Winning Minds: Secrets From the Language of Leadership by Simon Lancaster

445b837efb6ff93-261x361.jpg Author Simon Lancaster
Isbn 9781137465924
File size 8.85MB
Year 2015
Pages 226
Language English
File format PDF
Category psychology


Praise for Winning Minds “Simon Lancaster is a polymath – excellent civil servant, brilliant speech writer, talented musician, and fantastic author. If you want to understand why this description breeches the rhetorical device of tricolon, read this wonderful book.” –Rt. Hon Alan Johnson MP, former Home Secretary “From substance to style, Winning Minds is an excellent insight into the language of leadership written in the clear yet humorous way that is Simon’s hallmark.” –Richard Solomons, CEO, Intercontinental Hotels Group plc “Simon’s book unlocks the secret of how to be a world-class communicator and leader in a book that is as entertaining as it is packed with know-how.” –Darren Childs, Chief Executive Officer, UKTV “If you need people to care as much as you care, to be moved as much as you are moved and to give as much as you give, read this simple, clear, and effective book.” -Adrienne Kelbie, Chief Executive, Disclosure and Barring Service “Winning Minds lays bare with shocking clarity the simple techniques that great communicators use to manipulate our emotions. Give them a go and unleash your hidden leader!” –Peter Wanless, CEO, National Society for the Prevention of Cruelty to Children “This brilliant business book is filled with powerful stuff that will change the way you ‘think’ about language and the way you ‘do’ leadership. Simon’s superb style is somewhere between serious boardroom discussion and a cosy fireside chat. Massively entertaining. Hugely useful. Thoroughly recommended.” –Mark Swain, Director, Henley Business School “In this friendly, accessible, and highly entertaining account of leaders’ language, Simon Lancaster demonstrates many of the features of persuasive speaking in the actual style of his writing: clear, concise, and humorous. Winning Minds wins us over by finding an adroit balance between erudition and story-telling, so that fascinating insights from neuroscience are blended with amusing anecdotes from his own experience in the world of speechwriting.” –Jonathan Charteris-Black, Professor of Linguistics, University of the West of England “Winning Minds is an important resource for all engaged in corporate communication and for anyone else who wants to be able to tell the difference between leaders and misleaders.” –Prof J. Powell and Prof. L Rubinstein, Centre for Oratory and Rhetoric, Royal Holloway, University of London “Simon is a gifted facilitator of executive workshops who has successfully brought his techniques to life in this engaging, challenging and inspiring book.” –Professor Clive Holtham, Cass Business School Se La cre ng ts ua Fro ge m of th Le e ad er sh ip Winning Minds Simon Lancaster pre.indd iii 5/28/2015 6:43:59 PM © Simon Lancaster 2015 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2015 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978–1–137–46592–4 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Lancaster, Simon, 1972– Winning minds : secrets from the language of leadership / Simon Lancaster. pages cm ISBN 978–1–137–46592–4 (pbk) 1. Communication in management. 2. Communication in organizations. 3. Leadership. I. Title. HD30.3.L357 2015 658.4’092—dc23 2015003457 Typeset by MPS Limited, Chennai, India. pre.indd iv 5/28/2015 6:44:00 PM To Lottie and Alice Be who you want to be, Do what you want to do, Go where you want to go, I’m always beside you. pre.indd v 5/28/2015 6:44:00 PM This page intentionally left blank pre.indd vi 5/28/2015 6:44:00 PM Contents List of Illustrations, Word Clouds List of Tables ix x Introductions 1 1 Winning Minds – The Secret Science of the Language of Leadership 5 Part I Winning the Instinctive Mind 2 Metaphors that Move Minds 41 68 3 The Look of Leadership 4 Inner Purpose 80 5 Empathy and the Power of Nice 8 Style 88 96 6 Smiles and Humour 7 Breathing 35 104 109 115 9 What’s in a Name? Part II Winning the Emotional Mind 10 Stories and Emotion 122 127 vi i 11 Personal Stories 119 pre.indd vii 5/28/2015 6:44:00 PM vi ii Contents 12 Creating Cultures 135 13 Harnessing History 140 14 The Value of Values 146 150 15 Great Words We Love 16 Flattery and Love 156 17 Repetition. Repetition. Repetition 160 18 The Eternal Power of Exaggeration Part III Winning the Logical Mind 19 Threes! Threes! Threes! 20 Balance 23 Think of a Number Index pre.indd viii 195 199 203 204 Acknowledgements Notes 173 190 22 Power of Perspective Epilogue 169 181 21 Rhyme or Reason 24 Brevity 165 206 208 219 5/28/2015 6:44:00 PM List of Illustrations, Word Clouds (All illustrations by Paul Rainey – Illustrations Figure 1.1 Figure 1.2 Figure 1.3 Figure 1.4 Figure 1.5 Figure 1.6 Figure 1.7 Figure 1.8 Figure 1.9 Figure Pt I.1 Figure Pt I.2 Figure 2.1 Figure 2.2 Figure 4.1 Figure Pt II.1 Figure 13.1 Figure Pt III.1 Figure Pt III.2 Figure 19.1 Introduction to the brain 9 The pharmacy 19 The APET model 25 The Language of Leadership 27 Dealing with tough questions 27 The conference speech 29 Motivational words 30 The product launch 30 The quick speech 31 The instinctive brain 35 The instinctive leader 36 Personification or machine metaphor Know your metaphors 67 Rewards and purpose 86 The emotional brain 119 The gale force of history 141 The logical brain 169 The meaning and the music 171 The power of three 175 55 Word Clouds 154 ix Word cloud 1 Beatles songs 152 Word cloud 2 Disney quotes 153 Word cloud 3 Public service change pre.indd ix 5/28/2015 6:44:00 PM List of Tables Examples of personification 54 The patriot vs the social engineer 57 To metaphor or not to metaphor? 59 The CARESS model 92 Self-deprecating jokes 98 Set-up and payoff of jokes 102 Appealing to the Declaration of Independence 137 Yes we can, or no we can’t? 142 A skydive: for or against regulation? 144 Connecting corporate purpose and values 147 Word bombs 155 The honest leader vs the flattering leader 159 Examples of the rule of three 176 Examples of balance 186 Balancing slogans 187 Rhyming slogans 192 Distorting statistics 201 Licence fee – value for money or not? 201 x Table 2.1 Table 2.2 Table 2.3 Table 5.1 Table 6.1 Table 6.2 Table 12.1 Table 13.1 Table 13.2 Table 14.1 Table 15.1 Table 16.1 Table 19.1 Table 20.1 Table 20.2 Table 21.1 Table 23.1 Table 23.2 pre.indd x 5/28/2015 6:44:00 PM Introduction On 26 July 2012, my wife Lucy and I were in Hyde Park along with 250,000 others to celebrate the start of the London 2012 Olympic Games. It was a perfect summer day: drinks flowed, Dizzee Rascal boomed out blistering versions of ‘Bassline Junkie’ and ‘Bonkers’… but then Boris Johnson, London’s mayor, staggered on stage. The crowd murmured disapprovingly at the sight of the politician. Someone shouted ‘wanker’. A  few people took out their phones and pressed record. Now, I  am not a natural Boris fan. Most of my political experience was gained on the other side of the fence working with the other Johnson (Alan). However, Boris blew my socks off that day. In just three minutes, he turned the crowd from hostility to hysteria. It was a masterclass in the Language of Leadership: I’ve never seen anything like this in all my life. The excitement is growing so much I  think the Geiger counter of Olympomania is going to go zoink off the scale. People are coming from around the world and they’re seeing us and they’re seeing the greatest city on earth, aren’t they? 1 There are some people coming from around the world who don’t yet know all the preparations we’ve done to get London ready in the last seven years. intro.indd 1 5/27/2015 4:30:38 PM 2 Winning Minds I hear there’s a guy called Mitt Romney who wants to know whether we’re ready. Are we ready? Yes, we are. The venues are ready. The stadium is ready. The aquatics centre is ready. The velodrome is ready. The security is ready. The police are ready. The transport system is ready. And our Team GB athletes are ready… Aren’t they? There’s going to be more gold, silver, bronze medals than you’d need to bail out Greece and Spain together. Final question. Can we put on the greatest Olympic Games that has ever been held? Are we worried about the weather? We’re not worried about the weather. Can we beat France? Yes we can! Can we beat Australia? Yes we can! Can we beat Germany? I think we can. Thank you very much everybody. Have a wonderful, wonderful London 2012. Thank you for all your support. Watch it on YouTube – seriously. Watch for yourself the authentic shifts in mood. Watch the first tentative laughs. Watch how energy ripples through the crowd. Watch how everyone joins in with the ‘Yes we can’ refrain. Watch also how, at the end, the crowd spontaneously erupts in applause and starts chanting ‘Boris! Boris! Boris!’. Lucy and I were also chanting ‘Boris! Boris!’ Then we stopped. Suddenly, we returned to our senses. ‘Blimey. What happened there?’ said Lucy. ‘Drugs’, I replied. And that was it. The speech felt emotional but the reaction was chemical. A few lines of Boris had left everyone high: intoxicated and irrational. So what happened? We know what the brain looks like on heroin. Let’s look at the brain on Boris. Boris’s speech stimulated the release of three powerful drugs in the brain. The first was serotonin, the self-esteem drug. Serotonin makes us feel confident, strong and powerful. Prozac and other anti-depressants intro.indd 2 5/27/2015 4:30:38 PM 3 Introduction mimic its effect.1 Praise causes serotonin to be released and Boris laid it on thick with the talk about our great city, our great country and our great athletes. The second drug he got going was oxytocin, the love drug. Oxytocin makes us feel warm, fuzzy and safe. Ecstasy mimics its effect. Oxytocin is released naturally when we feel a closeness with others – whether that comes from touching, holding hands, cuddling, having sex or, yes, even listening to a Boris speech. Boris united the crowd through his constant use of the first-person plural: his speech was all ‘we’, not ‘me’. And it was not ‘We, the Conservative Party’ as you would expect from some politicians, it was ‘We, Great Britain’. He also united us by reminding us who we were up against: the condescending Mitt Romney, the bankrupt states of Southern Europe and, of course  – the Germans. What better way to unite 250,000 Brits than mentioning the Germans? The third drug he stimulated was dopamine, the reward drug. Dopamine makes us feel great. Dopamine is the same drug that is released by taking cocaine, heroin and speed. Dopamine is released in greater or lesser quantities according to whether or not our expectations are met. Boris surpassed expectations. Instead of a self-congratulatory political speech we got a short burst of patriotic fervour, peppered with such craziness as ‘Olympomania’ and ‘zoink’. So, Boris’s speech was just a bit like taking ecstasy, Prozac, cocaine, heroin and speed all at once. There were more drugs circulating in Hyde Park that day than when the Stones played in 1969. And the effect was amazing, leaving everyone feeling united, proud and invincible. Complete strangers greeted one another as friends, goofily exclaiming ‘Good old Boris!’ and ‘Total legend!’ The wave of euphoria was similar to a rock concert or evangelical sermon. But then, as always, after the high comes the low. The comedown. And this is the miserable bit. Now, there are no fun drugs being released, just toxins, and they leave us feeling grim. But it is within the depths of depression that the leader draws strength. Because, as the low kicks in, intro.indd 3 5/27/2015 4:30:38 PM 4 Winning Minds so does the craving for the next high. And when we look for the high, to whom do we turn? Whoever made us high last time. That’s what draws people to their leader. They’re craving pride. They’re craving connection. They’re craving purpose. They’re addicted, junkies, hunting for their next fix. That is the secret contract upon which great leaders trade. That is what gives leaders power. I’ll meet your emotional needs, but in return you give me your support. That’s the contract. That’s the deal. That is the basis of the Language of Leadership. intro.indd 4 5/27/2015 4:30:38 PM 1 ch ap te r Winning Minds – The Secret Science of the Language of Leadership It’s Christmas 2014 and I’m in the Red Lion, a snug, warm pub in the heart of the Brecon Beacons. There’s a roaring fire, I’m sitting in a big leather armchair but, although I’ve come here to work on the final draft of a speech about leadership, I’m not making much progress. A group of men on the table next to me are raucously arguing about how much money they would need to win on the lottery to stop work. A guy turns to me. ‘What’s the annual interest on a million pounds?’ ‘£30,000?’ I guess. The guy smiles. ‘There. You can buy a house in Merthyr Tydfil for £30,000.’ Someone snips in. ‘Yes, but what would you do with the other £29,000!’ More laughter. I’m invited to join their table. 5 Our conversation over the next two hours is like a whirlwind tour through recent history – from the mines closing in South Wales to immigration from Central and Eastern Europe to tensions with Islam. What is striking for me is how much of the conversation comes back to leaders: from Arthur Scargill (‘What was going on with that scrag of hair?’) to Margaret Thatcher (‘She had the devil in her eyes’) to Michael Heseltine (‘Wasn’t he into swinging?’) to Barack Obama (‘They said he could walk on water’) to David Cameron (‘I’d like to put a bullet between his eyes’) to Nigel Farage (‘He’s a neo-Nazi. Does that matter?’) to Ed Miliband (‘Complete clown’) and Ed Balls (‘He looks like someone has shoved a pineapple up his backside’). cha01.indd 5 5/27/2015 4:28:46 PM s isi in Th er lea e is de a g rsh lo ip bal Leaders arouse huge strength of feeling – for better or for worse. They touch us deeply and emotionally. And, right now, there is a global crisis in leadership.1 It’s evident in conversations like this in pubs in Britain but also in the riots in South America and the uprisings in the Middle East. The world needs leaders. Without leaders, the advance of civilisation can falter. cr 6 Winning Minds Great leadership is intrinsically about great communication. Branson. Obama. Jobs. Roddick. Thatcher. Blair. You can’t be a great leader without being a great communicator. But communication now is getting harder than ever. People spend more time looking down at their phones than up to their leaders. This is the challenge which must be overcome. The good news is that there is a secret Language of Leadership: a secret set of physical, verbal and vocal cues and signals that has existed for tens of thousands of years which still determines who makes it to the top in business and politics today. Many in the past have tried to decode this secret language but it is only now, with recent breakthroughs in neuroscience and behavioural economics, that we can say with much greater certainty what works and why. This book is a user’s guide to that Language of Leadership. It opens up a treasure chest of tips, tricks and techniques which you can instantly use to become more effective, engaging and inspiring. But before we get to all that, let me scoop you up out of that little pub in Wales and zip you back in time 2500 years ago to Athens: from the Red Lion to an ancient Greek tavern. Around us now are men in togas, slurping from urns of red wine and enjoying just the kind of indecorous conversation we just witnessed in Wales. So let’s sit down, enjoy a goblet of wine and nibble on some olives. Take a look in the corner. See that earnest-looking man scribbling away? That is Aristotle. The book he’s writing is called Rhetoric. Rhetoric Despite the passage of thousands of years and the advent of all sorts of new technologies and changes, Aristotle’s Rhetoric is still, for me, the cha01.indd 6 5/27/2015 4:28:46 PM 7 The Language of Leadership ultimate guide to the art of communication. Lots of people bang on about Machiavelli and Dale Carnegie but, as far as I’m concerned, Aristotle is the master. Rhetoric was a work not of scientific deduction, but of observation. And what is most extraordinary is that, way back when human civilisation was just a dot, he nailed it. A co risto re mm tle an quir un said ic e d lo s et ati gre go h on at os s ,p at ho s Aristotle said that great communication requires three things: ethos, pathos and logos (as you’ll soon discover, all great things come in threes…). Now, if those terms are all Greek to you: ethos means credibility, pathos means emotion and logos means logic, or the appearance of logic (and it was Aristotle himself who insisted that it was only the appearance of logic that mattered: it didn’t have to be real scientific logic). And that is right, isn’t it? Because ethos, pathos and logos answer the three perennial questions that are buzzing around the minds of any group of people who are weighing up a potential leader: namely, ‘Can I  trust you?’ (ethos); ‘Do I care about what you are saying?’ (pathos); and ‘Are you right, or do you sound right?’ (logos). Great leaders need each of these three questions to be answered with a resounding ‘yes’. It’s like three cherries on the fruit machine. Getting just one right is not enough. You can’t make an appeal purely on the basis of character or purely on the basis of emotion. You need all three to be present. It is a three-legged stool: if one of them fails, the others collapse. If people don’t trust a leader (no ethos), they won’t care about their argument (no pathos) and they’ll doubt its veracity (no logos). Likewise, if they don’t care what the leader is saying (pathos), they will distrust their character (ethos) and won’t bother listening to the argument (logos). And if someone says something plainly wrong (logos), then this casts doubt over their integrity (ethos) and will cause emotional shutdown (pathos). Aristotle’s rhetoric gives us an instant insight into the problem with most modern communication. All of the focus goes into getting the logic right, without regard to character or emotion. In fact, we are actively taught to banish these elements – we are told it is unprofessional to show emotion cha01.indd 7 5/27/2015 4:28:46 PM 8 Winning Minds and too egotistical to talk about oneself. But these two elements are, as Aristotle said, essential, and they sit at the heart of the current crisis of leadership. Just one in five people trust business and political leaders to tell the truth.2 Only 13% of people are engaged at work.3 People now spend more time online than they do with real people.4 A revival in rhetoric could help tackle this current crisis. I  make this claim not because I’m a big fan of all things ancient, but because new developments in behavioural economics and neuroscience are proving that Aristotle’s theories were astonishingly accurate. Ancient rhetoric meets modern neuroscience So now, if you don’t mind, I’ll lift you out of that ancient Greek taverna – yes, by all means, grab a couple of olives for the journey if you must – and whizz you forward to Parma, Italy, in 1994. We’re in a cutting-edge laboratory full of brain scanners and computers. Amidst them stands a kindly faced, silverhaired Italian neuroscientist called Giacomo Rizzolatti who looks exactly like a scientist should look: white coat, a bit spinny-eyed, not unlike Doc from Back to the Future. But Rizzolatti is no crackpot, he is one of the world’s greatest neuroscientists. Today, he is looking at motor co-ordination: observing a monkey’s brain activity as the monkey scratches his arms and chews on his nuts (now, there’s a sentence you must take care to get the right way around). It is a hot day… Rizzolatti goes over to the fridge, grabs an ice cream and takes a bite. As he does so, the scanner jumps. Hmm. Rizzolatti turns around. He looks at the reading. It shows activity in the part of the monkey’s brain associated with eating. He licks the ice cream again. Once more, the scanner leaps. He tries it a few more times. Each time, the response is repeated. Rizzolatti pauses. How extraordinary. Even though the monkey is absolutely static, it is clear his brain is imagining that it is he who is eating the ice cream at the same time as Rizzolatti. The monkey is mirroring him. cha01.indd 8 5/27/2015 4:28:46 PM 9 The Language of Leadership This was a momentous event. It represented the kind of profound scientific breakthrough that takes place only once every 50 years: indeed, Rizzolatti’s discovery has been put up there along with the discovery of DNA. The insight that emerged that day was this: when people see someone acting with purpose, they mirror in their minds what the other person is doing. Their brains respond as if they were performing the task themselves. This led to a new term  – ‘mirror neurons’. These neurons provided the answer to all sorts of previously inexplicable phenomena, from why we wince if we see someone hit their finger with a hammer, to why we feel such disappointment if we see someone miss a bus, to why it was that following the death of Diana, millions of people went out and bought that really appalling version of ‘Candle in the Wind’. Once you know about mirror neurons you’ll see them everywhere: from the way crowds hurry along and slow down collectively to how one person yawning at a dinner party makes everyone else yawn. It all comes down to mirror neurons. Since then, billions of pounds have been invested in neuroscience. It is the new rock ‘n’ roll. We have neurosales, neuromarketing and before long the figure 1.1 cha01.indd 9 Introduction to the brain 5/27/2015 4:28:46 PM

Author Simon Lancaster Isbn 9781137465924 File size 8.85MB Year 2015 Pages 226 Language English File format PDF Category Psychology Book Description: FacebookTwitterGoogle+TumblrDiggMySpaceShare Shhh . Did you know there is a secret Language of Leadership: a timeless set of cues and signals that still determines who reaches the top in politics and business today. The ancient Greeks were the first to study the art of communication 2,500 years ago. It is only now, with recent breakthroughs in neuroscience, that we can say for sure what works and how. In Winning Minds, top speechwriter Simon Lancaster blends ancient rhetoric and neuroscience to create the definitive guide to the Language of Leadership. With trust in business and political leaders at record lows, there’s never been a better time for a fresh perspective on communication. Winning Minds is packed with insights into the effects of metaphors, stories, and sound bites on the brain. We know what the brain looks like on heroin. This book shows the brain on Branson, Obama, and Boris.     Download (8.85MB) Make Your Brain Work: How To Maximize Your Efficiency, Productivity And Effectiveness Leader Interpersonal and Influence Skills: The Soft Skills of Leadership Brainworks The Roots Of Cognitive Neuroscience: Behavioral Neurology And Neuropsychology A Curious Intimacy: Art and Neuro-psychoanalysis Load more posts

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