Communicating for Success Values and Branding Contra Costa Leadership Academy Feb 15, 2018 Dr. Frank Benest (650) 444-6261 frank@frankbenest.com Eileen Beaudry (831) 750-9374 eileenbeaudry@gmail.com

Overview Understanding your life story A crucible experience Values + Branding Communication for success— premises & questions Exercise—Framing a controversial issue Story-telling—why, key elements, story structure

Overview (con’t) Exercise—Enhancing your technical presentation with personal experience Tips for improving your story-telling Coaching element Feedback on team project outlines Team meetings

Three Reactors for Today What resonated with me?

Rosy’s Story What were the values & lessons that Frank learned from Rosy’s story?

Understanding Your Life Story Leaders are self-reflective & understand who they are Who has been an influential person or what has been an experience that has shaped you in a positive way? What are the “gifts” that you give away as a leader?

Day Workers in Brea

Day Workers in Brea Redeveloping downtown was #1 priority Day workers congregating in downtown Council wanted to use police enforcement Organized diverse staff team Proposed Job Center Reactions?

Day Workers in Brea Initiated series of conversations with stakeholders Identified issues & concerns & addressed them Framed issue differently for different groups Built support Frank presented proposal to Council; Pilot Job Center was approved on 3-2 vote

Frank’s Mini-Crucible Why did Frank persevere? What did Frank & team do well? What did Frank & team do not so well?

“My Mini-Crucible” What has been a mini-crucible in my personal or professional life? What did I do? What did I learn?

Self-Reflection “People can help you but leadership is one of those great journeys into your own soul.” Jeff Immelt, CEO, GE

Values Clarification Support in Crucible Values define our Leadership Presence Shift us into ECO mindset

Support in the Crucible

Kristi Hedges – Power of Presence Kristi’s Story What is Presence? Intentional Individual Inspirational Small town, West Virginia, 1970’s, blue-collar roots Clear lines between social classes – didn’t mix socially Pressure to observe your station in life – Who does he think he is? No malice – just the way it was Saw that people felt intimidated Grandmother, 98 pounds - yet she had tremendous stature She was always impeccably dressed, suit and heels most days She spoke to everyone, rich or poor, with confidence and dignity Powerful FORCE in Kristi’s life, she modeled that, and as result, Kristi was instilled in me self-worth, How to talk to anyone as an equal. As she got put into college prep classes with kids from professional class At Virginia Tech, outstanding senior for Arts and Sciences Full Scholarship to Purdue, Masters in Power of Communications Politics helping candidates getting elected Technology PR firm – millions of dollars, won awards After 10 years Leadership Coach PRESENCE Is both her passion and her profession

Values = Intentional Presence Our Values become Our Presence INTENTIONAL PRESENCE Understanding how you want to be perceived communicating in a manner so that you are perceived as such General Intention I want to be innovative, trustworthy and dependable I value hard work, openness, fairness Situational Intentions Supportive and Firm Inspiring and clarify expectations Engaged and competent

Values = Intentional Presence “Presence is a neon sign announcing who people are.” “Trust that intentions change your presence. I see it everyday. You will, too.” Kristi Hedges

Core Personal Values Identify your core personal values, such as family, health, etc. List as many as you wish.

Values = Intentional Presence Which 5-7 values form your leadership presence? (shape, describe, express, etc.)

Values = Intentional Presence “Presence is a neon sign announcing who people are.” “Trust that intentions change your presence. I see it everyday. You will, too.” Kristi Hedges

Write 1-2 sentences, to summarize. Your Leadership Intention Write 1-2 sentences, to summarize.

Leadership Presence Brand Can you shorten your 1-2 sentences into a pithy brand statement?

Leadership Presence Brand Examples: The ethical and shared use of power Effective organizational change Work with others, with empathy and love, to effect positive change Cultivating community resilience, through grounded optimism, engagement and compromise

Kristi Hedges – Power of Presence Kristi’s Story Presence Individual Situational Small town, West Virginia, 1970’s, blue-collar roots Clear lines between social classes – didn’t mix socially Pressure to observe your station in life – Who does he think he is? No malice – just the way it was Saw that people felt intimidated Grandmother, 98 pounds - yet she had tremendous stature She was always impeccably dressed, suit and heels most days She spoke to everyone, rich or poor, with confidence and dignity Powerful FORCE in Kristi’s life, she modeled that, and as result, Kristi was instilled in me self-worth, How to talk to anyone as an equal. As she got put into college prep classes with kids from professional class At Virginia Tech, outstanding senior for Arts and Sciences Full Scholarship to Purdue, Masters in Power of Communications Politics helping candidates getting elected Technology PR firm – millions of dollars, won awards After 10 years Leadership Coach PRESENCE Is both her passion and her profession

Situational Intentions What do you want your audience to feel about this exchange? 2. What emotion do you need to embody? Point Six Point Five Point Four Point One Point Two Point Three

Prep for Your Story Identify topic of a staff or professional presentation Write down 3 brief bullets of technical info Think of a relevant personal experience that you can share

Communicating for Success Premises: Ability to communicate in different ways is key to success as leader Successful communicators understand their target audiences & their needs Providing data is necessary but insufficient

Communicating for Success Premises: Successful communications is related to engaging others & developing positive relationships Story-telling is most powerful way to communicate Effective communication is well-planned

Communicating for Success Key Questions: 1. Who’s the target audience? 2. Have you first developed rapport with key members of the target audience? 3. Have you created a state of readiness? 4. What is your goal in the communication? 5. What are the values, goals or concerns of the target audience? How do you find out?

Communicating for Success 6. What is the “frame” given the target audience? 7. Do you refer to the Board’s priorities, goals, or previous direction? 8. Have you used simple and appropriate language?

Communicating for Success 9. Do you provide data? 10. Have you incorporated compelling story & humanized the issue? 11. Do you acknowledge & respond to problems or concerns? 12. Have you communicated in different ways & reiterated the key messages?

What’s the Frame? How do we frame issue of “Job Center for Day Workers” for different groups? Merchants Day workers Police Faith-based community City Council What’s primary frame? What’s secondary frame?

Developing Strategic Communications Plan Complete worksheet as homework assignment Select a current controversial issue or one that is upcoming The issue can be internal or external Your role is an informal or formal leader Jot down notes Bring completed worksheet to next session

The Power of Story-Telling

Steve Jobs Commencement Speech What were key messages? What was Jobs’ “crucible” experience? How do we critique Jobs as communicator?

Good News! Everyone is a story-teller Story-telling is an acquired skill that can be enhanced by practice & self-critique It’s fun?!

Story-Telling From ancient times, all communities have used stories to enchant, entertain, instruct, perpetuate core values & preserve wisdom

Why Stories? We’re overwhelmed with data Stories are memorable They often teach a core truth They help us make sense of the world— Where we’ve been What we’ve learned What we want to be or create

Why Stories? Stories are powerful because they. . . Provide a clear message Capture hearts as well as minds Help create commitment

Powerful Stories Personal Relevant to topic People can relate to protagonist or situation Involves problem, misstep, misfortune Audience develops “rooting interest” Story builds to conclusion Lessons to be learned Strong point of view (POV) Call to action

Kurt Vonnegut “The Shapes of Stories”

Story Structure Three Acts Introduction of main character facing obstacles or challenge Action “Happy” conclusion, triumph, or ending with lesson

Creating a First Draft Story Topic 3 bullet points of technical info A relevant experience from your life or someone else’s

Example Topic: Customer Service 3 technical points 1. Customer service is not just about the technical aspects of delivering the service but also about the human interaction. 2. Customers will tell twice as many friends & colleagues about a poor service experience than good service. 3. Customer service will make or break the organization’s brand. My experience at Palomar Winery

“Your First-Draft Story” By yourself, draft personal experience or “story” Go to worksheet “Enhancing Your Technical Presentation By Sharing an Experience” Start with the conclusion or lesson Outline a few key points of experience Eliminate non-essential “fluff” In pairs, share the topic, 3 bullet points, & brief story (based on outline) & receive feedback on story

Sampling of Stories A few mini-stories Feedback What worked well? What are suggestions to enhance story?

Finding Potential Stories Pulling stories from your experience Reflect upon your personal history & identify possible stories Ask questions about experience & explore experience for possible relevance Identify conclusions or lessons

Finding/Refining Stories Other sources of stories Reading Talking to others Incorporate a strong POV Streamline story so it’s “tight” & leads to conclusions/lessons

Extracting Conclusions Two choices Presenter makes conclusions or identifies lessons Audience critiques experience & suggests lessons Describe experience in sufficient detail but do not make explicit conclusions or lessons Presenter can add anything missed

Story Prompts Purposes Go to handout for list of prompts Other prompts?

Enhancing Your Story-Telling Be on look-out for experiences that could become a “story” Be aware of stories told by others & critique them Outline sequence of story elements but don’t fully write out or memorize; story must feel natural (“cocktail story” model)

Enhancing Your Story-Telling Practice your stories in comfortable & “safe” environment (try out your material) De-brief your stories & refine them Start a “story file” Use stories at beginnings of staff meetings

Final Tips Show vulnerability (“my worst experience”) Use gestures or body language as well as voice as story-telling tools Integrate a prop

Follow Up Incorporate a personal story into your next presentation or announcement Practice De-brief experience with someone

Story-Telling Resources ICMA Coaching Program webinar “Storytelling To Promote Positive Solutions” (Oct 29, 2014) Go to “Agendas & Archives” at www.icma.org/coaching “How To Tell a Good Story,” Kristi Hedges, forbes.com, Dec 11, 2013 “Using Stories to Persuade,” John Baldoni, hbr.org, March 24, 2011

Other Resources ICMA Coaching Program www. icma.org/coaching Webinars Frank’s Career Compass columns “Making Presentations Like a Pro” “Story-Telling—A Powerful Way to Lead & Communicate” One-to-one coaching (“CoachConnect”) New training videos

Coaching Element of Academy What makes it successful? Your Agencies Your Coach You Each participant is paired with coach Discussions with coach are confidential Goals Enrich overall experience of participants Provide career advice & support Enhance network of participants Renew & refresh senior managers/coaches Participants Schedule sessions with coach Come prepared Be open to dialogue & enjoy interaction Eileen Orient coaches & participants Provide resources Help everyone debrief coaching experience

Four Coaching Conversations Info Interview—before March session Development Convo--before May session Third Convo—before July session Post Academy—Sept./Oct. Optional Professional meeting Additional sessions

Informational Interview Meet with coach by March Academy session Exchange resumes in advance and develop questions about their career journey Sample questions?

Homework for March16 Do Strategic Communications Plan Meet with your coach/Info Interview Take Myers-Briggs Assessment Continue work on Team Projects

My Take-Aways + Reaction Panel What resonated with me? What did not resonate with me? What do I have to add?

Team Project Outlines Bring Copies Next Session: The Challenge WHY topic is important Key players/SME’s Key documents Methodology—how we plan to proceed Deliverable(s) How deliverable will be used by Sponsors

Team Project Meetings Are deliverables clearly defined? Is scope focused/manageable? Who is going to do what? Have each of us selected a “stretching” role or assignment? Is work being shared?