"When we work with our clients, one of the first concepts we introduce is something we call 'the circle.' Imagine your audience as a person you are trying to persuade to support you in something. Not having much by way of art skills, we usually just draw a stick figure to help visualize this person. Next we draw a big circle around our little stick figure. This divides the world in tow. People who understand the world the way your audience does belong inside the circle, next to the stick figure. They literally have common sense: They share in common the same sense of the way things are in life. People who don't understand the world the way your audience does belong outside the circle. They are out of touch.
"What does this little doodle have to do with communication? It is a simple picture that reminds you what you have to do to communicate effectively with any audience: Your first job is to get in the circle. Because the circle is not just a Venn diagram of your audience's frame of reference--it is also the radius of your audience's hearing."
"When someone starts talking to you, you are presented with two questions. One is whether what they are saying makes sense to you. But before you answer that question, you first consider a different question: Is this person worth listening to? Do they understand how the world works--in other words, are they capable? And what is their agenda in talking with you--are they friend or foe? If you don't see that person as both strong, in the sense of having a grasp of the issue they're talking about, and warm, in the sense that they are on your side, you will discount everything they say accordingly, if you even bother to listen at all.
"You face the same challenge with your own audience. You can talk all day long, but if your audience does not see you as belonging in that circle with them, they will not listen. They may hear you, but your words are just so much noise washing over them. They will not seriously consider adopting your point of view. You will remain an outsider who does not get it.
"This circle is definitely not the most precise scientific representation of the process of interpersonal communication. But whatever it lacks in analytical rigor, it makes up for in universality. There is something about a circle--it is just such an archetypal image--that it resonates with us. And the idea behind this primitive little sketch is as powerful as it is simple: You are either inside or outside, and if you're outside, nobody will listen to you. That's why your first task when you open your mouth is to get yourself in that circle." (145-6)
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"So how does one get in your audience's circle? By now we know lots of ways to project warmth: You can smile; you can do people favors. Noe of this is necessarily wrong, and all the usual ways of projecting warmth can certainly help. At bottom, though, what your audience is looking for is to know that you are on the same emotional page as they are. The key to getting in the circle, then, is simple: Show your audiece that you feel the same way they do. Validate their feelings.
"If your audience is frustrated about an issue and you are too, show your frustration. If your audience is happy about something and so are you, share your happiness. If you and your audience are ambivalent about an issues, show that you are torn...
"If this sounds easy so far, it is. But it is also incredibly easy to overlook this step. Especially when you generally feel the same way your audience does, expressing that may feel like stating the obvious, a waste of time. It is not. The more you demonstrate your warmth first, the more believable you will be when you eventually make your point. What's more, if your point boils down to asking people to support a position they already know you hold, your argument may actually be superfluous. It may well do more to win an audience over to your position to show warmth and make them like you personally than to present a sound logical argument.
"When you do not agree with an audience or even necessarily feel the same way they do, then getting in the circle is even more important, but definitely not so easy. The same basic concepts still apply: You still have to connect with your audience both emotionally and conceptually, even though you largely disagree with them. How does that work?
"First and foremost, you need to empathize. You have to identify something that your audience is feeling that you can feel too, and then show them you feel it too. It is important to stay true to yourself and your views as long as you know they are correct. But it is also true that if you want to communicate effectively, you have to be willing to do the hard work of empathy. If you want people to take your point of view seriously, you first have to be willing to take their point of view seriously. That is the deal, and it is totally, brutally fair. So identify what kinds of emotions your audience is feeling, then put yourself in their shoes and ask yourself why they're feeling that way...
"Begin by asking yourself what it is about their circumstances that could legitimately make them feel one of those feelings. If your audience is feeling hateful, you don't want to share that feeling, but you might empathize with the frustration that ushered in that hate...You can empathize with their sense of being mistreated without agreeing about who is to blame. That's usually as far into their darkness as you need to venture. Just ask yourself: If you had walked the same path, might you feel the same way?
"You have to meet your audience where you find them before they will walk with you. See what they see, feel what they feel, and then find some part of their emotional experience that you can genuinely empathize with." (147-8)
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"Don't tell your audience about your experience like you are reciting your resume. Tell them about your experiences like you are reliving them with your audience along for the ride." (155)
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"Remember your circle for a second. Initially it divides you from your audience: You are on the outside; they are on the inside. But when you're inside that circle with them, there is no more 'you' and 'they'--now there is 'we', and you speak of your shared feelings and experiences using 'we' and 'us' and 'our'. These seemingly innocuous little pronouns are circle language. They group people, together or separated, drawing and patrolling the boundaries of the circle you are trying to get inside. The difference between 'You're right to feel that way' and 'We're right to feel this way' can easily be the difference between patronizing your audience and leading them to a new point of view.
"Don't tell other people how they fell. Show them how you both feel, and tell them about the common ground you share." (155)
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"When an argument starts, persuasion stops. A group of researchers including psychologist Drew Westen conducted a revealing experiment, which Westen wrote about in his book The Political Brain. In the heated election campaign of 2004, the researchers found supporters of presidential candidates George Bush and John Kerry and took MRI pictures of their brains as they watched video footage of their favorite candidate completely contradicting himself. So what happened in people's brains when they saw information that contradicted their worldview in a charged political environment? AS soon as they recognized the video clips as being in conflict with their worldview, the parts of the brain that handle reason and logic went dormant. And the parts of the brain that handle hostile attacks--the fight-or-flight response--lit up.
"This is what happens when a discussion becomes an argument. It's no longer an exercise in logic and reasoning. It's just a fight. And being in a fight brings its own frame of mind, a whole set of attitudes, expectations, and conditioned reactions that go along with arguing. As soon as that happens, no one cares who is right and who is wrong. All that matters is who is friend and who is foe. So if you are trying to win over someone whose natural allegiances are not with you, getting into an argument is a sure way to fail.
"Your best hope of persuasion is to keep things nonconfrontational, a friendly conversation about a shared problem. do not let the other side turn it into an argument. Keep everyone's anxiety down and blood pressure low. Keep pointing out the common ground, expressing the shared emotions. Persevere in being pleasant. Because avoiding the argument is your best chance of winning it.
"It is worth noting one final benefit. Unlike in the nonverbal realm, where projecting more warmth undermines your perceived strength, projecting warmth verbally by getting in the circle opens the door to projecting strength verbally by compellingly presenting new ideas." (159-160)