Stan was excited about his presentation. His proposal was perfect. He was confident the senior leadership team would quickly buy into the brilliance of his plan. He was envisioning a fat promotion.
Imagine his surprise when 5 minutes in, the CEO said, "I don't think so, let's move to the next item."
Was it Stan's idea? Or the way he presented it?
Have you ever had a good idea rejected? Or worse, watched someone else present the exact same idea (2 days or 2 minutes later) and have everyone eagerly support it?
Often it's not the idea, but the words that precede that determine the level of support you get.
Here's a three-step technique I teach clients to increase buy-in.
1. Context - Succinctly summarize the situation.
2. Framing - Establish a framework to help people understand the topic.
3. Content - Connect the dots. Present your idea as a logical next step.
Here's how one of our clients is using this technique to get employee support for a new customer service program.
Context - We're in a highly competitive marketplace and we want to be number one.
Framing - It all comes down to products and people. Our products are similar to our competition, but our people are much better.
Content - We're launching an initiative to take our customer service from good to excellent.
Providing context and framing before the idea gives people a way to make sense of the information. It's in alignment with the way our brains work.
When you hear new information your brain immediately scans its arsenal of previous experiences to figure out what the new data means and where it should be slotted. Our minds are always making meaning.
Compare the way our client teed up their program with the way most people present initiatives.
Typically the leader starts by announcing, "We're introducing a new customer service program."
The listeners start processing. "How will this affect me? Is this going to be more work? Oh great, another flavor of the month. Why are they doing this? Do they think our service is bad? Why is that man still talking?"
Providing context and framing after presenting the idea is too late because the listeners have already attached their own meaning.
Context and framing up front establishes the meaning in advance. It works in small personal situations, like explaining why you want to make a change in the chore chart.
It also works in high stakes business situations.
Compare and contrast two ways for a CEO to announce a merger.
We're merging with XYZ company. (Freaking out wondering if I have a job)
We're excited about this because their products complement ours (Management blah-blah, I'm now texting my spouse.)
This will make us a bigger stronger company. (More blah-blah as I email a recruiter)
McLeod Context-Framing-Content Technique
Context - We're always looking for ways to grow our business. (Establishing a positive intent)
Framing - We can either develop new products, or partner with someone who has complimentary products. New products are expensive to create and not always successful. (Providing a framework to examine our options)
Content - We've discovered XYZ company. Their products complement ours beautifully so we've decided to merge with them.
No matter what the topic, people want to know: Why are you doing this and what does it mean to me?
This technique enables you to answer those questions up front. You will get more buy-in for good ideas and it makes scary news a bit easier to swallow.
Lisa Earle McLeod helps organizations win the hearts and minds of customers and employees. She is the author of three books included the best-seller, The Triangle of Truth: The Surprisingly Simple Secret to Resolving Conflicts Large and Small, A Washington Post Top 5 Book for Leaders.
She is an international keynote speaker and consultant who has been seen on The Today show and featured in Forbes, Fortune, CEO Read and The Wall Street Journal. You can reach her at www.LisaEarleMcLeod.com
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.