Impactful Communication: Todd Davis Of FranklinCovey On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Know Your Audience — The better you understand what your audience is needing, the more relevant you can make the content you are sharing. When giving a presentation or a keynote, I will always request a preparation meeting. And in that meeting, one of my final questions is always “what would a home-run look like?” “In other words, if this keynote where to knock the socks off of the audience, how would you know?” The information I glean from that question is invaluable as I’m preparing the information to be shared. And while you probably don’t have a “preparation meeting” when getting ready for a one-on-one conversation, you should still take time to think through the other person’s perspective as much as you can.
In an age dominated by digital communication, the power of articulate and effective verbal communication cannot be understated. Whether it’s delivering a keynote address, leading a team meeting, or engaging in a one-on-one conversation, impactful speaking can open doors, inspire change, and create lasting impressions. But what truly sets apart an effective communicator? What techniques and nuances elevate a speech from mundane to memorable? As part of this series, we had the pleasure of interviewing Todd Davis.
Todd is a Senior leadership consultant, 7 Habits content expert, and thought leader at FranklinCovey and has over 35 years of experience in human resources, talent development and executive recruiting. As the former Chief People Officer and Executive Vice President, Todd was responsible for the global talent development in over 40 offices reaching 160 countries. Additionally, he authored and co-authored Wall Street Journal best-selling books including Get Better: 15 Proven Practices to Build Effective Relationships at Work and Everyone Deserves A Great Manager. He is also an expert for FranklinCovey’s The 7 Habits of Highly Effective People Course.
Thank you so much for joining us in this interview series. Before we dive into our discussion about communication, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
After a few “jobs” in my earlier days, my first real “career” position was as a junior trainer in the medical industry. I delivered customer service training for the support staff of healthcare workers in a large HMO (Health Maintenance Organization). The head of the Professional Staffing Department (the dept that recruited the physicians for this organization) came through my training and determined I would be a great recruiter. At that time, I had no idea that being a full-time recruiter was even an actual role. I did a crash course in physician recruitment and then worked in that field for about 10 years. Then, a small group of 5 colleagues/friends formed a Human Resource Outsourcing Company where we would contract with companies and organizations to provide all of their HR needs. We had an attorney for employment law, a benefits broker for employee benefits, an insurance expert, and my specialty was recruiting. The Covey Leadership Center (now FranklinCovey) was one of our clients. I did recruiting for them as an outside contractor. They determined they wanted to bring their recruiting function in-house and asked me to find them candidates for their new Recruitment Manager position. I started finding them great candidates and then, having recently read The 7 Habits of Highly Effective People, and loving it, decided that I wanted to also throw my hat in the ring. I interviewed and was selected and thus began my now nearly 30-year career with FranklinCovey. I worked in recruiting for several years, then moved onto their Innovation Team where I helped develop some of the FranklinCovey Work-Sessions. Then, for 18 years I served on the Executive Team as FranklinCovey’s Chief People Officer. And now for the past 3 years, I work as a full-time consultant and thought leader, delivering our content to organizations around the world.
Can you share the most interesting story that happened to you since you started your career?
I’m not sure about this story being super interesting, but one of the most “surreal” moments in my career was about 8 years ago when I presented for over 1,000 leaders at the World Business Forum at the Lincoln Center in New York City. A couple of years previously, I had written a book, Get Better-15 Proven Practices to Build Effective Relationships at Work. The book became a Wall Street Journal Bestseller, and I was asked to present at several key leadership events around the world, including this large gathering in New York. As I was backstage, waiting to go on, reviewing the program which listed others who would be presenting, I suddenly felt like an imposter. Who was I to be speaking with these famous people listed in the program? What could I possibly share that would be of value for this audience? While these thoughts are going through my head, I hear the host reading my bio to the audience and announcing my name as I walked out on the stage to large applause. “Surreal” doesn’t begin to describe this moment. It was honestly like a dream. I spoke for about 45 minutes. To this day, I couldn’t tell you what I said, but I’m told it was really good and rated as one of the best presentations of the event. Please know I don’t share this to boast or brag in anyway. Again, I felt like I had no business even being there. But I HAD worked for weeks and weeks on this presentation and told myself that if I flopped, it wouldn’t be because I wasn’t prepared.
You are a successful business leader. Which three-character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Empathy is a strength I’ve had my entire life. I probably didn’t even know what that word was as a young child, but what I did know is that I automatically started to think about how someone else might be feeling in any given moment. It’s where my mind and heart automatically went for as long as I can remember. Because of this strength or gift (which can be learned and developed by the way), I am able to relate to others and see things from their perspective. This has served me well throughout my career. While not necessarily agreeing or disagreeing with someone, the ability to relate to them starts with empathy. And when we can relate to them, we are in a much better position to influence and, to be influenced.
A close “cousin” of empathy is to listen and listen well. I have developed the ability to really listen to others, not with the intent to reply, but with the intent to understand. It’s challenging as human beings to shut off the noise in our head and really listen. But when we do, we learn so much more about the other person. We hear what’s being said and often, what’s not being said in words. The ability to “read between the lines” comes from truly listening. Stephen R. Covey, bestselling author of The 7 Habits of Highly Effective People, and a man I had the great privilege of working with for many years said, “the deepest need of the human heart is to be understood.” I’ve found that to be very true, and the key to effective and meaningful communication.
Balancing courage and consideration is an art and skill that is key to great leadership. Having the courage to say what needs to be said, along with the consideration to listen to others with respect, is a fundamental trait of those we are inspired to follow. I once worked with a leader whom we called “the velvet hammer.” She was and is an amazing leader. Super smart. Continually learning in her field. Amazing work ethic. Complete respect for others. And….she has this wonderful ability to say really hard things but in a way that the receiver can actually hear them. Thus the term, “The Velvet Hammer.”
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How would you define an “Effective Communicator?” What are the characteristics of an effective communicator?
An Effective Communicator is someone who understands their audience, is able to “meet them where they are”, and who has enough self-awareness and humility to be influenced by the conversation as well as to influence. Those are the foundational pieces that make all the difference in being an effective communicator. You can take all the speech classes, debate courses, and presentation skill classes on the planet, and without those foundational traits, you will struggle to communicate effectively, whether it’s presenting to a large group or in a one-on-one conversation.
How can one tailor their communication style to different audiences or situations?
It is important to understand who your audience is and what you believe they want or need from the communication. When giving a presentation, asking key questions beforehand of those who have arranged for the presentation important. Questions like “Can you tell me about the overall culture of this audience?” “Are they looking forward to this meeting or where they required to attend?” “What do you believe they would be most interested in learning/discussion?” “Are they a talkative group or are they more reserved?” “Would it be received well if my presentation is more interactive or would they prefer to not engage with those they are sitting by?” “What would it look like if this presentation were to be a homerun?” Then based on that conversation you determine the best way to tailor your communication. Whether it’s a presentation to many or a one-on-one conversation, empathy is the key. As best you can, put yourself in the position of your audience and that will help you to shape the way you communicate.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
There was a situation where we had acquired a small company that had about 30 employees. At the time, I was the Chief People Officer and flew down to the location of this newly acquired company to discuss what the transition would look like for them. I had a lot of logistical information to share, along with how their compensation and their benefits would be addressed. About 10 minutes into the conversation, I could tell that they were really more concerned about the differences in their culture versus the culture of the larger organization. While I had prepared a lot of information to share with them, I realized that they weren’t going to be able to digest any of that until they had a better understanding of the organization they were joining and how they were going to “fit in.” So, I scrapped everything I had prepared and spent the next two hours just listening to their concerns and questions and then sharing my thoughts and experiences with them. We got to a great place where they trusted me, and then we set up another time to meet via zoom, to discuss what I had originally planned on sharing. Always be prepared to “meet people where they are.”
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
The most important thing to remember when having a difficult or sensitive conversation is to declare your intent. I have learned over many years that I can have even the most difficult conversation if my intent is to be helpful…and to DECLARE that intent. I always begin these conversations by saying something like “I know this is a difficult conversation, but I want you to know that my only intent is to…”
So, for example, if I’m talking to an employee about a performance issue, I will say “I know this is a difficult conversation, but I want you to know that my only intent is to help you be wildly successful in your role.” Or if the conversation is about a disagreement I’m having with another colleague, I will say “I know we have strong feelings about this situation, and I want you to know that my only intent is to get to a solution that we both feel good about.” Declaring your intent up front is the key. And your intent must be sincere!
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Stories are memorable. Engaging stories are super memorable because they stir our emotions. Stories help us to relate to the concept or principle being discussed. It’s one thing to say, “Our paradigms, the way we see things, can dramatically influence the way we behave.” It takes it to a new level when I tell a story about how I was misjudging someone by some inaccurate information I had received and that when I was made aware of wrong judgment, it changed everything about the relationship I had with this other person. People remember that. And they start thinking about how those concepts apply in THEIR lives. And stories are interesting. Good stories can really engage people and when people are engaged, they digest the information and learn. That said, great communicators also understand the importance of not telling TOO many stories. Or not just telling THEIR stories. Good communicators will often ask members of the audience to share their own examples or stories.
What are your “5 Essential Techniques for Becoming an Effective Communicator”? If you can, please share a story or an example for each.
1 . Know Your Audience — The better you understand what your audience is needing, the more relevant you can make the content you are sharing. When giving a presentation or a keynote, I will always request a preparation meeting. And in that meeting, one of my final questions is always “what would a home-run look like?” “In other words, if this keynote where to knock the socks off of the audience, how would you know?” The information I glean from that question is invaluable as I’m preparing the information to be shared. And while you probably don’t have a “preparation meeting” when getting ready for a one-on-one conversation, you should still take time to think through the other person’s perspective as much as you can.
2 . Have Humility — remind yourself EVERY TIME this is not about you! Yes, we of course want to be liked and for people to think we did a good job. But make sure you are focused on the audience and what’s in it for them. For example, do I tell a certain story because it always gets a good laugh, or is there a really valuable principle demonstrated in that story that will be beneficial to the group? And depending on the type of presentation, do I spend all of the time “telling” the audience about important things, or do I help them “discover” the insights to the topics we are discussing. Humility continually reminds you to make it about them and not you. And in one-on-one conversations, humility reminds you to be open to seeing things differently.
3 . Be Real — Break the ice right up front with something that tells your audience you are human. People learn and engage more when you are relatable. Self-deprecating humor can be a valuable tool when not overdone. I have been told I look like Mr. Bean (something that doesn’t particularly thrill me). But I will sometimes use that up front of a big presentation. It always generates a laugh, but more importantly, it tells the audience that I don’t take myself too seriously. When they feel that, they tend to listen and engage more. In one-on-one conversations, I will try to be as real, authentic, and sincere as possible, being comfortable with sharing my mistakes and areas for improvement.
4 . Know Your Content — “Winging it” never cuts it, even for those people who are quick on their feet. Prepare, prepare, prepare so that you can truly add value with whatever you’ve been asked to deliver or present on. Some will say that with too much preparation you lose spontaneity. I have found just the opposite to be true. When I’m well prepared, that then gives me the freedom to be able to ebb and flow with different directions the audience chooses or needs to go. In one-on-one conversations, learn and review as much information as possible relating to the topic or situation of the meeting.
5 . Continually Get Better — The most seasoned and sought after speakers are always looking for ways to improve. They are continually seeking feedback, and in a very sincere way. There are those who, asking for feedback, are really just interested in hearing compliments or praise. They do this by putting people on the spot asking out of the blue, “what did you think of the presentation?” In those situations, most people are going to tell you what you want to hear. But those who are sincerely interested in getting better will take steps to get meaningful feedback. They prepare people in advance. They say things like, “Could I ask you a favor, will you please take a few notes during my presentation and then in a day or two, when you have time, we could meet, and you can share with me areas where you think I can improve. Would that be okay?” Imagine the difference in the feedback you will get from preparing people in advance. So make it safe for others to tell you the truth.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
“Read The Room” is an often-used phrase that comes to mind when thinking about non-verbal cues in communication. In a one-on-one conversation, if the other party isn’t fully engaged (not making eye contact, looking at their phone, trying to “multi-task” while we are talking), I will respectfully ask if there is a better time for us to talk. If they try to talk over me, I will respectfully ask if I could finish sharing my thoughts and then give them time to share theirs. In a large group setting, a team meeting, or a presentation, I will watch for people’s level of engagement. Are they making eye contact? Do they share ideas that contribute to the conversation? Are they on their laptops or phones? And I will simply ask “is this information helpful? What else do you want to make sure we address?” I’m also mindful that there are some people who are quite introverted and don’t like making eye contact or sharing comments, but who are very interested in the topic. It’s important to recognize this and not make those with introverted tendencies feel uncomfortable. In big presentations where there is a break, I will often ask some of the participants how they feel things are going and if there are things they would like me to do differently when we come back from break.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Communication through technology certainly can make things more efficient…but significant extra effort must be made in order for the message to be EFFECTIVE. While stating the obvious, without the benefit of experiencing in-person facial expressions, tones of voice, body language, etc., an ongoing “clarity check” is very important. In a phone conversation or video call, checking in can be invaluable. “Is this making sense?” “Are we seeing this the same way?” “How do you see this differently?” Questions like these are extremely helpful when not meeting face to face. In written communication over email, text, or tweet, the challenge of truly understanding each other moves to an entirely different level. So the first thing to do is to ask yourself if this communication would be better relayed in person or on a call. Words matter. And written words can be easily misconstrued. When sending an email or text, read through it and ask yourself if there are ways that what you’ve written could be misinterpreted. Anticipate those misunderstandings and go overboard in making sure your true intent is clear. Again, don’t confuse an efficient message with an effective one.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Know your message or content inside and out. Remind yourself about your purpose. Why were you asked to speak? What is it that the audience needs? Put your ego aside and make this about them, not you. Instead of worrying about whether or not they will like you or think you are funny, entertaining, or whatever, ask yourself, “what would be most helpful for them to hear?” Being a little nervous can be a good thing. It keeps you on your toes and pushes you to put forth your very best effort.
What additional resources do you recommend for individuals looking to improve communication skills?
As with anything, repetition and practice help you improve. Get as many “reps” as possible. Find “safe audiences” to practice with. If I’m preparing for a difficult or challenging conversation, I will always hold a “dress rehearsal” with a trusted partner to get their feedback. When I’m preparing for a big presentation or speech, I will pull together a “safe” audience for a run through. Feedback is so helpful in continually getting better and so it is very helpful to create opportunities where you can receive that feedback.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I’m trying to follow and encourage others to follow and model an idea that is already out there. The Semnani Family Foundation launched “One Kind Act A Day” in 2022 and I believe that it will change the world. Please go to thepowerofkind.org to learn more.
How can our readers further follow you online?
https://www.linkedin.com/in/todddavisfc/
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Todd Davis Of FranklinCovey On 5 Essential Techniques for Becoming an… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.