And finally, I hate to be the bearer of bad news, but most people don’t care about your idea or your product. They care about themselves. I don’t think most of you would disagree with that. They care about themselves. Their hopes, their dreams, their goals, their ambitions. If you can sell dreams, and not products, that’s how you’ll win them over. If you can convince people, persuade them, that by joining you on your journey and your vision that they’re going to be taken to another place, that’s how you’re going to win people over.
And today especially there’s a real lack of inspirational leadership. People crave inspiration. They’re hungry for it. They are looking for someone to believe in. Make them believe in you. Make sure you articulate and communicate your message and your idea, in a way that truly inspires me. That lifts my spirits. That takes me to another place. That makes me feel better about my place in the world. Once you do that, you’ll win me over, and you’ll have achieved a significant step toward, reaching your dreams as well.
Okay, thank you very much for inviting me for your your lunch break.
I understand we do have a few minutes for questions if anyone has anything specific. Yes sir?
Audience: You talk about — seem to target business to consumer interactions, and I’m curious to know how effective is what you’re saying in business to business interactions when you’re dealing with potentially more self-controlled [inaudible]?
Carmine Gallo: Sure. The question was a lot of what I’m talking about was applied to business to consumer interactions. All of these techniques apply to the most complex idea. In fact, the more complex your idea, the harder it is for people to grasp, the more you need to understand — really this is just the theory of communication. Last year, and I’ll be very careful with what I say. But last year, I actually worked with nuclear scientists at a very large nuclear lab in a desert somewhere. And true story, nothing, nothing that you do in your career will be as complicated as developing nuclear weapons. It is really complicated stuff. But guess what? They loved all this. They loved it. There was a lot of push-back. It was one of the roughest half day workshops that I ever had to give. All of these scientists were just pushing back, and pushing back on everything I was saying. They wouldn’t even let me get one word out, before they started disagreeing with everything. It was, it was tough, it was a really tough workshop. I mean, I was just drenched, by the end. I was exhausted by the end of it.
Two weeks later, scientists are calling me back and sending me emails saying, wow, that worked! We used it for a pitch in front of Congress, we’ve used it internally. It works. It works because, when you’re talking to people who don’t understand your story as well as you do, and most people don’t, you need to go through the process. How do I connect with them? How do I make this story, which could be incredibly complex, how do I make it understandable, memorable, so if that they have to take it up to a stakeholder they can do that? And how do I connect with them emotionally, so by the end of that presentation they like me? They want to work with me. They don’t even know why. They’re not even sure why they’re connecting with you emotionally. They just know that they like you. And these are some of the things that we do.
Audience: An example of how do you go into a deep dive to pull out the three things to make the message map?
Carmine Gallo: A deep dive from the message map.
Audience: It seems like – but how do you extract those three main things?
Carmine Gallo: You can do that. What I showed you was the outline of the message map. So you’ve got your Twitter friendly headline, and you’ve got your Rule of Three. I can send you this, too. What we’ve done is we actually create a message map where it’s still on one page, but underneath each one of these boxes, you have rhetorical devices that make your message even stronger. A story, an example, a statistic. So, we’re still breaking things up into three. This is — this can be the foundation of a 30 minute pitch, a 30 minute presentation. It can be the foundation for 30 second elevator pitch. That’s the beauty of it.
So the deep dive you actually have underneath each category. So under fresh and organic, I could have a whole list of examples or statistics that I can offer if the person wants to know more about this. But if that’s all they want to know, then I can stay up here, at that level. So yeah, there is — you absolutely do need to flesh this out. And I guess I should have been specific. When we do a four hour workshop on message maps, it’s not just this. It’s filling out the rest of the story as well.