JD Schramm has over 20 years of experience teaching graduate-level courses on communications at Stanford, USC, Columbia, and NYU. He's written the book “Communicate with mastery: Speak with conviction and write for impact”. JD helps clients prepare for venues like Davos or TED Talks, secure a round of funding, nail a job interview or win a pitch.
Key Takeaways
(00:00-07:47) Historical Perspective on Communication
(07:47-14:56) Practical Application of the AIM Framework
(14:56-23:23) How to Choose the Right Communication Channel
(23:23-30:04) Strategies for High-Stakes Presentations
(30:04-39:21) Leveraging Technology and Personal Touch
📱 Apple Podcasts | 🎧 Spotify | 🔗 iHeart
1. Historical Perspective on Communication
JD Schramm discusses how communication issues often mask underlying leadership problems. Effective communication is essential for leadership as it ensures that followers understand and support the leader's vision.
The conversation delves into the historical undervaluation of communication skills in leadership, contrasting this with the high standards set by leading tech companies in Silicon Valley like Google and Apple. JD Schramm emphasizes that today's leaders must excel in communication to inspire and mobilize their teams.
JD Schramm makes a compelling case for why clear and powerful communication is the most critical tool for leaders. He argues that even the best strategies and ideas will fail without the ability to communicate them effectively.
Drawing parallels to other fields, JD Schramm compares a leader's communication skills to a novelist who must share their work to make an impact. He highlights the importance of translating complex information into actionable insights for the audience.
I have often found that when I'm brought into an organization or I'm working with an individual and I'm told they have a communication issue, almost always they also have a leadership issue. (JD Schramm)
2. Practical Application of the AIM Framework
Alex Shevelenko criticizes the rise of clickbait and superficial communication that lacks substance. JD Schramm agrees, emphasizing the need for deep, evidence-based communication that truly engages and informs the audience.
JD Schramm addresses the misconception that scientists and technical experts are inherently poor communicators. He believes that anyone can develop strong communication skills, regardless of their background. The key issue is that these professionals often lack the training and opportunities to practice communicating to broader audiences.
With just a few targeted sessions, individuals can see significant improvements in their communication abilities. Once they experience the positive impact of effective communication, they become more motivated to continue developing these skills.
JD Schramm introduces the AIM framework (Audience, Intent, Message) as a simple yet powerful tool for crafting effective communication. He explains the importance of understanding the audience, clarifying the intent of the communication, and tailoring the message accordingly. This framework helps ensure that communications are relevant, engaging, and action-oriented.
The speakers discuss practical examples of how to apply the AIM framework in various settings. By focusing on the audience's needs and motivations, defining clear objectives, and delivering a concise message, leaders can significantly improve their communication effectiveness.
And when I'm clear on my audience, my intent, then, and only then, can I create the message. If I create the message without tailoring it to the audience or tying it to the intent, that's where we have emails that we get and go. (JD Schramm)
3. How to Choose the Right Communication Channel
Alex Shevelenko and JD Schramm discuss the importance of selecting the appropriate communication channel. With the proliferation of channels—from email to text to video—it's crucial to tailor the delivery method to the audience's preferences and habits. JD Schramm emphasizes that the channel is a critical part of the message, as it can significantly impact how the message is received and interpreted.
JD Schramm highlights the necessity of understanding the audience's preferences when choosing a communication channel. He shares research showing generational differences in preferred communication methods, such as older audiences favoring phone calls and younger audiences preferring text messages. This insight underscores the need to customize communication strategies to match audience demographics.
Alex Shevelenko introduces the concept that "the experience is the message," stressing the importance of aligning the medium with the message's content and intent. For example, delivering an innovative message through an outdated medium can create a disconnect. JD Schramm agrees, noting that the overall experience of receiving a message, including the medium and context, shapes how the message is perceived.
JD Schramm discusses how to handle the complexity of communicating through multiple channels. He explains that it's essential to think about the experience for each channel, ensuring that it is as effective and engaging as possible. This might involve creating different versions of the same content tailored for various channels or deciding to focus on a single channel to maintain clarity and impact.
The speakers explore strategies for addressing multiple audiences with a single piece of content. They acknowledge the challenge of creating "monolithic" communications that don't cater to the specific needs of different audience segments. JD Schramm suggests using the AIM framework (Audience, Intent, Message) to segment audiences and customize content for each group, ensuring that all audience members receive the information they need in a format that works for them.
I love your phrase “The experience is the message”. I think that is really insightful and I really believe COVID did a great deal to reinforce that. Our experience of communication is a part of our experience of the message. (JD Schramm)
4. Communicating with Impact: Strategies for High-Stakes Presentations
JD Schramm speaks about identifying key decision-makers and their influencers. He suggests creating different presentation versions tailored to each group's needs. For example, decision-makers might need a concise executive summary, while influencers might require a detailed slide deck with background information. This approach ensures that each audience segment gets the information they need in a format that resonates with them.
The speakers discuss the challenge of conveying comprehensive information without overwhelming the audience. JD Schramm advises focusing on what the audience needs to know rather than showcasing all the work done. This shift from a creator-focused to an audience-focused mindset helps streamline communication and keeps the presentation relevant and engaging.
The conversation delves into high-stakes scenarios such as corporate strategy meetings, annual reports, and sales presentations. Alex Shevelenko points out that in these contexts, it's crucial to show thorough preparation and thoughtfulness without bombarding the audience with excessive details. Using a decision-tree approach or navigable content can help audience members find the information most relevant to them.
JD Schramm explains the value of using multiple communication channels to cater to different preferences. Whether it's a TikTok video, a PDF, or a printed book, the key is to think about how the audience prefers to receive information and to provide content accordingly. This multi-channel strategy ensures broader reach and better engagement.
To prevent overwhelming the audience, JD Schramm recommends being selective about what information to present and what to include in supplementary materials. This approach not only keeps the presentation focused but also respects the audience's time and attention span. The goal is to make the audience feel informed and valued, not inundated with unnecessary details.
5. Leveraging Technology and Personal Touch
JD Schramm shares a tactic of sending timely, specific follow-ups after meetings. For instance, following up with a relevant link or timestamped video snippet can significantly enhance the message's impact. Quick, tailored responses show attentiveness and reinforce key points discussed during the meeting.
While AI can assist in generating initial content, JD Schramm emphasizes the importance of adding a personal touch. He suggests that leaders should customize AI-generated outputs to better connect with their audience. This combination of technology and human insight ensures that communication is both efficient and personalized.
In today's fast-paced digital environment, communicators need to be concise and clear to stand out. They discuss strategies for making messages competitive and engaging, even in a crowded information landscape.
I think the best AI-produced solution will only be made better if I'm able, as a leader, to put my imprint on it, personalize it, and tailor for my audience the pieces that they need to know. (JD Schramm)
Check the episode's Transcript (AI-generated) HERE.
Other Episodes
Godard Abel | CEO of G2
S 01 | Ep 6 Where You Go for Software: Reach Your Peak
Dean Stocker | CEO of Alteryx
S 01 | Ep 8 Turning Your Customers Into Your Biggest Champions
Peter Fader | Co-Founder of Theta CLV
S 01 | Ep 10 Turning Your Marketing Into Dollars