When baby boomers were new and younger employees, they were not expected to ask why but to do or die, as the old saying went. That was a carry-over from the colonial military days and the recent Second World War, when obeying difficult orders without question was essential.
Those authoritarian days are well over. Today we need to know “why” first, before we commit, before we decide what and how we will act.
Wise and effective influencers, persuaders and leaders succeed more often because they understand that there is a clear and current dual pathway to gaining agreement, commitment and engagement to carry out any action, whether it is work, purchasing, voting or any other activity.
The first path begins with a compelling “WHY”. This embodies our shared values and shared vision – that resonates clearly with us. This captures our emotive attention.
Next we discuss “HOW” – enabling, empowering and guiding the intended action, or establishing the proof of the desired potential purchase.
Finally we describe the “WHAT” – that which is to be done or offered for purchase. Now we are engaged and ready to act or buy.
The second path is ancient, and described first by Aristotle and embodies three aspects which flow in this order:
Ethos: Here the influencer, persuader or leader is being tested as to their reputation, their integrity, their character. Do they have the trust of the listener?
Pathos: Appealing to the listener’s emotions. Closely linked to the WHY path, pathos is most often obtained in the telling of a relevant story that the listener empathises with.
Logos: The rationale for the desired action or purchase. The evidence that proves the value of the action or purchase. There is also a direct link to the WHY, the reason why we should act.
In each element of the dual pathway, we can see the heightened attention given to “WHY”.
As a leader about to seek the commitment and engagement of others, prepare yourself to speak along the dual pathway.
As a salesperson (and we are all selling something), ensure your presentation covers all the aspects of the dual pathway, before launching into the offer.
If you are the person being led, sold or persuaded, and the “WHY” hasn’t yet been addressed, respectfully intervene and ask “Why”, explaining that you’ll be in a better position to comply, accept or agree if you knew the answer to “Why” first.
What has been your experience either as the persuader or leader or the person being asked to act or purchase?
