September 18, 2024 | Read Online

Winston's Star: A Playbook for Impactful Communication

Winston’s Star lays out five key elements to make presentations memorable and impactful.

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In a world dominated by technological advances and now AI, one constant remains: Humans are captivated by stories.

Storytelling is not just a tool for entertainment — it's a powerful way to influence behavior, create connection and drive action.

Leaders who recognize their unique voice in storytelling can elevate their communication, inspiring deeper engagement and more meaningful connections with their audience and teams.

For more than 40 years, the late MIT computer science professor Patrick Winston taught a timeless framework for effective public speaking called Winston’s Star. In his annual lecture, How to Speak, Winston coached students on how to craft compelling, engaging presentations — a method that remains relevant.

Winston’s Star lays out five key elements to make presentations memorable and impactful. These elements are especially valuable for us as leaders looking to influence human behavior:

Symbol: Use a visual representation to make your idea stick. Symbols provide a mental anchor for your audience, helping them easily recall the core message.
Slogan: Develop a concise and catchy slogan that captures the heart of your message. A strong slogan simplifies complex ideas and makes them easy to remember.
Surprise: Incorporate surprising or counterintuitive insights. The human brain craves novelty, and adding unexpected elements keeps your audience engaged and attentive.
Salient: Focus on the most important points. Simplify your message by delivering only the most salient information. Avoid overwhelming your audience with too much detail.
Story: Weave your message into a relatable story. Stories create emotional connections, helping people not only understand your message but feel it. This emotional resonance increases the likelihood of lasting impact.

To use Winston's Star effectively in our leadership communication, here are some questions we can ask ourselves:

What visual symbol best represents my message?
How can I condense my message into a short, memorable slogan?
What unexpected or surprising element can I introduce to grab attention?
Which points are most crucial to convey, and how can I simplify them?
How can I tell a story that resonates with my audience's values or experiences?

When attention is scarce, as often seems to be the case these days, we as leaders need more than just data and directives to drive change. We need to tell stories that captivate, simplify, empower and inspire.

By applying Winston’s Star, we can transform the way we think about communicating — influencing behavior and leaving a lasting impact.

The next time we face a decision-making moment or presentation, let’s remember: A well-told story can change everything.

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