Guy Kawasaki . . . Genius in Action Part 2,
This is Part 2 of a 3-part series in which I share the specific things GuyKawasaki did so well in his keynote presentation at the Invent Your Future conference at the Santa Clara Convention Center in California.
You might want to have an upcoming presentation in mind while you’re reading this to get maximum benefit.
What’s a situation you’ve got coming up in which you’ll be asking for approval, funding, support or a yes?
Who’s the decision-maker? Who has the power or authority to give you the green light or the support you need to move ahead with this idea or initiative?
What’s that person’s frame of mind? Or who will be in the audience and how receptive or resistant do you anticipate they’ll be?
Factor that into how you design and deliver your remarks – and use these techniques that were so masterfully modeled by Guy – to increase the likelihood you’ll have them at hello.
4. Guy had the courage to be counter-intuitive.
“Only dead fish swim with the stream all the time.” – Linda Ellerbee
The quickest way to lose an audience is to state the obvious.
The quickest way to engage an audience is to state the opposite.
Think about it. If you agree with everything a speaker says, why listen? The speaker is just confirming what you already know; not stretching you or teaching you anything new.
For example, he made a flat out recommendation, “EVERY ONE should go see the movie Never Say Never with Justin Bieber.”
As you can imagine, that got a “Really?!” response from this high-powered group of entrepreneurs and executives.
He then backed up his claim by saying, “It will teach you everything you need to know about marketing. Watch how Justin goes into the crowd before concerts and gives tickets to little girls who don’t have tickets.
Watch how. . . . “
He then upped the ante by promising, “If you don’t like the movie, I’ll give you your money back.” THAT’s putting a stake in the ground.
We appreciate speakers who have a passionate point of view – who dare to address (vs. tip toe around) the elephants in the room. Speakers who challenge our assumptions and admit the emperor has no clothes cause us to rethink what we “knew to be true.” They serve us at a higher level because we walk out wiser than we walked in.
5. Guy honors his family, mentors and contributors.
Guy began by acknowledging a mentor in the audience, Marylene Delbourg-Delphis, who encouraged him to write. He frequently referenced colleagues including a special shout out to:
Facebook marketing guru Mari Smith in her trademark turquoise
- Michael G. Lafosse (“the Wayne Gretzky of origami”) who created Guy’s signature “Kawasaki Swallowtail” butterfly
- Nancy Duarte, author of Resonate for her ground-breaking work
- Sarah Brody who created his eye-catching book cover
- Ana Frazao who designed his one-of-a-kind power point slides
Guy talked openly about his love for his wife, kids and parents and shared several “from the home front” stories of neighborhood hockey games, backyard bar-b-ques, etc.
What’s that got to do with anything? We like people who like their families. In fact, novelist James Rollins, (NY Times bestselling author of Amazonia, etc.) told me he’s researched the ten best ways to create likable characters. Guess what #1 was? “Being kind to kids and animals, in particular, dogs.”
Simply said, our heart goes out to people who are compassionate.
This wasn’t contrived on Guy’s part. It’s simply who he is.
Many speakers think they have to be “serious” when speaking in business situations. Guy modeled that speaking affectionately about who and what has influenced us “warms up” a talk and establishes that all-important likability. He showed that not can we embody intellect and emotion – it’s more powerful and persuasive when we do.
6. Guy used The Power of Three to create oratorical flow.
“There’s a kind of ear music . . . a rhythmic synchronicity which creates a kind of heartbeat on the page.” – Allan Gurganus
Orators have known for centuries that communicating things in threes sets up a rhythmic flow that makes our message reverberate.
Furthermore, listing three real-world examples fleshes out your points and increases the odds every person will relate to at least one of your samples.
He then went deeper by citing empirical evidence that showed how each of these companies have created a culture of mutual trust. But giving varied, yet specific examples (instead of one vague, sweeping generalization), we GOT what he meant.
No puzzled looks – no one left hanging.
For example, Amazon has a policy that says you can return an E-book in 7 days if you don’t like it. As Guy said,
most people can read a book in 7 days so that’s trust.
Next Guy asked, “Who would have believed a few years ago that hundreds of thousands of women would buy shoes online . . . WITHOUT TRYING THEM ON?!” What makes that possible is Zappos‘ visionary policy of paying for shipping both ways. No risk; all reward.
Nordstrom, of course, is famous for pioneering a generous refund policy that has proven over time that most people will honor the “We trust you” policy which offsets the few who take advantage of it.
Want more examples of how Guy Kawasaki hit it out of the park at the Invent Your Future Conference with his Enchantment keynote?
Check the next blog for the final 4 ways Guy practiced what he taught.