Cutting-Edge Communication: Bringing East and West Together

     We live in very challenging times for communicators. With political conflict and economic uncertainty rife in many parts of the world, the need for a new approach to communication seems clear. But what is that approach? I believe that it lies in a synthesis of both eastern and western methods as well as going beyond both.

     One element of the new model with antecedents in both East and West is connecting to the inner self to create a stronger, deeper link between writer or speaker and reader or audience. As I mentioned in recent speeches in Asia, I found a means to achieve this goal early in my career when I became ill and virtually dysfunctional from extreme fatigue and memory loss.

     Intuitively, I sought a solution by shutting my office door, closing my eyes, and asking the question, “What should this speaker say to this audience?” By simply asking the question, I found that a remarkable flow of energy and information opened up to me within. And this flow was not limited to me, but also included other people who made me aware of ideas and information that I used in the speech.

     Einstein used an approach akin to meditation in solving problems in physics. Asked by a reporter how he was able to make such incredible discoveries, he answered: “You don’t think I did it myself? I simply asked the universe the questions, and the universe gave me the answers.”

     Besides listening to the inner self, it is also very important for writers to listen to their audiences. In fact, it is impossible to communicate effectively otherwise. Knowing the audience well naturally leads writers to express themselves in terms that their audiences understand.

     A few years ago, I crafted remarks for ExxonMobil’s chairman to deliver at the World Petroleum Congress in Beijing. I used many references to China’s history and culture, including a quotation by Lao-Tzu: “Govern a great country as you would cook a small fish.” Obviously, a heavy-handed approach would cause a small fish to fall apart. This was a subtle way to advise the Chinese against heavy-handed regulation of the energy sector.

     The quotation received a very positive response from the audience in Beijing. And I got a further sign that the message had really registered when I opened a newspaper recently in Hong Kong and read this statement by Chinese Premier Wen Jiabao: “Heavy-handed government is the main obstacle to the mainland’s economic development, and officials must stop interfering with the way companies run their business.”

     Another element of the new communication is an emphasis on fundamental human values. We in the communication field have a responsibility to communicate in an ethical way. I ask writers in my workshops to make a list of values that they consider most important. Some of the most common ones include unity, integrity, peace, compassion, cooperation, and open mindedness. Being clear about the kind of world we want to live in helps inspire writing that is more powerful and persuasive than work devoid of such a vision.

     Business does not operate in a vacuum: It is one of the major players in society. Unfortunately, we have seen many recent examples of illegal or unethical behavior on the part of companies around the world. And we have to wonder if a breakdown in communication played a role in these scandals. If communicators had listened better, probed deeper, insisted more firmly on fundamental human values, would such breakdowns have occurred?

     For example, one tendency in corporate writing we ought to examine is that of portraying the free enterprise system as a sort of economic war zone. We write about “fierce” or “tough” competition – or gaining a “competitive advantage” -- as if companies we were engaged in a life-or-death battle with a deadly enemy. Does such language really represent the kind of world we want to live in?

     One great example of communication that we can all learn from is Mahatma Gandhi. In the late 1940s, he used to travel by train from village to village across India, preaching a nonviolent approach to gaining independence from Great Britain.

     One day, he arrived in a village and gave his speech. He finished and the train began to pull out of town. At that instant, a young man came running up to hear Gandhi. His employer had kept him at work, and he had arrived too late to hear the speech.

     But he was so anxious to hear what the great master had to say that he ran alongside the train and handed one of Gandhi’s assistants a piece of paper. On it was the simple question: “Mr. Gandhi, what is your message?”

     Gandhi read the question, scribbled an answer, and handed the paper back to the assistant who gave it to the man who was still running beside the train.

     Breathless, the man stopped and opened the piece of paper. On it these words were written: “My life is my message.”

     Making our entire lives our message will not only create clearer and more compelling communication, it will also help lead business and society toward a healthier, happier, and more harmonious future.