Mastering the Language of Leadership
Getting other people's buy-in-their understanding, commitment, and action in support of our goals-has always been enormously important. But in today's world, it has become the most valuable asset of all. Walton says that the ability to infuence people's thoughts and feelings, to generate their buy-in, is the paramount leadership skill.
What triggers buy-in?
Walton invites us to think of 'A perfect summer afternoon'...
Notice what happens when you do... What images and impressions come to mind? How do you feel as you do this? What emotions are associated with this for you?
Walton's answer to the question 'what triggers buy-in?' is that human beings think in stories, associated with images and feelings, and these are the language, the currency of our minds.
Every successful leader tells a compelling story
The age-old secret to generating buy-in, says Walton, is strategically to design, target and deliver a story that projects a positive future that people want to belong to. Such stories impact not only people's thinking, but crucially also their emotions.
The rule of three
Walton observes that people naturally respond to and take in information when it comes structured in threes. He therefore suggests that stories to engage buy-in should be constructed around this same formula - providing 3 clear and relevant storylines that encourage commitment to the future being described.
The key steps to generate buy-in
- Identify buy-in objective - What action do you want your audience to take regarding your idea, proposal, product, service, or organisation?
- Clarify strategic storyline - To generate the action you want, what is the "big picture" or vision of a positive future you want your audience to see?
- Deliver targeted message structured in 3 parts - What are this particular audience’s needs, wants, and future goals? In the future you are projecting, what are the three most important ways in which this audience’s agenda will be fulfilled?
- Call to action - Ask for a commitment or first step toward the action you want.
"Leadership is one of the performing arts and the leader always has to sell himself or herself to the audience."Warren Bennis