Corporate leaders--chief executives and chief communicators--are successful when they are able to sell their ideas, engaging followers in shared values. AIDA (attention, interest, desire, action), Pride,Pleasure,Profit,Protection (motives for buying), books by Maslansky and Sam Harrison are keys to "selling" (achieving the purpose of) the organization's ideas for success.

1. Leadership in
Communications
Georgetown University
Class #11
November 3, 2011
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2. Starbucks’ CEO on Job Creation
• http://money.cnn.com/video/news/2011/11/
01/n_starbucks_create_jobs.cnnmoney/
• What’s all about?
• What is the CEO’s point?
• Effective executive communicator score?
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3. Ford CEO provides outlook
• http://money.cnn.com/video/news/2011/10/
26/n_ford_profit_dividends.cnnmoney/
• What’s all about?
• What is the CEO’s point?
• Effective executive communicator score?
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4. Citi CEO on ‘Occupiers’
• http://money.cnn.com/video/news/2011/10/
12/n_vikram_pandit_protesters.fortune/
• What’s all about?
• What is the CEO’s point?
• Effective executive communicator score?
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5. AOL Exec on growth, people, challenge
• http://money.cnn.com/video/news/2011/10/
12/n_huffinton_arrington_aol.cnnmoney/
• What’s all about?
• What is the CEO’s point?
• Effective executive communicator score?
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6. Aida
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7. pppp
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8. Maslansky: The Year Trust Died
Post
Trust
Era
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9. We have unlimited access
We have no attention span
We know all your
communication tricks
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10. •We don’t trust you
•We don’t want to be
sold
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11. Leadership communication challenge
A qualified path…to
engage…and to sell
ideas
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12. Maslansky
• Understand their truth …look at
yourself through their eyes
• Find common ground on which
you can engage with them
• Ask them the control
questions…
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13. •Only if it’s in THEIR
interest…
•Only if it’s PERCEIVED as
THEIR truth, their VALUE…
•Only if you…
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14. Perception management
Engage with THEM on
shared terms and
shared value.
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15. A communicator’s path to engage
• QUALIFY your stakeholders
• UNDERSTAND their truths…& needs
• ASK them questions
• LISTEN to them
• INTERPRET what they value
• TAKE VALUE TO THEM
• YOU are the value deal enabler
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16. Leader communication success=
Win-win ideas
perceived as
delivering economic
and social value
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17. WIIFM?
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18. YOU,
communication
pro, are the value
deal enabler
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19. You sell your ideas for
success to bosses,
clients and stakeholders
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20. Selling Ideas
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21. It’s not about you
Know what
they value
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22. It’s not about you
Feel their
pain
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23. •Pride
•Pleasure
•Profit
•Protection
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24. Do you CARE about us?
Interested eye contact
No distractions
Listen intently
Confident response
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25. •One theme
•Strong team
•Strong start
•Simple language
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26. V-I-C-T-O-R-Y in
a Post Trust Era
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27. Language of TRUST
ideaSELLING
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