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Words carry within the power to transform WHO we are, allowing us to better see WHY we are, WHERE we are headed, WHEN we will arrive and with WHOM we shall share the journey.


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  1. 1. THE POWER OFCOMMUNICATION “Let rhetoric be defined as an ability, in each particular case, to see the available means of persuasion.” Aristotle
  4. 4. CLASSICAL RHETORIC“Art or skill of persuading others through argument by appealing to their emotions to influence their way of thinking.” ETHOS: Character of speaker/writer (credibility/expertise, tone of voice/body language). PATHOS: Appeal to emotions/values of your audience; empathy but not negative manipulation. LOGOS: logical structure of argument, clarity of outline, understandable: a beginning, a middle and an end.
  5. 5. LINCOLN’S GETTYSBURG ADDRESSAnchor arguments solidlyEmploy classical rhetorical devicesRepeat your most important wordsUse a simple outlineState a clear call-to-action “Character is like a tree and reputation like a shadow. The, Dlugan, Andrew: “Speech Analysis: shadow is what we think of it; Gettysburg Address -- Abraham Lincoln” the tree is the real thing.”
  6. 6. “Four score and seven years ago our fathers brought forth on this continent,a new nation, conceived in Liberty, and dedicated to the proposition that allmen are created equal. Now we are engaged in a great civil war, testingwhether that nation or any nation so conceived and so dedicated, can longendure. We are met on a great battle-field of that war. We have come todedicate a portion of that field, as a final resting place for those who heregave their lives that that nation might live. It is altogether fitting andproper that we should do this. But, in a larger sense, we can not dedicate,we can not consecrate, we can not hallow, this ground. The brave men,living and dead, who struggled here, have consecrated it, far above our poorpower to add or detract. The world will little note, nor long rememberwhat we say here, but it can never forget what they did here. It is for us theliving, rather, to be dedicated here to the unfinished work which they whofought here have thus far so nobly advanced. It is rather for us to be herededicated to the great task remaining before us — that from these honoreddead we take increased devotion to that cause for which they gave the lastfull measure of devotion — that we here highly resolve that these dead shallnot have died in vain — that this nation, under God, shall have a new birthof freedom — and that government of the people, by the people, for thepeople, shall not perish from the earth.”
  7. 7. CHURCHILL ON LEADERSHIPThe right words, nothing moreRhythm speaksFacts to build onAnalogies clarify, amplifySpeaker and audience; mutuallyengaged HBR, Wreden, Nick: “Language: Churchills Key to Leadership.” “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty. ”
  8. 8. STEVE JOBS’ KEYNOTE PRESENTATIONSInspire: viral enthusiasmSet the theme: single headlineProvide the outline: open/close eachsection with clear transitionsVisual simplicity/ meaningful dataDramatism of memorable momentREHEARSE “Your time is limited, so don’t waste it living Youtube, Gallo, Carmine: “Present Like Steve Jobs.” someone else’s life.”
  9. 9. QUESTIONING COMMUNICATIONSWhat COMMUNICATION issues do you see in your company? Internal? External?How do you communicate for CRISES? How do you communicate under stable conditions?Can you think of examples of CRISIS MANAGEMENT? Exxon in Alaska? BP oil spill?Who is a GOOD communicator? What is CHARISMA? What can CEO’s LEARN from peoplelike Lincoln, Churchill, Obama, Galán?Should business people study RHETORIC? Can you TEACH rhetorical skills? Who firstdeveloped rhetoric?Can you think of examples of the LOGOS, PATHOS, ETHOS triangle? Is it applicable tobusiness? How?How important are NON-VERBAL cues in communicating a message? What is YOUR bodylanguage like? Can a person communicate in silence?BUT MOST IMPORTANT: How do YOU communicate?
  10. 10. EXPRESSING SILENCE “Failure is unimportant, it takescourage to make a fool of yourself.” Chaplin