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Case Studies
Results and Success Stories.
Following are examples
of helping individuals analyze communications situations, establish goals and tactics, and carry out the work
required to reach them. At the end of each
case study is a quick explanation of benefits
to the organization and to the individual.
Case Studies.
#1: Lackluster
Relationship Becomes Positive
#2: CTO Develops “Non-Geek” Speaking Skills
#3: Modifying ‘Personal Expression’ Led to Facilitator, Coach, Leader Role
#4: An Adamant
‘No’ Becomes a ‘Yes’
#5: Book Idea & Presentation Leads to Career Change
#6: Overcoming
a Language Barrier
Case
Study #1: A Lackluster Relationship Becomes
Positive.
By Joe Vranich
A corporation invited
me to observe Jennifer, director of a multi-million
dollar project, as she briefed a group of
engineers, financial analysts and project
managers on a complex program for the federal
government. New contract demands were confusing
to some in this naturally skeptical audience,
and it was hardly surprising that they threw
one tough question after another at Jennifer.
I had been called in
because Jennifer was said to be “difficult”
with her new supervisor, Maureen, a vice
president. But what I observed didn’t
match what I had heard. I saw a woman patiently
clarifying many technical points in a likeable
manner.
Later, Jennifer said
that she and Maureen have many misunderstandings.
“I have to read her desires because
she isn’t direct,” Jennifer
said. “I’m stressed out every
day, and sometimes it spills over to the
people who work for me.”
To clarify what others
thought of Jennifer, we reviewed the results
of a 360 Feedback Profile. Also, I interviewed
Maureen, who spoke frankly about Jennifer.
She said Jennifer had the core competencies
for her position and her loyalty was unquestioned,
but Maureen was clearly frustrated by the
misunderstandings with Jennifer.
Jennifer and I identified
different decision-making and communications
styles and her options for changing her
approach. We agreed that the key elements
to productive communications with Maureen
are to (1) provide her with more information
because she thrives on details; (2) present
information in a concise “bullet-point”
style; and (3) monitor Maureen’s understanding
by asking questions during their meetings.
I spoke with Maureen
about our findings and recommended she be
more direct in her requests to Jennifer,
to which she readily agreed.
Jennifer and Maureen
became more comfortable with each other
and stress levels dropped. Later, Jennifer
received an Outstanding Achievement Award
after being nominated by Maureen. Their
relationship remains positive to this day.
Overall
Benefits: A key relationship
on a multi-million dollar project became
one of mutual respect with benefits extending
to peers and direct reports. As stress levels
eased, misunderstandings with numerous stakeholders
were reduced. The corporation, well known
for top-notch work, maintained an excellent
relationship with a demanding customer.
Jennifer has been added to a list of candidates
for a position of greater responsibility.
Case
Study #2: CTO Develops “Non-Geek” Speaking Skills.
By Joe Vranich
Bob felt irritated that
he had to give a presentation at a conference.
After all, he had “real work”
to do. Especially irksome was that his appearance
had to be top-notch, because it was in front
of his company’s top fifty-five customers.
Revealing just how nervous an executive
can become, he called with these questions:
•
How do I reduce being so uncomfortable when
speaking?
• What
can I say that other presenters won’t
also be saying?
• As an
IT guy I don’t consider myself interesting
– how do I hold their attention for
45 minutes?
Upon meeting him, I
realized my first task was to build his
confidence. Bob is healthy and fit, a good
dresser and articulate. He also is remarkably
pleasant. I emphasized how those qualities
appeal to audiences.
We discussed how his
audience wouldn’t be trying to make
his life difficult. “Most audiences
want the speaker to succeed,” I said.
“Otherwise, they feel like they’re
wasting their time.” He found that
reassuring.
To select content and
avoid repetition, he called others to ask
about their presentations. Next, we eliminated
some information that was less relevant.
We also gave his comments a lighter feel
by including several funny personal stories.
Creating visuals was
easy. As a CTO, Bob is a software whiz
and his on-screen presentation was filled
with photos, sounds and a film clip. We
also worked to loosen his style, especially
facial expressions and body movements. He
became livelier after several videotaped
practice sessions.
He felt great when the
presentation was over. He said the audience
connected with his humor – in fact
they thought his stories were hilarious.
Moreover, Bob reported with pride that “the
Sales Department was so impressed that they
asked me to join them in pitching potential
customers. Not bad for an IT guy!”
Overall
Benefits: The company is
pleased because his presentation strengthened
key customer relationships around the world.
Moreover, he has become an additional asset
in marketing and sales campaigns designed
to broaden the customer base.
Case
Study #3: Modifying ‘Personal Expression’ Led to Facilitator, Coach, Leader Role.
By Joe Vranich
A Senior Software Consultant knew that he wanted to communicate in a more positive way when faced with challenges from clients. He also wanted a broader role in life – to be seen for his business qualifications as well as his technological expertise. At the personal level, he wanted to be in a position to help people.
Although a sincere and thoughtful person, the aspirations nonetheless required him to change how the world sees him.
Addressing his style of personal expression was a critical part of our work. He came to sessions with questions: "How do I craft and deliver a message to a difficult person without it being argumentative?" "How do I handle disputes in a highly political environment?"
We focused on ways to crystallize compelling messages in conversations, messages that remain compatible with his values. We explored several "elevator speeches," which are useful in pitching prospective clients. We looked at how to convey ideas to his audience (even when it was an audience of one); how to change adversaries into partners; and how to pose the right questions to ask. Sometimes we rehearsed the messages.
Also, he faithfully followed through on reading some books on effective personal communications.
The result is that he is now with The Alternative Board® as a Facilitator and Strategic Business Leadership Coach. This is a major professional transformation. He is with a wonderful organization that encourages and empowers business owners, presidents and CEOs to achieve their business and personal vision.
Overall Benefits: Adapting his style of personal expression was critical to making a significant life change and to being in a position where his business acumen is evident. He is providing a high level of value to his clients, and today he says, "I'm really helping people – I've never been happier."
Case
Study #4: An Adamant ‘No’ Becomes
a ‘Yes.’
By Joe Vranich
Fred was unemployed
and thrilled to discover a new senior public
relations job being created that was “perfect”
for him. But when he learned that he would
be blocked from consideration for the opportunity,
he decided he needed help from a coach.
Fred had experience
in the industry, enthusiasm for the international
company, and the right skills including
being somewhat fluent in the required second
language.
But a hurdle existed.
The company was a former employer with the
unwritten code: "Once you leave, don't
come back." The situation was worsened
by the fact that his new boss would be the
same person who had unhappily accepted Fred's
resignation a decade earlier.
When Fred called about
the opening, the executive said, “I
told you when you left that you can never
come back.” Fred responded, “But
that was ten years ago. Look at all the
additional experience I’m bringing
if I come back now!” The executive
was unimpressed.
Fred was demoralized
and sorted through his objectives, asking
himself, “Is this position worth it,
considering the executive’s stubbornness?”
After he concluded that
the answer was "yes," we created
a campaign. First, we explored methods to
replace Fred’s sinking morale with
an intrepid attitude. Next, Fred began reinvigorating
relationships with friends who remained
at the company and enrolled them as allies.
Also, he began communicating the value of
having a "new" Fred back in the
company.
It took three months
of tenacious work – including international
phone calls, letters, two cross-country
interviewing trips, and brushing up on the
foreign language – to persuade the
executive to forget the grudge and bring
him aboard.
Once there, Fred turned
in superior performances, which in part
served to further soften the hard-edged
executive. The tough boss was so pleased
with Fred’s work that he gave him
a substantial increase in compensation.
Overall
Benefits: The company obtained
the services of a talented PR director who
needed virtually no ramp-up time. His ability
to “hit the street running”
was particularly valuable shortly after
his return when the news media was demanding
answers regarding a fatality on company
property. Veteran employees hailed Fred’s
return because he had been so well liked
during his first stint there. Finally, the
hiring executive’s reputation improved
because he abandoned an old behavior for
a more flexible one that offers greater
value to the company.
Case
Study #5: Book Idea & Presentation Leads to Career Change.
By Joe Vranich
The first conversation
with Jim was exciting for both of us. As
a journalist who wanted to become a non-fiction
author, he needed help from someone who
understood the challenges of writing a book
that would be acceptable to a major publisher.
I knew I would enjoy working with him because
of my positive experiences with writers.
At first, we discussed
how to nurse a book from an idea to publication.
But Jim had a revelation: “I want
to have a more powerful impact on public
policy. In place of the book, I want to
work for an organization that shares my
beliefs about substance abuse and health.”
That is when my work diminished as a consultant
(who provides specialized knowledge) and
increased as a coach (who helps clients
better understand their own motivations,
goals and behaviors).
Jim took action on new
goals. He planted seeds with key individuals
in non-profit organizations about how they
could benefit from his expertise. Meanwhile, the New
York Times and Washington Post
published Jim’s commentaries, which
were noticed by the organization he had
identified as his preferred employer. He
spoke before like-minded individuals at
a conference, further raising his profile.
One presentation in
particular caused his preferred organization
to offer him a position in line with his
job description, which was rather remarkable because it was his first-ever PowerPoint presentation. Jim worked hard to make sure the slides showed compelling messages. Later, his compelling performance
on national television verified
the organization’s sound judgment
in hiring him for a senior position.
Jim is gratified that
coaching helped him make the “arduous
journey” from daily journalist to
a job where he can benefit humanity. His
professional future burns brighter and the
organization is receiving greater exposure
for its important work.
Overall
Benefits: Jim’s work
benefits the public and the organization.
Before, research findings had circulated
primarily among the research community and
like-minded groups. Today a broader audience
is learning this organization’s research
findings because of increased attention
from major media outlets. Also, such activity
reinforces the group’s reputation
for excellent work in a non-profit arena
where competition exists for research grants.
Case
Study #6: Overcoming a Language Barrier.
By Joe Vranich
Some successes are greater
than anyone imagined. Such was the case
with Evelyne, a Chinese immigrant who had
the usual challenges with English as a second
language. She began worrying when, as the
leader of a non-profit organization, she
was invited to speak to a group of educators.
Her apprehensions included stage fright
and fear that her accent would be a distraction.
We practiced the speech
by talking freely from an outline of notes.
The method is more engaging and avoids the
number one cause of having a mind go “blank”
– memorization. And with practice,
it became easier for Evelyne to remember
correct word placement and pronunciations.
She also learned that speaking more slowly
minimized her accent.
Regarding content, Evelyne
knew that emphasizing a Chinese viewpoint
on education would be interesting. Moreover,
I reminded her that audiences prefer stories
more than statistics, so she included perspectives
about her son’s education.
She crafted a marvelous
speech. My only recommendation was to give
context when quoting Confucius by reminding
the audience how long ago he lived. For
a philosopher who wrote many centuries ago
(he lived 551 BC - 479 BC), he was ahead
of his time in urging widespread education
of children.
To ease Evelyne’s
nervousness, she agreed to “work the
room” by greeting people at the door
and chatting with them. Then, when speaking,
she would probably find comfort in having
eye contact with friendly people she had
already met.
As she stood to speak,
she reminded herself, “relax, relax,
relax” and “have eye contact.”
She felt at ease rather quickly. She was
startled when the audience interrupted her
with applause, which happened three times.
And she was astonished when she saw teachers
crying as she expressed heartfelt appreciation
for the work of educators.
Evelyne says today:
“After not speaking in public for
many years, I gained an unexpected harvest
from this event. I feel my confidence returning.”
Overall
Benefits: The ties between
the non-profit organization and the educators
were reinforced by her deeply genuine remarks.
Evelyne learned more about the power of
the spoken word. She is less anxious about
future appearances and welcomes the invitations
she knows she will receive to speak at similar
events.
The
Executive Communications Coach
Joseph Vranich • Irvine, California
• 949-551-3150
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