Truth 11
Match Your Leadership Message to Your Audience

When you're giving a presentation, do you ever wish you could look inside your audience's heads to see whether they're tuned in to what you're saying? In a way, scientists now can do that with magnetic resonance imaging (MRI). By looking at MRI brain scans, they have learned that different people's brains react differently to the same information, depending on the medium of the message.

Most people have a preferred way to take in information. Some prefer to hear it, some to see it, and some to touch or "get a feel" for it. By carefully observing someone, you can determine which approach works best for him or her. You can help that person focus more fully on your message by matching how you present information to the way he or she prefers to receive it.

Watch your audience members when you give a presentation to a small group. Eye movements can be a big clue. People who prefer to see information often stare off into space, visualizing your message. People who like to hear information frequently look to one side, with their heads tilted slightly. And people who need to get a feel for information often look down toward their dominant hand. They may doodle or make other movements like foot wiggling or might even get up to walk around when possible. Some psychobabble says people who wiggle their feet, don't make eye contact, or doodle while you talk are ignoring you. Nonsense. That's simply how their brains work.

If you need to communicate with a particular person, it's simple to tailor your information to his or her preferred type of message. For the visually oriented, bullet points, charts, and illustrations work well. For listeners, catchy language captures their attention. And for people who like to get a feel for things, try a model they can manipulate or a handout they can write on. Sometimes talking things over can also help people in this last group get a feel for your message.

Addressing a large group of people is trickier. As the saying goes, you can't please all of the people all of the time. However, by providing information in a variety of forms, you can give everyone something to focus on. A concise talk and accompanying slide show with moments for group discussion offer the necessary variety. Or, more strategically, you can target the medium used toward the preferred communication method of key audience members. It pays to ensure you don't turn them off.

By providing
information in a
variety of forms,
you can give
everyone something
to focus on.

When we receive information in our most preferred form, our brains enter "beta" mode—a highly focused state. This is what you want to induce in your audience. When we are less focused, our brains are more open to new ideas. This state, called "alpha," is a bit like daydreaming. When we are addressed via our least-preferred media input, our brains enter a meditative state called "theta." The openness of the alpha state and the calming theta mode are sometimes desirable when thoughtfully used. Aim to put yourself in beta mode when you need to concentrate, in alpha when you want to brainstorm and get creative, and in theta when you want to zone out and relax your brain. That's what a lot of people do when they go home and unwind. They are encouraging their brains to go into theta mode.

What goes for others goes for you too. It's worth working out your own preferences, perhaps by asking someone else to observe you. As a leader, don't forget to let other people know what works best for you. Then strive to pay attention!