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#reputationwar @garciahf
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www.thepowerofcommunication.net
1. Best Practices in Leadership Communication
2. Translation of U.S. Marine Corps Warfighting
3. Nine Principles of Effective Leadership Communication
Carl von Clausewitz
War is the continuation of policy by other
means
Communication is the continuation
of business by other means
OF
1SEE COMMUNICATION AS THE CONTINUATION
OF BUSINESSBY OTHER MEANS.
War is fundamentallyan interactive social process.
Communication is fundamentallyan interactive social process.
War is thus a process of continuousmutual adaptation, of give and take, of move and countermove.
Communication is thus a process of continuousmutual adaptation, of give and take,
of move and countermove.
It is critical to keep in mind that the enemy is not an inanimate object to be acted upon but an independent and animate force with itsown objectives and plans.
It is critical to keep in mind that the audienceis not an inanimate object to be acted upon but
a collection of living, breathing human beingswith their own goals, concerns, needs, priorities,
attention spans, and levels of desire even tobe in a relationship with us.
2TO MOVE PEOPLE,MEET THEM
WHERE THEY ARE.
Carl von Clausewitz
War isan act of will
directed towarda living entity
that reacts .
Communication Is an act of will
directed towarda living entity
that reacts.
Communication isan act of will
directed towarda living entity
that reacts.
Communication isan act of will
directed towarda living entity
that reacts.
Communication isan act of will
directed towarda living entity
that reacts.
Communication isan act of will
directed towarda living entity
that reacts .
It is essential that we understand the enemyon his own terms. We should not assume thatevery enemy thinks as we do, fights as we do,or has the same values or objectives.
It is essential that we understand the audienceon its own terms. We should not assume that every audience thinks as we do, decides as we do, or has
the same values, goals, or concerns as we do.
We must try to see ourselves through our enemy’s eyes in order to anticipate what he will try to doso that we can counteract him.
We must try to see ourselves through our audience’seyes in order to anticipate what the audience will do
so that we may adapt our engagement to securethe desired outcome.
Maneuver warfare attacks the enemy “system.”We should try to “get inside” the enemy’s thought processes and see the enemy as he sees himselfso that we can set him up for defeat.
Effective communication focuses onthe audience’s worldview. We should try to
“get inside” the audience’s thought processesand see the audience as it sees itself.
We must make our decisions in light ofthe enemy’s anticipated reactionsand counteractions.
We must make our decisions in light ofthe audience’s anticipated reactions
and counteractions.
3 WALK THE TALK.
4CONTROL THECOMMUNICATION
AGENDA.
5REMEMBER THAT EVEN
SMALL EVENTS, CHANGES,
OR BLUNDERS CAN HAVE BIG CONSEQUENCES.
6PLAN AHEAD ANDALIGN TACTICS
WITH STRATEGY.
7INVEST IN CONTINUOUS
IMPROVEMENT INCOMMUNICATION
SKILLS.
8HARNESS THE POWER
OF LANGUAGE AND OF FRAMING.
9UNDERSTAND HOWTHE HUMAN BRAIN
WORKS.
#reputationwar @garciahf
Thank You
www.thepowerofcommunication.net
Thank You
hfgarcia@logosinstitute.net
www.thepowerofcommunication.net
Twitter: @garciahf
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