prof. joep cornelissen corporate communication centre powerful communication through body language
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Prof. Joep Cornelissen
Corporate Communication Centre
Powerful communication through body language
The two Steves
Effective leadership communication
Speech
Don’t: use technical information,
management speak, empty
Phrases, nor clichés.
Do: use framing
(analogies/metaphors), storytelling
(anecdotes), and image-based
words.
Delivery
Don’t: stay unmoved or passive nor use a neutral tone of voice.
Do: use animated voice, facial
expressions, and gestures.
Cornelissen, J.P. (2013), Portrait of an entrepreneur, Academy of Management Review, 38 (4): 700-709.
Klik op het pictogram als u een afbeelding wilt toevoegenThe entrepreneurial challenge
Influ
ence
of l
egiti
mac
y Hig
h growth
Low
exploration planning launch (early) growth
Venture Creation Process
Cornelissen, J.P. and Clarke (2010), Imagining and rationalizing opportunities: Inductive reasoning and the creation and justification of new ventures, Academy of Management Review, 35, 539-557.
Klik op het pictogram als u een afbeelding wilt toevoegenPassion and preparedness in entrepreneurial pitches
6
TABLE 1 Factor Loadings of the P erceived P assion S cale
I te m s Factor 1: P a s s i o n
Factor 2: P r e p a r e d n e s s
1. The p r e s e n t e r ( s ) had e n e r g e ti c
body m o v e m e n t s . 2. The p r e s e n t e r ( s ) had rich b o d y
la n g u a g e . 3. The p re s e n te r(s ) s h o w e d
a n im a te d facial e x p r e s s i o n . 4. The p re s e n te r(s ) u s e d a lot o f
g e s t u r e s . 5. The p r e s e n t e r ’ s face lit u p
w h e n h e /s h e or he t a l k e d . 6. The p r e s e n t e r ( s ) ta l k e d w ith
v a r i e d tone and p i tc h .
.91 .1 8 .88 .2 4
.83 .2 5 .82 .2 3 .74 .3 2
.73 .4 0
7. The p re s e n ta t io n c o n te n t h a d
s u b s t a n c e . 8. The p re s e n ta tio n was t h o u g h t f u l
and in -d e p th . 9. The p re s e n ta tio n was c o h e re n t
and l o g i c a l. 10. The p r e s e n t e r ( s ) a r t ic u la te d th e
re la t io n s h ip b e tw e e n th e b u s in e s s p la n and the b r o a d e r c o n t e x t .
11. The p r e s e n t e r ( s ) c i t e d facts t o s u p p o r t h is /h e r a rg u m e n ts .
.21 .9 0 .23 .8 8
.26 .8 4 .33 .7 0 .22 .7 0
E i g e n v a l u e 6 .3 7 1 .7 4 V a r ia n c e e x p la in e d 5 2 % 2 1 %
Chen et al. (2009); “Entrepreneur passion and preparedness in business plan presentations: A persuasion analysis of venture capitalists’ funding decisions”, Academy of Management Journal.
… but gestures vary between:
beats,
cohesive,
deictic,
symbolic gestures.
8
Framing: Use of Analogies and Metaphors
Yes No Yes (High) Use of Gestures No (Low)
Organ Solutions (125 beats, 1 deictic, 11 cohesive, 22 symbolic)
Power Tidal
(119 beats, 7 deictic, 9 cohesive, 18 symbolic)
Liquid Flow (150 beats)
Sleeptight (43 beats, 8 deictic, 9 cohesive, 2 symbolic)
Planet Net
(1 deictic, 1 cohesive)
Cloud Accounts (1 deictic)
Tech-Psyche
(1 deictic)
Screen for Health (1 deictic gesture)
Study 1
• Four extreme real-life pitches (high/low on verbal analogies/metaphors, high/low on gesturing).
• Measures from Chen et al. (AMJ, 2009) but added scales and items on specific effects of gestures.
• First experiment: MBA students.
Study 2
• Controlled experiment
… back to leadership
Charisma linked to persuasion, followership and employee support
… previously defined as personal qualities (being ‘gifted’)
(Max Weber in 1947)
… now as charismatic leadership tactics around rhetoric (metaphors-analogies, stories-anecdotes, lists) and non-verbal delivery (animated voice, facial expressions and gestures).
Antonakis, J., Fenley, M., and Liechti, S. (2012), Learning charisma, HBR
Antonakis et al. (2011), Can charisma be taught? Tests of two interventions, AMLE
Tomorrow’s task
Think about how you engage and animate an audience.• What is your style: language or gesture driven? Or both?• Experiment!
Think about different situations• Team meeting, town-hall meeting, crisis or change, and more.
… and then perfect your delivery:• Use well-rehearsed stories, analogies and metaphors.• Pick one or two master gestures for impact.
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