It is not widely known that Marcus Tullius Cicero, the outspoken Roman politician who lived from 106-44BC, ran a Management Academy. There is absolutely no historical evidence for this, but if you analyse one of his more famous quotes you know that must have been true. I use this in many of my sales, negotiation and communication workshops facilitated by Pure Potential.
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”
If you wish… in other words, if you really mean it to do this.
To persuade me… not inform, not advise, but to change a perception or belief resulting in action.
You must… this next bit is not optional. It is the only way that works.
Think my thoughts… which means know what is going on in my world.
Feel my feelings…. takes it further. Knowing what is going on and also what matters, what is important, what I want, what I fear.
Speak my words… use language I understand and am familiar with. No technobabble, no acronyms, and use the language of my generation, my profession, my industry.
I am convinced that if every executive had this on a laminated card, read it and acted on it every time they communicated with a customer or colleague, Cicero would be pleased and business performance would be transformed.
Pure Potential provides leadership coaching and team workshops to increase business performance and results.
By Neville Merritt, Director, Pure Potential