We talk to every client about the effect the nervous adrenaline produced by our amygdala can have on our bodies. Our brain senses fear and our system rapidly produces a defence – flight/fight or freeze, in short a way to get ourselves out of imminent danger. This short extract from the BBC shows former Olympian Matthew Syed, author of Bounce , explain how in a difficult situation getting into a conversation can help you to work through the nerves and focus on the subject in hand. Great advice and one we are happy to share.
The text remains the same, with a few spelling adjustments. People the world over have been performing and reciting Shakespeare’s words year in year out. Year upon year drama students select and perfect the famous monologues for male and female characters as set pieces for auditions.
But the words are the same, so why aren’t we bored of hearing them? The answer lies of course in the fact that it is the delivery of the words that makes them come to life. And every actor brings to the stage their own personal interpretation of the script making each performance a unique and fascinating entity.
Compare for example the St Crispin’s day speech from Henry V. The following links show Mark Rylance, Kenneth Brannagh and Richard Burton delivering this most familiar of speeches in three entirely different ways. The tonality, the rhythm and emphasis chosen by each makes the audience hear different parts of the text and consider the story in significantly different lights.
And so on Shakespeare’s birthday take a little bit of inspiration from this and remember that whatever words you are delivering – be they a sonnet or a summary of the yearly turnover for your company you bring to it your own interpretation. There is no one “right” way to deliver any message, but you must make it your own.
b>Part 2: If you enjoy Public Speaking it can provide a great boost to your profile, plus some top tips for building confidence and overcoming nerves.
Q: What do you look at when you speak?
A: I always look at the audience. In the past at a big conference the lighting often made it look as if you were talking to a vast empty dark space. Luckily these days lighting is better and it allows me to look around at different people in the crowd. As I like to use a bit of humour in my talks I look to see if it has got a response or reaction. One of the hardest gigs I have encountered is hosting our annual “Bring Your daughters to work Day” which is a scheme we introduced at IBM to show young women that technology is a career option open for them. 12-15 year old girls are quite a hard crowd, and an adult trying to make them laugh is probably the last thing they want to hear!. So I made sure I shared eye contact around to encourage them to engage with me and see that I want to communicate with them. So your audience reaction can help you to adapt your style to be as effective as you can with them. When you are doing a talk it is a great idea to go along to the pre-event dinner, lunch or coffee and mingle with the audience. Share what your topic is and sometimes they will give you a great opinion or example that you can share during your talk. This really makes your topic come to life as you are talking about something that one of their colleagues has shared. You can look for the people you spoke to beforehand during your talk and that gives you a friendly reaction which boosts confidence levels as well.
Q: What do you hear when speaking?
A: I hear myself saying “Slow Down Caroline” ! I’ve always been a fast talker, something which people have commented on for years. In my new European based role slowing down is especially important as many of my new colleagues have English as a second language. I also try and keep an eye on the time. Although I’m therefore conscious of being slower I still speak relatively quickly because that is who I am. At IBM we talk a lot about personal eminence and about being consistently authentic in every method of communication. For example if each of your digital personalities are in conflict with each other or at odds with your public personality you will not gain the trust of your audience. So of course it is important to adapt your style of speaking so that is clear and easy to understand but no-one wants to listen to a public-speaking clone so always remember to stay true to yourself.
Q: Does public speaking help you?
A: Definitely. Thanks to my public speaking appearances I’ve been invited to do extraordinary things. One of these was being invited to be a adjunct professor at a Business school after being spotted by the Dean at a conference where I was a guest speaker. Public speaking boosts your profile and offers another angle on you, which of course must be true to who you are and what your values are. It increases your network and introduces you to others who you can learn things from. It is extremely valuable.
Q: Do you think public speaking is important for women?
A: It is just as important for women as it is for men, perhaps more important as women often struggle to build their profiles to help them achieve success in business. But don’t try and ape the guys. Trying to be something you are not will back-fire as it isn’t authentic. If you are someone who has a quiet squeaky voice then seek out some voice training but only if you really want to improve your voice. If not you can make a name for yourself in other mediums like print or on digital platforms where you can still share your knowledge and expertise. Audiences welcome someone who is knowledgeable and enjoys sharing that knowledge. Find the subject you are passionate about and public speaking can be a really enjoyable and valuable skill.
My thanks to Caroline for explaining her public speaking experiences so openly and for sharing some great tips to help people take to the stage.
About Caroline Taylor : Caroline Taylor is Vice President Marketing, Communications & Citizenship, and Chief Marketing Officer (CMO) for IBM Europe. Based in London, Caroline leads the teams responsible for all aspects of marketing, communications and citizenship for IBM throughout Europe.With 28 years of professional marketing experience, Caroline is an Adjunct Professor at Imperial College Business School in London and is also a Business to Business Ambassador for the UK’s Marketing Society, to which she was appointed Fellow in September 2012.
Caroline is a passionate advocate for equality and diversity, particularly in the workplace. She is executive sponsor for Gender Diversity for IBM in the UK. In 2012 she was shortlisted for the Opportunity Now Champion Award, recognising her contribution to advancing, promoting and embedding a diversity culture within the workplace.
Caroline was part of a very lively panel debate called “CMOs and CIOs – heading for a date or divorce” hosted by IBM in their very impressive conference centre on the South Bank. I was impressed by her engaging speaking style and her command of the debate, in which incidentally she was the only female speaker. After the debate ended I asked if I could interview her for the blog and was delighted when she agreed.
Part 1: The Importance of Emotional Engagement with your subject
Q: When do you do public speaking?
A: Most of my public speaking engagements come linked to my day job. A request will either come into IBM or to me directly after other speaking engagements. The third category would be when IBM have sponsored an event and are offered a speaker slot in return. My public speaking subjects are Marketing which is my day job, Diversity which I am very passionate about as I am the Executive sponsor for gender diversity at IBM, and Sustainability, another of my passions.
Q: How do you prepare after getting the request?
A: Firstly I work with my colleagues to assess if the speaking engagement is a good fit for IBM if the request has come from outside the business. I need to see if the time is worth prioritising. We look to see if it speaks to our target audience or if there is a benefit to IBM by being involved. If it is an externally ran conference on Diversity or Sustainability I check to ensure the conference is open (and therefore welcoming to multiple points of view) or that the theme is in tune with my views. For example if it is a sustainability event with a solus environmental point of view I would decline. I believe sustainability is about finding a true balance between the concerns of all the parties involved.
If I am invited to be on a panel I vet the other speakers. One thing I have learned from years of public speaking is that panels work well if everyone on them is open-minded and up for a good debate. I’m not interested in being part of a slanging match and don’t think it is enjoyable for the audience either. So if I see other panel members that are more interested in generating headlines than a useful and informative talk I decline. Of course if the person asking me to speak is someone I trust then that really helps.
After the assessment stage I get stuck into preparation. For certain topics I have my point of view very well honed through previous appearances so preparation on these occasions is very much a case of reviewing what I have, bringing it up to date, and refreshing it for the audience. If I am new to a topic then I’ll normally get together with a colleague and pick their brains as I find that different experiences and examples really help. And based on the point of view I am taking I’ll look for examples to illustrate the points I am making. Stories and examples really make public speaking interesting for the audience. I’m always looking for new ones, jotting them down when I’m at a talk or event. I do try and reference the source but sometimes the person I heard it from has been borrowing as well! I do enjoy a funny or emotionally engaging anecdote so I collect these as well. This collection of quotes and stories is a really good reference bank for any speaker to compile.
Q: How do you feel just before you speak ? During and After? How does your body react?
I am nervous just before I speak which manifests itself in shaky hands which is something I’ve done since I was a child. I’m probably more nervous before a straight speech as I am prone to forget my script, I much prefer a Q&A session or panel as I’m good at thinking on my feet and confident about my subject matter. Years ago, when I was starting a new role, my predecessor and I shared a presentation to our sales colleagues. He handed over to me half way through the talk which was in front of 4k people. Afterwards he said he could feel my anxiety as I was twitchy and pale sitting beside him before we were on stage. He then said he couldn’t believe it when I strode on stage to takeover from him that it just seemed to dissolve away. I think this is because I really enjoy public speaking. Life is too short to do things you hate so my advice would be try it a few times but if after that you still hate doing it then find other ways to communicate, write an article or go on radio. Because the world still needs to hear your views.
I recommend drinking lots of water (with toilet visit factored in!) because it makes your voice clearer. And make sure your blood sugar levels are right, skipping breakfast or lunch is not sensible because your brain needs the fuel. Especially when you talk on a panel your brain needs to think quickly. And only agree to talk if you care about the subject. Audiences love a speaker who sounds like they care. This works even on serious topics. I am Chair of the Trustee board of Stop The Traffik and the CEO Ruth Dearnley conveys her shock and outrage about human trafficking to deliver impactful and engaging speeches. Your own emotional engagement with your subject gives you confidence and in turn inspires the audience. Find a subject (it may be outside of work) you care deeply about and wax lyrical about that. People often find this makes public speaking easier. Once you have experienced enjoying talking about your pet subject moving on to talking about your work can be less daunting.
I’m a big fan of designer-maker open showroom craft-fair Christmas market pop-up things, and relish the chance to get all my gift requirements for the festive season directly from the artists themselves at events like cockpit arts open studios or the delightful Crafty Fox Market. I ran a workshop recently for some new start-ups and a few were considering the Christmas fair/craft stall option. We discussed several ways to ensure shoppers engage with the stall and of course purchase their wares and I thought it would be useful to share them here:
- Stand up. You may well be slightly nervous on the day and standing allows you to dissipate the nervous adrenalin that can beset us. It also shows your shoppers that you are keen and enthusiastic to meet them, as sitting creates a distance between you and the stall and can make shoppers feel as if you aren’t bothered to talk to them.
- Check your body language. Remember than one of the appeals of the “meet the maker” concept is that you actually get excited about meeting the maker. A scowly, arms crossed designer may fit the popular perception of the tortured artistic genius but you’ll notice that more people are shopping at the stalls where they feel welcomed. Take a moment before the day to close your eyes and check your body for tensions and try to have a strong, neutral posture. This way you’ll come over as open to meeting your customers.
- Small talk. Try not to jump in directly with a sales message but instead engage the shopper with chit-chat about the event (really busy isn’t it?) or ask them where they got their lovely Christmas jumper. People just love to talk about themselves and this is why they come out to shop instead of staying at home and ordering on-line.
- Stay Positive. Yes this may be the year that you need to make the repayments on your kiln or your studio. But try as best as you can to keep the desperation out of your conversation. People prefer to purchase from places that make them feel positive, and are less likely to be moved to a sale by a sob story. So when asked “how is business” have an up-beat or memorable story to tell them about what you’ve been making rather than whipping out the P&L and asking for a bridging loan.
- Smile. As with the body language above humans respond well to a cheery smile and it makes them smile back, releasing endorphins into their bloodstream and making them more likely to purchase. Shopping is a well-known mini-high so your smile can encourage a purchase and everyone is a winner.
I’ll be on the look out for good examples of craft stall sellers who communicate well this weekend and will share them on twitter @loisireson Happy Trading!
Part 2: Good communication skills are vital for leadership
Do you feel public speaking has helped your career, or is it part and parcel of it?
I really see it as integral to career success. I bundle it in with all communications skills as a vital along with great stakeholder engagement and of course commercial performance. These three are the most important attributes to senior progression. If you do great things and you can’t articulate what you’ve done and your stakeholders aren’t aware you’ve done you won’t get recognition and get on. Good communication skills are absolutely core attributes they are essential. And you have to face your demons. Unless you are a trained actor (which few are) then you have to teach yourself how to appear to be confident– whether that is in a 1-2-1 with your line manager or in front of 5,000 people in the NEC!
Who are your public speaking heroes?
I have many but I am on the Go On board chaired by Martha Lane Fox and she speaks both informally and passionately with a natural style and is very humble about how good she is. The next is Dido Harding – the most amazing woman with a sparkling background of achievements. She, like Martha, is very humble and natural but she speaks from the heart in a candid style which makes her also a great speaker. She talks about fear and how when harnessed how it can help you do special things. At Lloyds we have some amazing women on our board like Carolyn Fairburn, Sarah Weller and Anita Frew.
Here at Lloyds I’m the co-chair of the women’s network which is another one of my passions. It’s called Breakthrough. The team behind the group developed a regular series of talks we call “Footprints in the Snow” where we invite a woman to speak to the group about what has formed them: their successes and failures, challenges and values as well as offer her top tips and advice for women who want to further their career. All three board members spoke brilliantly and honestly and encouraged openness and questions from the audience.
So I think some of the best speakers out there at the moment are women. They are humble, they are often prepared to be candid and speak straight from the heart. Without generalizing female speakers can often be very empathetic and be very aware of what the audience needs.
Any advice to women on public speaking?
Put yourself out there! Especially while you are young and not as confident, seize those opportunities and speak to small groups whenever you can. You never know there could be an invitation to speak to 5,000 people around the corner! It’s all about confidence. Ask yourself ‘do you know more about this topic than everyone else in this room?’ because quite often you do and so don’t forget that you know this. Remind yourself of this, practice, and remember that the worst that can happen is that you might be asked a question. Go in quietly confident (not cocky or arrogant) and chances are you will do yourself and your subject justice. And of course the more practiced you are, the more confident you will become. I really like this story told by Gary Player, which sums it up nicely:
“I was practicing in a bunker down in Texas and this good old boy with a big hat stopped to watch. The first shot he saw me hit went in the hole. He said, “You got 50 bucks if you knock the next one in.” I holed the next one. Then he says, “You got $100 if you hole the next one.” In it went for three in a row. As he peeled off the bills he said, “Boy, I’ve never seen anyone so lucky in my life.” And I shot back, “Well, the harder I practice, the luckier I get.” (from Golf Digest)
My thanks to Eva for such an open and honest interview
Investment news is buzzing with the story of Neil Woodford departing after 25 years with Invesco Perpetual to set up his own fund next year. It has prompted consternation on forums with investors worrying if they should leave without him at the helm.
His announcement has even had a negative impact on the FTSE with several of his large holdings being adversely affected.
Invesco is full to the brim with talented investment professionals so why should this outfall be happening? The answer lies with the marketing technique often used by major funds. Despite the actual strength of a well performing investment trust being in the complete team behind it: back office staff, chosen analytics systems, analysts and sector specialists the personality driven approach has been the quick win for marketing teams in this world.
A better approach is to define a core investment philosophy and ensure that everyone in the fund, from top to bottom demonstrates this to investors. It may be less edgy and appeal less to the ‘get rich quick/beat the market investor’ but for investors looking for a long term gains a sound and reliable investment philosophy (no matter who is at the figurehead) it is a better strategy.
Coaching all of the team to present it in a consistent and confident way is the next step towards making this come alive. It is a longer process and daunting for fund managers who shy away from presenting, preferring to leave that to the superstars with the ‘gift of the gab’. But it is the best way for the industry to avoid these costly ripples when one of the superstars leaves.