5 Words to Control the Conversation Lessons in Communication From Tim Cook
In the third quarter of 2019, Apple’s quarterly report showed an unexpected slip in profits. Even iPhone revenue had slipped. But instead of taking a bad hit, Apple’s stocks spiked higher after the report was released. Why? Apple CEO Tim Cook used five magic words. Knowing how to successfully talk about your business is key to continued success. You know your work better than anyone else, so you know if things are going well or if you need to course-correct. However, the outside perspective doesn’t always match the reality of the situation. If someone comes in with concerns or outright anger because of what they think the situation is, you need to reframe the conversation and quickly show them the bigger picture. Tim Cook does this with the simple phrase, “The way I see it …” When addressing concerns about Apple’s dip in profits, Cook took control of the narrative and presented the message he wanted people to focus on: Apple’s record service growth.
“The way I see it,” Cook said, “we had the strongest hardware portfolio ever. We’ve got new products on the way. The pipeline is full of great new stuff on the product and the services side. We’re very fortunate and have worked very hard to have loyal customers ... The installed base is growing — hit a new record. That’s obviously a good thing. And we’ve got the wearables area that is doing extremely well.” Suddenly, investors weren’t worried about the iPhone anymore because Cook reminded them that Apple’s wearables and services alone were close to a Fortune 500 company. Cook provided important context about his company by taking control of the conversation. Controlling the conversation is how leaders steer their teams through stormy weather. They pair their deep knowledge of the business with effective communication skills so people understand the bigger picture and aren’t hung up on details that only show half the story. Keep in mind that leaders like Cook don’t mislead people with false or exaggerated information. They stick to what’s true while reframing it in a way so outsiders will better understand. If you need to reframe the situation or explain some complicated aspect of your business, start with the magic words: “The way I see it ...”
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