Tappers and Listeners

Having finally reached substantial completion of my college textbook on innovation (many more blog entries to follow), I started into my most recent book - "Made to Stick". As a student of marketing, consultative sales and public relations, I am fascinated by the dynamics associated with interpersonal communications. On today's flight from Kansas City to Frankfurt, I completed the introduction and first chapter of the book. (with a brief 97 minute intermission to do some global power plant database queries and analysis). On page 19, I read another reference to the 1990 experiment conducted by Elizabeth Newton at Stanford (I've read about this study in at least 2 other books on marketing and communications). In the experiment, she had two participants. One was asked to tap out the rhythm of a popular song while the other was asked to guess the name of the song. Before each run, she asked the tapper to predict the odds of the listener accurately guessing the name of the song. Overall, they predicted average odds of 50%. In reality, the listener was able to guess the song only 2.5 percent of the time.

If you think about it (or even try it) it actually makes perfect sense. The tapper has the benefit of a lot more background and information than the listener - they can actually hear the song in their head as they tap. In the absence of this knowledge - the tapping is little more than a random series of beats and pauses. I see this in business EVERY DAY! As communicators, knowledge can be a significant burden. If there is a mismatch between the speaker's knowledge and the listener's knowledge, the results are, at best, an ineffective interchange and can even be disastrous.

Several years ago, a mentor of mine (gee, I miss having mentors) taught me the value of "Joe Stupid". "Joe Stupid" has a knowledge base of zero and communicates on a very simple and unassuming level. Because Joe is so lacking in knowledge, he tends to learn a lot during interactions. Recently, someone introduced me as the guy that is able to explain complex concepts in a simple and logical fashion the anyone can understand, it's even seen by some as a unique trait. In reality, it involves little more than explaining a concept from the viewpoint of the listener, not the tapper. Try tapping without hearing the music, and see how you do.....

Birth of a Political Activist

Tevis.net › At the Kansas Caucuses

After reading Sean's most recent blog, I suddenly feel like I have nothing interesting or amusing to talk about. Funny how your life can seem so interesting and adventurous until you peek over the cubicle and see what the next guy is doing....I really gotta get out more often!

I just started a new book last night - "There's no Such Thing as Public Speaking". So far, it's a really good read focusing on the "physics" of public speaking and the similarities between one-to-one and one-to-many conversations. The basic premise is that there should be no difference between speaking in public and public speaking. Which, not surprisingly, is a simply stated observation made by one of the fifth graders in my son's class last month (refer to my "Signals of Change" entry). I'm pretty sure I'll use this book as a reference in my future presentation skills courses - it covers many of the exact points. More to follow on that - I need to work all the way through it and make sure it doesn't do anything ridiculous like advise you to "imagine that the whole audience is in there underwear" as a tactic for overcoming nerves. I don't know about you, but an audience full of business associates in their skivvies is not an image that conjures up feelings of relaxation! Not sure if you've ever tried that tactic, but I just don't see it working for me.

The Blue-Green Message

My favorite Blue Man Group skit is "internet cafe". It's a commentary on today's cyber connected society who stays in touch electronically with people all over the world while failing to acknowledge the human being occupying the seat right next to them. I've taken this philosphy into account when I travel - or even go out in public for that matter. Ever notice the competitive nature in which people board airplanes? I fly a lot (almost every week), and I've taken to people watching and social observation. Observe yourself next time you travel - what do you see? It's amazing how much better the trip can be when you travel compassionately and not competitively. I caught myself a couple of weeks ago:

I travel so much that I even know which 3 or 4 seats I can comfortably occupy on any given aircraft. In a way, I've become a bit of a seat snob - I insist on having a seat where my legs are not bruised by the seat in front of me...I like to have my elbows clear of other peoples' rib cage as well. (Apparently, when airline seats were designed, they chose not to use my frame as the design point.) On a recent flight from Houston to Kansas City I was booked on a Continental Airlines regional jet. Now, on a Continental (or Express Air) regional jet, there are exactly two seats that can reasonably accommodate me - 1A and 12A. My alternate choices are 3B and 12B, with hopes that 3C or 12C are not occupied by a large individual. On this particular flight, I had to fall back to my alternative - 12B. Sitting in the departure gate of the airport, I noticed another man, about my size, preparing to board. I chuckled to myself thinking - "just my luck, he'll be in 12C". As he walked by, I noticed the boarding pass protruding from his shirt pocket - you guessed it - 12C. I immediately was overcome with a burst of negative energy, anticipating a cramped ride with little room to even hold a book open.

That's when I caught myself and decided to take contol of the situation and steer it in a different direction. As we boarded the plane, I settled in and assisted my seat-mate in stowing his bags, with a warm smile and friendly gesture. Rather than comment on the small size of the seats, I focused on the generous amount of leg room we had in the exit row. We struck up a conversation about the books we were reading, consultatative selling and public speaking. It was one of the more pleasant flights I have had in a while. Just to think - it all could have been different, if I chose to maintain the status quo and remain disconnected with the human being sitting next to me....fly compassionately - not competitively.

I really like Blue Man Group, by the way.

Got a minute?

Does an elevator speech really have anything to do with elevators? How long is an elevator speech supposed to be? How long is a typical elevator ride? Has anyone ever actually had a situation where they had an unexpected opportunity to deliver a short speech to an executive who suddenly stepped into an elevator with them? I know at least one believer - Patrick Kershaw.

On the plane en route to a technology summit at corporate headquarters, I advised Pat that he should have an elevator speech ready to quickly convey the status of his high visibility project - just in case we had a casual encounter with the CEO of our company. Pat had never heard of an elevator speech, so I explained the premise - you step into the elevator on the way to your destination and find yourself eyeball to eyeball with a high level executive in your company (or of a customer's or prospective customer's organization). You have less than a minute to concisely convey your message - whatever it may be - about yourself, your value proposition, your project, whatever.

Later that afternoon, Pat and I were in the elevator at corporate headquarters, on our way to the kick-off session of our conference - and who do you think stepped into the elevator with us? Yep, as if on queue - the CEO....I didn't think that stuff actually happened.

I heard someone last year describe the elevator speech as a 2 minute segment. Have you ever actually timed yourself talking for two minutes? That's really a long time. Have you ever been in an elevator for two minutes? Naturally, empirical data gathering was in order - so I started timing elevator rides. Now, the premise being that the CEO is probably travelling to the top floor of the building, and you've probably boarded at the lobby level. So every time I get in an elevator, I time the non-stop trip from bottom to top. (notice I said "non-stop", when you start adding stops, it's gets too variable, and all those extra people stepping in and out of the elevator really bust the mood) First, I started with the building where I work - SPX Cooling Technologies World Headquarters in Overland Park, Kansas. Granted, I wouldn't expect much of a ride to the towering third floor - but I timed it nonetheless - 35 seconds. (I usually take the stairs, which is about a 29 second trip).

So, just to test the outer bounds - my next timed trip was to the observation deck of the world's tallest building - Taipei 101. Thanks to the world's fastest elevator, this trip only took 37 seconds. The next week, I was at the Crystal City Hyatt in Washington D.C. The ride to the 12th floor....37 seconds. I've continued the data gathering for the better part of 6 months - regardless of building size, It always seems to take 35-40 seconds. Perhaps I have uncovered the underlying design criteria for commercial elevators - get to the top in 35 to 40 seconds.

So, I think it's safe to assume that the target time for an elevator speech is 35 seconds. That will pretty much carry you to the top floor in any building. Add some time for Q&A and you can stretch it to a minute. Got a story to tell - I'll give you a minute...