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Great Communicators

From Audio: [Feature Friday] CEO Todd Cherches on Visual Thinking: The ROI Online Podcast Ep. 100

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station description Steve Brown believes you, the entrepreneur, are the invisible hero of today’s econo... read more
The ROI Online Podcast
Duration: 02:23
Todd Cherches and Steve Brown talks about what great communicators do to communicate the best way.
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Todd Cherches and Steve Brown talks about what great communicators do to communicate the best way.
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So, you know, great communicators. This is how big of a competitive advantage this is because great communicators, the people that we follow think about it. The thought leaders you follow the books that you read that you really appreciate. You get something from, and they help you see something more clearly That was a little bit fuzzy before is they've really succinctly packaged what was in their head and presented it to you. And you go, Oh, that makes sense. But so you use acronyms a lot of times, you you help us see these pictures. And for whatever reason, it endears us to you. Yeah. One of the things we were taught was actually in a meeting. I belong to the thought leaders, group of authors and and speakers, and we're talking about the estate. How do we make get a thought leader? If you think about the word thought leadership, right, it's the thought, and it's the leadership, right? So it part one is formulating ideas in your head, and the leadership side is getting out there into the world and getting other people on board with those thoughts, right? And those ideas, And that's one of the biggest challenges we face, especially when we're communicating something that's never seen before. So when we use visual language and metaphors and, for example, golden Toilet, we could talk about as a powerful visual metaphor, Um, right. They make the unfamiliar familiar, the intangible tangible and the abstract concrete and the invisible visible right. So if we use visual language, people will say, If you say, Oh, this is kind of like that you have two people have to know what that is and you're making the connection, right? So one of the stories in my book, I tell us about the creation of Southwest Airlines on a napkin sketch right where they were sitting at the bar once said, Hey, wouldn't it be cool if there was an airline that just connected Dallas, Houston and San Antonio and they drew a triangle? And it's like, Wow, that would be amazing. Right in Southwest Airline was born from that napkin sketch, right? That's the legendary story. So again, in order for that idea to resonate, that person has to have a mental image of a map of Texas and see that triangle so you can actually describe it as I'm doing right now. They didn't draw it right. I'm not using it. But I'm sure you're picturing it in your mind's eye because you can picture triangle. You can picture those three cities in the map of Texas. It's like, Wow, that's how Southwest Airlines was born, right? So think about how often our messages are lost in translation because we can't communicate them effectively so that the other person can really get it and see it.
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