Project Communication DNA

March 2015
Communication DNA®
Improving Project Communications
Know, Engage and Grow
Tools for Team Member and Stakeholder Engagement

2 Copyright © 2001-2013 DNA Behavior International
1.  https://www.youtube.com/watch?v=Qg8PIK74KO4
2.  https://www.youtube.com/watch?v=Al8OlX8tvXI

Welcome to DNA Behavior International
Join the DNA Behavior Worldwide
Behavioral Awareness Revolution
for Enhancing Relationships and
Unlocking Human Potential

Goals for Today
1.  Learn how to close the “Relationship Gap” in
communications to build meaningful team and
stakeholder relationships
2.  Reduce stress and time spent managing “reactions” to
communications (conflict resolution)
3.  Understand how to adapt your communication for
different people to enhance “buy-in” and participation
for improved program/project results

People are Complex – More than Meets the Eye
Observations
Do Not Get
Below the
Surface

Communication Drives Relationships
Positive Communication
•  Situations Flow
•  Clarity
•  Decisions Get Made
•  Tasks Get Completed
•  Engagement
•  Results
Poor Communication
•  Stress and Discomfort
•  Conflict
•  Misunderstanding
•  Blockages / Delays
•  Poor Execution
•  Lack of Trust

Communication Causes Relationship Performance Challenges
Sales
Conversion
?
Client
Engagement
?
Employee
Retention &
Productivity
?
Operational
Execution
?
Business
Performance
87% of
measurable
business
issues are
people related
Source: Harvard 2002

Program / Project Managers Key to Communication Success
A majority of our time is spent communicating with multiple
stakeholders:
•  Sponsors
•  Executives
•  Team mates
•  Other Project Managers
•  Stakeholders
•  End-users

Amygdala: ‘fight or
flight’ & emotional
center of the brain
Triggered by
perceptions of
“danger”
How the Brain Reacts to Communication

Misaligned
communication
Misunderstanding
Amygdala reacts
Negative
emotions
overwhelm
frontal lobe
Irrational
behavior
Triggers for Negative Responses:
Result:

Aligned
communication
Understanding
Prefrontal Lobe
Reacts
Positive
emotions
satisfies
amygdala
Rational
behavior
Adapted Communications
Result:

How to Identify People’s Communication Preferences
Personal Observations to Get Started
in Providing a Customized Experience
What they say? How they say it? How they look?
Goal-Setting Big Picture Authoritatively Questioning
Lifestyle Fun Energetically Expressive
Stability Supportive Warmly Approachable
Information Detailed Precisely Unexpressive

Communication DNA Discovery
Communication DNA Discovery uncovers the natural
preferences for how leaders, employees and
customers wish to be communicated with by others. It
takes 2 to 5 minutes to complete.
This enables:
•  Differences to be understood;
•  Communication with a person on their terms;
•  Relationships to be developed based on trust.
Communication DNA Report

Communication DNA Insights Include:
•  Natural communication style
•  Preferences when communicating with
others
•  Life needs
•  Information requirement

Communication Strengths of 4 Primary Styles
Goal-Setting Lifestyle
Information Stability
Communication Strengths:
Speaks directly and candidly
Direct – WHAT?
What has been a success for your
recently?
Fast Paced
Moves Carefully
Open and engaging
Enthusiasm – WHO?
Who have you connected with lately?
Shows empathy and warmth
Serving – HOW?
How do you spend
time with your family
and community?
Provides specifics and details
Logical – WHY?
What is a new idea you have read
about lately?
ResultsOrientated
Relationship
Orientated

Communication Struggles of 4 Primary Styles
Communication Struggles:
Could be too forceful, abrupt
and interrupting
Learn when to soften up
What will you do to
draw people out in a
more friendly way?
Fast Paced
Moves Carefully
May be too transparent and
uninhibited
Learn to allow others to talk
Who could you involve
more in conversations?
May compromise too much
and be too diplomatic
Learn to speak up more
How can you get to the
bottom line more
quickly in discussions?
May be too serious, modest,
and not interactive enough
Learn when to be more flexible
What will you do to
show more enthusiasm
in discussions ?
ResultsOrientated
Relationship
Orientated

Communication Keys and Learning Styles
Present them options,
opportunities, get to bottom line
Learns by discussion
Allow them to discuss it
Provide Quick Fixes
Provide Procedures
Openly express your views,
verbalize, provide broad facts
Intuitive learner
Allow them to see it
Keep it relaxed, soft, feelings
based
Sensory learner
Allow them to feel it
Provide them facts, details,
transparency
Learns if tangible
Allow them to read it
LeftBrainOrientated
RightBrainOrientated

Benefits at Every Phase of the Project
Gain Support and Buy-in
Make Decisions Quicker
Motivate People to Act
Get More from Team Mates
Reduce re-work
Reduce Unproductive Time
Improve Cooperation and
Information Flows
Improve Your Ability to Influence
Enhance Your Reputation
Enjoy Your Work
More
Reduce Negative Reactions
Navigate Conflict Resolution
Help End-Users Absorb
Changes
Ensure People Can Absorb
Information
Understand Why People React
Use Science to
Minimize Emotional
Reactions
ResultsOriented
RelationshipOriented

Building Sound Relationships
To build a sound relationship you need to:
1. Follow the Platinum Rule of
Relationships: Know how to adapt your
communication to be on the other
person’s terms. Empathetically
demonstrate your understanding of
them when communicating.
2. Be aware of how your strengths and
struggles can impact the other person
and be prepared to adapt your style.
3. Transparency builds trust. Be able to
openly share of yourself to build trust:
“knowing me-knowing you”. Openly
admit your strengths and struggles.

Chris
PM
Goal-Setting
John
Business Lead
Lifestyle
Sarah
Training Lead
Stability
Laura
IT Lead
Information
Minimal Adapting
Needed
Substantial
Adapting Needed
How would the Project Team Communicate with Frank?
Laura requires detailed information
when making a decision and tends to
provide the same amount of details that
she requires to others.
When communicating with Frank: Laura
should
• Note the important points
• Avoid unnecessary details
Sarah generally looks to connect on an
emotional level, communicating in a
relaxed and calm tone.
When communicating with Frank, Sarah
should:
• Be more direct
• Address and review goals
John is enthusiastic and loves to
socialize and network. He often finds
pleasure in small talk and “catching up”.
When communicating with Frank, John
should:
• More quickly get to the bottom line
• Minimize the enthusiasm
Like Frank, Chris focuses on goals and
the big picture when communicating.
When communicating with Frank, Chris
should:
• Focus on returns
• Offer options
Frank
Sponsor
Goal-Setting

Chris (Leader)
Goal-Setting
John
Lifestyle
Sarah
Stability
Laura
Information
Substantial
Adapting Needed
Minimal Adapting
Needed
How would the Project Team Communicate with Craig?
Laura’s communication is structured.
She tends to focus on facts and
research.
When communicating with Craig, Laura
should:
• Lighten up the meeting
• Allow him to share his feelings about
the facts
Like Craig, Sarah is interested in the
feelings and emotions of others. She
values relationships and building
connections.
When communicating with Craig: Sarah
should
• Offer her feelings
• Express her emotions
John is enthusiastic and conveys
excitement when communicating with
others.
When communicating with Craig, John
should:
• Make meetings more relaxed
• Speak more calmly
Chris communicates directly. He has a
tendency to be fast-paced and blunt
when communicating with others.
When communicating with Craig, Chris
should:
• Soften the tone of communication
• Follow up regularly to ensure he is
comfortable
Craig
End User
Stability Need

Communication
DNA Style
Goal-Setting Advisor Lifestyle Advisor Stability Advisor Information Advisor
When working
with Goal-
Setting
Communication
DNA Styles
Minimal modification required:
•  Present goals
•  Focus returns
•  Offer options
Some modification required:
•  Move more quickly to the
bottom line
•  Minimize enthusiasm
•  Recognize they may not enjoy
small talk
Significant modification required:
•  Be more direct
•  Keep conversations formal
•  Recognize they may come
across as cold
•  Avoid unnecessary details
•  Present the big picture
•  Recognize they may be put off
by too much detail too soon
When working
with Lifestyle
Communication
DNA Styles
•  Provide graphics
•  Explain how bottom line will
impact lifestyle
•  Recognize they may be bored
with formal meetings
•  Invite to social events
•  Set boundaries to keep focused
•  Engage in small talk
•  Be more energetic
•  Express emotion and allow
them to express views
•  Recognize they may focus on
possibilities not certainties
•  Be more interactive
•  Avoid jumping into facts and
research too soon
•  Recognize they may lose focus
if the lifestyle benefit is not clear
When working
with Stability
Communication
DNA Styles
•  Soften the tone
•  Follow up regularly to ensure
they are comfortable
•  Recognize they may feel
pressured if not given enough
time and warmth
•  Speak more calmly
•  Create a relaxed environment
•  Recognize they may not enjoy
impersonal environments
•  Offer feelings
•  Express emotions and ask that
they share theirs
•  Provide instructions
•  Lighten up meetings
•  Ask how they feel about the
facts
•  Recognize they may want a
guarantee of security
When working
with Information
Communication
DNA Styles
•  Have research available
•  Demonstrate how risks are
minimized
•  Recognize they may need to
retreat and think to make
decisions
•  Concentrate on being reliable
•  Focus on being structured
•  Recognize they may get
irritated by imprecise
communication
•  Provide action steps
•  Focus more on facts than
feelings
•  Recognize they may appear to
be unexpressive
•  Offer detailed research
•  Ask if more information is
needed
•  Stay focused on the practical
DNA Matrix for Adapting Communication

About the Communication DNA Solution
$
Communication DNA® is a proprietary solution used to
discover a person’s unique communication and learning style
for the real-time customization of sales, marketing, service
and project management activities to improve engagement
for enhanced Relationship Performance.

Contact Us

For more information on how to enhance your
team and stakeholder communications contact:
Leon Morales
404-931-3419
Leon.morales@dnabehavior.com
Kriss Poll
678-478-7498
Kriss.poll@dnabehavior.com
http://www.communicationdna.com

Project Communication DNA

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