and articulate your vision, it will never be built upon or develop into a reality. It requires the support, the enthusiasm, and the efforts of those who are affected by its direction and will be affected by the fulfillment of it. Articulating and communicating vision in inspiring ways can make the difference between overall success and utter failure.
Ronald Reagan had an intuitive way of connecting with people—which is the essence of all communication. The words he used were vital, yet their ability to accurately connect with the intended recipient was imperative. He knew that without a personal, emotional connection to what was being said, the message could not make an impact or bring about change.
Ronald Reagan was successfully able to connect with individuals of every age, race, demographic—and even political party. Regardless of your politics, you could not have disliked Ronald Reagan after meeting him. Every person who crossed his path felt noticed by him, appreciated by him, and valued by him. He exuded warmth, graciousness, and a casual familiarity, while still maintaining the dignity of the presidency and the power of the office. Even his public communication captured an essence of personal connection that led to his overall effectiveness.
Many years before I personally met Ronald Reagan, his impact on my life was already great. When he spoke, I felt, even as a young boy, that he was talking directly to me. Somehow he was able to connect with me in meaningful and powerful ways. From the first moment I heard him speak, I knew that I wanted to learn to communicate like Ronald Reagan.
In the 1980s, I was a stereotypical high school athlete and gave little thought to being able to captivate an audience like Ronald Reagan could. Yet life sometimes takes interesting, unexpected twists, and just before my junior year, a new debate coach came to San Gorgonio High School in San Bernardino, California.
The debate coach's attempts to recruit me for the debate team could only be described as extremely persuasive—or perhaps coercive. He had heard of my high esteem for Ronald Reagan and would ask me about it repeatedly. Although I appreciated his interest, I certainly could not see myself as being part of the debate team at my high school. After several brief hallway encounters, he cornered me and said, “Dan, if you ever want to be like Ronald Reagan, if you ever want to speak like Ronald Reagan, if you want to be able to fight for and articulate the principles that Ronald Reagan represents, you must join the debate team.”
I had no choice but to eventually say, “Yes!” That was the overwhelming power of his persuasive communication. It turned out to be the right decision—one that affected not only my remaining two years of high school, but one that set me on a path toward my future in ways I never could have anticipated. As a result of my success on the high school debate team, I was subsequently offered a scholarship to debate in college as well. I declared my major as political science and continued to build on the foundations of debate established in high school and was blessed to learn under the first-rate tutelage of Dr. Bob Rivera when I went to college.
The technical training in the mechanics of speaking, debating, message creation, timing, and delivery were vital to learn. I will forever be grateful to Dr. Rivera for giving me the tools I would need later in life to articulate a vision and connect others to it.
Vision is the foundation, and communication is the vehicle by which your vision starts to take shape and come to life. Passion for your goals and commitment to the end result are the fuel that drives you forward, even when the road is challenging. Although your particular vision, communication style, and passion will be unique, there are common traits and themes that are evident in examples of successful, memorable, and effective communication in action.
Ronald Reagan never used any sort of system or program to articulate his vision. He spoke plainly and genuinely to the American people—from his heart and with genuine sincerity about what he believed was best for America and for the world. He appeared to be a naturally gifted communicator, and in his adult life, he certainly could be considered as such. Yet in his youth, Ronald Reagan was shy and introverted. His foray into the spotlight first began in church, where he participated in community readings with his mother, and of course later, as an actor in Hollywood, where his communication was developed, refined, and embraced as a natural part of his persona.
Although many are blessed with this gift, I believe that effective communication can be learned by everyone and traits of meaningful, memorable communication can be mastered and applied by anyone who is willing to devote themselves to practice and growth. Ronald Reagan is certainly an excellent example of such diligence and ultimate success.
Memorable Messaging
General Secretary Gorbachev, if you seek peace, if you seek prosperity for the Soviet Union and Eastern Europe, if you seek liberalization, come here to this gate! Mr. Gorbachev, open this gate! Mr. Gorbachev, tear down this wall!
—Ronald Reagan*
While examining effective communication, I wanted to highlight and acknowledge one of Ronald Reagan's greatest speeches—and perhaps one of the most unforgettable speeches of all time—the speech he delivered at the Brandenburg Gate in Berlin on June 12, 1987, and show how he masterfully wove elements of meaning and memorability seamlessly together.
Not only were his remarks that day eloquent and powerful, but Ronald Reagan's speech, which boldly challenged General Secretary Gorbachev to “Tear down this wall,” was a great example of brilliantly communicated and visionary, principled leadership. In part, this speech inspired and unleashed a series of events that ultimately changed the world for the better in tangible and lasting ways.
This speech demonstrates the potential power, dynamic results, and lasting impact of words–not only for those who heard the speech that day, but for all who have heard it since. I believe that his example can be emulated by anyone who desires to communicate with lasting results and is committed to success.
During that now-famous speech, Ronald Reagan certainly recognized the significance of his message, the location of its delivery, and the implications it could have on the lives of millions of people, specifically across Eastern Europe. The significance was enhanced by the substance, which was intended to challenge and confront the Soviet Union and empower and inspire those affected by Soviet influenced oppression.
Ronald Reagan's passion for bringing about the end of Communism was well known and began back during his years as president of the Screen Actors Guild, where he was influential in leading and navigating others through the Red Scare in Hollywood. For decades he had been boldly speaking out against Communism, so there was no doubt that his remarks in Berlin that day were full of sincerity and passion. His convictions and emotions were on full display as he carefully and purposefully articulated with firmness and certainty his desire to expand freedom's light. He fervently believed in what he was saying and in what he wanted to accomplish.
His vision and call to action was defined by four short words: “Tear down this wall!” Succinct, memorable, relatable. It was easy to understand what action he was demanding from General Secretary Gorbachev. The call to action was loud and clear with no ambiguity.
Although not specifically used in the Brandenburg Gate speech, Ronald Reagan often used stories to illustrate his vision, communicate his main message, or provide examples of success or inspiration. Personal stories from his own life, or stories shared with him by others were often the core of his remarks, interwoven with facts, historical significance, and themes of patriotism. Likewise, on this particular day in Berlin when the stakes were high and the message was intense, he did not have his memorable big smile, which he typically wore.
Although advised against saying those now-famous words, “Tear down this wall,” Ronald Reagan knew, based on his personal understanding of General Secretary Gorbachev, that it was the right approach and that being “politically correct” would not have been as effective or memorable. Sometimes against advice, a leader needs to “get mad on purpose” and express emotions in appropriate ways that will stir others to action and response. This is exactly what he did that day in Berlin—and did so with lasting, memorable impact.
Ronald Reagan led with a vision he was convinced was right, even against opposition. Although it was considered risky by some to confront Gorbachev and the Soviet Union so overtly, in his heart he knew it was the right thing to do, regardless of how it was perceived. He felt that the possible consequences of this verbal challenge were far less grave than the consequences of not articulating the challenge—and he was right. With those four words, the challenge was laid and the rest became history. What would have happened if Ronald Reagan had stayed silent and played it safe? Thankfully for Eastern Europe and for freedom-seekers worldwide, we will never have to know.
Communicating with Impact
They called it the Reagan Revolution. Well, I'll accept that, but for me it always seemed more like the great rediscovery, a rediscovery of our values and our common sense.
—Ronald Reagan*
In studying the highest levels of leadership, impact, and influence, several common aspects of effective communication become clear. Ronald Reagan masterfully demonstrated their application in his speech at the Brandenburg Gate, and you can apply these same key components as you plan and create your own messaging. Powerful communication skills are critical to positively affect the overall direction and impact of your vision and its fulfillment. Here are 15 essential ways you can increase your communication success:
- Significance. Realize the significance, the power, and the importance of clear, concise communication and the effect it can have on others and on the fulfillment—or the failure—of your vision.
- Substance. Have substance—something meaningful and important to say. There are many leaders today who talk more and more and yet say less and less. Know what you want to say before you start talking. Plan your communication with great intention.
- Sincerity. Communicate with honesty and authenticity—with sincerity. The more sincere your message is, the more impact it will have on others. You need to choose your vision carefully and make sure it is one that you wholeheartedly embrace and can communicate genuinely.
- Sell it. Believe in your vision and in your message. You need to have more enthusiasm for your vision than you expect others to have. Your passion and energy, or lack thereof, will be evident to your listeners.
- Say it. Tell your listeners what you are going to tell them, then tell it to them, then tell them what you told them. Make sure they leave knowing exactly what you want them to know and remember.
- Say it again and again. Constantly refer to your vision. Have a consistency in your message over time, every time you communicate. Make it clear to others what you stand for, what you believe in, and what your vision is. Repeat it. Retell it. Restate it. Repeat it.
- Symbolize it. Personify your vision, and symbolize it. When you think of Ronald Reagan, you think of freedom. Make sure those around you know exactly what your vision is—and then personify it with consistency.
- Stance. Be aware of your stance: 55 percent of face-to-face communication comes from body language, 38 percent comes from tone of voice, and only 7 percent of communication actually comes from the words used. Your nonverbal cues speak much more loudly than your words, so learn to control and manage your body language and facial expressions, making sure they match your spoken message.
- Specialize.Even though you may be articulating your vision over and over again, it will be more meaningful and memorable if the message is customized for those hearing it—specialize. You should talk to people at their level, not over their heads or beneath them. Talk to them, specifically.
- Study. Be prepared, study, be informed and well read, and have compelling, arguments supporting your vision. You should know more about your subject matter, your industry, your plan, and your vision than anyone else. Research related topics and fields so that you have an expansive base of knowledge. Gather relevant facts and information and develop creative ways to share them.
- Style. There are many effective methods of speaking, so find your unique style. Infuse your personality, your background, and your vocabulary into a personal cadence and rhythm of speaking that uniquely suits you. Practice articulating your vision. Ask for candid feedback and continue to hone your most effective style.
- Simplify. Use small, short words that everyone can understand and remember. A simple message clearly articulated is much more effective than one that seeks to impress others with your knowledge but is not able to transfer any of that knowledge to others.
- Solicit. Invite commitment and support. When you communicate, it should be clear what is being asked. Articulate your vision and outline the role you want others to play in fulfilling it. Do not assume they know what you are asking of them. You have to tell them—and then persuasively invite their support and their best efforts.
- Stories.Combine your content with original stories and personal examples that are meaningful to you and relevant to your vision. Stories can create far greater impact than just a conveyance of facts, ideas, or opinions. Chosen carefully, stories can affect others in powerful ways.
- Smile. Nothing is more effective in engaging others than a genuine smile when appropriate. It brings a transparency to your message and conveys a warmth and kindness that has the potential to disarm even the harshest critic. Open the lines of communication by smiling—it is contagious!
Although there is no magic formula to becoming a Great Communicator, in your own way you can formulate, articulate, and communicate your vision with greater success, effectiveness, and confidence.
Communicating a Message
As we see from Ronald Reagan, making memorable remarks is one thing, but those who are able to spur others to action, invite active participation, or cause a positive change in thinking or behavior truly understand the value and importance of communication. Words without action are without impact. Ronald Reagan, time and time again, not only spoke words with resonant meaning and impact but prompted action from the American people and the world.
Ronald Reagan communicated ideas, thoughts, goals, and a vision that others embraced and acted upon—using many of the characteristics of communication excellence listed in this chapter. For you, whether it's a keynote speech or a casual conversation with a family member, the true meaning and value of effective communication can be realized through focusing on the listener and tailoring your message accordingly. If you want to really improve the way you communicate and the impact your messages have on others, look over the previously mentioned characteristics and see how many you currently incorporate. What else should you include? Are you regularly evaluating what you say, how you say it, and how your words are being heard by others? If you truly want to communicate like the Great Communicator, you need to challenge yourself to embrace additional aspects of communication excellence.
Whether you are communicating a vision to your company or speaking to your family, my challenge to you is seek to make an impact, not just make a point. Following the example of Ronald Reagan, choose your words carefully to inspire action and change your world and the world of those around you.
Ronald Reagan showed that once created, a vision communicated with substance, passion, and style can change the world. It has before and can and will again.