Creating Personal Presence: Look, Talk, Think, and Act Like a Leader (BK Life) by Dianna Booher

Author:Dianna Booher [Booher, Dianna]
Language: eng
Format: epub
Tags: Business & Money, Management & Leadership, Leadership, Marketing & Sales, Sales & Selling
Amazon: B005NJS91A
Publisher: Berrett-Koehler Publishers
Published: 2011-10-03T00:00:00+00:00

Such bridging statements lead to the next intersection of ideas. They focus discussion and help mark you as a thought leader.

Reframe to Action

Parents do it. Spouses do it. Salespeople do it. Lawmakers do it. Politicians do it. Governments do it. They all reframe ideas to help reshape how people think.

You: “So why can’t I go to the party? Everybody else’s parents are letting them go!”

Your parent: “So if everybody else jumped off a building, would you want to jump too?”

If you had this conversation with a parent growing up, raise your hand. That’s reframing a situation as a parent. We’ve been exposed to it since birth by everyone who wants to influence us.

When older job seekers fear a potential employer might hesitate to hire because of age, they reframe answers by emphasizing experience. I recall interviewing an older applicant, Suzanne, who wanted twice the salary of recent graduates in the field. When I asked about why the salary differential over her competitors, she reframed this way: “What I bring to the table over some of the more recent graduates is maturity and judgment that you’ll not find in a thirty-year-old.” Then she went on to tick off all the decisions that required mature judgment in the job.

Another successful reframing on the same age issue: Ronald Reagan in 1984. Many feared that he could not defeat Walter Mondale because of his advancing age, and Reagan was looking for opportunity to put the issue to rest. When the question of age came up in the debate, he responded with this reframe of the age question: “I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent’s youth and inexperience.” Reagan’s one-liner brought down the house. Even Mondale laughed. And the age issue disappeared from campaign discussions.

But reframing happens in everyday situations with far less effort, even with subtle word choices: “Layoffs” are now about “rightsizing.” A “used car” is now a “pre-owned car.” “Salespeople” are now “advisors” and “consultants.” “Tax cuts” are now “tax relief.” The “private schools” debate is now about “school choice.” Organizations no longer have “problems”; they have only “challenges” or “initiatives.” People no longer “disagree” with their colleagues; they simply have “issues” with their colleagues’ opinions.

And, of course, politicians will continue to use reframing to lead voters to the polls. Abortion has been reframed as a “prochoice” matter. When the healthcare bill was introduced, its “review boards” were reframed as “death panels.” To clients, sales professionals reframe “cost” as “investment.” Learning from them, politicians have reframed our “deficit spending” and “debt” as “investment in the future.”

Reframing occurs on a larger scale with situations such as these:

—A voter says, “I disagree with the mayor’s policy.” The mayor or her supporters reframe the opposition like this: “People have always had racial biases in our community, but we intend to carry forth this policy regardless of those who stand against me.” (The opposition is framed as racial prejudice rather than policy disagreement.

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