Clients often tell me that they want to be more strategic with their communication. They share that they find themselves saying more than they’d like and taking too long to get to their point.
It is common to think out loud and share our thoughts as we work our way to meaning. Doing so can help us develop our point of view. But when the stakes are high and a concise and clear message is needed, meandering costs us.
When coaching a client on this skill, I share the IPD framework – Intent, Punchline, & Details.
To apply IPD to your situation, begin by asking “What do I want my audience to know and be able to do?” Keep it simple. Do you want them to understand the context surrounding a problem or make a decision based on key data? Perhaps you want them to pause and reflect on contrarian points of view. Knowing your overarching intent helps you shape your punchline.
The next step is to distill your thoughts into a one sentence punchline. How much more powerful is “It’s in the company’s best interest to explore alternatives for this contract,” than “I’m feeling a little uncomfortable with the quotes we’re received and worry that the vendor doesn’t really understand our objectives. And, I mean, if we have more options
to choose from, you never know, we might be surprised. Last year, it felt like we might have moved too fast. And there might be other options that we haven’t considered that could be beneficial…”?
It’s critical to find your punchline and land it.
Next, decide how much supporting detail to include. You want to make your case, but you don’t want to lose focus. Typically, one or two data points or details will successfully frame your point of view and launch a conversation without losing your audience.
This process sounds like a lot to implement in the moment. However, it gets easier the more you practice.
I recommend thinking ahead about situations where you’ll need to offer your perspective. Write out your responses to the following:
- What does my audience need to know or be able to do?
- What is my punchline?
- What are the critical details to share up front?
Then rehearse your response several times. I encourage you to experiment with this process before 1:1s, interviews, client meetings, and board sessions – wherever you need to be strategic and to the point.
As you think about your communication in this way & practice creating powerful punchlines, you will find that it not only becomes easier to avoid speaking in circles, but it frees up your energy so that you can deliver your message with greater conviction.