Have you ever listened to someone give a presentation and even though you are paying attention, you find it impossible to follow -- or remember -- what they are saying? Next time that happens, try and pay attention to how the speaker is delivering the information. Are they just presenting data? Or are they using stories to illustrate the data? Chances are, they are only presenting data. Data is tough to remember and it's tough to care about. The exception to this is when you have data that is staggering, such as the death toll after a natural disaster. While data is important, it is more vital when you can bring it to life through a real story.

President Lincoln was a master at this skill. Upon watching Lincoln on numerous occasions, James Russell Lowell said that Lincoln had the ability to speak "as if the people were listening to their own thinking out loud." He did that through the use of stories, down-to-earth metaphors and in a tremendous use of empathy in understanding his audience.

This last point is often missed. We all know that we are supposed to know our audience. Unfortunately, we don't take the time to understand them. Lincoln had an innate ability to empathize with his audiences; he knew what was important to them, he knew not just what they cared about but also why they cared about it, which allowed him to navigate the emotional side of his messages.

It's not enough to climb inside someone else’s shoes. Once there, you need to feel their blisters, experience the fatigue of their aching feet and lament their too-tight shoes.

How can you use that skill in enhancing your communication with others?

To Your Success,

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