Communicating Value

Communicating Value (Overview)
Two areas of corporate training that are in increasingly greater demand are that of value messaging and matrix leadership. In many ways, these two concepts represent two sides of the same coin. For example, let’s imagine a scenario where you are influencing without direct authority. This influence process may be across teams, across units, across companies, or across reporting lines. Given that you do not necessarily have “power” over those who you are persuading, you are often left in a situation where you not only need to persuade on XYZ matter, but you also need to communicate your own value (or that of your unit, division, project, etc.) to those who may not know you well.

Companies require proven and targeted communication strategies as they seek to communicate value externally and internally. Common areas of company driven value communication include communicating in-house and external projects and initiatives, communicating company vision, branding, product and service messaging, staff development, negotiation, and many others.

Communication is also one of the most critical elements in a leader’s arsenal of skills. Whether attempting to inspire, motivate, influence, or connect to others, a leader’s success is often dictated by the degree to which he or she can effectively and persuasively communicate the value of his or her ideas.

Learning Objectives
In this session on Communicating Value, you will learn how to apply communication and persuasion theory and strategy as you organize persuasive content and effectively deliver value messages. You will also learn how to analyze audiences, organize and frame messages for maximum persuasive impact, utilize different types of evidence, and deal with message resistance.

The frameworks used in the session are all firmly grounded in empirical academic research. These are not just “hunches” of what works – they are well supported by research. That said, all materials are presented in a manner which stresses real life applicability and clearly demonstrates value. Research will be supported by rich and vivid examples. Depending on your request, your company’s and/or industry’s own “live” scenarios can be used so participants see immediate value. The mode of learning is experiential, or learning by doing.

Session Flow Options
There are many session flow options for this training, but typically sessions run from 5.0 hours to 8.0 hours (extended 1/2 day or full day).

Option 1: This option requires roughly 5.0 hours in total. It can be done in one day or spread out over two days. Participants prepare – either alone or in groups – a live/real company project that involves value communication.

Option 2: This option requires roughly 8.0 hours in total. It can be done in one day or – more commonly – is spread out over two days. Participants prepare and then deliver – either alone or in groups – a live/real company project that involves value communication. Additional elements of value creation are also explored depending upon company needs.