Tag

Communication Archives - How to be Awesome at Your Job

1031: Mastering Virtual Communication with Andrew Brodsky

By | Podcasts | No Comments

Andrew Brodsky shows how to sharpen your virtual communication skills.

You’ll Learn

  1. What your emails and texts say about you 
  2. The PING framework for efficient virtual communication 
  3. Why in-person meetings aren’t always better 

About Andrew 

Andrew Brodsky is an award-winning professor, management consultant and virtual communications expert at the McCombs School of Business at The University of Texas at Austin. Poets&Quants selected Andrew as one of the “World’s 40 Best Business School Professors Under 40.” He is an expert in workplace technology, communication and productivity and serves as the CEO of Ping Group. Andrew earned a PhD in organizational behavior from Harvard Business School and BS from The Wharton School. He currently lives with his wife and two rescue dogs in Austin.

Resources Mentioned

Thank You, Sponsors!

Andrew Brodsky Interview Transcript

Pete Mockaitis
Andrew, welcome!

Andrew Brodsky
Thanks for having me on.

Pete Mockaitis
Oh, I’m so excited to dig into some of the wisdom of your book, Ping, and I’d love it if you could kick us off with a particularly surprising discovery you’ve made as you’ve been teaching this stuff, researching this stuff, and putting the book together.

Andrew Brodsky
The most surprising discovery that I’ve seen in my research is that there’s a whole lot more nonverbal information we send in our text-based communication and low-richness communication, like email, instant messaging, than we realize we do. So, when most people talk about it, they’re like, “Well, you don’t send any nonverbal behavior via email,” but we do.

So, typos can relay emotion, time of day a message sent can relay power. There are things like how we interpret emojis is not as straightforward as one would expect. So, there’s a whole lot of other information we don’t even realize we’re sending that other people use to interpret what we’re saying.

Pete Mockaitis
Oh, Andrew, this calls to mind, have you seen this Key & Peele sketch, where they have an escalating misunderstanding?

Andrew Brodsky
I actually use that clip in my class to teach when I teach virtual negotiations.

Pete Mockaitis
Oh, excellent choice.

Andrew Brodsky
It’s one of my favorite ones.

Pete Mockaitis
Well, I guess that’s part of what makes you one of the world’s best business school professors under 40, Andrew. Kudos.

Andrew Brodsky
Thank you.

Pete Mockaitis
So, absolutely, so that’s intriguing there in that there is more that we are sending. I guess we don’t even know that we’re sending it. And then I guess there is still the risk of misinterpretation of those signals, like, “Oh, he sent it at midnight, therefore, this means that,” whereas, that assumption or interpretation could still be off, but some kind of thing got embedded by the time itself of when it was sent.

Andrew Brodsky
One of my favorite studies that researchers have on this, they use an example or metaphor to describe this process. So, what they do is, basically, tap a song out on your desk with your fist, and then imagine what, if you were to tap it out to someone else, what are the odds they’re going to guess it? And most people guess really high percentage. But in reality, very few percentages of people get it right.

The reason being is that when we tap out the song on our desk, we hear the music in our head as we’re tapping it, so it seems really obvious to us. The problem is, when someone’s listening to it, they’re not hearing that same music. They’re coming from their own set of assumptions, interests, and they’re like, “I don’t know what song it is.”

And the same thing happens with our email. When we’re typing out emails, we hear the emotion in our head as we’re typing it, so it seems really obvious to us. But the thing is, when someone else gets it, they’re not hearing the same emotion. For instance, if a boss sends a sarcastic email, they need to be humorous to their subordinate.

If they have an anxious subordinate, they’re going to be like, “Uh-oh, my boss is mad at me, or being condescending,” because they’re coming from somebody that’s very different. So, we all read information, whether it’s emails, or instant messages, with our different tone, so we gotta remember that they’re not hearing the same music we are when we’re writing this stuff.

Pete Mockaitis
That is a beautiful comparison point in terms of what’s in our head and what we’re actually transmitting that can go there. And it’s funny, my kids, we just got a keyboard, and they’re experiencing this right now, and they sort of spontaneously played the tapping game, and they were flabbergasted of their own discovery and how their sibling was unable to pick up on the cue, because, indeed, all you have is rhythm when you’re tapping as opposed to pitch, completely missing that I was doing “Mary Had a Little Lamb” because there might be multiple things that would have somewhat similar rhythms.

So, that’s fantastic. Well, so we’re going to dig into a little bit of the pro tips, the do’s and don’ts, and the best practices. But I would love to hear, maybe, just what is at stake here in terms of whether we master this stuff or we limp along and do okay with it, like the average professional?

Andrew Brodsky
So, I’m guessing everyone who’s listening has seen some email from some executive gone viral that’s extremely embarrassing, or those videos during COVID of executives, like, doing a horrible job of laying off people. Like, we’ve all seen these things go crazy viral. But those are the mistakes we generally think about when it comes to virtual communication. Those like big ones that went viral, but there’s a whole lot of other interactions that are meaningful.

They don’t have to go viral for it to impact yourself, your relationship, your career. So just every day, how are you presenting yourself to your boss, to your clients, to your teammates, is meaningful, and these things add up. And, especially when we’re interacting virtually, and we’re not standing in front of the other person, communication serves an important role. So, there’s our work, and in most cases, there’s not objective measures for work, whether you’re in accounting, human resources, whatever else. Most of our jobs don’t have 100% clear objective metrics.

And then on the other side, it’s on evaluating that. And also, it could just be a simple conversation between two people, and they’re trying to evaluate how engaged you are. And the thing is, they’re making subjective evaluations of this, because there’s just no objective way to evaluate most of these things. And the filter between your actual work, your effort, your engagement in conversation, and their evaluations is your communication.

So, that is what drives how people perceive these things. So, making sure you can communicate effectively across any mode has been shown to change outcomes everywhere from building trust, to how productive, or how high a performer you seem, how good of a leader you are, how good your outcomes are in negotiations. These things are impactful because that’s what drives perceptions, often so more times in reality than the actual work or effort you’re putting into the situation.

Pete Mockaitis
Yeah, that really rings true. And we, humans, are not perfectly rational. There’s an understatement for you, Andrew, it’s so fascinating, and maybe you can share the actual science behind this to make it all the more real. But I find that our moods, emotions are not giving us reliably accurate information, you know?

And I’m not talking about, like, major sort of mood disorder diagnoses or anything. Just like terms if we are feeling cranky on one day and see the same stimulus, as we’re feeling well-rested and chipper on another, what we interpret about the stimulus is totally different, even though the objective reality or forecast is unchanged by our internal mood states.

And so, then, if there’s little things we’re doing that are annoying people with regard to our use or lack thereof of emojis, our grammar approaches, single spacing, double spacing after a period, the quality of our lighting or camera or microphone, any of these things that don’t really matter do impact the recipient’s mood, and then their evaluation or judgment of you, like, how competent and sharp you are as a professional.

And so, I’ve seen this on both sides of the table. And I’d love it if you could share, is there any super compelling research that shows just how powerful these effects can be?

Andrew Brodsky
Yeah, and there’s a ton of things I talk about in my book that, in theory, we shouldn’t have to do, but we all make these judgments of people, even though they’re not really rational. So, one of the good examples is when it comes to video calls, and, you know, we talk about email and instant message, let’s move to video.

There’s been a bunch of studies about video interviewing, and they show that eye contact during video interviews is significantly related to how the interviewer evaluates the interviewee. But here’s the problem, when you’re face-to-face, it’s very easy to maintain eye contact because you’re staring at the other person’s eyes.

For most of us, when we’re doing that on a computer, we’re staring at their face on the screen, so we’re actually making eye contact. But if you’ve got a laptop, if you’ve got a monitor set up where your webcam is above your monitors, for most of us, it looks like we’re looking downward, or we’re looking to the left, or to the right, because we’re looking at the person’s face on our screen as opposed to the webcam, which is kind of dumb because we actually are making eye contact, but to the other person, it looks like you’re just kind of looking off.

So, they might make assessments that, “Hey, this person’s not really engaged, or maybe they’re reading from a script, or they don’t care, or maybe they’re just looking up recipes for dinner tonight.” Whereas. in person, we don’t even have to make those guesses because we can see they’re paying attention. So, there’s like this dual problem virtually where they have to guess more because they can’t see what you’re doing because you’re not in person.

And then you’re trying to maintain eye contact, but it doesn’t necessarily align with your webcam. For this, there’s a bunch of easier and some harder fixes. So, just dragging your video call screen up to right under your webcam can be really useful for aligning. There’s more complex things. You can get a standing mount webcam that stands in the center of your monitor, or maybe just hanging webcams that you can actually stick onto your monitor. But just being attentive to these little cues virtually can be really, really important, even though, honestly, it shouldn’t have to be.

Pete Mockaitis
Yeah. No, that’s so well said. And if I could just throw out one more tip. I use, this is a fancy setup, podcast or life, but this, it’s a teleprompter, which is also a display, the Elgato prompter. And I don’t know if you’ve noticed this, Andrew, but I’m looking right at you always because it is a display showing up in the teleprompter mirror immediately in front of the camera lens so that’s, I think, the ultimate.

And I’ve heard people as they talk about reviews of this product, they are amazed at their communities, “It’s like you’re looking right at me. How are you doing that?” And so, I’ve been sharing this with a sales consultant. Because I imagine, if it matters in video interviews, it probably matters in sales conversations too.

Andrew Brodsky
Oh, yeah. I’ve got a more low-tech option myself. I just have a webcam stand that is bendable, so I put it right in the center of my screen. I’m a little less intense with it, but it’s the same thing, because this way, I can look at you and I’m looking at my webcam simultaneously.

But, yeah, these things matter everywhere because, I’m sure we’ve all had the experience of like, we feel like we’re on a video call and we feel like someone’s not paying attention to us, and in many cases, they’re not. But this gets back to my point that I was saying, is the way people make these judgments is often more about how you’re communicating acting as opposed to what the reality is in some cases.

Pete Mockaitis
Yeah, that is powerful and eye opening. And if you could please share with us the eye contact video interview study, we’ll absolutely link in the show notes. That’s good stuff. And tell us then, are you aware of any cool stories of a professional who really took some of these principles and tips with gusto, and saw a cool transformation when they implemented them?

Andrew Brodsky
One of my favorite ones was an organization I consulted with recently, so this is a large Fortune 100 tech org, and they were having a big problem with communication overload. They had hours and hours of meetings, they were doing emails, like all night long, and it was creating a lot of stress for them. So, one of the things I approach with them is trying to have more structured conversations within teams about “How can we communicate better?”

And there’s some interesting research, for instance, that fits into this about the email urgency bias. And what that research shows is that, when we receive an email, we expect that the sender thinks we’re going to respond, or they want us to respond quicker than they actually care about. So, for instance, if you sent me an email, you probably think, “Ah, if he gets back to me a day, that’s okay.” I get the email. I’m like, “Oh, here’s an important podcast host. I need to respond within 30 minutes,” right? And I think that’s what you’re expecting from me.

And the problem with that is it creates a stress. It creates this feeling of needing to check your email all the time so that we’re interrupting our work, we’re interrupting our time with our family, and it creates all these different issues. So, what I did with a number of teams there is I had conversations with them and said, “Okay, amongst your team, let’s figure out, what medium has what response time? So, as a team, what response time do we want for email? What response time do we want for instant message? If there’s an emergency, how do we do it? Do we do it via text message? Do we do it via an urgent tag on one of these things?”

And in those conversations, as a result of that, they were able to get more focus time because they weren’t constantly having to check their communication and interrupt what they were doing. And multitasking is one of the worst things you can do for your productivity. And just like one related study to this is there’s some research that shows it can take up to a minute after each email to get back in the zone of work.

And it doesn’t sound like a lot to say, “Oh, it takes a minute to get back in focus.” But if you’re like me and sending like 30 or 60 emails a day, that’s like half an hour to an hour each day of just getting back in focus for the tasks. So, by enabling them to better chunk their communication without having to actually constantly be checking email and instant message, they ended up having a lot more time for work, they were more productive.

One of the team leaders came back to me afterwards, and was like, “My family hated me because I was on my smartphone all night long. And now I finally get to enjoy my family time because I know, if there’s an emergency, I’m going to hear the text chime, and I do not have to look at my email or instant message anymore whatsoever during the night, because we’ve actually made the implicit more explicit.”

Pete Mockaitis
That is powerful. And I have ran seminars where I have seen similar results with teams, so I will just put a big check mark on that one, is this assumption about the expectation that is far from reality causes all these angst and interruption and unnecessary multitask and unpleasantness. And it is such a wave of relief for folks when you can have that conversation, like, “Oh, wow, I don’t have to do that? This is amazing.”

So, that’s a great feeling and liberates all kinds of good stuff. Well, that sounds like a master key right there, Andrew, with this stuff, is, “Hey, how about we get aligned on what our expectations and preferences are with regard to how we’re using all these tools?”

Andrew Brodsky
And it’s great, because on the back-end, too, someone’s not taking two weeks to respond to your email because you said, “As a team, hey, we’re going to respond to every email in a day or two.” So, it kind of not only gives us more time to focus. We don’t have that dangling email for over a week because we said, “You need to respond at least a day or 24 hours, even if it’s, ‘I’m going to get back to this by X date,’ so we’re not left wondering.”

And when it comes to virtual interactions, silence is a whole lot more awkward than it is in person because we don’t know what’s going on in person, if they’re clearly thinking. Virtually, we don’t know if they just deleted our email. We don’t know if they don’t care at all. So, having those norms, and then at least within those norms, having a set of practices where we send something within the given time to say, “I’ll get to this by X,” really helps erase all that ambiguity that can harm relationships very seriously in the workplace.

Pete Mockaitis
Absolutely. Cool. Well, how about you take us through your favorite tools and tips for how we do all this stuff masterfully?

Andrew Brodsky
Sure. So, my favorite tool is the framework that I made for this book. So, whenever I read a self-help book, a business book, personally, I really like when there’s a framework because there’s often so many suggestions that I never remember all of them. So, in writing my own book, I did what I like to do, and I need one. So, for my book Ping I’ve got the “Ping” framework.

P for perspective taking, I for initiative, N for nonverbal, G for goals, and all the recommendations and research in the book fits into these four things. So, for instance P for perspective taking, this is the idea that when we are engaging in virtual communication, we tend to end up more self-focused because we’re maybe just looking at text on a screen, or even if we’re having a video call, they’re a small square on our screen as opposed to this big person standing in front of us, so we’re less focused on how the other person’s going to react, how they might think.

You would say things online often that you wouldn’t say to the person when you’re right in front of them because you’re more focused on how they’re going to react when they’re standing physically right in front of you. So, it’s really important to take a moment and try and think about how might someone see this from their perspective.

And going back to that emotion research, one of the good recommendations that came out of that is, if you take your message and read it in the exact opposite tone out loud than you intended. So, if it’s a sarcastic message, read it as serious. If it’s a serious message, read it as sarcastic out loud. Suddenly, people tend to be much less likely to be overconfident about how clear their message is. When they do that, they realize, “Oh, wow, my message is not as clear as I intended it,” and they fix it.

And then I for initiative. The idea here is you need to think about, “What can I add back in here into this mode that might be missing?” So, an example I give in the book of this is small talk. Many of us hate small talk, and for good reason, it’s not productive. And research shows that small talk decreases productivity. But it does have a benefit.

Small talk improves trust. And the reason being is we trust what we know. If I know nothing about you, if I don’t know about your family, what you do for fun, what your hobby is, I don’t feel like I have an understanding of you, so I don’t feel like I can trust you. Small talk is one of these ways that helps us feel like we get to know somebody else and we trust what’s familiar.

So, finding ways to add in a little bit of small talk into your virtual communication, whether just a couple lines of email, asking them, you know, “Hey, I know you mentioned you’re going on a trip. How did it go? Here’s what I did,” can be really, really useful for building that trust, if that’s your goal. I’m not saying write 10 paragraphs of small talk because everyone’s going to hate you for it and it’ll backfire, but the idea here is a little bit of this stuff, taking the initiative to add those things back in, can be incredibly useful.

And the nonverbal behavior, just being attentive to all the different cues you’re sending, and we’ve talked about a bunch already. So, eye contact during video calls, typos, emojis, which I can talk more about if we want, all these different cues and understanding, “What information am I sending without potentially realizing?”

And then, lastly, G for goals. I wish there was, I could just say this is the best mode of communication. There’s one mode to rule them all. It would be a very short book if I did. But the best mode really depends on what your goal is. So, let’s say video calls, for instance. There’s this big debate – cameras on, cameras off.

And my answer to that, when executives or teams or anyone else asks me about that, is it depends on your goal. So, research shows that having your video on can be useful for building relationships, for showing engagement, because it shows, “Hey, I’m listening. I’m paying attention to you.” But on the other side of that, there’s Zoom fatigue or video conferencing fatigue, where research shows that being on video can be really exhausting.

You’re staring at yourself. You’re observing all your nonverbal behaviors. It can be really energy depleting and that gives you less energy in the meeting, less energy afterwards, could lead to burnout. So, there’s these pros and cons. But if you think about it this way, if your goal is to show engagement, build a relationship, camera on. If your goal is to save energy to be able to focus better, then camera off is better.

So, maybe cameras on is better when you’re interacting with someone you don’t know really well. But when your team already has strong impressions of each other, we already know everyone’s engaged, we already have good feelings of each other, and having our camera on or off really isn’t going to change those things for a one-off meeting. It might be better for us all to have our cameras off so we can focus more on the task at hand.

Pete Mockaitis
Certainly. And you mentioned multitasking being bad news, and my understanding of the research is that if the multitasking is really close to mindless, like, “I am also walking on a treadmill,” or, “I am also folding laundry,” or, “I am also tidying up some of these items on my desk, like the pen goes in the pen drawer, the cups can be gathered and placed to the side.” Like, my understanding of these matters is that you’re actually not having a cognitive deterioration when that is the case. Is that accurate?

Andrew Brodsky
I would say it’s better for some people than others. So, there’s a personality trait like multitasking ability, technically, where it works better for some than others. In some cases, communication can be mindless, but in many cases, the communication is involving something that you’re not immediately working on, so your mind has to switch to a different task in the meantime.

So, it’s not like you could be doing your emails while you’re simultaneously brainstorming something unrelated altogether. If you’re really, really good, maybe you can, but for most of us, it kind of interrupts that process pretty badly.

Pete Mockaitis
Oh, sure. And when I said mindless, I was referring to the secondary activity, the walking your feet on a treadmill is the mindless piece.

Andrew Brodsky
Oh, of course. Oh, yeah.

Pete Mockaitis
Such that it’s quite possible to pay attention well if the secondary activity is not communication-related and doesn’t take much conscious attention whatsoever. Is that a fair way to think about multitasking?

Andrew Brodsky
Oh, yeah. And one of the, I think, funnier, more absurd examples I get is, you’d be surprised how many executives have told me that they email from the toilet, where they’ve basically got their smart phone there and they’re taking out their communication. A little bit less exercise fun than being on the treadmill, but, yeah, I mean, I guess you get the job done there, right? So, yeah, so using those times otherwise, like if you can get some physical activity in, that’s not necessarily a bad thing at all.

Pete Mockaitis
Yes, and that’s kind of how I think about the cameras off-on exactly as you’ve well-articulated in terms of, it is more tiring, it requires more of me, but perhaps if we are building the relationships, then that’s a great use of energy from the team is to do just that, versus, it really would be nice if we gave people a little bit of a break and we’re able to handle a little bit of the things simultaneously so long as they’re not messing up their ability to concentrate.

Andrew Brodsky
That, and if the only way you can keep your team’s attention is to forcing them to keep their webcam on, you’ve got bigger problems than that. You should be having deeper conversations about “Why is our team engagement low? How can we increase it?” If the only way you could do it is forcing people to keep their cameras on, you’re basically fixing the symptom rather than the cause, and you’ve got an underlying team problem there, and you are kind of treating the team more like children in many of those cases, where there isn’t that added value.

And, again, that’s not to say there aren’t situations where having camera on is really useful. I use it for teaching, especially when meeting new people, it’s really important, but there are many situations where it just isn’t adding value and it can really take away from the interaction.

Pete Mockaitis
Oh, yeah, that’s powerful. Thank you. You’ve got a perspective on strategic silence in meetings. What do you mean by this and how do we do it?

Andrew Brodsky
So, strategic silence can be useful in a whole lot of situations. So, negotiating is often a fun one in these scenarios where silence is this great thing where it causes other people to fill the air. We feel a bit awkward during it, especially during virtual meetings, too. So, if you’re in this situation where you’re hoping someone’s going to disclose something, letting them do some of the talking and just being silent can be really useful. You don’t want to go to an extreme about this.

The other thing, too, is it becomes, in some ways, easier to speak over each other in certain modes of communication. So, some people will say, “Oh, video is pretty much the same as face to face.” And what I’ll say is, “Well, there’s pros and cons to each. There isn’t one better than the other.” But one of the things that happens with video is there’s often this slight lag, you know, we’re talking like milliseconds here.

But the problem with that slight lag is that research has shown that it messes up conversation turn-taking, where you kind of have these more awkward silences, you kind of interrupt each other more, so sometimes having a little bit more of a pause can be useful in video calls just to make sure you’re not constantly interrupting the other person, especially if you’re somewhat of a fast talker like myself.

Pete Mockaitis
Okay. Beautiful. And are there any common things that we’re all doing wrong and we should just fix it?

Andrew Brodsky
I think there’s a lot of things I’d say we’re all doing wrong, myself included, but the biggest one that I would say is that we often don’t take the time to stop and think, “Am I approaching this communication the right way?” We’re so busy and overloaded with meetings, with emails, that we don’t pause and say, “Should this really be an email or should this really be a meeting?”

And this lack of mindfulness is one of the main factors that drive people to have hours of wasted meetings each week that should have been email. And on the other side of that, too, that people often forget is there’s a lot of emails that probably should have been meetings. So, like this interaction we’re having now, you’re asking me a bunch of questions, I’m fairly talkative, so each answer is like five plus paragraphs.

If you’d emailed me these, I would probably take days writing up the answers, editing them, crafting them, but we can have this conversation live in under an hour. So, emails can also be really unproductive too in certain situations. But people just do whatever has been done, “So, we always have a meeting for this, so we’re going to do a meeting,” or, “We always have email for this, so we’re doing email,” or, “It’s already an email conversation, so I’m not going to ask to switch to phone saying, ‘Hey, can we get on the phone for a second just to resolve this?’”

So, taking that moment to think, “Is this the right mode and am I using it in the best way possible?” Even though you’re taking some time and losing some productivity to engage in that thought process, it actually saves you a ton of time in the long run and can really help improve your relationships in the process.

Pete Mockaitis
I dig that. I also want to get your hot take on these AI meeting tools, the transcribing, the summarizing, what are some pros and cons here?

Andrew Brodsky
When it comes to these AI tools for, let’s say, summarizing for now is what we’re focusing on, I think, again, it kind of cuts both ways. It’s awesome being able to have a summary of the meeting afterwards because it frees your mind up from having to worry about every single thing that’s being said in the meeting. You can focus on the conversation and you can go back afterwards.

The problem is that there’s research on something called cognitive offloading, which is this idea that when we offload tasks to technology, so we just have the technology do it for us, we tend to remember them less and we tend to learn from them less. So, if I have one of these tools summarizing every single meeting, so I’m not making a point of remembering what was said, for the most part. I’m not writing down the notes myself that helps me increase my memory, and I’m probably not even checking those notes afterwards because I know they’re available somewhere.

Then some client comes to me and asks me about something we talked about three weeks ago, but I’ve had tons of meetings since then, and because I wasn’t as focused on remembering what happened during that meeting, I don’t have a good answer. So, we can end up becoming a bit lazy mentally as a result of this.

So, the trick is finding that right balance where you can use them as a resource, but you’re not cognitive offloading so much that you’re not using your brain’s memory or storage itself. You’re only using your computers in that situation. So, you want to get that nice middle ground of using both your brain’s memory and your computer’s memory for storing what was in the meeting.

Pete Mockaitis
Boy, that is a great principle to bear in mind, in general. When we do cognitive offloading to the machine, we learn and remember less, and I think that applies to so much stuff – your GPS, the calculator. I was watching a chess YouTuber, international master, Jonathan Bartholomew, and he said, “I always recommend you analyze your chess games yourself first before you make the computer do it in order to learn more.”

And so, I think, boy, you could apply this in many, many contexts, so that’s a nice little master key right there. And I’ve also observed, sometimes these meeting recorders continue recording when some people have left and, oopsies, the parties did not intend the other people to hear that part of the meeting. Oh, my.

Andrew Brodsky
Yeah, there’s definitely been a number of those communication whoopsies. There’s always the funny one, I’m seeing a CEO get up and, suddenly, they don’t have pants on during the call, accidentally. Like, that’s the good meme, right? That started with the naked shorts hashtag, I believe, that actual example there.

So, these virtual communication blunders, in many ways, can be more problematic because virtual communication is just so permanent. Whereas, if all this stuff happened in person, there isn’t going to, generally, be a record of it. So, virtual communication is great because that record’s there when we need it, but, unfortunately, often it’s there when we don’t want it to be there as well, which is part of why it’s so important to get this stuff right.

Pete Mockaitis
Well, tell us, anything else you want to make sure to mention before we hear about some of your favorite things?

Andrew Brodsky
The big thing that I’ve been thinking about lately is artificial intelligence and actually writing your communication for you. So, as opposed to just summarizing meetings, do you just have it write your emails for you? Do you have it write your messages for you? And in my view, artificial communication can be really useful for the brainstorming, helping to edit, but I, generally, recommend to others that you do want to make sure the communication is your words because most of the time no one’s going to figure out you’re using AI, but they might one time.

Maybe it uses the word you don’t, like, elevate. Maybe you would talk about something in person. Maybe they mentioned they had a car accident the past weekend, and then you just copy and paste an AI email that starts with, “I hope you had a great weekend!”

Pete Mockaitis
“Do you remember what I told you about my trauma?”

Andrew Brodsky
Exactly. Exactly. And the problem is, if there’s one slip-up and they realize that you’ve been using AI for communication, their assumption is going to be, “Well, they’ve been using it every time I communicate with them.” And then their next question is going to be, “Well, why am I even communicating with this person?”

So, there’s such a risk of removing yourself and your own words from the communication that even one slip-up could really, really massively backfire. But I do think this human component of communication will continue to be incredibly valuable, at least for the jobs that require humans in them. If you’re required to be in that job, then people are going to want to communicate with you.

Pete Mockaitis
Absolutely. This has been my AI thing over and over again. It’s, like, AI can be a handy tool in the drafting phase, like, “Ooh, there’s a great word or phrase or sentence here and there.” But, oh, man, you are asking for trouble if you just outsource the whole of anything to AI without some careful checking, editing, curation.

Andrew Brodsky
Exactly. And AI is never going to know everything that you know, at least until we get to that distant future’s phase, maybe where we get brain chips and all that, right?

Pete Mockaitis
Yeah, brain scanning.

Andrew Brodsky
Yeah, I think we’re a good aways away from that and from people actually being comfortable with that, even if for some reason that tech companies can get it to work. But the idea here is it’s just not going to know everything you know, so it won’t know everything you know about the other person, it won’t know everything about your goals that you want to achieve, so it just won’t be able to do this as well as you can. And the relational risk of over-relying on these things can be really, really severe.

Pete Mockaitis
All right. Well, now could you share a favorite quote?

Andrew Brodsky
I’m kind of a cliche one. I like the Golden Rule. So, “Treat others as you would like others to treat you.”

Pete Mockaitis
Okay. And a favorite study or experiment or bit of research?

Andrew Brodsky
It’s one from the ‘60s. It’s about the pratfall effect. This study involved people listening to quiz show contestants, and they had someone get all the questions right, and they had someone get a bunch of questions wrong. The person who got every question right, people rated them as really competent, but not very likable.

It’s like that kid in middle school who was raising their hand all the time and got everything right. You thought they were smart, but kind of everyone hated them. It’s also why I didn’t have too many friends in middle school. But there was a third condition in this study where they had the person get every question right, but they spilled coffee on themselves, and that person was rated as just as competent as the one who got everything right, but just as likable as the person who got some questions wrong.

And the idea here of this is that making mistakes in not your domain of expertise or work expertise can make you seem more human and more approachable. So often at work, we feel this need to put our best foot forward or best face forward, but the key findings from the study is that makes you feel unapproachable, especially if you’re a leader or a manager.

And, actually, showing that, “Hey, I’m a human, I make mistakes,” especially in areas where they don’t matter, so it doesn’t make you look incompetent, can be a really good way for making you seem warmer and more likable in the process. So, don’t try and hide your true self in the process.

Pete Mockaitis
Well, now I’m thinking, as a callback, when you’re doing a video interview as a candidate, make sure to spill a beverage.

Andrew Brodsky
I might not do it in that short of an interaction, especially when you’re low power, because I think in the video interviews, they’re searching mostly on confidence, at least in the early rounds of them. But if you’re in a later round, you are kind of with a group socializing, one of those situations, that might be a better situation to try and pull one of those things.

Pete Mockaitis
All right. Well, I’m sure we’ll make enough mistakes without having to engineer beverage spills along the way. And a favorite book?

Andrew Brodsky
So, my wife was an indie fantasy author, and so I’m biased. I like her stuff better. So, my favorite book of hers was one called Hex Kitchen. H-E-X K-I-T-C-H-E-N. So, it basically took Hunger Games and “Magic” and “Hell’s Kitchen,” and it was a magical cooking tournament. And for me, getting to read fantasy is just such a nice escape, and I’d be lying if I didn’t say I leaned on her expertise in helping to write my book so that the stories are a bit more fun. Because me as an academic with bland lame writing, having her on my side was just incredibly useful in the process.

Pete Mockaitis
Lovely. And a favorite tool?

Andrew Brodsky
My favorite tool probably is one that I don’t necessarily want to admit fully, but it’s probably the undo send function in email, and also the delay delivery function in email. At least for the latter one, I’m not as embarrassed about that one. But I like using the delay delivery one often because I sometimes will just try and knock out all my emails, like at one or two points of a day. And by delaying it and communicating a little bit more frequently, or seeming I’m communicating other times, or it can make me seem more present.

So, as opposed to all my emails going to my boss always only at 10:00 a.m. and never going at any different hours for instance, it might make me look like I’m not doing anything the rest of the day. So, sometimes I’ll strategically have my emails go at different times of the day to be like, “Hey, I’m here all the time.” And if I was giving recommendations to managers, I would talk about how to avoid those biased evaluations.

And this stuff is called productivity theater, and I talk about in the book, but the idea here is, unfortunately, human beings like theater, so knowing how to perform in it can be incredibly valuable to making sure that you’re achieving your goals.

Pete Mockaitis
Okay. And a favorite habit?

Andrew Brodsky
Going on hikes. There’s a good research that shows just going outdoors, especially when you’re sitting at a computer, and having physical activity can be one of the best ways to disconnect.

Pete Mockaitis
All right. And is there a key nugget you share that really seems to connect and resonate with folks; they quote back to you often?

Andrew Brodsky
When it comes to virtual communication, don’t underestimate the value of removing visual cues. This is what I would call the in-person default bias, where we assume in-person is best, and we compare everything to in-person, but there’s a whole lot of advantages to not meeting in-person, to not having video on, that you can leverage by using email and text-based communication better, the least of which is getting rid of tons and tons of unnecessary meetings in the process.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Andrew Brodsky
So, you can check out my LinkedIn, Andrew Brodsky, you’d find me over there pretty easily. And then if you Google me, you’ll find my website as well where you can reach out to me directly.

Pete Mockaitis
All right. And do you have any final challenges or calls to action for folks looking to be awesome at their jobs?

Andrew Brodsky
Yeah, I would say try and think about your communication overload, and not get caught up in it, and take a step away for a moment and try and engage in some meta thinking, a level above, and think about “How can I do this all better?” As opposed to just accepting this stuff as a fact of life and a fact of work, think about “How can I improve my communication habits in ways that will make me more effective and make me happier in the process? Is there ways to do this that I won’t feel as stressed out and I can actually enjoy it more?”

Pete Mockaitis
Beautiful. Andrew, thank you.

Andrew Brodsky
Thank you very much. I really appreciate it.

1026: How to Stop Saying Um and Become Super Articulate with Michael Hoeppner

By | Podcasts | No Comments

Michael Hoeppner shares fast ways to improve your speaking with innovative physical exercises.

You’ll Learn

  1. The key reframe that transforms your speaking 
  2. How to break the habit of filler words 
  3. The simple trick to clear enunciation 

About Michael 

Michael Chad Hoeppner is the CEO of GK Training and is on a mission to help people speak well when it matters most. With nearly 20 years in the field, Hoeppner has taught at Columbia Business School and coaches thousands of professionals around the world.

His corporate clients include three of the top eight global financial firms, one third of the AmLaw100, two of the four US professional sports leagues, former presidential candidate Andrew Yang, and multinational tech, pharma, and food and beverage companies.

Resources Mentioned

Thank You, Sponsors!

Michael Hoeppner Interview Transcript

Pete Mockaitis
Michael, welcome.

Michael Hoeppner
Hi, thanks for having me.

Pete Mockaitis
Well, I’m so excited to get into some of your wisdom that you’ve packaged in your book, Don’t Say Um: How to Communicate Effectively to Live a Better Life. We love all those sorts of things. And it’s funny, as we’re chatting, I’m going to be so self-conscious about saying “um” in this whole conversation.

Michael Hoeppner
You know, I am not the “um” police, to be clear. So, I promise you, I’m turning that off, that awareness right now. But, truthfully, the point of the book, of course, is not that you can never say “um.” The point is, they should not skyrocket when you’re thinking more about yourself and less about your audience.

Pete Mockaitis
That’s good. That’s good. Well, I was going to kick us off by asking if you could share a particularly surprising or counterintuitive discovery you’ve made from many years of training so many folks on communication. What do us, humans, need to know about communication that we tend to not know?

Michael Hoeppner
Yeah, it’s a simple idea, which is this, we think, all too often, that talking is all about thinking. Like, if I have smart ideas and I think of smart stuff, I’m going to say smart stuff, and it’s simply not true. Speaking is physical. If you put your hand on your throat, and you say, “Communication is a physical art,” you’ll feel your hand vibrate. If you pound on your chest a little bit, “Communication is a physical art,” your voice changes.

So, the idea communication is all about thinking, messes us up badly. And instead, what we should do is use physical tools and use kinesthetic learning to get better at speaking.

Pete Mockaitis
Michael, I love this idea a lot. And this is a bit of a theme that’s come up a few times in different domains, in that many solutions are not thinking or cognitive-based in order to get to. And here you’re saying that communication is not about thinking but it’s a physical art, like pumping iron, or dancing.

Michael Hoeppner
Yeah. And the thing that’s so liberating is, just like pumping iron or dance or any kind of physical or athletic discipline, you can build muscle memory and get better very, very quickly by doing the right exercises.

Pete Mockaitis
So, with regard to communication is not about thinking, it sounds, maybe if I could distinguish that a little bit, I suppose the formulation of that which we intend to communicate is a thinking activity. Fair enough?

Michael Hoeppner
Totally fair.

Pete Mockaitis
But the actual projection, performance, delivery of those ideas, that prior preparation, is a physical art.

Michael Hoeppner
Yes.

Pete Mockaitis
All right. Understood.

Michael Hoeppner
I mean, we all can relate to that idea of, if I have all these great ideas and then I open my mouth and they all tumble out in a completely disorganized jumble, and then as they do, I become chronically self-conscious about that, and that self-consciousness actually makes the whole job more difficult.

So, I’m not suggesting we don’t need our cognitive faculties to think of smart stuff to say. What I am suggesting is that if you completely remove the physical part of it and just remain in the cognitive category, you are absolutely shortchanging yourself. And the fastest way to improve is by addressing the physical.

Pete Mockaitis
Okay. Well, you mentioned fast improvements. Could you tell us a fun story of a client who made some fast improvements and what that before, after, and journey looks like?

Michael Hoeppner
Yeah, for sure. I’ll mention the one, I actually write about this in my book, I changed a woman’s career in four hours one time. Now, that sounds like I’m bragging and advertising about myself. That’s not the case. What determines if people improve and improve quickly is much more them, what they bring to the situation, more so than what I do, and this woman was ready to learn, and she came in completely brave and ready to jump in with both feet.

Now, “feet” is the operative word there, and I’ll tell you why. She thought that she had a problem with blushing. She had stage fright. She would begin speaking, and instantly she would turn bright red, and this self-consciousness about her blushing was absolutely intolerable. So much so that she would begin to brush her hair back from her face over and over again, putting her hair behind her ears, but what she was really doing was trying to hide from the audience how red her cheeks were.

And so, she would fall into an absolutely compulsive habit of doing this with her hands over and over again. As she did this, she would become so self-conscious, she literally could not even think of the next word in a sentence because all her brain was occupied with was, “Don’t blush, don’t blush, don’t blush, don’t…” You get the idea. But I said feet earlier. The miracle was this. We didn’t focus on blushing. We didn’t even focus on hair smoothing with her fingers.

What I noticed right away was that she constantly shifted her feet back and forth, back and forth, back and forth, almost as though she was looking for somewhere to stand that was solid ground. So instead, I simply put my hands on her feet, and, in fact, I even went further. I tapped the top of her feet as though I were putting little thumbtacks through her feet into the floor. I made her feet anchor into the ground. And, all of a sudden, when she did that, it unlocked a virtuous cycle in which her delivery tools, meaning how you say stuff, not just what you say, her delivery tools totally transformed.

Her breath slowed. Her mouth opened. Her spine got longer. Her hands opened up and got freer, and, all of a sudden, her body began to operate in a way that set her up for success. She calmed down, the cheeks didn’t blush, and she could actually think of a next word to say, and we did this for about four hours. She built a brand-new muscle memory, and she literally got over her stage fright in four hours.

Pete Mockaitis
That’s cool, the feet. And I recall, when I was nervous with interviews, back in the day, I found that when I planted both my feet firmly on the floor, I just said to myself, “Ground,” or something, that just sort of made me feel solid. And I don’t know, I thought it was maybe a me thing, but maybe you’re finding some universal insights here, Michael. What’s up with the feet?

Michael Hoeppner
Well, your body is evolutionarily designed to do some things. I mean, think about the sacrifices, in terms of evolution, we had to make to be able to stand on two feet rather than four. They’re massive. If you do martial arts, do you stand all crisscrossed and slouched over and constantly move your feet? If you’re learning a dance step, do you constantly shuffle your feet? No. We are built to have a stance in which we’re stacked as tall as we can, anchoring our feet into the floor so we’re balanced, so we can do all kinds of things, like even have our hands free to implement tools, and our voice unlocks very powerfully when we are as tall as we actually are.

And your feet being grounded is the first foundational step of that. So, it’s not just you. In fact, folks out there who are listening, the next time you’re giving a speech or any kind of presentation in which you’re standing, see what unlocks when you just ground your feet into the ground, just like Pete is talking about doing.

Pete Mockaitis
And I think you can even ground your feet to the ground when you’re sitting and it does something.

Michael Hoeppner
Yeah, you’re exactly right. But I’ll add a layer to it. Anyone who’s ever taken a yoga class and heard the yoga instructor talk about your “sits” bones, that’s if you sit on your hands and you feel this kind of bony part of your pelvis, that’s the bottom of your kind of hip girdle, would be one way to think about it.

Here’s the sentence, “Those are the feet of your torso.” I’ll say that again, “Those are the feet of your torso.” So, even if you’re seated, you can think about those anchoring into the chair just as your feet would anchor into the ground.

Pete Mockaitis
Well, while we’re talking about tiny adjustments and posture, I think I’ve also noticed the… in college I took one modern dance class just to keep enough credits to keep my scholarship, was actually a really cool experience. And we talked a lot about “pulling up,” which for a while, it took me a while to say, “What are we talking about?” And we had to read a whole article entitled “What does it mean to pull up?” which was actually very useful.

And so, they suggested imagining, like, a rope attached to, I think it might be called the suprasternal notch. Am I using these words right? Like, in the middle of your chest, like above your nipples, like right in the middle, if they were to cleave you in two, by maybe four or five inches above the nipple line, like you could feel a little notch. And I have found, sure enough, that when that area is, like, hunched just a little, versus it’s truly elevated as though a rope were pulling me upward, it’s like night and day in terms of the alertness or the with-it-ness. Michael, can you explain this much better than I’m doing now?

Michael Hoeppner
Yeah, I’d be happy to try, all right, for sure. Look, yes to that adjustment, and I’m even going to add another one. Imagine you had another string on your back. So, think of yourself almost like a marionette, a puppet, and you have one on both sides, and those strings are gently pulling you up so you almost can feel that full circumference of a circle around that widest part of your chest.

Now go even further, because in the chapter on posture in the book, I actually give a different image, which is imagine your head is a helium balloon and it’s gently floating up to the sky, and your spine is a long string on the end of the helium balloon, and you’re getting taller and taller and taller, not through muscle effort but through ease and release and grace. This is important because the way we learn posture is dead wrong. We hear all these conventional wisdom phrases like, “Sit up straight,” or “Pin your shoulders back,” or “Pull your shoulders back.”

Now, the problem with all of those things is they actually fit in a weightlifting class. Your spine is not straight, so you should not endeavor to sit up straight. Your shoulders should not be pulled back or cranked back because that’s using a bunch of muscles that are about building muscle strength rather than what posture should come from, which is balance and alignment.

Now the reason this feels so miraculous to you when you do it, I mean, first of all, there is a bit of just an endorphin rush from using our body in big physically expansive ways, but as it applies to speaking, if you’re not being as tall as you are, your diaphragm does not have as much room to drop down and push your guts out of the way so you can actually take a full, big, deep, relaxed breath. So, very often when I coach people on posture, the first thing that happens when they begin to be as tall as they actually are is they yawn.

And the reason it’s not because they’re tired, but the exact opposite. Because for the first time in that day, all of a sudden, their diaphragm has a space to actually drop down. What happens? Their lungs begin to inflate with air automatically, and they go into a yawn, and the whole body relaxes and releases a little bit. So that’s a tiny bit of an explanation of some of the things you might be feeling when you allow yourself to have that taller, released posture that your body is craving.

Pete Mockaitis
You know, I like that a lot with regard to the helium balloon floating situation and it’s not a matter of muscles, because I was just about to say, Michael, sometimes it feels like when I’m standing up really straight and my posture is great, I’m getting tired. Is there a certain set of strength training exercises I should be doing in order to improve? And it sounds like you’re saying, absolutely not. Just change the approach to your posture.

Michael Hoeppner
There is no strength training. Who has the best posture in the whole world? Once they’ve learned to sit up, put a baby on the ground, and watch them balance flawlessly. Anyone who’s had a young kid, call it zero to two years old, you plop them on the floor and you cannot believe how they can stay balanced like that the whole time. Here’s another image for it.

Remember holding a broom on the tip of your finger? You put the bottom of the broom there and you keep the thing perfectly aloft by moving your hand around, and the stick is completely straight and the head of the broom, which is much heavier, by the way, stays totally vertical because you’re working to keep it in balance. That’s how our posture works, from balance and ease and release. It does not work from muscle effort.

So, if you’re walking around the world, trying to pin your shoulders back, or essentially treat your day like a physical therapy session, you’re going to get exhausted. The wrong muscles will be recruited. They will get exhausted and fatigued. You will collapse, and then what happens is even worse. Then the voice in your head will kick in and begin to critique you, like, “Ugh, how do you have terrible posture?” “Ugh, why can’t you fix this?” “Ugh, why don’t you stand up straight?” “Ugh, I’m so tired,” “Ugh, it’s not worth trying to change it. Ahh…” then you collapse. So, instead, embrace release, breath, freedom, balance, and see what changes.

Pete Mockaitis
Okay, beautiful. So, are there any other key prompts you recommend in terms of getting our bodies in a comfortable groove that is excellent?

Michael Hoeppner
Yeah. Well, here’s another one. Unlock your hands and let them talk. I’m not suggesting that you, need more hand gestures. That’s not my point. My point is, I bet you make more hand gestures in real life than you realize. And then you go into high-stakes presentations or board meetings or client situations and, all of a sudden, you have a bunch of garbage in your head, like, “Don’t make distracting hand gestures,” and you completely restrain your gestures. But in real life, your hands have a story to tell, too, and they want to speak.

Now, the reason this is a problem is not because I actually don’t care all that much about what you’re doing with your hands in terms of gestures, but I do care a lot about how free you’re being with your overall communication instrument. And when I see people constrain their gestures, very often what they do, too, is constrain their breath, constrain their jaw, constrain their enunciation, constrain their vocal variety, and soon they speak like a tremendously diminished version of themselves. So, let your hands actually do what they want to do, which is help to emphasize and tell your story.

Pete Mockaitis
That’s lovely. Okay. Well, so we talked about body stuff a fair bit, which I think is warranted given your notion that communication is not about thinking and it’s a physical art. So, tell us, when it comes to the actual words that we’re using, you’ve got some perspectives in terms of conciseness, articulousness, enunciation. Can you work us through approaches to improve these domains?

Michael Hoeppner
So, let’s take conciseness first. If you’re trying to be briefer with your remarks, say better stuff in fewer words, in other words, as opposed to just telling yourself one more time, “Keep it brief,” or “Keep it simple,” or “Take a 30,000-foot view.” Instead, pick up a stack of LEGO blocks, or any other stackable objects, and go through your content, but say one thing at a time.

And at the end of each idea, in silence, place down a LEGO block. Pick up the second LEGO block and say the second sentence, or second idea, and at the end of that idea, in silence, kind of like where the period might go, at the end of the sentence, click the LEGO block into place on the previous. Pick up a third one. Say the third idea. At the end of that idea, in silence, again, kind of like where the period could go, click that one in place with the previous. And slowly but surely, thought by thought, sentence by sentence, create the tower of your communication.

Now the reason this can be so dazzlingly effective for people is that, in that moment when you’re doing the activity of clicking the LEGO in place, something miraculous happens. You’ve given yourself a moment to pause and to think, and maybe even to breathe. So, you’ve given your brain the two things it needs to actually think of smarter, briefer stuff, which is time and oxygen.

This is how great impromptu speakers have built the discipline to speak. They share just one smart idea at a time, and at the end of that smart idea, they consider, “Do I need to say something else, or am I done?”

Pete Mockaitis
Okay. And in the process of actually stacking these LEGO blocks, it sounds like we may come to some realizations, “Oh, I don’t need that at all, or that at all. I guess it’s shorter than I originally planned. How grand.”

Michael Hoeppner
In fact, I can’t say who, but I’m working with a political candidate who is running for office. This particular candidate typically goes on way too long when answering questions. So, we’ve been working with these LEGO blocks relentlessly to get answers down to 30- or 45-second sound bites. It’s a very fast way to do so. Now, you can’t stack LEGOs in real life, but if you practice this, what happens is, very quickly, you build that muscle memory of tolerating thinking time between ideas, and very soon, you don’t need the LEGO blocks or the stackable objects at all.

Pete Mockaitis
Now, Michael, help us out with this muscle memory notion. I think some of us fear silence because of any number of dimensions, but when you mentioned a political context, I’m thinking about, oh, man, when you have multiple guests on a news show or a debate stage, it just feels like, “Oh, if there’s a split second of silence, someone’s going to grab it.” So, how do we think about these environments or even just the mental state and associations and emotions we have with the discomfort of letting there be that gap between our sentences and our thoughts?

Michael Hoeppner
It’s a big question. So, opposite of conciseness, I’m going to give you a thorough answer, okay? Because there’s a bit of a multi-step process I’ll offer here. The first is to recognize what the highest priority is. Most people are not on a Sunday morning political food fight talk show. Most people are living their lives, and the much bigger error they make is not having comfort with silence. So, recognize which the bigger one has in terms of a payoff for you and focus on that.

Next, this is a tool that’s so useful, The Wall Street Journal did a little piece on it. To build some comfort with silence, particularly when asking questions, you can do a simple thing, which is draw an invisible question mark with your finger at the ends of sentences, imperceptibly, where no one can see this, either just gently in a tiny microscopic way on the side of your leg, or if you’re remote, on a video call.

Why? We talk past the ends of questions all the time out of a sense of discomfort, and we don’t want to live through that silence. But if you actually shut up when you ask a question, guess what might happen? The person you’re asking the question might say something useful. I mean, think of that in a sales or a negotiation situation.

So, this idea of tolerating silence is not just crucial for being brief or being concise, it’s crucial even just in the reciprocal activity of having a conversation. Those are thoughts about building that muscle of tolerating the silence. But we can also get into how to avoid being interrupted if you want to. You want to go there?

Pete Mockaitis
Let’s hear it, yeah.

Michael Hoeppner
So, the first thing is, throw out that garbage advice of never have it be silent because you might get interrupted, because it might make it more likely you get interrupted. Why? Well, if someone hears that I’m talking to a person who never shuts up, no matter what’s going on, there’s never a single bit of silence, it actually encourages me, “You know what? I better get my voice in the conversation because I’m never going to if I don’t, so I’m just going to interrupt them midstream.” They might feel more inclined to interrupt you because they never see an opening.

And if you’re talking without ever giving yourself a moment to think about what the heck you’re saying, there’s a good chance you’re saying kind of dumb stuff. So, if you say dumb stuff, people are more inclined to interrupt you because they think, “No, I have to contradict what you’re saying.” So, contemplate that it might be making the possibility or pattern of you being interrupted worse.

If you’re afraid of being interrupted, instead, work on what’s called laddering, and, supposedly, Margaret Thatcher studied this to try to figure out how to make sure that her political adversaries would not interrupt her. And what it means is that you build, using all five Ps of vocal variety, not just pace, all five Ps of vocal variety, you build your way through a bit of speaking so that people recognize you’re not done yet, and I’ll do this in one sentence so you can see it.

Laddering would be a tool in which you use ever-accumulating vocal variety to let your listener know that you have not reached the end of your sentence. Now I’m doing it in a very exaggerated, absurd way, but you hear my point. You can show people you’re not done speaking yet with the adamance and forcefulness with your speech, and it doesn’t have to be by talking as fast as humanly possible.

Pete Mockaitis
And so, you said there’s five P’s. What are the five P’s?

Michael Hoeppner
Pace, pitch, pause, power, and placement.

Pete Mockaitis
Now, what do you mean by power and placement?

Michael Hoeppner
Power is volume, that’s loud and quiet. And placement means where the sound is placed in the body. So, as an example, if you have a friend with a really nasal voice, the placement of their voice is primarily in their nasal passages, and that’s where the sound is amplifying. Our voice amplifies throughout our body. So where is it placed?

Now the key thing with all of these five P’s is to, for the most part, use more. More variety. Because, typically, when we’re in a fraught communication situation, we contract and use less.

Pete Mockaitis
Okay. And so, different placement would probably imply a different pitch, but it’s possible. So many P words. It’s possible to have different pitches in the same placement.

Michael Hoeppner
Yeah, you’re right about this. You could disentangle them from each other, but they’re incredibly hard to do so because they work together organically to create emphasis and drama and surprise within what we’re saying. If you don’t believe me, just imagine trying to get a dog interested in a stick that they’re allowed to chew, but not the cell phone that they have found, and imagine yourself comparing those two things for the dog.

You would use all five of your different dynamics of vocal variety to make one thing  seem really cool and exciting, and one seem really boring and silly and uninteresting. They work together, these five pieces.

Pete Mockaitis
I like the dog example. I think you’d also use a small child.

Michael Hoeppner
I have a 10-week-old golden retriever puppy right now, so dog is front of mind. That’s what’s going on. But, yes, it works for kids too, for sure. And, by the way, if you want a quick way to unlock this, try an exercise I call “silent storytelling.” And all that means is you have to speak, but exaggerate every single part of your speaking except for your voice. In fact, put yourself on mute and think of this like lip-syncing.

Mouth the words, move your hands and your gestures like crazy, allow your face to be terrifically expressive, but do it without any sound. It’s as though you’ve been muted on a TV. Do it for a minute or two, and then, all of a sudden, let your voice back into the equation, and you’re going to hear, all of a sudden, so much more expressivity come out of your voice because you’re moving your body in a much more dynamic way. It’s a very quick hack to unlock a lot more vocal variety for people who struggle with at times being more monotone.

Pete Mockaitis
Okay, thank you. Well, we talked about conciseness, then we had a fun little detour through some five Ps. How about articulateness and enunciation?

Michael Hoeppner
Yeah, let’s look at both. Again, I’ll jump right to something very tangible and very practical you can do. There’s an exercise in my chapter on articulateness called finger walking. And in case you’re just listening, what I’m doing is walking my fingers forward, choosing each and every single word that comes out of my mouth.

Now, I invented this exercise originally with a balance beam, or a piece of masking tape stretched along a floor, and would have clients walk along this balance beam choosing every single footstep. But then, of course, I wanted to find a way to make it instant for people, even if they didn’t have room to move around, and you can do the same activity walking your fingers forward.

Do not get hung up on “Am I choosing word by word or syllable by syllable?” Instead, simply focus on walking your ideas across the table. And if you don’t know what to say next, pause your fingers, consider what you do, and then slowly take your time to commit to each word you’re sharing. Now, the reason this can be very powerful for people gets at the title of the book, “Don’t Say ‘Um’.”

The way to be more articulate is not to obsess about all the worthless words you’re saying, like, kind of, sort of, um, but rather to be laser focused on which words you’re trying to choose. So, the exercise of finger walking brings your attention to, “I’m going to actually take the time to choose my words.”

Pete Mockaitis
And the idea, as we do the finger walking, is that each finger-fall, footfall, step, if you will, corresponds to one word that I’m saying.

Michael Hoeppner
Well, listeners, I’m sure you could just hear that Pete was practicing just now. So, thank you for practicing, Pete. It’s not quite that rigid. If you do it for a few minutes, what you’re going to discover is that it doesn’t actually correlate to every single syllable, nor each and every word. What begins to happen is the activity helps you choose words or phrases, but it forces you to actually choose those ideas, as opposed to just opening your mouth and letting words fly out. So, practice it a little bit. You’ll develop your own rhythm, and it doesn’t have to be quite as rigid as you’re talking about.

A different way to think about this is, imagine you were a ballerina, or your hand was, and the ballerina is trying to tiptoe through a field of tulips and not disturb a single flower petal. That’s the kind of specificity I’m talking about with your fingers. And what happens, like magic, is you become that specific with your language, too, and it unlocks what I call linguistic precision.

Pete Mockaitis
Okay, so we’re sort of physically and visually representing, with our own bodies, a rhythm or groove between speaking and pausing.

Michael Hoeppner
Yes, thank you for that synthesis. Here’s the crucial thing. You won’t have to finger walk for the rest of your life. If you try it right now, by the way, it’s challenging. But it’s challenging on purpose. Because you may right now be very accustomed to just opening your mouth and letting a bunch of words fly out, fully 40% of which are not that useful. So, it forces you to really, almost obsessively, think about, “What the heck am I actually saying?” Well, you don’t have to do this too long, and, all of a sudden, you will have a much greater awareness of choosing words and ideas than just kind of free-form letting them fly out of your mouth all the time.

Pete Mockaitis
Understood. And in the process, we’d naturally say fewer words and have more silences, is my experience right now, and it sounds like your assertion is that’s totally fine.

Michael Hoeppner
To a point. To a point. It’s going to feel a little bit too rigid at first. A little bit too much. What I’m suggesting is this is a radically different way to learn a behavior. Most people try to get rid of filler and useless words and be more precise and articulate by doing the advice of the title of my book. “Don’t say ‘um.’ Don’t say ‘like.’ Don’t say ‘kinda.’ Don’t say ‘sorta.’ Don’t talk too fast.” A whole bunch of thought suppression. It doesn’t work.

So, this is a different way to learn. You practice this a little bit, you bring a hyper-awareness to which words you’re actually choosing, and this uses what’s called embodied cognition. You’re learning with something besides just your brain. You’re learning with your body. You do this a little bit a few minutes each day, very quickly, you’re going to build some muscle memory with linguistic precision, and you won’t have to walk your fingers at all.

Pete Mockaitis
Understood. So, this slow, halting, extra pause thing going on, as I’m being more linguistically precise, is almost a bit of an awkward intermediate stage that will, in time, with practice, disappear, and now I’m just artistically fluently precise at a good pace without those awkward silences and pauses.

Michael Hoeppner
Yeah, absolutely. Now, in my experience, in 15 years of coaching this exercise, this exercise is like a magic bullet, transformative for about 60% of people. Forty percent, it is legitimately too complex. It’s too much of a cognitive load. It actually kind of throws them off. But I will say something about this book that no author anywhere has ever said. I don’t care if you read the book. I really don’t. I do care if you read one chapter.

So, find the area of communication that has historically been a bugaboo or a challenge for you and get better in that one area. This exercise may not unlock precision or articulateness for every single person, but there’s chapter after chapter, so, yes, practice it. Yes, it may be awkward at first, and even if it doesn’t work, there are other sort of arrows in the quiver, to use a metaphor.

Pete Mockaitis
Okay. And let’s hear about enunciation.

Michael Hoeppner
Enunciation is the only category in the book that I offer a tool for that I can take no credit, because the tool is something I learned from an amazing voice and speech teacher named Andrew Wade, but he learned it from someone, who learned it from someone, who learned it from someone. And the first historical example of this goes all the way back to ancient Greece and an orator named Demosthenes. So, the principle here is you practice speaking with an impediment. Yeah, go ahead, what?

Pete Mockaitis
Like, do I put pebbles in my mouth, Michael? Isn’t that a choking hazard?

Michael Hoeppner
Hey, look at you, knowing the historical reference.

Pete Mockaitis
Oh, shucks.

Michael Hoeppner
Yes, pebbles in the cheeks. Oh, shucks, exactly. No, it is not a choking hazard if you do it correctly. We’re not putting pebbles in the cheeks. You’re using one impediment that you put in between your teeth. A good thing is a slice of wine cork, that’s what I learned from Andrew Wade, but you have to hang on to the wine cork on the side to make sure you don’t inhale it. Easier is the end of a toothbrush, or even your pinky finger, neither of which are choking hazards, obviously.

And all you do, as I’m doing right now, is you put the impediment in between your teeth, and then the task is you have to make every single word totally clear even with the impediment in between your teeth. Now it looks silly. But you know what else looks silly? Basketball players dribbling with ski gloves on. Competitive swimmers swimming with extra baggy, two or three pairs of swim shorts. Sprinters running with a parachute, dragging behind them. Those people look silly, too.

It’s not silly. You’re doing the exact same thing. You’re building stronger muscles by making the physical activity more difficult. And by doing this, all of a sudden, all the muscles of enunciation, because they are muscles, get stronger because they have to fight past an impediment. Then you remove the impediment and, voila, your enunciation is better.

Pete Mockaitis
That’s good. Well, Michael, this is so much good stuff. Tell me, anything else that’s really good and juicy and powerful you want to make sure to mention before we shift gears and hear about some of your favorite things?

Michael Hoeppner
I just want to make sure that people get this really clear sense, “Wow, there’s almost a tool for each of these things,” and there is. And the point is, you can treat yourself like the communication athlete that you are and use some of these innovative approaches to build some new muscles.

And with that, I want to just quickly mention the first two that we didn’t get to for posture, in the book, but also in real life, if you don’t have the book, make a paper crown, and imagine you’re walking around with a crown on your head and you’re a regal monarch. And for grounding your feet, in the book, I actually have a page where there’s two silhouettes of footprints. You can stand on the book and keep the pages adhered to the floor.

So, for each of these places, you might feel like you have challenges in your communication life, there are ways to approach it, and physical, innovative ways that can create change very quickly.

Pete Mockaitis
Now with the crown on your head, I’m thinking about a recent trip to Burger King with my kids and the Burger King crown, and those things stay on pretty good even when we’re bobbing it all over the place. So, is there some nuance to how I do the crown exercise?

Michael Hoeppner
Yeah. Well, the nuance there is there’s a bit of imagination that has to happen. Put it on and then challenge your kids, or whoever you’re with, walk around, allowing the crown to give you the regal bearing of some legendary monarch.

If you’re with kids, make it a game. See who can stand as tall and walk as elegantly and regally as a monarch. And you’re going to notice very quickly what that unlocks is the exact kind of posture we were talking about earlier. Not posture from muscle effort, but posture from ease, grace, height, and balance.

Pete Mockaitis
Okay, thank you. Well, now could you share with us a favorite quote, something you find inspiring?

Michael Hoeppner
There’s two quotes, and I’m going to mangle them a little bit, but it’s more important people remember the idea than even the quote. One is Buckminster Fuller, “If you’re trying to change something, don’t try to fix the old model. Invent a new model that makes the old model obsolete.”

And the other quote is from Teddy Roosevelt, which is something like, “The best reward in life by far is doing work worth doing.”

Pete Mockaitis
Okay. And a favorite study or experiment or bit of research?

Michael Hoeppner
We use that system of five P’s I mentioned to look at politicians’ speeches, and it turns out, pretty straightforward, politicians who use vocal variety are evaluated by their audience as more authentic. Politicians who never use vocal variety are evaluated as inauthentic. And in politics, being labeled inauthentic is like the kiss of death these days.

Pete Mockaitis
Beautiful. Thank you. And a favorite book?

Michael Hoeppner
I’ll tell you what I’m reading currently that I like the best. I don’t know about favorite book ever, but currently it’s Moby Dick, and part of the reason is it has the most dazzling piece of brevity. The first sentence is three words long, and two of the three words are monosyllabic, “Call me Ishmael.”

Pete Mockaitis
And a favorite tool, something you use to be awesome at your job?

Michael Hoeppner
My favorite tool, in terms of software, is Otter it’s an app that does a bunch of transcription. And part of the reason I love it so much is it’s really good at notating what you’re saying, and I love to explore the dynamic of how humans speak versus how they write, and how our language is different in those two different sorts of processes. And so, very often, I like to actually write some stuff by first talking it out, and Otter lets me do that.

Pete Mockaitis
Michael, I want to get your hot take on this, there is a real difference between how we speak and how we write. And where I find it most pronounced in my life, hundreds of times over, is in bios because bios are written, and then I speak parts of them. And so, when there is a – what is it called? – a dependent clause, like, “A graduate of Harvard Business School, John does blah blah blah.”

And so, I feel like that was made for writing and not for speaking, so I feel silly speaking it, even though we understand when I’m doing a bio, I’m going to be reading something that’s been kind of provided and edited, but I feel off and I change it. So, it is. Yeah, what’s going on here?

Michael Hoeppner
Yeah. First of all, you’re doing your guests a real favor by changing it real time, because if you notice when you just said that, you even took on kind of a game show host voice.

Pete Mockaitis
Oh, yeah.

Michael Hoeppner
You said, “A graduate of Harvard Business School.” So, it’s very difficult to read overwrought flowery language that really is made for writing, it’s very difficult to read that without any degree of mockery, because it sounds ridiculous when we say it out loud. So, you’re doing your guests a favor by translating that for them real-time, it sounds like, perhaps, sometimes even.

What is going on here is, of course, they’ve looked at this, is that our brains are even stimulated differently based on how we’re using language, and the activity of writing is fundamentally different than the activity of speaking. And yet we think they’re identical. I’ll give you a quick tool for this. This is, in fact, in the book. It’s called out loud drafting. If you want to get better at writing speeches, things that you’re going to say, come up with content that’s then eventually going to be spoken out loud and make it better, use this tool, out loud draft.

As opposed to picking up a keyboard and tap, tap, tapping away to start. Nope. Stand up, walk around, record yourself so you have the transcript, in case you say something genius, and then talk it out, real time, on the fly. First time might be bad. That’s okay. Do it again. Second time it’s still bad. Do it again. By the third time, it’s going to be better, and then you can go to the keyboard and write some stuff down. But only once you’ve done that, because then the writing is going to sound much more like how people talk anyway.

This is a tool I use in politics all the time so that speeches sound like direct first-person address as opposed to “Recited talking points that cover every single bit of policy that I need to in order to get elected.”

Pete Mockaitis
Yes, I think that’s dead on. I guess you said politics, I’m also thinking about sales copy. I’ve heard a great phrase I liked, which was, “Join the conversation occurring inside your prospect’s head.” Yeah, that is what I find persuasive, at least when I’m thinking about buying something, is that. And if it does sound flowery, elevated, like a grand essay, I’m less persuaded in terms of thinking, “Oh, this is awesome, and I want it, and I need it.”

And then I find, like I was looking at a top strategy consulting firm’s website writing about their experience with different cases, and I was like, “The purpose of this website is to get a C-suite executive to hand over millions of dollars for a consulting project. I don’t think you’re doing it right.” And I feel a little bit arrogant saying that, like, “I mean, who am? I’m not in that business of selling super high-end corporate consulting services.”

But I don’t think even highfalutin executives speak to each other that way and read about your omnichannel solution enablement, and go, “Oh, yeah, that’s what we need. Call the guys at BCG ASAP because I’m fired up by what I’ve read here.”

Michael Hoeppner
Yeah.

Pete Mockaitis
And I think this leveraging omni-channel stuff would just be so much more compelling in terms of, like, “Our clients have seen 30% increases in leads from their websites, apps, and direct mail.” I go, “Oh, those are three different channels and that’s a result I find very intriguing. Maybe I should talk to these consultants.”

Michael Hoeppner
That’s right, “Because I know what a website is, I know what an app is, I know what email is. Okay, great. Sounds brilliant.” Now this is a really important point for your audience, in particular, because this is not just about website copy. I see this all the time. Imagine this scenario. You’re in a board meeting. Someone’s going to present on something, okay? They’re sitting in a chair. They’re being introduced by someone else, or someone else finished up a presentation, and they’re going to hand the baton off to the person who’s going to go speak.

The person sitting in their chair is speaking like a human, chit-chatting with her neighbor, talking about something, diving into the discussion. They stand up. They walk to the front of the room. They even say something else casual and normal to the person who’s handing it off to them like, “Okay, thanks so much. Appreciate that.”

And then instantly they’re going, “We’re going to consider a leverage strategy, multi-part,” and they, all of a sudden, begin speaking like someone completely different as they’re reading off their slides, reading off this overwrought script that they’ve written, and, all of a sudden, the person we’ve seen two seconds before is replaced by a robot.

Communication is communication is communication. Your job is to say words that are meaningful to your audience and to focus on your audience in all these different situations. And it’s why I think, partly, that idea of public speaking is so confusing because whenever you’re speaking, it’s probably in public, unless it’s a private conversation with like a lover or a spouse or something like this.

Pete Mockaitis
That is good. And so then, I’m thinking about what’s the ideal time and place for flowery language?

Michael Hoeppner
First rule is you have to know your audience. So, I consult and coach in politics a lot. Most of the time we’re trying to find the simplest language there is and speak in monosyllables and even better use vivid language. That means nouns that are images and action verbs. But that’s because the audience and also the channel they’re going to receive this in, very likely they’re going to see a 30-second soundbite and that’s it. So that’s the first rule, know your audience.

But the second is, and now I’ll use a big word to emphasize a point, the platonic ideal, going back to Plato, the platonic ideal would be that you actually do both things. Now I mentioned Moby Dick earlier as the book that I’m reading. I mentioned that first sentence, but if the entire book was three- to five-word sentences, and all the words were monosyllabic, no one would still read Moby Dick.

Two sentences later, after that “Call me Ishmael” deadly simple sentence, Melville writes an 87 word-long sentence that features big words like “methodically” and “hypo” and these sorts of things. So, the ideal is that you can actually do both. Use soaring, big, complex rhetoric that verges on poetry, and also deadly simple blunt messaging.

And, as usual, one of the best at this ever was Martin Luther King Jr. and you can see this all through his speeches. This back and forth and back and forth between complexity and simplicity. The complexity gives your audience the credit that you actually think they’re smart, which you should. Audiences are smart. And on the other side, those simple phrases show them that you are a visionary leader who can identify a simple goal and deliver on that.

Now, that’s a lot to achieve in like a boardroom presentation or something, but people get bad coaching a lot of times too, of like, “Dumb it down. Keep it simple, stupid,” that kind of stuff. The best you can get to is that you actually do both, and those are the speeches that stand the test of time.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Michael Hoeppner
Yeah, well, first, the URL for the book is really simple, DontSayUm.com. If you want to reach out to me, LinkedIn is usually the best. That’s just Michael Chad Hoeppner at LinkedIn. And then the company that I lead is called GK Training, and again, that URL is very straightforward. GKTraining.com.

Pete Mockaitis
And, Michael, do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Michael Hoeppner
If you have the book, read one chapter, the chapter you need. If you don’t, there’s a free chapter at DontSayUm.com. I’m going to keep it free because people need this. It’s called Navigating Nerves. So, a challenge there is read that chapter and discover how actually your approach for navigating nerves might be totally counterproductive, and give yourself a new tool.

Pete Mockaitis
All right. Michael, this is fun. Thank you. I wish you many meaningful communications.

Michael Hoeppner
Thank you so much, and the same to you.

1009: Negotiating with Difficult People with Rebecca Zung

By | Podcasts | No Comments

Rebecca Zung shares fresh strategies to take on your biggest bullies and win.

You’ll Learn

  1. How to identify if someone is a high-conflict personality
  2. How to SLAY your bullies and win 
  3. The mindset trick to keep narcissists at bay 

About Rebecca 

Rebecca Zung is a high conflict negotiation expert, a U.S. News recognized Best Lawyer in America and USA Today Bestselling Author. Speaking on platforms worldwide, she is also a bestselling author of several books including the USA Today National Bestselling book SLAY the Bully: How to Negotiate with a Narcissist and Win and her YouTube channel has tens of millions of views. Her podcast, Negotiate Your Best Life has 2 MM downloads and is in the top .5% of podcasts globally.

She’s also the founder of the proprietary SLAY® Method, the proven blueprint for negotiating with narcissists and her programs, including her High Conflict Negotiation Certification Training program- a coach certification program – have transformed thousands of lives in more than 150 countries and on every continent.

Resources Mentioned

Thank you, Sponsors!

Rebecca Zung Interview Transcript

Pete Mockaitis
Rebecca, welcome.

Rebecca Zung
Thank you. Thank you for having me. It’s a pleasure to be here.

Pete Mockaitis
Oh, thank you. Well, I’m super excited to hear your perspectives. And I’d love it if you could start us with an eye-popping jaw-dropping tale of narcissism run amok in a workplace. Lay it on us.

Rebecca Zung
Ooh, run amok in a workplace. Gosh, I think it’s going to just be like one of my stories. But, in a workplace, I’ve seen it in so many different situations, but one of the ones that I thought was the most egregious was a client that I coached. She had been a CFA for, I think, a Fortune 20 company here, and she was wooed to Hong Kong. Initially, she thought she was going to actually be a CEO of China, Asia, of this particular company. It was a family-owned company but, like a billion-dollar company, and she was going to be the CEO of one of the divisions.

And so, this guy completely love-bombed her, brought her to Hong Kong several times, told her that this is how it was going to be, that she was even going to be able to have women’s initiatives, and all sorts of other things, and she wasn’t really looking to leave her other position, but, because this particular person, who was based in Hong Kong, really laid it on for her, and put everything that she wanted into the contract, that she ultimately left her position, moved to Hong Kong and started with this company.

Now, this guy was the son of the owner, who was a billionaire who lived in Switzerland or something, but so she gets there, and the first day, she doesn’t really have an office. There’s all kinds of files and extra things in the office that’s supposed to be hers, and the guy that she was talking to the whole time, he’s not even available to meet with her on the first day. So, they stick her in this office, and they don’t really have anything going on for her.

They don’t even really put her on the website, and that day turned into the next day. And then she started asking questions, and then they were documenting her file that she was difficult. And then the guy started to say, “Well, we’re not ready to have you go into that position just yet. You’re going to start off over here.” Meanwhile, they’re paying her according to the terms of the contract, but they’re not giving her the position.

And, really, she was just trying to get the position that she came there for. And so, ultimately, she hired me and we figured out a way that we could potentially expose him and some things that were going on in that company. And she didn’t, ultimately, wanted to go back there but she just didn’t want, like harm done to her career, and so she was able to make a settlement from it. But that was like one of the craziest stories that I’d ever seen, ever.

Pete Mockaitis
Yeah. Wow, that’s almost like a nightmare movie situation. You could turn that into a horror movie, it feels like, in terms of you know how we’re all a little bit nervous about a new job. It’s like, “This is the worst.” You’re out of your element, your family, your friends, your country, and it’s not what you thought and hoped it would be. That is spooky. Okay.

And so, then, in her situation, the result was to hire one of the best lawyers in America, according to U.S. News and World Reports, and really get into the meat of the matter. And it sounds like you went right for the juiciest, scariest, most sensitive thing they might be worried about a lawyer going after. And I guess we’ll just have to wonder what that might be for confidentiality’s sake, I’m guessing, unless you’ll indulge us. Will you?

Rebecca Zung
Well, I mean, I can’t say too much more because I don’t want it to be so obvious of who it was or whatever, but let’s just say the best way to get to a narcissist is always going to be looking at, what I call their diamond-level supply, which is their image, how they look to the world, their reputation, and then you take their own behavior, and so you’re not lying about anything, you’re not contriving anything.

I call it ethically manipulating the manipulator, and you say, “Well, you know, here’s what’s going to happen if we don’t come to a resolution. I don’t want to have to do this, don’t make me have to do this, because I just want to walk away in peace and I want my life. But if we can’t come to a resolution, then this is how it’s going to have to be.”

Pete Mockaitis
All right. There you have it. Understood. So, right from the get-go, we’ve seen the worst-case scenario and then the nuclear option for responding to the worst-case scenario. Understood. Maybe we could back it up a little bit and share, as you’ve worked with this stuff, you’ve researched, you’ve written the book, you’ve worked with clients, any particularly surprising or counterintuitive discoveries you’ve made when it comes to this adult bully stuff?

Rebecca Zung
Yeah, they’re always way more afraid of you than you are of them.

Pete Mockaitis
Really?

Rebecca Zung
Yeah, and they love to, you know, what I think of it? It’s always very similar to me when I think about the bully in “A Christmas Story.” Did you ever watch that movie? It’s like on every year.

Pete Mockaitis
Oh, yeah.

Rebecca Zung
So, in “A Christmas Story,” this little kid is being bullied every day by this other kid, who’s like bigger, taller, he says he has yellow eyes, and he’s on his way home, and he’s like, “Oh, God, here comes that guy again.”

And then, one day, he’s so mad about other things going on, and it was just not the day to mess with him. And so, he fights back against the bully and ends up, like, going crazy on him. And after that, the bully ran away from him and never bothered him ever again, because it was really all about fear-mongering and terrorist tactics, right? But it all comes from a place of scarcity, a place of fear. It’s not authentic power.

True authentic power, it doesn’t have to use all of that. I love the analogy of “The Wizard of Oz” because in that movie, Glinda the Good Witch, when the Wicked Witch came around, went, “Go away. You have no power here.” And the Wicked Witch went, “Oh, God, I’m not messing with her. I’m going to go mess with people who are actually afraid of me.”

Because Glinda was, like, completely non-plus, it was like a gnat flying around, like, “Please, lady, not even wasting my time.” And that’s what it’s like when you have true authentic power. You don’t have to use control tactics, you don’t have to use fear-mongering, you don’t have to use all of these things because you know who you are, and that’s what makes all the difference in the world.

Pete Mockaitis
All right. I love that. You know who you are. Potent. If I may, if we don’t yet know who we are, how do we get there?

Rebecca Zung
Isn’t that the $64,000 question, right? I mean, you start by realizing that they’re preying upon your own triggers, your own traumas, your own fears, and not who you were born to be. You’re born to be authentically powerful in your mission, in your purpose. And you know when you’re there because you feel aligned with everything that you’re doing, everything that you’re saying.

And what narcissists do is they prey upon your vulnerabilities. They prey upon people who they don’t feel secure. So, dealing with your own traumas, your own triggers, understanding all that stuff got layered on, you were born as a perfectly wonderful baby who had no fears, other than maybe falling or loud noises. But as a beautiful brand-new baby, you feel completely like, “Life is good. Everybody loves me. I love everyone.”

And then what happens? Your parents do something, or grandparents, or kids, you go to school, you get bullied at school, somebody says something, looks at you wrong, then your neighbor kids, and dah, dah, dah, dah, whatever, and your siblings, who knows? But all this stuff gets layered on and you forget that you actually are truly and authentically powerful as you are. You are innately valuable, innately worthy. And what narcissists do is they prey upon people who don’t feel that sense.

And so, the more you gain respect for yourself, the more you realize that you don’t need to respond to every little thing that they do, you don’t need to defend yourself, you don’t need to argue. I always say I’m half Chinese, so I always wear jade, but never jade, never justify, argue, defend, or explain. Because the more you do that, you’re giving them your power, you’re saying, “Here you go. Have my power.”

The true act of power is to take that back and say, “I see you. I see you like I see a toddler having a tantrum on the floor, but when I see a toddler having a tantrum on the floor, I don’t feel like I need to get down on the floor and have a tantrum with them or actually get into it with the toddler.” You just go, you look at them, and you go, “Okay, are you done yet? Well, when you’re done…”

And that’s the way you have to do it. I say you have to put an invisible shield down around you and start putting up boundaries, and say, “I demand respect for myself. I don’t care if you’re my mom, my boss, my sister, my brother, my neighbor, or my best friend, I deserve to be treated with respect and I’m not going to engage in conversations where I’m not being respected.”

Pete Mockaitis
Understood. And I’m curious, when we think about, if you want to call them bullies or narcissists or high-conflict personalities, what proportion of the population falls into this category versus might someone just happen to have a different perspective than us, and be having a bad day? And how do we tell the difference?

Rebecca Zung
Yeah, great question. So, when I did my research for my book last year, I found that approximately 15% of the population has a personality disorder that lacks empathy. So, it’s about 6% or 7% narcissism, and then you go into there’s bipolar or personality disorder, there’s other personality disorders that lack empathy. And so, when you put them all together, it’s about 15%.

Now, then there’s also a percentage of the population that has what they call high-conflict personality disorder, which may not necessarily be narcissism or bipolar or any of these others, or borderline or whatever, but it could potentially be extremely difficult to deal with. Now, what I have to say is that this is a spectrum, right? So, all the way to the end of the spectrum are your people that have these personality disorders that lack empathy.

If you think of Jesus, or the Dalai Lama, or whoever your person is, on the other end of the spectrum, then everybody else sort of falls in between. And so, like where are you on that spectrum? It’s hard to say but we all have an aspect of narcissism in us. I mean, we all want to feel, seen, heard, and know that we matter. That’s the human experience. That’s just who we are.

But it’s when you are to the end of the spectrum, where you’re like, “I am in so much pain, so much shame, so much hurt, so much whatever is going on inside of me, that I feel empty inside and, therefore, all I can do is try to get as much supply as I can to the detriment of anybody else. I don’t have the capacity to have feeling for anyone else,” that’s when it’s an issue.

Pete Mockaitis
Okay. Well, these numbers are higher than I expected. That’s a good chunk of folks, and just lacking empathy, and so just operationally, definitions, let’s hear. I think I know what empathy means. When you say it in this context, what do you mean?

Rebecca Zung
Having the ability to step in somebody’s shoes, and say, “I get you. I feel you. I understand you. I understand your pain. I can see why you would be hurt by that. Your dog just died. Oh, my God, that’s just awful. I feel that pain for you. I feel that.” A person who doesn’t have any sense of that is like, “Okay, but you’re still going to come to work, right? I mean, you’re not going to…I’m not going to lose money over this, right?” Like, they’re just thinking about themselves in that situation.

Pete Mockaitis
Okay. Well, so you’ve got an acronym to slay the bully, S-L-A-Y. Can you walk us through it?

Rebecca Zung
So, S stands for strategy, L stands for leverage, A stands for anticipate, Y stands for you. The strategy piece is having a vision, a goal, a very specific vision that’s not defined by the narcissist or the bully. It’s defined by what you want. And so, what does that look like? Does it mean, if you’re breaking up with a business partner, that you want to keep the business, that you want to be bought out, that you want to buy them out, that you want to sell the business? What does that look like specifically?

And then L is leverage, which I alluded to earlier, but basically if you have these two different forms of narcissistic supply, which is anything that feeds the narcissist’s ego, and the higher-level form of supply for them, the ultimate form is that diamond-level supply, which is going to be their image, their reputation, how they look to the world, all the window dressing. It could be a prestigious job, prestigious friends, big house, money, the big bank account, the car, whatever it is.

It could be a new girlfriend, a new business partner, a boss, colleagues, employees, people that they don’t want to look bad in front of, they will protect and defend this form of supply above any other form. The secondary form of supply is what I call co-level supply, and that is bullying people, making them feel small, pushing them down so that you feel bigger, smearing people, passive-aggressive remarks or behavior, moving the goalposts in negotiations constantly for no reason whatsoever. All of that is what I call co-level supply.

In order to get a narcissist to not be constantly in your space anymore, you have to figure out a form of supply that’s more important for them to protect, i.e. the diamond-level supply, than the supply that they get from manipulating you, and that’s the co-level supply, and then threaten that source of supply, otherwise, they will never leave you alone.

And I want to back up for a second, and just give a quick little overview about how a narcissist is formed. How they’re formed is formed in childhood. I alluded to this toddler in an adult body, but it’s because when they were children, they were in fight or flight on a continuous basis, different times over and over. When this happens to any of us as humans, our brain emits hormones, adrenaline and cortisol mostly.

And that cortisol, when it’s being built up in a brain of a child, can actually cause arrested development in the limbic part of the brain, and that’s what causes the issues. So, while their prefrontal cortex can continue to develop, the thinking and all of that, what happens is, if they get triggered as adults by a perceived slight, loss of control, exposure, it could be a tone, it could be an eye roll, it could be a body language, whatever it is, then that limbic system is activated, it shuts down the prefrontal cortex, and now you’re dealing with full-on emotion, and they don’t think clearly.

They’re not thinking in terms of rationality. They can’t think long-term, “What’s the impact of what I’m doing?” And so, they will literally take themselves down to take down the other person because they see that other person as public enemy number one. Everything is black and white with them, “You’re either for me or against me. If you’re against me, then you’re public enemy number one.” That’s why it’s impossible to negotiate with, or communicate with, a personality disordered person as you can a rational or reasonable person. Does that make sense?

Pete Mockaitis
Understood, yes. So, we’re not really talking about the sensible, rational issues, and the options, and the best path forward, but we’re more so, it’s like, “I’m going to take away your toy. Deal with that.”

Rebecca Zung
It’s 100%, “Even if I’m going to get in trouble, I don’t care.” Because I’ve seen guys that’ll say, “I will burn my business to the ground before I have to pay her alimony.” And you think, “Why the hell would you do that? That makes no sense because then you don’t have the income either,” but that’s what they do, because they’re in that full-on, “I’m not thinking from my reasoning brain.”

Pete Mockaitis
Well, Rebecca, that’s an interesting example there. And so, they say that, and in that moment, they feel that, but in practice, do they actually do that?

Rebecca Zung
Yeah, you do start to see them doing things like that, you know. They’ll fire their top person because that person wasn’t on their side, sided with the wife, or they’ll just stop working. So, we always say in the divorce world, that they end up with SIDS. The incomed spouse, whatever, whoever that is, ends up with SIDS.

We call it sudden income deficiency syndrome, like, “Oh, suddenly they’re not making any money.” And they have no money as soon as the divorce starts. But part of it is because they just decided, “You know what, I’m not going to take contracts, I’m not going to fulfill on them,” things like that.

Pete Mockaitis
Yeah, and it’s really hard to kind of wrap your arms around because it’s not rational.

Rebecca Zung
It’s not rational.

Pete Mockaitis
And, in some ways, it’s slightly rational in the sense of, if we’re being stone-cold no empathy, it’s like “Hmm, well, now I am earning half as much money from engaging in this work that I get to pocket for myself as I was before, therefore, I’m less interested in doing many of these jobs.” So, I guess in some ways, there’s a cold rationality to it.

But at other times, that’s self-destructive situation you described in terms of, it’s like, “I’ll burn my company to the ground before I pay you a cent because I’m filled with rage.” That stuff, that’s sort of eye-opening for me. I guess I’ve lived a sheltered, kind existence, that folks, they don’t just feel that way in the moment, but they, in fact, execute the rational steps over weeks, months, years to execute.

Rebecca Zung
Yeah, they do it, I’ve seen it. And the other half of that is that people will pay attorney’s fees that they don’t need to be paying. I’ve heard guys say to me, “You know, I’d rather pay you than her.” And so, they are constantly blowing up potential settlements because they don’t want…They enjoy the game of it, it’s the sadistic piece of it.

And so, normal rational people will sit down at a negotiating table, and they’ll say, “All right, how can we make sure that both sides feel seen, heard, know that they matter, get something that they want from this exchange so that we can come to a deal? Like, who wants to pay lawyers? Or who wants to keep fighting? Or who wants to…?” Like, there’s a cost to all of that, right? Not just lawyer’s fees, but also part of your life, and the stress of it.

And whether you’re dealing with a business litigation situation or a partnership litigation or maybe you’re just trying to negotiate with a boss for a raise, or a colleague, or whatever it is, it doesn’t have to be a litigation setting, but they’re not trying to come to a resolution. They enjoy the game.

Pete Mockaitis
Well, that really is eye-opening in terms of a total reframe. It’s like, “Oh, the normal game I’m playing with normal people almost all the time is not what to do here.”

Rebecca Zung
No.

Pete Mockaitis
“Instead, I’m going to take this other approach,” which you’ve been walking us through, so we get strategic and leverage, and please continue.

Rebecca Zung
Yeah, so A is, anticipate what the narcissist is going to do, and be two steps ahead of them, which means you know they’re going to try to bait you, you know they’re going to try to trigger you, you know they’re going to try to do whatever they can to continue to get their supply source, their hit. I mean, they’re like drug addicts almost. And so, you want to come up with ways that you’re going to stay ahead of them, shut that down.

And so, what I do is I give people, you know, I have a whole wealth of tools in the toolbox, but some of them, for example, are what I call fluff or favor, vomit later, which is fluff up their ego a little bit to get a little something that you want give it in exchange for something that they want. It’s like you’re fluffing up a pillow, basically. So, sometimes that might be the plan.

Sometimes the plan might be making a plan stand, I call it, which is, whenever you have to meet with them, make sure you have an agenda, a scope, and a time limit so that they can’t sandbag you, so that you keep it to facts, not feelings. Because one of the things that a narcissist will constantly try to do is bait you into all sorts of things, whether it’s going for the jugular.

If you think that you’re really great at money, or handling, or careful with money, they’ll say that you’re a spendthrift, that you were horrible, that the only reason why they have money, the company’s making money is because of them, you know, stuff like that. And you want to sit there and defend yourself, “What are you, crazy? You weren’t even here. I was the one that brought in that particular client, and I was the one…”

Now, they have you. That’s exactly what they want. So, you want to go, “No, today, we’re talking about this issue. We’re trying to figure out how we’re going to dissolve this partnership, and we’re going to look forward. We’re not going to look back,” because you don’t want to get into that.

And then having a time limit because you want to be able to say, “Oh, you know what? It’s an hour or two hours, whatever it is that we allotted for this and, while talking to you is my absolute favorite thing on the planet, we’re going to have to continue this conversation another day,” because you want to take control of the narrative instead of having them take control.

And then the Y is you, which is your mindset. We kind of started with this at the beginning, which is great because I kind of like to start with it. But it’s you and your authentic power and you being on the offensive instead of the defensive. You thinking about how can you walk forward instead of backwards or even just staying straight. You’re shifting a power dynamic. You’re really going 180 degrees a lot of times.

And so, I say, step one, don’t run. Step two, make a U-turn. Step three, break free. Y is you breaking free? Y is you saying, “You know, I see you all the time. I don’t even care because you’re not a thing in my life anymore.” Oak trees don’t worry about whether the wind is going to blow, because they know they’re rooted, and that’s what you want to be.

Pete Mockaitis
Okay. So much good stuff. Well, now, could you maybe walk us through a couple examples of all this played out in action?

Rebecca Zung
I’ll give you an example for the Y. Many people ask me, like, “What’s a main message when you’re dealing with a narcissist or anybody?” And I always say that you and you alone define your value, and people will think what you tell them to think, and that includes a narcissist.

And I’ll tell a quick little story, which is when I first went out on my own many years ago, I had been practicing law for a few years before, and then I went, I was a stockbroker at Morgan Stanley for a couple of years and I had my Sears seven in ’66. And then I decided to go back to law to start my practice. And at the time, I hired a business coach, and I said to her, “Ugh, these people are going to think I’m such a flake. Like, I literally went from being a lawyer to financial, to back to being a lawyer.”

And I was in Naples, Florida at the time, which was a very affluent community, very kind of judgy, you know. And so, I said I was very worried about looking flaky, and she said, “People will think what you tell them to think.” She said, “You can tell them that you’re a flake or you can tell them that you are the only family law attorney that has a financial background, so, therefore, you are more qualified than any other attorney in town. Which story would you like to tell?” And I said, “Oh, maybe I’ll tell that one. That sounds pretty good.”

Pete Mockaitis
That sounds that’ll be better for a client position and bill a lot.

Rebecca Zung
“That sounds better. I’ll take that one.” So, that’s what I did. I positioned myself that way, I marketed myself that way, and within two years, I had the top family law practice there and I was representing billionaires and all sorts of very powerful influential people. And I can tell you that none of them would have hired me if they thought I was a flake, but it was really how I showed up.

And if I had showed up as, “Oh, I’m sorry. I know I jump around a lot,” and kind of defending myself, then people would have seen me as that. But I showed up as, “No, this is who I am, and this is what I do, and this is my background, and this is actually going to help you.” And I can’t tell you how many people hired me because of that, “I’m hiring you because you’re the only one that has a financial background.”

But it’s such a lesson because you define your value, and people will think what you tell them to think. You can tell once people walk into a room and they know who they are and you can’t mess with them. But they define that.

Pete Mockaitis
Beautiful. Okay. Let’s hear another story.

Rebecca Zung
Well, one of my favorite stories is I call it the $2 million apology. So, I was doing a mediation and I was representing this guy who was, like, the top developer in Florida.

Pete Mockaitis
Real estate developer?

Rebecca Zung
Yeah. And even at the time that we did our initial meeting, our initial consultation, he was acting like I was so lucky that he was choosing me to be his lawyer. And at the time, I was, like, referring out like 80% of the people who were coming to me, and so I had way too much to do. And so, I’m like, “I roll in the whole time, like whatever,” but he goes to hire me.

And so, at the time, he goes, “Oh, is there any room in your retainer or your hourly rate?” And I looked at him, and I was like, “No, but I’m happy to refer you to cheaper people if you’d like.” And he was like, “No, that’s okay. I’m going to go with you.” I said, “Okay.” So, then fast forward to mediation, it’s like 12 hours, it’s like 9:00 o’clock at night, we’ve been there forever, we’re all like ready to get out of there, and we’re about ready to sign the agreement. And the wife was going to get about $2 million in alimony over the next few years.

Of course, she was getting a lot of other assets as well, but part of it was alimony. And so, the mediator comes in to me, and says, “Hey, Rebecca, can I talk to you for a second?” I’m like, “You better be coming to me with an agreement that people are signing. Like, what are we doing over here?”

Pete Mockaitis
“At this hour.”

Rebecca Zung
Yeah. And so, he pulls me out in the reception area, and he says, “I have a very unusual request from the wife. She is willing to waive alimony if he will apologize to her for everything that he did to her during the marriage and take responsibility for it.”

Pete Mockaitis
Verbally, not written?

Rebecca Zung
Verbally.

Pete Mockaitis
Okay.

Rebecca Zung
Yeah, so she wanted him to go into the room without anybody else there and apologize. And I’m like, “What’s the catch?” and he’s like, “No catch. This is what she wants to do against her lawyer’s advice, whatever.” I’m like, “All right.” So, I go back into the room and I tell my client what he has to do, “Go to school over there, you know, like a puppy dog with your tail between your legs, whatever, say your thing and then she’s going to wave alimony.”

And he says, “No, I’m not going to do it.” And I’m like, “Yes, you are,” because I’m thinking to myself, “I’m going to have to give this guy, like in the lawyer’s call, a CYA letter, like cover your you-know-what, because what the heck is he doing over here?” And so, I’m like, “I’m going to kick your ass. Like, get over there.”

So, he finally goes over, and he apologized, and she signed off. She waved alimony. And it was like that important to her to get him to apologize but he almost didn’t do it. And so, at the end of the day, we’re standing in the parking lot, he signed, he’s got a signed agreement, the thing is done, and he says, “Hey, by the way…” he’s like, “Thank you very much.”

And he said, “By the way, I just want you to know that I’m glad that you didn’t negotiate your retainer or your hourly rate at the beginning,” he said, “because if you had, I would have thought that you were going to be soft negotiating on my behalf throughout the divorce.” And I was like, “Oh, really?” But the whole thing was very interesting to me and almost like a great case study in negotiating in so many different ways, because I stood firm on my value, and then the fact that he didn’t want to negotiate at the end because of his own ego, his own pride.

Because what would happen is that he no longer would have a tie to her because he wasn’t going to be paying her these monthly payments, so he couldn’t continue to control her. And that’s part of the reason why she also was willing to waive alimony, because she wanted a clean break from him, and he didn’t want to do it. He didn’t want to let go of his supply source but he finally did.

Pete Mockaitis
Yeah, there’s a lot of layers and things to unpack there. And what’s powerful with that value is that it was, in negotiation they talk about the BATNA all the time, the best alternative to negotiate agreement. And in your situation, it really was the case that you were pretty well booked up, you were referring out lots of work, and therefore, you truly, it sounds like, weren’t even tempted in the least to reduce your retainer.

Like, you could walk away, “And I will not be upset,” as opposed to, if you were just getting started, you’re like, “Oh, man, I need every client I can get. Well, maybe,” you know, you probably have some more temptation there.

Rebecca Zung
Oh, well, I have a story about that, too, if you would like.

Pete Mockaitis
Please do.

Rebecca Zung
So, when I did first go out on my own, the guy who ultimately ended up being my law partner, when I moved to California, he had been practicing for years. He was, basically, like my dad’s age and he was a member of the Academy of Matrimonial Lawyers, he’d won all these awards, whatever. He’s such a wonderful man.

I went out on my own, he wasn’t my partner or anything, he was just my friend. He was really opposing counsel in some ways, like 5:00 o’clock one day, I had been out on my own for maybe a month, my receptionist says, “Hey, Jack Long is here to see you.” I’m like, “Jack Long is here to see me? Okay.” So, I go out and sit down in the conference room, and he says, he was from New York originally, so great, and he goes, “I need to talk to you about your hourly rate.” And I said, “What?”

And he goes, “It’s too low.” And so, I mean I was charging like $2.85 an hour or something like stupid because like, I said, “Well, I’m so afraid I’m not going to get clients, you know.” And he goes, “I’m going to tell you a story.” He said, “When I first went out on my own in 1969, or whatever it was, like, it was forever ago,” he goes, “I did a divorce for a guy and I charged him $4,000. And he comes to me and he goes, ‘Jack, you did a great job for me. You charged me $4,000.’” And he’s like, “Yeah?” And he goes, “My wife’s attorney charged her $5,000.” And Jack’s like, “Okay, so you should be happy.” And the guy goes, “Well, obviously he’s better than you.”

Pete Mockaitis
Hmm, obviously.

Rebecca Zung
And so, Jack stood up at that point, and he goes, “Raise your damn rates.” And he walks out. The next day, he calls me, and he says, “I got a great referral for you.” He said, “I’m conflicted off.” It turned out to be Arnold Schwarzenegger’s goddaughter, so I ended up getting to travel with Arnold and become close to him and their family.”

But he says, “I’m giving you this referral,” he said, and he started to explain the case to me and he gave me all the details. And then at the end, he goes, “And they have money, so charge something decent for Christ’s sake,” and he hung up the phone. And so, I took that client, and that day, I raised my rate by, like, a hundred dollars an hour, or something, and I never looked back. We went up from there, obviously. But it was such a good lesson for me.

Pete Mockaitis
Well, there’s so much there with regard to pricing and psychology. And, boy, my favorite part was the word obviously because, in fact, the relationship between price and quality is fuzzy, and sometimes the best lawyers don’t cost the most. It’s just that high prices have to fund fancy buildings and other overheads, as opposed to strict quality of any professional. But, nonetheless, the perception remains, like, “Oh, well, the best are obviously, obviously the most expensive and the cheap ones must not be the best!”

Rebecca Zung
Yes, exactly. And that’s why he told me to raise my rates.

Pete Mockaitis
Okay. Well, tell me, any final thoughts before we hear about some of your favorite things?

Rebecca Zung
I always like to tell people to start looking at people from an observer’s perspective, because the way people treat other people is a direct reflection of the way they feel about themselves so you can never take anything personally. I mean, people who feel great about themselves don’t go around treating other people like crap. That’s just the bottom line.

So, if you take things personally, then it really is about how you’re feeling inside. So, don’t let your trauma do the talking. Don’t let your trauma do the picking. Do the personal development work and all the rest will come.

Pete Mockaitis
Okay. Now, could you share a favorite quote, something you find inspiring?

Rebecca Zung
I love the one from Rumi, which is, “Set the world on fire. Seek those who fan your flames.” I love that one because I want you to think about, like, “Are people dousing your fire? Are they pouring water on it? Or are they fanning your flames and throwing logs on it and saying, ‘Hey, I love seeing you fly. I want to see you fly some more. There’s room for everybody’?” So, that’s one of my favorite quotes.

Pete Mockaitis
Oh, thank you. And a favorite book?

Rebecca Zung
I love The Seat of the Soul, Gary Zukav; The Power of Intention, Wayne Dyer; A Return to Love, Marianne Williamson. I love there’s one I’m reading right now, actually, called This Thing Called You by Ernest Holmes, I think is the author. It’s an older book, but I didn’t even know that it existed. So good. Really, really powerful.

Pete Mockaitis
All right. And is there a key nugget you share with clients or in your books, that folks tend to remember and repeat back to you frequently?

Rebecca Zung
I think it’s the things that we’ve been talking about. You know, one of the things that I do say that I hear is what’s negotiable is contracts, issues, and terms. What’s not negotiable is your self-respect, your self-esteem, or who you are.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Rebecca Zung
My YouTube is RebeccaZung.TV. I do have a “Crush My Negotiation” prep playbook that people can get for free which is at WinMynegotiation.com, and then my website RebeccaZung.com has literally everything, tons of resources, a lot of everything about all my courses, my coaching programs, my certification, all of that.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Rebecca Zung
I would say do everything with complete integrity, and do what you say you’re going to do, when you say you’re going to do it, how you say you’re going to do it, even with the smallest things, making promises to yourself and the rest will come. The first negotiation that we have to do most of the time is with ourselves, for our own self-worth, keeping the negative committee quiet in our head. And so, by keeping promises to yourself, it helps you raise your own self-esteem and become the best version of who you are.

Pete Mockaitis
All right. Rebecca, thank you. This is beautiful, fascinating, fun. I wish you many successful negotiations.

Rebecca Zung
Thank you. Thank you, Pete. It’s been great.

973: Mastering the New Rules of Persuasion with Leslie Zane

By | Podcasts | No Comments

 

Leslie Zane reveals why traditional persuasion tactics often fall short—and offers a new alternative that’s more effective.

You’ll Learn

  1. Why most attempts at persuasion fall short  
  2. How to bypass resistance with triggers 
  3. The unexpected people who will drive your success 

About Leslie

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers’ strategies are evident in diverse fields from consumer-packaged goods, health care and insurance.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term “Covid-stasis” forecasting the pandemic’s lasting psychological and behavioral effects.  Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

Resources Mentioned

Thank You, Sponsors!

Leslie Zane Interview Transcript

Pete Mockaitis
Leslie, welcome.

Leslie Zane
Hi, Pete. It’s lovely to see you and to be here today. Thanks so much for having me.

Pete Mockaitis
Oh, thank you. I’m excited to hear your wisdom. And I’d love it if maybe you could kick us off with a particularly surprising or counterintuitive discovery you’ve made about us humans and persuasion and influence over the course of your illustrious career?

Leslie Zane
Well, that’s pretty easy because my entire book is about the fact that human beings are unpersuadable. We try really hard, we try to convince, cajole, we hammer people over the head with messages but, at the end of the day, we’re really just trying to convince a conscious mind that doesn’t want to be convinced because you really can’t persuade anybody of anything. But what you can do is kind of go around that and tap into their instincts, which is a completely different mechanism, and you have much more success there.

Pete Mockaitis
Well, that is fascinating. Could you bring it home for us, if the listeners are saying, “I don’t know if that’s true. I could be convinced of some things.” Leslie, lay it on us, what’s the evidence that, in fact, we are not convincible?

Leslie Zane
Well, 95% of the decisions that we make are made on instinct. We may have a post-instinct rationalization of a decision that we made, so we may think that we were making that decision consciously, and with rational information, but most of the time, most of the decisions we make about brands and actually about many things in our lives, we make them on instinct.

And we see this over and over again, and we’ve seen it in every category, we’ve seen it in financial services, we’ve seen it in insurance, even doctors prescribe HCPs, healthcare providers prescribe medications on instinct. So, everybody thinks that they’re in control of their decisions, but for the most part they’re making decisions instinctively, and it’s their subconscious mind that takes over.

Pete Mockaitis
Well, so now, if we all think that we’re making them consciously but we’re actually not, how does one learn, or know, or discover, or prove this phenomenon is, in fact, at play?

Leslie Zane
Well, so that goes to the question of, “How do we understand people’s drivers, their decision drivers?” And the answer to that is you really can’t trust what people say. And this is why most conscious surveys are misleading, many of them, why political polls are often wrong before a presidential election, because we are asking people conscious questions.

And they think they know the answers, but that’s not necessarily what takes over when it comes to the actual decision, let’s say, in the voting booth. They’re probably going to do something completely different than what they said they were going to do in the conscious survey. Does that make sense?

Pete Mockaitis
I hear you. I guess I’m thinking of the specific example of polling. I mean, maybe they made their decision, or maybe I’m nitpicking here, Leslie. So maybe folks have already made their decision and they’re honestly reporting it, but that decision was made previously based on instinct, like, “Oh, I like that. He’s handsome,” is maybe subconsciously what’s operating. Because, I guess, I’m thinking polling is like, eh, close-ish, right, in the ballpark?

Leslie Zane
In the world of marketing, when it comes to brands, when you think about the kinds of research that companies do, generally speaking, they do these very large-scale brand health tracking studies, and there’s a list of attributes about the brand and people sort of check off what are the attributes that they say yes or no for that particular brand.

And those kind of capture their conscious associations, their conscious thought about those brands. What it doesn’t uncover are some of those implicit negative associations that are lying in the unconscious mind that nobody is really aware of. And then several years later, down the road, the business falls out of bed and, lo and behold, the business leader is sort of surprised, “Oh, my God, what happened here?” And, in the meantime, all those conscious measures that were in the brand health tracker were humming along pretty well, unchanged.

So, what’s really going on is that these negative associations accumulate in the unconscious mind, and you’re unaware of it, the business leaders are unaware of it. And so, it’s really important to constantly monitor your implicit barriers and drivers, not just the conscious barriers and drivers that are easily accessible in these large-scale tracking studies.

Pete Mockaitis
Man, negative associations accumulating in the subconscious mind, whew. There is a phenomenon that I imagine is happening all the time about lots of things in our lives. And then in the context of business, I’m thinking about, I don’t know, like a cable company. It’s like, “Oh, I’m annoyed that I have to give a four-hour window for my installation. Ooh, I’m annoyed that it costs so much. And, ooh, I’m annoyed they don’t have these options.”

And then, lo and behold, ooh, you got some streaming options available, “Oh, this is way better,” and then all those negative associations come to the fore. It’s like, “At last, I am freed. Let’s cut this cable out of our life.”

Leslie Zane
Yeah, you’re really talking about there are whole industries that are sort of beset by negative associations, whether it’s the insurance industry or the cable industry. And what those companies need to do is they need to fight back and really displace those negative associations with positive ones. It’s the only way they can grow.

So, if your brand is not being selected, it means that the growth target, the people you don’t have, the prospective users, have some negative associations that are holding them back. And if you don’t constantly prune your negative associations, they eventually turn into barriers, and the barriers can be really large. At that point, it doesn’t matter how much you spend on marketing or advertising, you’re not going to bring those people over because those barriers are pretty high.

Pete Mockaitis
Could you give us an example of how an individual, a team, a company, a brand goes about pruning negative associations?

Leslie Zane
Well, first, you need to understand what the negative associations are, and the technique for doing that is to uncover their brand connectome. So, what is the brand connectome? This is a key construct in my book. It’s the cumulative memories that get stuck to your brand, that get glued to your brand in the unconscious mind, and this is a physical thing.

So, a brand is known by the associations it keeps. It’s, literally, it has physicality. A brand isn’t this wispy concept. It actually has roots and pathways that are connected to it. And every brand has a connectome, and the biggest brands have really large connectomes, and the smallest brands have very small connectomes. And their job is to grow the connectome in the mind of their growth target, the people they’re trying to get.

Pete Mockaitis
And when you say…oh, sorry.

Leslie Zane
No, you go.

Pete Mockaitis
When you say it’s physical, are you talking about, like, neural pathways inside my brain and spinal cord physical?

Leslie Zane
Yeah, there’s literally physical neural pathways that’s almost like paths in sand get dug in there, and whenever you sort of reach for a particular brand, those pathways kind of light up. And so, when you go to the supermarket, this is how instinct works, and you choose your go-to brands, you’re not really sitting there doing a lot of deciding, saying, “Oh, product A, product B, let me see which one I should buy.” There’s not a lot of that going on.

For the most part, you’re going directly to your go-to brands. You’re grabbing, you’re sticking them in your cart, and you’re walking out. And if you didn’t have the ability to do that, make those snap judgments, then you’d kind of be in the supermarket for like three weeks because there are so many products to choose from. But your brain has this ability to tune out everything that you’re not interested in, and your brand’s connectome, the brand connectome that is the largest in a category, is the one that you are going to reach for.

So, if you’re a loyal Pepsi user, as an example, your Pepsi connectome is going to be very large, it’s going to be very robust, it’s going to have a lot of positive associations. And we can talk more about the framework of how you analyze that in a minute. But the point is that, if you’re reaching for Pepsi, it’s because you have a large positive brand connectome for Pepsi, and your Coke connectome is probably a little smaller and probably has some negative associations because the brain is a relativity machine. So, if you’re up on Pepsi, you’re down on Coke, and if you’re up on Coke, you’re down on Pepsi, and they kind of work against each other.

Pete Mockaitis
Well, that is intriguing. I was just thinking about Coke and its connectome. I guess I’m thinking inside me. I was thinking, “Okay, Coca-Cola,” there’s just like all of the things, like, Santa Claus, and the troops, and America, and Atlanta and southern hospitality. And so, it’s like I got all those things. And then, Pepsi, I got, I don’t know, like Beyonce and Britney Spears, and be young and have fun, Generation Next.

Leslie Zane
There you go.

Pete Mockaitis
And it doesn’t feel rational, but like these emotions and things, it’s like, in me, Coke feels more wholesome, even though it’s like sugar water, which is not really healthy for you, but relative to Pepsi, feels more wholesome. And Pepsi feels more like edgy and risky. But they’re almost the same thing.

Leslie Zane
But they manifest, as you just pointed out and dimensionalized so beautifully, they manifest very differently in people’s minds, and people have an inclination, a bias you could say, for one versus the other. And then, of course, there are people who go back and forth, but for the most part you’re either sort of pro Pepsi or you’re pro Coke.

And I don’t mean to just pick on Coke and Pepsi. We could talk about this for Apple and Samsung, for Nike and Adidas, for the Mets and the Yankees. I mean, this is literally every single category has this kind of dynamic, and these brands are basically vying against each other in people’s minds. And that’s what it is. It’s a battle for the terrain of your brain. And the brand that has the most terrain, the most territory, almost like a game of Monopoly, whoever wins the most real estate in the mind wins.

Because the three most important things, in terms of a framework that might be helpful to your listeners for the brand connectome, for you to have a healthy brand connectome it’s got to have three things. It’s got to be large. It’s got to be positive, lots of positive associations, not negative ones And, third, it needs to be distinctive. Those are the three things that you’re shooting for.

Large, because the more connections a brand has in the brain, the more salient it is, and the more it’s your instinctive go-to-choice, if that makes sense. So that’s critical. Two, positive associations, not negative ones. Negative ones hinder growth, so you want to get rid of those negative associations right away. And then, third, you want distinctiveness. You want to have some clarity and some distinctiveness, but that’s not nearly as important as the other two, the salience and the positivity. All three are important, but salience and relevance, positive association is really critical.

Pete Mockaitis
Also, if we zoom in to the experience of a typical professional, and we each in a way are a brand, a personal/professional brand, how might we apply these principles so that we are positively associated and featured in the brains of our colleagues, of our bosses, those who are deciding if we get raises or promotions or cool project opportunities?

Leslie Zane
I love that question. So, what you’re really talking about is the personal brand, and using your personal brand to make sure you get all those wonderful opportunities. I think of a brand as a seed that you plant in other people’s brains and other people’s minds. And what we want to do is we want to make that seed grow. So, the more positive associations we add to the seed, the more it lays down roots and pathways, and branches out. It turns into a seedling and then a plant. And then little by little, hopefully, a full-grown tree.

So really what we’re talking about is growth. We need to grow our brands in other people’s minds. And the way to do that is by keeping on adding lots and lots of positive associations and making more and more connections to those people’s lives. Not one dimensional, but multi-dimensional. And this is a key difference in our philosophy versus a lot of others, certainly, versus traditional marketing. Traditional marketing would say that every brand should stand for only one thing.

But I just told you, you need a myriad of connections in people’s minds to have a salient large brand connectome. So, it’s actually the opposite of what we’ve been taught, “Oh, Volvo should stand for safety.” No, Volvo should stand for safety, and advanced technology, and looking good, and having great styles, and great color.” Like, it needs all of those things, not just one thing. Because if your brand only stands for one thing, then it’s going to be basically invisible in people’s minds. It’s going to have a very tiny connectome.

So, in terms of your personal brand, you want to make as many connections as possible in people’s minds and just keep adding those positive associations, almost like nurturing it, nurturing your brand as if the associations are the soil, the water, and the sun that you would feed a plant.

Pete Mockaitis
All right, Leslie, so let’s say folks hear that and say, “Yes, I am so in. I am going to turbocharge my seed trajectory amongst my colleagues, boss, and stakeholders, collaborators at work.” What are some actions, behaviors, things that they might do so that we’ve got lots of very positive associations to us?

Leslie Zane
So, one of the first stories in my book, The Power of Instinct, is a story about a woman named Anna who’s trying to sell one of her ideas at a company. She’s trying to get them to use the marketing campaign that she wants them to use, and she’s having a lot of resistance, and the president of the company tells her that this is something that they’ve tried before and it didn’t work.

And so, she basically goes on a marketing campaign for her idea, and she goes to sales, and she goes to R&D, and she goes to the head of HR, and she starts to build, basically, build a marketing campaign around her idea by seeding positive associations with each one of those different audiences so that by the time they get into the big meeting everybody’s already positively predisposed.

Because the more, this is about early and often, the more times you seed your idea, and the more positive associations people receive about it, the more they’re going to buy in. And, little by little, your idea, that seed, is going to grow. And so, the same thing would be true, whether it’s your idea that you’re selling or if you’re talking about your personal brand itself.

Pete Mockaitis
So, when Anna’s doing this going around seeding positive associations, what does that mean in practice?

Leslie Zane
It means that she’s having conversations where she’s talking to the person about her idea, and she’s finding some shared common values that they can agree on. So, if she’s talking to sales, maybe she’ll be talking about the value of this idea to the selling process. If she’s talking to HR, she’ll be talking about the value of the idea for internally with employees and why this is going to be good for retention.

It really doesn’t matter what the specific case is, but basically what you want to do is you want to latch on to things that are already in your audience’s mind, and you want to leverage those and hook what you’re selling to that. This is all about leveraging the familiar and creating shared values between you and your audience, between you and your target, so that rather than selling against the conscious mind, which I told you is unpersuadable and only makes 5% of decisions, that is basically going up a brick wall.

If I tried to persuade you of something, you’re going to say, “I don’t think so. Thank you very much. I know what I’m doing. I know best.” You’re set in your ways. You’re stubborn. That’s just how the conscious mind works, and it’s true for everybody. So instead, what we want to do is we kind of want to go through this back door of the instinctive mind, which is much more malleable, it turns out, and I want to latch on to things that already exist in this target’s minds, and hook my messages and what I’m trying to sell to those things that already exist. That’s the path of least resistance, whereas, the conscious mind is the path of greatest resistance.

Pete Mockaitis
All right. Leslie, I’d love it if you could zoom way in on a case study. So, someone has taken the appealing to the instinctive mind approach for their persuasion campaign, can you lay out a case, in particular, of this person had this idea, and they were trying to win over person A, person B, person C who had these different values or connected pieces, and here’s how the magic unfolded up close and personal?

Leslie Zane
Well, I will tell you a story that happened early in my career, which I do think demonstrates the unconscious approach to winning over an audience. And remember that at the time, I was very young and I didn’t know how to do this yet, but I’m going to show you how it ultimately worked. So, I was working on the Johnson’s Baby business, this was many moons ago, and the business was not doing all that well.

And so, I had noticed that dads were getting more involved in caregiving, but we were still showing just moms and babies in the traditional Madonna and Child pose in all of our advertising. And I also noticed that when dads walked down the street pushing a baby carriage, mom’s heads would turn. That’s what they paid attention to. Not so much a mother walking down the street, but a dad walking down the street pushing a baby carriage.

So, I marched myself into my boss’s office, and I said, “I know what we need to do to turn around this business. We need to put the first father in a Johnson’s Baby shampoo commercial.” And he said, “Leslie, you’re crazy. It’s moms that buy these brands, these products, not dads, and there’s no research to support anything that you’re saying.”

But I kept on advocating because I felt in my bones that I was right. And that year, I got my performance review, and it said, “Leslie is too passionate about putting fathers in advertising, and this is an executional concern, not a strategic one.” Now, Pete, you know I used to work at Bain & Company like you did, and I had been told that strategy was my superpower. So, this was like devastating to me, but because I’m a crazy person, you don’t know me very well yet, but I don’t take no for an answer.

I kept on advocating in spite of this, and I think at a certain point, they just gave in because they were exhausted, and they put the first father in a Johnson’s Baby Shampoo commercial, and the business took off. It was the highest-scoring commercial in the company’s history. What I had found was a trigger. I had found my first trigger, a cognitive shortcut. Father and baby was a creative twist, a distinctive twist on mother and baby, that brought all these new positive associations to the brand that it didn’t have before.

Progressive brand, giving mom a break, and a father tenderly taking care, the strength of the dad, tenderly taking care of a newborn was this phenomenal visual contrast that you didn’t get with mother and baby. There were just all these positive associations that just took Johnson’s Baby to a different level. And it worked at the subconscious level that wasn’t captured in any of their research because it was something that was operating at an implicit level.

And so, that is a really good example of something you can use, whether it’s for a brand or a business that you’re on in your in your work, or you could also look for triggers like that to sell your ideas. But that’s what it’s all about, verbal triggers, visual triggers, finding those cognitive shortcuts that already exist in people’s minds, and sort of co-opting them and linking your business, your brand to that thing. That make sense?

Pete Mockaitis
It does, and I love it. And what’s flashing into my mind, look, I guess that’s my connectome, right? The associations here is I’m thinking of the movie, “Planes, Trains, and Automobiles,” and we’ll link it in the show notes, this clip, when I think they’re stuck in an airport, and they need to get some cash? Have you seen this?

And John Candy, he’s a sales guy, that’s what he does, and so he has a bunch of shower curtain rings. And so, he goes from group to group to group, just saying exactly what they want to hear. So, there’s a bunch of teenage girls, and he put the shower curtain rings on their ears like earrings. He said, “Wow, boy, these really make you look older. Boy, you can really pass for 20 or 21 even.” And so, they just hand out their money, because he’s connecting to something, like, “Yes, I am trying to get into, I don’t know, dance clubs I shouldn’t be going to at my age, but I can’t get into.”

And we’re just sort of connecting to the desire. They had no desire for shower curtain rings before, but now, by golly, you have linked that to something that they want, that they want deeply. So, well, now, Leslie, I’m thinking, well, the hard part is figuring out, well, what is it that people want deeply and that we can trigger to get this effect going for us?

Leslie Zane
Yeah, and that takes research, and I can’t give you the magic bullet to that. I can only just give you examples from different categories of what are great triggers, and then I think that could kind of get the ball rolling. So, for example in the bottled water category, the snow-capped mountain is a growth trigger. It’s an amazing succinct device that has all of these positive associations associated with it.

So, you just look at a snow-capped mountain, and if you’re in the bottled water category, you know that stands for pure, pristine, water from the glaciers, fresh, natural, cold, clean, all these positive associations. So, you take that little snow-capped mountain and you put it on your bottle and, now, suddenly, the bottled water inherits all of those positive associations. And you don’t have to save them because they are already built into our brains over time from our learning, from our education, society, culture has done all that for us.

And so, that’s really the beauty of triggers. This is a way to leverage what already exists in the mind because human beings are hardwired to connect with the familiar, with the things that we already know, and you latch on to these things, and it enables your message to go down into people’s memory structure much faster, much more easily, without confronting that conscious mind that’s resistant to change.

Pete Mockaitis
Well, and what’s kind of wild is that snow-capped mountains have good associations like clean, pristine nature, whatever. When in fact, bottled water can be kind of problematic for the environment, and it’s sort of like, “Oh, I feel like this is wholesome and pure.” It’s like, “Well, you know, there’s many things you could point to that says this is destructive and evil from some business practices or value systems that you evaluate it.” But none of that is consciously happening, it’s like, “Ooh, that looks pure and wholesome. I like that.”

And I’m also thinking about carpets. Carpets always got to have a baby on them. There’s always a baby on the carpet because it must be soft and pure and wholesome and homey and cozy if this little baby is on that carpet, right, because this baby wouldn’t be on a toxic, harsh, troubling surface, would it? And so, in a way, well, Leslie, it feels like there’s a way of real responsibility to behave ethically with this powerful force that we’re playing with here.

Leslie Zane
I mean, that’s definitely true, and it goes really way beyond these cognitive shortcuts and these triggers. There’s really a whole philosophy that I talk about in the book. The fact is marketing is really doing it all wrong today. Traditional marketing has it upside down because when you think about it, the rules of marketing were created like 50-60 years ago when we thought the conscious mind made decisions, but that’s not the case.

The real case is that our instinct of mind is making most of our decisions, so we really need a whole new rulebook for how to go about changing people’s minds, changing their behavior, getting them to buy our brand, getting them to hire us, enabling us to get into the college we want, whatever it is that you’re trying to achieve. My book kind of lays out the rules, the new rules of marketing that displace the old rules.

So, here’s another example. The old rule of marketing would be that your core customer is most important and you should spend all of your time on your core customer. Well, the fact is the core customer is really a trap. Your core customer is never going to tell you what you really need to know about your negative associations because they’re happy with you as you are.

They’re not going to help you evolve. It’s going to really be hard to get more sales out of them because how many bottles of shampoo can one person use? You can only get so much out of your core existing customers. And so, if you want to grow, the most important thing you can do, the best thing you can do is to reach out to the people you don’t have.

So, your growth target, the prospective customer, is really far more important to increasing growth at an exponential rate than your core customer. It doesn’t mean that we ignore our core customer. Of course, we take excellent care of them. But where we want to prioritize our resources is really the growth target because, otherwise, you have a leaky bucket. There’s always some people who are leaving you.

And so, if you’re not constantly replenishing your existing customer franchise, you will have a leaky bucket. So, that’s just one more example of how those traditional marketing rules kind of get it wrong. And the new rules are really critical for getting the growth that you want according to how instinct really works.

Pete Mockaitis
Yeah, that’s really good. And I’m thinking about all sorts of elements of persuasion, whether you’re doing a presentation, or you’ve got a landing page and you’ve got your headline, your copy, and you’ve got your images. Tell me if this feels right to you, Leslie. It’s like the focus of this message should be less upon “This is the superior option for these six key reasons,” and more of just like getting the trigger that makes you go, “Yes!” like that moves my heart and soul. Like a snow-capped mountain, like a baby on a carpet.

And that is the hard part in terms of like, “What does it for you?” For someone, it might be flyfishing, it’s like, “Oh, the freedom, the escape, the peace, the adventure.” And for someone else, that totally doesn’t do anything. And so, to really understand what gets people going, any pro tips on how we do our research to elicit that?

Leslie Zane
Well, first of all, I want to validate what you’re saying because what you’re basically saying is that if we use very overt messages, like, “Here are the six reasons why you should listen to my podcast,” that is not going to work very well. But if you connect with your audience on shared values, on shared images, on fantasy, and we can talk about that, then you’re going to have this collaborative approach.

So, I think of that overt approach as sort of confrontational. You’re basically telling me what to do, and most humans don’t like to be told what to do, but this is about being collaborative and basically knitting your message, knitting your brand into the brains, almost like a symbiosis between the brains of your perspective users, because we’re talking about growing audiences, and growing your following, and growing your brand.

So, that’s really what we’re talking about, is being collaborative with them, and finding out things that they care about. But that doesn’t mean you want to lose your identity, and only show them things that they care about. You want to find the things where you have commonality while still keeping your own identity.

One of the biggest mistakes people make is they think, when I start talking about this, they think that I mean that they should be emotional in their messaging, and that actually doesn’t work at all, because emotion goes in one ear and out the other. And I also can’t tell people how to feel. That’s another example of being overt. So, what we really want to do is create distinctive brand assets, because distinctive brand assets and distinctive brand triggers, those are the things that are sticky that last in people’s memories, and that would be things like verbal triggers as well as image triggers.

So, we’ve already talked about image triggers like a snow-capped mountain, or like the dad with the baby, that’s an example of an image trigger. An example of a verbal trigger would be “Just do it” or “Do the Dew” from Mountain Dew. These are verbal triggers that get lodged in people’s minds and memories and are very, very sticky. They remain.

Pete Mockaitis
And it’s so funny, like, when I drink Red Bull, I think about all the marketing, or “Do the Dew, or “Red Bull gives you wings.” And so, sometimes I even say to myself, I’m just joking, “I’m going to slam a Red Bull because I’m so extreme,” and I’m just kind of being silly. But, in a way, there is something there in terms of, “Yeah, I’m about to get some pretty serious about the thing I’m about to do, and I would like to be caffeinated as I do so.”

And it’s funny, so we both have roots at Bain. I remember there was a bit of copy in the recruiting literature. They kept using it for years and years, and it might still be there, I haven’t checked. And it resonated with me, and I think that’s why they kept it around so much, and they said, they’re sort of like, “Hey, what’s it like to work at Bain?” or, “What are Bainies like?” And they’d said, “We laugh a lot.”

And I thought that was perfect, because, one, I like to laugh a lot, and who doesn’t, right, really? But I thought it was fantastic because it was distinctive. I didn’t see that in the other information sessions with companies that were recruiting on campus, and it was something that I wanted for my experience of work and colleagues, and I found it to be generally true, like, “Yeah, sure enough, we did. We did laugh a lot.”

In our collective analytical dork-dom, was able to find humor, shared humor and some stuff in a way that I don’t, still to this day, don’t find with many people. It was kind of special. We did laugh a lot. And so, that was money. That was magic. And they stuck with it for a long time, and again, it seems like you got to do the research to surface those things. Like, “What’s distinctive and resonant for folks?” And ChatGPT isn’t going to spit it out for you.

Leslie Zane
Yeah, no, I think that’s exactly right. And, really, where you want to do your research is with your growth target. So, most people would think you’re going to find it by talking to your existing customers. You’ll find what turns your existing customers on, but that’s not going to help you know how to win the new people over. So, you really have to find out what are the barriers, the implicit barriers in your growth targets’ minds.

I promise you that’s the key to growth because if you can take down those barriers with positive associations that overcome those barriers, you can get those people to come over. That is the freeing enlightenment that is out there to be understood. In fact, I would argue, you should not create a strategy for your company without knowing the implicit barriers of your growth target. And I tell you how to do this in my book. Each chapter is basically another rule or principle for how to go about this.

But another example is fantasy over reality. We’re told in marketing that you should show reality to your customers. That’s what they want to see. And if you ask consumers, they will tell you every single time, “I want to see reality.” But I told you, don’t listen to what people say, because what people say and what they do are two completely different things, because all of our research shows that people connect and go to fantasy every single time. Even that Red Bull example that you just used. The guy kind of going up in the air with the wings. That’s fantasy. And that’s what we want. We want fantasy. We want to fulfill our dreams.

Pete Mockaitis
So, just to make it all the more real, Leslie. Let’s just say I own a podcast production company, and I do. And let’s just say our core customer is wealth managers, and they are, but I’m seeing some opportunity with the growth zone amongst psychologists or mental health professionals, and I do. So, what might be an example of an implicit barrier of someone who has a psychology practice who’s thinking, “Oh, maybe we should launch a podcast for marketing, but I don’t know,” of like what an implicit barrier might be and how that might be addressed?

Leslie Zane
For them to create their own podcast or to come listen to yours?

Pete Mockaitis
Yeah, so the idea is like we sell a podcast launch service and they would launch a podcast as a means of promoting their practice.

Leslie Zane
I mean, I don’t know what their negative associations are. We need to go out and discover that. But we could guess, I wouldn’t rely on that, but we could guess that maybe they think this is too business-oriented, or that they wouldn’t have the expertise to do it, or that it would take up too much of their time, or they wouldn’t be able to get good guests, or any number of those things.

They may also have a certain image of what a podcast host is like, and maybe they feel disconnected with that image. Maybe they think it’s a certain type of person that’s a narrow persona, and they think of themselves as more mainstream. I don’t know. It could be any one of those things, or none, or something completely different.

But that is the discovery process, and it’s actually really exciting. Because once you understand what the negative associations are that are holding back the people you’re trying to get, you’re empowered. You actually know what you need to do from a business standpoint. Instead, you’re just throwing spaghetti against the wall guessing at your business strategy.

Pete Mockaitis
Oh, that’s cool. And then the implicit side of this is not so much like, “Hey, you could be a podcaster, too.” “You know what? I don’t care.” Like someone’s like, “You know what? I don’t care for Joe Rogan. That’s who I hear when I think of podcasts. I think of podcasts, I think of Joe Rogan. I don’t care for Joe Rogan.” And it’s like, “Oh, well, if we showed imagery of a 24-year-old tattooed woman, you’re like, ‘Oh, well, that’s not Joe Rogan. That’s more like me. Huh, what’s this about?’” You certainly got some curiosity going there.

Leslie Zane
Yeah, or even somebody, like, I know I’m making this up, but let’s say, I don’t think this is true, but Reese Witherspoon, who has this big company now, and she’s got a production company, and she’s got a million different things going on. We learned, for example, that she started out as a podcast host, right? So, like finding aspirational people and/or celebrities who actually started as podcast hosts and were able to build their business into a mega brand. That would be another way. People want fantasy and they want that aspiration, and they want all the possibilities, and they should have them.

Pete Mockaitis
Well, now, you’re talking about fantasy, this is making me think of, like, in the fitness communities. Like, folks will say, “Oh, this is a hardcore workout that equipped so-and-so to pass Special Forces or SEAL training or selection, or that this celebrity used to get jacked for his superhero role in a movie.” It’s like, “Oh, yeah, I want to get jacked like Chris Pratt or Wolverine or whomever.” And so, it is speaking to fantasy, and it’s powerful, even though it’s like, “I’m not going to be in a movie, but I think I should work out like that guy, because, wow, I could be so pumped and buff like him.”

Leslie Zane
That’s exactly right. We want to buy the dream, we want the aspiration, and those celebrities. And, obviously, you don’t only have to do this via celebrity because that’s very expensive. But the idea is to tap into people’s aspirations and what they want to be and where they want to see themselves a few years from now.

Pete Mockaitis
And it could totally be mundane. It’s like the manager dreams of a day in which he doesn’t have to fiddle with seven different software tools to get a simple thing done. And so, then we sort of just see what’s something that is simple and elegant and reliably just works in this person’s life and whatever, it’s a hammer, it’s a saw, it’s a favorite pencil or pen. And then we just sort of see how we can kind of get things linked up from the idea I have, “Hey, let’s use a single software platform to this simple tool that reliably works and delights you with that.”

Leslie Zane
A hundred percent. Sounds good to me.

Pete Mockaitis
Okay. Well, you got my wheels turning in so many ways. Leslie, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Leslie Zane
I would just say that I have another sort of construct that I find useful in terms of growing brands and growing, whether it’s your personal brand, your business, your idea, whatever it is you’re selling. By the way, we’re all marketers. I talk about marketing a lot, but everybody’s a marketer. Everybody’s selling something, even if it’s trying to get, sell your kids on doing their homework, you’re still selling something.

And that formula is keep, stop, add. Keep the positive associations you already have in people’s minds. Hold on to those and keep reinforcing those so that they’re not forgotten, because it’s like learning. The more you reinforce it, like studying, the more it stays sticky in people’s minds, and the more it’s remembered.

Stop the negative associations that you may be sending out inadvertently, that you may not even know you’re communicating, but they’ve collected in people’s minds because people connect the dots in their minds in ways that are very often competitively disadvantaged for you, but you want to understand what it is that those connections that they’re making that could be hurting you, and you want to replace those negative associations with positive ones.

And then the add, is add new positive triggers that are packed with so many positive associations that they sort of explode your brand connectome overnight, and increase the salience because salience means it’s the instinctive go-to-choice, and the moment that your brand is more salient than the next guy, it has a larger brand connectome, that’s the moment that people come over to you, or you get promoted, or your business grows double digits, etc.

So, keep, stop, add. It’s a very useful formula. The reason it’s useful is because some people, when they try to change their brand, they change too much and they forget the keep. So, this is about evolution, not revolution. You don’t want to lose your identity to the people that you already have. Keep, stop, add.

Pete Mockaitis
All right. Thank you. Well, now could you share with us a favorite quote, something you find inspiring?

Leslie Zane
Well, one of my favorite quotes, because it happens to fit with how I think personally as well as professionally, is, “When you stop growing, you start dying,” which is a quote from William Burroughs. I like that quote because I think all of us should always be learning and educating ourselves to grow. And I think it’s true, when you stop growing, you start dying.

But it also happens to also be true brands and the brand connectome that if you’re not constantly evolving and adding new positive associations to your connectome, little by little it atrophies. And so, it turns out that growth is what it’s all about. It’s important for us and it’s important for our brands in order to thrive.

Pete Mockaitis
All right. And a favorite study or experiment or bit of research?

Leslie Zane
So, my favorite research is the research that we do every day here at Triggers. We have so much of it. We’re literally doing research every day, and what we consistently find is that the growth target has a very different connectome than the core customer. The core customer has a myriad of connections, and the growth target is missing positive associations and has some negative associations. And it’s the contrast between the core and the growth target that you really want to examine.

So, it’s very useful to understand that the mind maps of those two targets are very different, and your job is to add positive associations to your growth target and to take down those negative associations so you can turn a growth target into a core customer.

Pete Mockaitis
All right. And a favorite book?

Leslie Zane
My favorite fiction book right now is The Measure by Nikki Ehrlich. I highly recommend it. It’s phenomenal. In the book, everybody receives one day, a little box on their porch that has a thread in it, and the thread is a measure of how long your life is going to last. And each person decides whether they’re going to look in the box or not look in the box.

But from that premise, a whole bunch of things happen. It’s a phenomenal premise. She wrote it during the pandemic. Nikki, she’s a very young author in her early 20s, and it’s a bestseller. It’s being turned into a movie. It’s super exciting, and I would highly recommend it.

Pete Mockaitis
All right. And favorite tool?

Leslie Zane
My favorite tool. I didn’t see that on your list. I’m going to ask you to… I don’t know what you mean by that.

Pete Mockaitis
Oh, sure. That’s just something you use that helps you be awesome at your job. Sometimes people will point to an app or a platform or a thought framework.

Leslie Zane
My favorite tool is the brand connectome because it really helps you understand how the world works. Everybody has a brand connectome, everybody is a brand, whether it’s the candidates running for office right now for president of the United States, or the brand or business that you’re working on. If you understand the brand connectome, you kind of understand how to navigate the world and make success in it.

Pete Mockaitis
All right. And a favorite habit?

Leslie Zane
My favorite habit is boxing. I do it four times a week. It helps me get all my stress out, and I love the metaphor of kind of overcoming challenges. And I think boxing kind of fits with my personality. I really love it. And it’s also a great way to get tremendous exercise without ruining your knees.

Pete Mockaitis
Okay. And is there a key nugget you share that really seems to connect and resonate with folks that they quote back to you often?

Leslie Zane
I’ve got three of those. These are some things that that I say in the book and that also people have quoted. First, “A brand is known by the associations it keeps.” That’s a really helpful way to think about a brand is. “You don’t make your choices. Your brand connectome does.” And, “You can’t persuade anybody of anything, but you can leverage their instincts.”

Pete Mockaitis
All right. And if folks want to learn more or get in touch, where would you point them?

Leslie Zane
ThePowerOfInstinctBook.com is where they can see the various tiers of offers in terms of my book and get discounts, etc. So ThePowerOfInstinctBook.com. And you can also link with me on LinkedIn, Leslie Zane. I love meeting new people and I’m very responsive.

Pete Mockaitis
Okay. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Leslie Zane
I would just say stop trying to persuade people to do what you want and instead grow your brand, your business, your idea, your personal brand by harnessing instincts, because if you do that, you can work with the brain instead of against it, and achieve anything you want.

Pete Mockaitis
All right. Leslie, thank you. This is fun. I wish you all the best.

Leslie Zane
Thanks so much, Pete. Thanks for having me. This is a great conversation.

964: How to Accelerate Your Career through Mentorship with Janice Omadeke

By | Podcasts | No Comments

 

Janice Omadeke shares her tips for building the career-shaping mentor relationships that can dramatically speed up your career progression.

You’ll Learn:

  1. Just how big a difference mentorship makes in your career
  2. The trick to finding the best mentors 
  3. How to build a transformational mentor-mentee relationship 

About Janice

Janice Omadeke is a pioneering serial entrepreneur who made a life-altering decision when she transitioned from her role as a corporate graphic designer to embark on a journey into startup life. Omadeke earned recognition as one of Entrepreneur Magazine’s 100 Women of Influence in 2022. Her voice and commitment to mentorship and entrepreneurship can be found in publications such as Forbes, the Harvard Business Review, The Austin Business Journal, Black Enterprise, and Inc. Alongside her entrepreneurial expertise, she holds a PMP certification and has received a certification in Entrepreneurship from MIT. 

Omadeke is the former CEO and founder of The Mentor Method, an enterprise software designed to drive transformative change within company cultures through the power of mentorship. Guided by her belief in data-driven decision-making as a cornerstone for strategy, innovation, and cultural transformation, she has honed this model through over a decade of leadership experience within Fortune 500 companies. Her roster of influential clients includes Amazon and the U.S. Department of Education. 

With a unique blend of directness and compassion, Omadeke is dedicated to making a positive impact. Her approach is both strategic and heartfelt, always driven by a deep sense of intention. Beyond her professional pursuits, you can find Janice cooking, reading, taking on a self-development project, or a combination of the three. 

Resources Mentioned

Thank You, Sponsors!

Janice Omadeke Interview Transcript

Pete Mockaitis
Janice, welcome.

Janice Omadeke
Thank you. Thrilled to be here. Thank you for having me.

Pete Mockaitis
Well, I’m excited to talk mentorship, and I’d love it if you could kick us off with a particularly fond memory you have of a mentor of yours.

Janice Omadeke
Oh, gosh. Honestly, I mean, I have quite a few. I don’t think I could be in the business of mentorship without having some great stories. So, the first one that comes to mind is my very first mentor in corporate America, Amy. She was a creative director at PwC, which was my first big dream job over a decade ago. Her combination of grace, poise, and also intense program management, and a clear understanding of the value she brought in her role and to the organization was something that I was so thirsty to model, and something that I hadn’t seen coming from defense contracting at that time. And I just learned so much from her.

Working with her really showed that you can be both very intentional with the way you interact with people and also very passionate about the returns you deliver to either the company you work for or the company you build yourself. So, thank you, Amy.

Pete Mockaitis
Oh, she sounds lovely. Could you zoom into a particular moment that really touched you and left an impression?

Janice Omadeke
Sure. My first six months at PwC, so I had come from defense contracting, my entire career before then, very much the old boys club, as you can imagine. I’m from the D.C. metro area, and so, oftentimes, I never felt like I really belonged. I felt like I had to deeply alter my personality or practice a high level of self-abandonment in order to meet my career goals and support the organization. So, my first six months, she really helped me just return to myself.

I would ask her a lot of questions. So, there was one conversation where I just asked her point-blank, “Amy, what is it like being a woman partner at PwC? Like, what is that experience actually like? Because coming from defense contracting, I know where I want to go, but I am scared of reaching those heights if it’s just me as the only woman on a team or in that particular career level and there’s no one else.”

And she was very open about the fact that, one, that organization was very diverse, but how she has been able to quiet that noise, quiet the naysayers, and just focus on her job and what she needed to do. And she communicated that roadmap so clearly with such a concise vision that I was actually able to replicate and model that the four years that I was at the firm as well.

Pete Mockaitis
When you say quiet the noise and naysayers, was there an instance of some naysaying that she quieted, and how did she do so?

Janice Omadeke
I think it’s the internal naysaying that, especially when I was in my early 20s, I had just entered the workforce, like brand-new, bright-eyed and bushy-tailed at that time. And I am Congolese American, first-generation American, I did not come from a background where networking, mentorship, the career landscape that I was entering into, those weren’t common dinner-table conversations in my family. Like, it was just a big deal to get a full-time job with benefits and then proceed.

And so, I really had to learn through trial and error, through a lot of reading, through seeing other examples out in the market to figure out sort of what my professional identity was. But within that, especially in the setting that I had entered into, as I mentioned before, there were a lot of behaviors and traits that didn’t feel like they were in alignment to me, but I felt I had to adopt in order to survive.

And so, that self-abandonment I’m referencing previously is just the noise that you quiet, rather, is just the cultural norms from a very toxic environment that should have never been norms to begin with.

Pete Mockaitis
Okay. Can you lay it on us? Give us the down, the dirty, dirty here. What was going down that was disgusting? And how did that enter your head such that you were saying some things that weren’t so helpful?

Janice Omadeke
Well, you know, I’m grateful for the experiences that I had because it’s made me a better manager overall, because I never want to replicate those. But what I will say is that it feels wildly inappropriate to have VP-level leadership throwing an eagle paperweight at employees…

Pete Mockaitis
Okay, there it is. That’s real, whoa.

Janice Omadeke
…or cursing at them, berating them, you know, the verbal interactions, we’re at a point where, not me personally, but, like, my direct manager would sleep at his desk and not go home because of the culture of first one in, last one out. So, if our boss was in the office until 11:00 p.m., even if we didn’t have anything to do, it was sort of required that we stayed because that’s how our performance reviews were evaluated, or that’s how promotions or raises were evaluated.

And when you’re, in my case, an entry-level graphic designer with four roommates, and you’re really going after these lofty goals that I had of making six figures and paying off my student loans in a five-year time period, yeah, it was a very interesting dynamic, one that I learned a lot from and one that I am grateful that I experienced. I think it built some experiential scar tissue and definitely taught me the type of leader that I want to be and not be.

Pete Mockaitis
Absolutely, yeah. Wow. Well, I’m sorry you went through that and it’s good to hear that you were strengthened as opposed to torn down from those experiences. But it also sounded like there may have been an interlude in between being torn down and strengthened, in which you had some residual mental stuff going on.

Janice Omadeke
Yeah, I think everybody does.

Pete Mockaitis
Yeah. So, what were some of the things that you were telling yourself or the beliefs that you adopted temporarily that you were able to chuck off?

Janice Omadeke
I don’t think I ever let them fully absorb, but I don’t think that was an intentional decision on my end. I think there was a part of me that understood my worth, a part of me that understood everything I experienced in that timeframe was actually not okay, and so I just started putting the wheels in motion to explore other opportunities outside of that.

I think that was really the big lesson of, if you are undervalued, if you are being treated in a certain way, yes, you do have these lofty goals; yes, rent must be paid, yes; you have to survive in Washington DC, but it’s up to me to decide what that actually looks like, like, “What am I willing to forego in order to do those things?”

And once I knew sort of my internal bargaining range of what I was willing to accept and had those boundaries, I knew to prioritize myself and find employers and teams that shared those values, and I did. You know, later on in my career, pre-PwC, and I was still in defense contracting, I had great employers. I had great teams that I really enjoyed working with.

There are some people that I still communicate with over social media to this day, over a decade later, because of those relationships that were built inside those employers. But I think, for me, I’m very grateful to have had parents that established the need to prioritize boundaries in order to reach future goals.

Pete Mockaitis
And it’s great that you were able to identify that, “This is not normal. This is not acceptable,” as opposed to, it can happen in early career experiences, like, “Oh, shoot, is this what work is? Uh-oh. Well, that’s a bummer. I guess this is what my life is now.” But you were free from that.

Janice Omadeke
Right. Or where we throw a paperweight at somebody, yeah.

Pete Mockaitis
“I guess things get thrown in the workplace, or a helmet.”

Janice Omadeke
Exactly. No, I think it’s a matter of I just really understood my values, I understood my morals, and I knew what I wasn’t willing to give up and what parts of my soul I wasn’t willing to sell in order to reach that, especially, in a corporate setting, it just wasn’t necessary. And thinking about it now, I’m so glad I did and I’m thrilled. Like, it makes me so happy knowing that that type of culture is just broadly unacceptable.

In 2009, it was just a different case, that kind of was a bit of the norm, those sorts of cultures. But now that would never fly, and I’m thrilled that people no longer have to experience that, and that they can really focus on accomplishing their goals, getting acclimated to a supportive culture, that they can really find their footing inside an organization, make it their own, while also contributing to the success of their team, their employer, and the organization overall. It’s really great to see that.

Pete Mockaitis
Very much. It’s good to see some improvements. And, unfortunately, though, toxic workplaces and bullying does appear in spots, but hopefully less so and people are more aware that that’s not cool. So, tell me, when you said that Amy helped you quiet some of the internal naysaying, what did the naysaying sound like in your head? And what was the contribution Amy made to that?

Janice Omadeke
I’ve always believed in myself and my ability to advance in my career, but the negotiation piece was always a big one in terms of salary. You have your Salary.com, you have Glassdoor, you have all of this information, but sometimes, when early on, when employers would ask what your salary is, they’re not thinking, “Oh, okay. Well, this person is actually making $10,000 under market, so let’s give them $15,000, that way they’re above based on their skills and qualifications.”

If you tell them that you’re making a certain amount and then market, they give you maybe a 2% bump, that was just what it was at the time. And so, Amy taught me how to remove that scarcity mindset of pushing back and negotiating and advocating for yourself in a way that’s both logical, empathetic, and helps you reach that goal of finding middle ground between yourself and the other party in which you’re negotiating with.

And that’s something that I still use to this day, not necessarily on the salary front, but just how are both parties coming together to solve this issue, and how are you doing so in a way that everybody feels seen, heard, and respected at the end. And at that time, the naysayer in me was just saying, “Say yes to the salary, that way they don’t move on to the next graphic designer that is vying for this fully remote managerial job in 2014. Like, just say yes.” And she helped me in my next round of being promoted, and just the internal review process, actually, bump up my salary to where I need it to be and then some.

Pete Mockaitis
That’s fantastic. And that is something that you can read it but it’s very different when you have a human being advocating for you, and you can sort of feel the support and see what’s up with the mindset. And this is just a freebie bonus nugget. So, Janice, what’s the proper way to answer the question when I say, “So, Janice, what’s your current salary?” If I’m asking you that as a potential employer, and you know the salary is below market, and too low, so it’s not relevant a question in a poor anchoring position, what do you say in that tricky position?

Janice Omadeke
I would say, “My salary is well within the range of the price point that you already set forth in the job description. Based on the market average of X and X, I am well within that bell curve and look forward to maintaining that in my next position.”

Pete Mockaitis
Yeah, sure thing. Yeah, that sounds a lot better than, “None of your business. Back off! Shut up! Not relevant.”

Janice Omadeke
“You’re not supposed to ask me that anymore.” Yeah, no.

Pete Mockaitis
Yeah, “Is that even legal? What state are we in? Let me review the law?”

Janice Omadeke
Exactly, that’s a much more diplomatic way of saying that, and also shows that you’ve done your research, and you also have a bit of a backbone to stand up for yourself, so.

Pete Mockaitis
Absolutely. All right, so mentorship. I appreciate the roundabout pathway, but so mentors make a huge difference in areas of negotiation, making you stand up for yourself, quieting the internal chatter. So, so much good stuff. I’d love it if you could share with us a particularly surprising or counterintuitive discovery you’ve made about mentorship over the course of your career and writing the book.

Janice Omadeke
So many people want a mentor but when you respond, saying, “A mentor in what?” or, “What would you like to work on with a mentor?” or, “What type of mentor do you feel would be most helpful to you?” crickets. I mean, that’s fair, right? Like, we talk a lot, and you see so much on, “Get a mentor. It helps,” because it does. You’re able to fast track your career five times faster as a mentee. As a mentor, you’re able to fast track six times faster, but there’s less information on what to actually work on with a mentor.

The fact that mentorship is not one size fits all. So, what type of mentor do you actually want to work with? What type of mentorship structure works for you? And who are the type of people that would be beneficial in this particular chapter of your career? And I think a lot of that is just left to assumptions versus actually educating people that are eager to find mentorship to understand that because they’ll be able to find their mentors much faster if they have that clarity.

Because, then, instead of just sort of a spray-and-pray approach, or just looking at everyone based on title or location or a high-level view of what that person could be, you’re now segmenting it the same way an entrepreneur would segment their customer market to know exactly where to spend their time, who to spend their time with, and how to communicate in a way that’s effective for the other party so that you’re both working together in that potential mentor-mentee dynamic.

Pete Mockaitis
Oh, Janice, I love that so much. A huge takeaway right there in terms of getting specific because I think when folks say, “I want to mentor,” if they haven’t really thought through the details then they might be embarrassed to say during the crickets, “Well, I guess what I wanted was a fairy godmother type figure who would just sprinkle career growth dust upon me and feel like a loving elder figure that can bestow wisdom and take me to places I want to go.”

As opposed to, “I don’t know how to navigate digital marketing with all of the different pathways and like what’s noise and what’s real, and all of the tools and opportunities and campaigns.” It’s like, “Okay.” Like, that’s something you can really work with, as opposed to just magical helper elder friend.

Janice Omadeke
Well, I think, too, yes, you do get some people that are saying, “I just want the magic wand fairy godparent that will take me from $30,000 annually to $600,000 annually in a month.” Like, that’s a great audacious goal. However, if we haven’t already started planting those seeds, that might be a steeper task than what’s in the realm of reality, right?

But with the right mentor, you can actually start breaking down those goals and saying, “Okay. Well, if the goal is that much, then how can you get there in a realistic timeframe?” whatever that timeframe is, right? And having mentors, plural, a series of mentors that could help you holistically look at your current career, look at your investments, let’s say, look at where else you could potentially build that wealth, if that was really the goal, to accomplish that.

And they might also have some come-to-Jesus conversations of, “That is possible, but if it’s not possible in a month, it might be possible in a couple of decades. It might be possible within the set timeframe, but the current one that you’re going after isn’t feasible. So, let’s take these pieces of the task list in order to accomplish that as the immediate next steps, and let’s get you to an exceptional level within those to continue moving forward.” Like, that’s a good mentor.

Pete Mockaitis
All right. Understood. Thank you. And you mentioned a number, five to six times faster career growth with a mentor. Tell me, what is the source and the underlying data of this goodness?

Janice Omadeke
Yeah, I can send you the link to it, but, I mean, it’s everywhere, honestly. HBR has reported on that, Fast Company reported on that, Forbes has reported on that, other mentorship startups in the space, like MentorcliQ, I know has reported on that as well. It’s just a well-known statistic that those that are mentored are promoted five times faster, and those that do mentor have the likelihood of being promoted six times faster than those who are not mentored or mentoring.

Pete Mockaitis
That’s fantastic. All right. So, we’ll totally link to the particular sources for that in the show notes for this episode. But tell me, in your own work, mentoring, being mentored, helping other people mentor and be mentored, has that been your experience, like, “Yeah, that sounds like it’s in the ballpark, five or six times the career growth rate with mentors or doing the mentoring” seems about right in your experience?

Janice Omadeke
Absolutely. I’m a living proof of that statistic actually, to have gone from a corporate graphic designer, to then expand within entrepreneurship, and to have climbed the summits that I’ve climbed with an entrepreneurship, like the 94th black woman to have raised over a million dollars for a seed-state startup, being Austin, Texas’ first black woman to have a venture-backed tech exit. I would not have accomplished that without the help of my mentors, 100%. It just fast-tracks your knowledge, it fast-tracks your self-understanding, your access to resources, the broadening of your network. Like, if you work the process, it actually can work.

Pete Mockaitis
Fantastic. All right. The size of the prize is large, so lay it on us, Janice, it sounds like the first step is to get specific associated with, “I want a mentor.” It’s like, “No, no, let’s get real clear.” What are the kinds of questions we should be asking and answering for ourself before we go on the hunt?

Janice Omadeke
Take some time to understand who you are and how you’re wired so that you’ll know if someone is a fit for you. The same way you would understand just meeting somebody out at a barbecue, let’s say, if they may be a potential fit for friendship or not. Based on your early conversations, you’ve done the work to know who’s a compatible fit for you in that space, and the same logic applies in mentorship.

So, look at how you operate within your career. Are you a morning person? Are you a night owl? What do you actually value at work? Are you the type of person that’s first one in, last one out? Or do you prefer working remote so that you can travel while also still working? Do you value family time? Is that really important? Or are you the type that wants to kind of work 24 hours a day? There’s no wrong answer, but being very clear in who you are in your professional identity so that you can find people that will complement it when needed, push back against it when needed, but ultimately will be a fit for you based on that is really important.

Understanding how you like to communicate, how you like to be communicated with, what type of feedback and feedback structure works best for you so that if you’re engaging with a potential mentor, and maybe their approach is more indirect that it’s preventing you from learning, you can circle back with that person and say, “Hey, actually, I prefer directness in my feedback communications. So, if you do have feedback, it drains my battery when I now have to spend time kind of sifting in between your words to figure out what you meant versus what you said. Is it possible for us to be more direct in our communications?”

If you want to have that conversation, great, but in this day and age when people are so busy, knowing that that’s your preference and finding people that will communicate with you in that way, or be willing to modify their communication to support that is great, and that’s what helps you end up expediting your mentor relationships.

Pete Mockaitis
I mean, that sounds delightful to find multiple mentors who can match us on all of these dimensions. I mean, is that possible? Is that realistic? Are we asking for too much? Can beggars be choosers if the mentor is bestowing generously their time and wisdom and expertise upon us? Can we get this level of fit?

Janice Omadeke
I think so because I don’t think it’s asking a lot to have a general understanding of how you and your mentor will communicate with each other. It is not mandating that every single mentor must communicate with you in this particular way. Just like you would with any other meaningful relationship, you understand where that other person is coming from. You understand their lived experience, you understand as much as they’re willing to share who they are, you’re presenting who you are, and then you both are working together to build a relationship that’s sustainable for both of you, and then figuring out what works within that.

So, another great example is if you are the type of person that likes to send one-off texts questions and appreciates that type of communication but your mentor prefers maybe meeting for coffee, a good workaround could be a virtual meeting, meeting once a month for an hour virtually. Ideally, if they are your mentor, you’ll do what it takes. But at the same time, I think finding some middle ground, if there is some sort of outstanding circumstance that prevents that from being realistic, it’s you’re well within your rights to figure out what works for both people.

I’ve seen relationships where the mentee just says yes to everything so that they have a mentor and they can say that they have a mentor without really thinking about how much they’re learning and how deep the relationship is actually being built. And when one party, as we’ve seen in most other relationship dynamics, if one party is consistently the accommodator and the other party is not aware of that, the relationship can only go but so far in comparison to actually just being vocal about additional preferences or wanting to work together.

So, the goal isn’t to strongarm in any direction, but really to build something that’s fruitful for both parties where you’re building that muscle memory of real communication and making sure that both parties feel as though they’re equally contributing to the growth and development of that relationship.

Pete Mockaitis
Understood. All right. So, if we’ve got great clarity on what we’re after, our goals, ourselves, and who would be a swell fit for us, where do I find such fine folks?

Janice Omadeke
Well, start finding their watering holes. Think about where you’re also interested in spending time. The great thing is that now, the virtual world is so vast. So, a good starting point, LinkedIn community groups are really great. They’re based on interest, industry, affinity groups, there are so many, so finding one that actually resonates with you is great. Social media is another great spot to find someone. I would not go based on followers. I would not go based on title. Actually, hear what these people are discussing. Join a virtual community there if you can.

Also, look at very niche and specific groups based on your interests. So, for example, when I was starting my first company, The Mentor Method, I was a graphic designer, I already understood the tech space, but I wanted to learn more about the intersection of tech and entrepreneurship. So, I found groups that I also felt very included and welcomed in. So, that included like DC Web Women, which consisted of a lot of entrepreneurial web development women, and it was great.

So, it hit a lot of those boxes where naturally I wouldn’t have felt comfortable going into that environment. But there was also that professional alignment, and because of the group and the culture that was established within that, there was a community that was very eager and excited to help advance and amplify other voices, especially people that were new to the group. There were a lot of opportunities to collaborate and there were a lot of opportunities to meet potential mentors, and I ended up meeting quite a few from those sorts of groups. But that’s also a very niche community based on the title, but I do find a lot of success within those.

So, yesterday I did a speaking engagement with an organization, and this woman is in politics, working on economic development and affordable housing. And so, depending on your thoughts on that topic and sort of who she’s reporting to, that could change things, but the advice was to start spending time within those spaces to find additional mentors that are within her vertical of mentor of marketing within that to then start expanding because that’s just such a niche focus.

And then by the end of the event, she had already found like three groups in Austin, Texas that she was going to join and try to find people within that niche environment. And I think getting very clear on the watering holes that make you feel good and make you feel comfortable that way, energetically, you’re giving off a sense of wanting to collaborate and being open to meeting new people while also knowing that just, in general, that could be a good target mentor audience is extremely helpful.

Pete Mockaitis
Alrighty. So, let’s say we’ve been hanging out in such places, we’ve found a couple folks we think seem fantastic, how do we proceed with approaching and asking?

Janice Omadeke
Do an internal gut check. Just confirm one more time. It can’t hurt. Like, why are you actually interested in getting mentorship from this person? Just again, what is it about them? What are you hoping to learn? Start having the informational coffees. I’m a slow burn person. Having at least three conversations with them before presenting the opportunity for mentorship because that gives you time to get to know them, get to see them in different environments, see if there’s actually a fit, if they’re interested in mentorship, if you communicate well together, all of the things that are really important in building a mentor relationship.

So, if all of that is checked off, then perhaps you make the ask. This is always a dicey part of the process because 61% of mentor-mentee relationships happen organically. But for 39% of the population, which typically ends up being the population that really needs that mentorship, and for whatever reason they just don’t have access to it, making the ask just provides, and having a structured program just provides that stability in those bounding boxes to really help them flourish.

So, if you’re going to ask someone to be your mentor, set the stage via email, or your next conversation, just saying, “Hey, I’d love to meet with you again to talk about the opportunity of having you as a mentor.” And then in that meeting, saying that you’ve really enjoyed getting to know them, obviously, based on their strengths in one, two, and three, and your goals of A, B, and C, they could be an impactful mentor to help you accomplish those goals. You would love to meet with them for an hour a month. You’ll set up every agenda. You want their feedback. This is what you’re hoping to learn from them. What are their thoughts?

This could easily be like a five-minute conversation just setting the stage and sort of creating that ask, hear what they have to say back, like, “Yeah, I’d be interested in learning more,” or, potentially, like, “Hey, I’m sorry, I don’t have the bandwidth,” which can happen, and that is totally okay. You want a mentor that has the bandwidth versus saying yes, and then falling off the grid for seven months. And so, that’s how I would structure it.

Pete Mockaitis
Okay, cool. And so, I don’t know if you happen to know, since there’s a lot of feelings here in terms of, I don’t know, risk, rejection, vulnerability, all that stuff. Do you have a sense for roughly what proportion of the time folks say yes versus no?

Janice Omadeke
No, because it’s a case-by-case basis. Depending on the person you’re speaking with, they might have availability, a life situation happens and now they don’t, or maybe somebody wasn’t available, but then six months later they do have the bandwidth. It’s really a case-by-case basis. I don’t have a percentage of the number of people that say yes or no, but I will say, in those early conversations, a key component is kind of vetting their interest in mentorship.

Overall, I will say, though, that people generally want to help other people, even if it’s an informal mentorship of just grabbing coffee once and being able to learn from them in that capacity, people are typically open to that.

Pete Mockaitis
Well, how about for funsies, if you think about your own batting average, what does it look like?

Janice Omadeke
Oh, wow. Well, because I followed the process that I laid out in the book since early in my career, I’d say my average is like 85%.

Pete Mockaitis
Cool. Well, I guess what I was driving at is for those who might hear a no and feel sad, disappointed, and have their own level of internal naysaying responses, we can know the mentorship queen herself doesn’t get them all, so this is to be expected, it’s normal.

Janice Omadeke
Exactly. You can’t get them all.

Pete Mockaitis
And just kind of move on.

Janice Omadeke
It’s just part of the process. I mean, it’s like any other meaningful relationship, right? Sometimes they last, they last the test of time. Other times, people have to part ways. It’s just part of the process. I mean, there are different circumstances within that 15% rate of mine for them not working out. But, overall, I will say that if you receive a “no,” if the relationship doesn’t pan out the way you had hoped, there is always a reason for that. Trust the timing, trust the process, and the right mentors will reveal themselves in time. There is no rush. You will figure it out and you will be fine.

Pete Mockaitis
Okay. Well, let’s say you do get a “yes” and you’re off to the races, how do you have conversations that are productive? And how do you think about it being a two-way street?

Janice Omadeke
Mentorship is a two-way street. Like, I don’t even think about it at this point because that’s the foundational component of mentorship. You want to make sure that it’s a conversation where both parties are gaining something from it. Now, thankfully, on the mentor side, being able to share your lived experiences to help improve the quality of life, the quality of your mentee’s career, is deeply rewarding. I mean, it’s one of the best feelings. You’ve mentored before, right?

Pete Mockaitis
Sure, yeah.

Janice Omadeke
Yes, like you know that warm and fuzzy feeling when your mentee comes back and it’s like, “I took your advice and this happened,” or, you see them come up with these new concepts, and just watching their career flourish, it’s a lovely feeling. And I think there is that two-way street in that and just wanting to help the world be a better place through sharing your own bumps and scrapes and experiential scar tissue.

But, on the mentee side, you are the one driving the relationship. You’re setting the agendas, you’re requesting the feedback, you’re making sure that your mentor is available at certain times and just pushing that relationship forward. So, within that, the way that I like to structure it is sending the agenda maybe 48 hours ahead of time, if not sooner than that, broken down into, “Here’s the latest, like, here’s what I’ve been working on recently, just some great updates, some challenges. And this is what I’d love to discuss in our call.”

I like to touch base with my mentors in between my monthly meetings. So, let’s say they gave me advice on a proposal for a new initiative, and I just heard back and we’re moving to the next steps in that process. It takes 30 seconds to send a quick thank you email and say, “Thank you so much for your advice. Based on that, I was able to update slides two, three, and five per your feedback, and I think that really helped us in getting to the next steps. I’ll keep you posted on how this goes.”

“Oh, and by the way, I saw this article on gluten-free baking. I know that you were considering going gluten-free for a month, just given how you’ve been feeling a little more tired lately from our last conversation. So, here’s a quick article on that in case it’s helpful.” You’re delivering value. You’re being a person. You’re building a relationship. You’re showing that you heard them, and that you saw them as a real human being, and you’re providing your update in a non-transactional way. Like, bing, bing, bing, bing, like all of the stars, all of the boxes checked. It’s great.

Pete Mockaitis
Well, when you said updated slides two, three, and five, that shows that we’re getting pretty darn specific. This is not just sort of like, “Oh, hey, so I got a presentation coming up, and hope it’s good,” but rather it’s like, “Hey, yo, I got some materials I’m showing you. I’ve got some specific question about a specific situation that is brewing in the near future.”

Janice Omadeke
Yes, do the legwork ahead of time. You’re going to have to. And, in the example of the presentation, let’s say, you’re going to have to build that presentation anyway, and your mentor is so busy, and you’re eager to work with them because of their expertise. Do the legwork ahead of time of at least putting together a shell of that presentation. It takes this.

You’re going to have to do it anyway, so why not do it a little bit earlier and have them react to it in the same way you’re hoping that potential customer, potential partner, whatever the situation is here, will react too, so that you’re getting that feedback in real time, and you’re just quickening your ability to get to a yes in that goal that you’re seeking to accomplish through the help of that mentor?

So, in the example of that presentation, maybe it’s a 10-slide pitch deck, just having quick bullets, like, “This is the title. This is what this slide will cover. Maybe there’s a graphic or something. Does that make sense? Is this the story arch that I should be using? Are there details that are missing? What are your thoughts here?” And just getting that so that you can actually respond to it is extremely helpful and very efficient, and your mentor will love that.

Like, give your mentor something that they can actually respond to versus staying in this space of sort of high-level theories. The more concrete you can get and the more you’re actually working on something together, the more fruitful those relationships will be. Also, the world is very small. It’s impossible to know everyone that your mentor might know.

So, let’s say you’re working on this, this actually happened to me, let’s say you’re working on this presentation or a pitch deck, right, and you’re going through it. That person might know a potential investor that would be a good fit. And if you stayed in that high-level sort of theoretical discussion of what your deck will be versus walking them through it, it would be a lot harder for them to start facilitating introductions.

It would be a lot harder for you to show that you are actually doing the legwork of building out your business or whatever it is, versus just showing them in that presentation. And I ended up getting introductions to multiple investors that ended up investing in my first company that way. So, just doing that legwork and giving them something to react to, and even outside of that, just an activity or something that you’re doing together that’s actually educational and helping you accomplish that goal tends to help build that sustainability in the relationship.

Pete Mockaitis
Oh, totally. And that five or six X really seems all the more resonant in terms of like, “Oh, yeah, so you’re acquiring skills superfast because you’re getting feedback that may not be possible to get from folks inside your own organization.” And what you said about the specifics really resonates. I was thinking, just yesterday, I was chatting with a buddy who had some ideas, like, “Hey, I’m thinking I might want to become…take my experience as a doctor and an expert witness to do some keynotes and workshops associated with how to reduce the odds of a doctor getting sued for medical malpractice.”

It’s like, “Oh, that’s cool.” And so, we were having all these back-and- forth ideas of, “I’ll try this and research this,” all of these things. And it was really rich and fun for me, I guess I was playing the mentor role there, as opposed to, it was like, “Hey, so do you have any tips for if I’m thinking about maybe getting into speaking?” I was like, “Well, I mean, make a video.” Like, I’m pretty limited in what I could say, “I mean, you should get a video, research the competition, maybe write a book.” It’s, like, I don’t have a lot. I don’t know.

Janice Omadeke
Exactly. Yes. One of my friends did the same thing. I would say we’re peer mentors to each other in different spaces, but having written Mentorship Unlocked, they’re actually writing a children’s book, a different space. But we met up for lunch to discuss being an author, and he brought everything to the table. I mean, he had an outline, he had little sketches, he had the whole story built out bullet by bullet. He had the morale of the story, just first and foremost, like, “This is what I want children from the ages of 4 to 6 to get from this 30-page book.”

I have kids within that range. Like, he understood the problem he was seeking to solve for both the child and the parent. He had market comms. Like, he had really thought through it. So, in our hour and a half coffee lunch conversation, we were able to really dig into the nuances of it, and thinking about what the next steps would actually be, versus sort of the theoretical, like, “Should I write a book? Should I not? Do I need to make an outline? Like, what’s in the outline?” Like, he had already done the research.

And even if he was, let’s say, moving in a direction that wasn’t as fruitful for his book, like, let’s say his outline maybe wasn’t ideal. It was, but in this case, let’s say it wasn’t, right? At least I have something to react to, versus some theory around what he might hypothetically include in his book outline to hypothetically talk to publishers. Instead, we could focus our time on, “Here are some potential publishers that you could talk to after you accomplish these three things, because they will not take a meeting with you without these,” and then he’s off to the races so much faster.

So, to your point, it’s really helpful to do that legwork because you’re going to have to do it anyway. So, even if you’re moving in the wrong direction, at least you know now to make a left turn instead of right, and you can edit accordingly.

Pete Mockaitis
Absolutely. And as I’m thinking about my own recent conversation, I felt fantastic and excited afterwards, and not at all like, I don’t know, taken advantage of, or like, he’s a taker. It was like, “I’m being drained.” It was like, “No, that was fun,” and that was, like, I feel like I just shared some gold with him, as opposed to if all I said was, “Hey, make a video, research a competition, maybe write a book,” I’d be like, “I mean, I think Google or ChatGPT could’ve told you the same thing in about four minutes, so I don’t know what we’re doing here,” as opposed to, oh, yeah, we got into some stuff, and it was a lot of fun and I’m excited to see what happens with it for him.

Janice Omadeke
Hundred percent. See, you’re a great mentor. Look at that.

Pete Mockaitis
Oh, shucks. Well, Janice, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Janice Omadeke
Be kind to yourself. You are doing your best, and the right mentors and the right community around you will see that and help you amplify your efforts.

Mentorship is not a paid opportunity. If someone is saying that they’ll mentor you if you pay them a monthly retainer, they’re not a mentor, maybe they’re a coach or a consultant, but do your diligence there, and don’t be afraid to ask for introductions. It takes, I mean, it actually takes a while. I think for me, when I wrote my first LinkedIn post, “Hey, do you know someone?” or like starting to ask for introductions to potential mentors, I would rewrite my emails at least a thousand times before sending.

But getting into the practice of asking for possible connections, showing the vulnerability of saying, “You know, I really don’t feel like I’m that strong in whatever the skill might be, but I feel like you might know someone who is. Does anyone come to mind?” Even if they don’t have someone then, that seed will always be planted. They will be thinking about that at their next networking event, or somebody will enter that individual sphere where they will be able to make that introduction to you. Just don’t give up. It is a process. It takes time.

But for me in my own career, I didn’t have impactful mentors until six years in for my corporate career, so it can take time. And then in entrepreneurship, it was a lot faster because I’d already built up that process but it still takes a while to find the right people, and it’s just trial and error. So, all of that to say you’re capable. You can do it. Don’t give up. And Pete and I both believe in you.

Pete Mockaitis
We do. We do. Well, now could you share a favorite quote, something you find inspiring?

Janice Omadeke
I think a good one here, I say this aloud, “I am no longer going to stand in my own way.”

Pete Mockaitis
All right.

Janice Omadeke
Yeah, that’s been a recent one for me. Another one is, “Your mind is yours. Take it back. Your time is yours. Take it back. Your peace is yours. Take it back. Your freedom is yours. Take it back.”

Pete Mockaitis
All right. And could you share a favorite study or experiment or bit of research?

Janice Omadeke
Recently, I have been looking at the intersection of AI and HR and what’s going to happen in that market, and where AI is the most applicable within the HR space. A lot of people are thinking about it in terms of recruiting and how they’re able to filter resumes. I’m looking at it through the lens of diversity, equity, and inclusion to see how the technology is actually helping because we already had, you touched on a nerve, Pete, but you know we already had a lot of bias in the way in which people were even given opportunities to interview for jobs.

And depending on who’s building that technology, it’s just amplifying what the machine is being fed, which is by a human, which naturally has bias. So, I’ve been looking through studies. I’m not ready to cite one yet because I’m still doing my diligence on which ones are credible and not, so I don’t want to cite one and give them that shine yet. But I have been very excited and very intrigued, and spending a lot of time in researching who’s building the technology and looking at the differences in recruitment rates along different affinity groups, let’s say, and whether or not those stats are actually changing.

Pete Mockaitis
Intriguing.

Janice Omadeke
I know it’s a little different, but I enjoyed it.

Pete Mockaitis
Well, no, different is good. You might just come up with some unique killer insights that are powerful, so that’s fun. Good luck. Enjoy. Hope it takes you some cool places.

Janice Omadeke
Thank you.

Pete Mockaitis
And a favorite book.

Janice Omadeke
The Power of Positive Thinking.

Pete Mockaitis
Oh, yeah.

Janice Omadeke
Always a good one. Got that one early. I still refer back to it when I need a little bit of humbling and to just settle my nervous system. I think that’s always an oldie but a goodie. I think Masters of Scale, of course, I mean, just a classic. Lost and Founder is an exceptional book. I read that during, in 2018, during the early stages of my first company, The Mentor Method, and it’s beautiful.

Pete Mockaitis
Okay. And a favorite tool?

Janice Omadeke
My timer. The timer on my phone. I set it for meetings ahead of time. I set it to end meetings. I live by it. That’s when I know to get ready to go somewhere to meet my friends. I need my timer because I can get in productivity loops, especially with my work in AI and product development and everything else. And then with the book, Mentorship Unlocked, and my conversations with people, I can just get in a loop where I’m actively working on something, and that sort of reminds me to get up. I’ll set timers to get water. I’ll set timers to do a lap around my building or what-have-you, but without my timer I think I could easily lose track of time.

Pete Mockaitis
Okay. And a favorite habit?

Janice Omadeke
Getting 85 ounces of water in every single day.

Pete Mockaitis
Lovely. And if folks want to learn more or get in touch, where would you point them?

Janice Omadeke
Yeah, let’s connect on LinkedIn. You can find me, Janice Omadeke, on LinkedIn. You can also find me on Instagram @janiceomadeke. And you can also visit my website, JaniceOmadeke.com.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Janice Omadeke
Think about your goals for the next 6 to 12 months. Actually, I want you to take a sheet of paper, write down your goals for the next 6 to 12 months. Next to that, write down what your naysayer or inner saboteur is telling you, why those aren’t accomplishable. Then next to that, remind yourself what skills and strengths you have that will help you get there, and then what types of mentors and resources you’ll need to actually accomplish them if you left that column on why you think you can do it right now blank.

Get clear on what you want to work on over the next 6 to 12 months, and then do everything you can to tell that saboteur and that naysayer that it is possible, and start building community and resources around that.

Pete Mockaitis
All right. Janice, this has been beautiful. I wish you many rich mentorship conversations.

Janice Omadeke
Thanks, Pete. Thank you for having me.