Project Management and Soft Skills · Persuasion: the Triune Brain* reptilian superior * Paul D. MacLean, “The Triune Brain in Evolution. Role in Paleocerebral Functions”, 1990

Prof. Roberto Verdone www.robertoverdone.org

Roberto Verdone www.robertoverdone.org

[email protected]

+39 051 20 93817

Office Hours: Monday 4 – 6 pm

Project Management and Soft Skills Culture and Persuasion


III Part: Human Communication

Your Appreciation (1 to 5)

I.  Project Management 4.07

II.  Aptitudes, Soft Skills 4.35

III.  Human Communication ???

-  Today: culture and persuasion; communication in writing -  Friday, May 29: inter-personal contacts -  Friday, June 5: public speaking Friday 12, 3 pm: written questionnaire (via TEAMS)


Disclaimer


Disclaimer

2019: Nicest part of the course 2020: Human touch is missing


Disclaimer

2019: Nicest part of the course 2020: Human touch is missing Any suggestion is welcome (drop me an email)


Summary

1.  The Role of Culture

2.  Fundamentals of Human Communication

3.  Persuasion

4.  Written Communication


1. The Role of Culture


The mix of traditions, religion, racial, social characteristics of a Country or Region The education, instruction a person has received

Culture

Cultural diversity is an advantage, should not be a disadvantage


Cultural differences are an advantage, should not be a disadvantage Erin Meyer

Culture Map


Cultural differences are an advantage, should not be a disadvantage Erin Meyer

Culture Map


Cultural differences are an advantage, should not be a disadvantage https://globalleadership.org/videos/leading-others/the-culture-map-2 Culture in Communication

Culture Map


Culture Map


Culture Map Reference Points? Said vs Unsaid? à Non Verbal / Para-Verbal Communication


Where are you?

Culture Map


Cultural differences are an advantage, should not be a disadvantage https://globalleadership.org/videos/leading-others/the-culture-map-2 Culture in Communication (Feedback)

Culture Map


Where are you?

Culture Map


•  Strength & Energy •  Emotional Expressiveness •  Vertical / Horizontal •  Analytical / Systemic •  Limitation / Opportunities •  Listening •  Analysis •  Project •  Decision

Attitudinal Profile


Latin Afro-Asian Average

•  Strength & Energy 0.64 0.64 0.64 •  Emotional Expressiveness 0.48 0.26 0.40 •  Vertical / Horizontal •  Analytical / Systemic •  Limitation / Opportunities •  Listening irrelevant differences •  Analysis •  Project •  Decision

Attitudinal Profile: Outcomes


STEM non-STEM Average

•  Strength & Energy 0.65 0.63 0.64 •  Emotional Expressiveness 0.38 0.47 0.40 •  Vertical / Horizontal 0.51 0.44 0.50 •  Analytical / Systemic •  Limitation / Opportunities •  Listening irrelevant differences •  Analysis •  Project •  Decision 0.23 0.16 0.21



F M Average

•  Strength & Energy 0.67 0.63 0.64 •  Emotional Expressiveness 0.34 0.43 0.40 •  Vertical / Horizontal •  Analytical / Systemic •  Limitation / Opportunities •  Listening irrelevant differences •  Analysis •  Project •  Decision 0.17 0.24 0.21



Use of language

Culture Map


2. Human Communication


Human Communication

Source Destination


Human Communication

Source message

Your message

Destination


Human Communication

Source message

Your message

Destination

attract attention


Human Communication

Source message

Your message

Destination

attract attention persuade


Human Communication

Source Destination

Received message

message message?


Human Communication

Source Destination

Received message

message

adapt to the listener

message?


An example

Culture Map


Human Communication

Source Channel Destination

Channel(s)

message message?

distortion, noise


Human Communication


Channel(s)

message message?

distortion, noise

adapt to the channel


Human Communication

Source Verbal Destination

Non Verbal

Para-Verbal

Channels in presence communication 1)  Tone 2)  Rhythm 3)  Volume 4)  Timbre

1)  Gesture 2)  Position 3)  Gaze 4)  Proximity


Human Communication


Non Verbal

Para-Verbal

Channels in remote communication 1)  Tone 2)  Rhythm 3)  Volume 4)  Timbre

1)  Gesture 2)  Position 3)  Gaze 4)  Proximity


Human Communication


Para-Verbal

Channels in written communication 1)  Appearance 2)  Structure


Human Communication


Feedback

message message?

feedback

distortion, noise


Human Communication


Feedback

message message?

feedback

distortion, noise

look for feedback


Human Communication

Ego Channel Ego

Id Channel Id

Super-Ego Channel Super-Ego

behavioural rules

basic istincts

Three persons in one

Source Destination


Human Communication: Main Rules



Human Communication: First Principle


It is impossible not to communicate.

Ref: Paul Watzlawick and others, “Pragmatics of Human Communication”, 1967.


Human Communication: Empirical Law 1

According to Kahneman and Thaler:

such decision will be taken by System 1; motivation is the nudge for triggering the listener’s System 2

“Rule of 5%”

the destination of your communication will decide whether to focus on your message during the first 5% of the time he/she dedicates to your communication.

Ref: Daniel Kahneman, “Thinking, Fast and Slow”, 2011. Ref: Richard Thaler, Cass Sunstein, “Nudge. Improving decisions about …”, 2008.


Human Communication: Empirical Law 2

Source Channel Destination Channel Channel

“Rule of consistency”

your body, your slides, your talk should be consistent with your message

According to Merhabian:

Non-verbal communication accounts for 55% of the received message (when communicating feelings)

Ref: Albert Merhabian, “Non Verbal Communication”, 1971.


Human Communication: Empirical Law 3 “Rule of personality”

Personality dominates. You will be remembered forever because of your personality, not because of the contents of your speech.

According to Kahneman:

first impression is dominated by System 1

Ref: Daniel Kahneman, “Thinking, Fast and Slow”, 2011.


Break


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PMSS end of webpage

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3. Persuasion


Persuasion

•  Prestige and Credibility

•  Clarity

•  Emotions

•  Sequence

•  Language


Persuasion 1.  Ethos, Pathos, Logos: the Triune Brain 2.  Pain, Claim, Gain 3.  M.I.C.R.O. 4.  Dictionary 5.  Kahneman’s Pillars of Persuasion


Persuasion*

Ethos Pathos Logos

* Aristotle, “Τέχνη ῥητορική”, approx. 330 B.C.


Persuasion: the Triune Brain*

reptilian

superior

* Paul D. MacLean, “The Triune Brain in Evolution. Role in Paleocerebral Functions”, 1990.

intermediate


reptilian

superior

* Paul D. MacLean, “The Triune Brain in Evolution. Role in Paleocerebral Functions”, 1990.

intermediate

ethos

pathos

logos

Persuasion: the Triune Brain*


Persuasion: Theory of Two Systems*

brain stem

limbic system

neocortex (left/right)

cerebellum system 1

system 2

frontal lobe

* Daniel Kahneman, “Thinking, Fast and Slow.”, 2011.


Persuasion: Pain, Claim, Gain*

•  Most TV adverts

•  Maslow’s pyramid of needs

* Christophe Morin, Patrick Renvoisé, “Persuasion Code.”, 2019.


Persuasion: M.I.C.R.O.*

Sequence of five steps: - Motivation - Information - Criteria - References - Operational

* Paolo Borzacchiello, “Il codice del linguaggio.”, 2019.


Persuasion: M.I.C.R.O. – PMSS / 1 Dearstudent,

welcome toPMSS,whichwill startnextFriday,Feb21. I amenthusiastically looking forward tosharing threemonthswith you. The information contained in this email is essential for your attendance; youwill fruitfullyenjoythestartofthecourse,onlybyreadingnowandcarefullytheinstructionsIamprovidingbelow.

OnFeb28 (second lecture), the lecturewill startwith a “Madness Session”. Eachof youwill be assignedoneminute(60seconds,notonemore)tointroduceher/himselfinfrontofalltheothers.Iexpecttolearnfromallofyou:1)yournameandorigin,2)what isyourpassion in life,3)what isyourambition inprofessional life,3)what is your best personality trait, 4) whatever else you believe describes you. Feel free to be creative andinformal.Tosupportyourspeech,youhavetoprepareonepowerpointslide(onlyone,nomorethanone).Feelfreetousesuchsupportingtool inthewayyoufeelmoreappropriateanduseful forthemessageyouwanttoconvey.

Howcanyouprovidesuchamountofinformationinonlyoneminute?Byusingthecombinationofyourwords,voice,gestureandslide,inasmartandpersonalisedway.

Thiskindofapproachisusedsometimesinrecruitingprocessesbybigcompanies,andothercontexts;therearesomanyaspectsofyourpersonalitythatcanbepresentedin60seconds!

Pleaseconsiderprecisely the following instructions.Weneed toreceiveviaemailyourslide(.pptor .pptx)byWednesday, February 26, at 12 am. Students failing to deliver the slide by this precise deadline will not beadmitted to the Madness Session. The file will be named: yourUI_yourfamilyname, e.g. 23_Verdone.pptx or03_Baldini.ppt. What is “yourUI”? It is your Unique Identifier, which you can read from the file “Studentsattendingthecourse,2020”nowpublishedinthetopofthiswebpage:http://www.robertoverdone.org/project-management-and-soft-skills/ .Theemailyouwill sendshallhavesubject: "PMSS -Madness". Ithas tobesent(only)to:a.baldini[at]unibo.it.

LookingforwardtomeetingyouallonFeb21.

Bestregards

RobertoVerdone

I

M

C R

O


Persuasion: M.I.C.R.O. – PMSS / 1 welcome to PMSS, which will start next Friday, Feb 21. I am enthusiastically looking forward to sharing three months with you. The information contained in this email is essential for your attendance; you will fruitfully enjoy the start of the course, only by reading now and carefully the instructions I am providing below.

M - Motivation


Persuasion: M.I.C.R.O. – PMSS / 1 On Feb 28 (second lecture), the lecture will start with a “Madness Session”. Each of you will be assigned one minute (60 seconds, not one more) to introduce her/himself in front of all the others. I expect to learn from all of you: 1) your name and origin, 2) what is your passion in life, 3) what is your ambition in professional life, 3) what is your best personality trait, 4) whatever else you believe describes you. Feel free to be creative and informal. To support your speech, you have to prepare one powerpoint slide (only one, no more than one). Feel free to use such supporting tool in the way you feel more appropriate and useful for the message you want to convey.

I - Information


Persuasion: M.I.C.R.O. – PMSS / 1 How can you provide such amount of information in only one minute? By using the combination of your words, voice, gesture and slide, in a smart and personalised way.

C - Criteria


Persuasion: M.I.C.R.O. – PMSS / 1 This kind of approach is used sometimes in recruiting processes by big companies, and other contexts; there are so many aspects of your personality that can be presented in 60 seconds!

R - References


Persuasion: M.I.C.R.O. – PMSS / 1 Please consider precisely the following instructions. We need to receive via email your slide (.ppt or .pptx) by Wednesday, February 26, at 12 am. Students failing to deliver the slide by this precise deadline will not be admitted to the Madness Session. The file will be named: yourUI_yourfamilyname, e.g. 23_Verdone.pptx or 03_Baldini.ppt. What is “yourUI”? It is your Unique Identifier, which you can read from the file “Students attending the course, 2020” now published in the top of this webpage: http://www.robertoverdone.org/project-management-and-soft-skills/ . The email you will send shall have subject: "PMSS - Madness". It has to be sent (only) to: a.baldini [at] unibo.it.

O - Operational


PMSS / 1 – Empirical Laws Dearstudent,







Bestregards

RobertoVerdone


PMSS / 1 – Empirical Law #1 Dearstudent,







Bestregards

RobertoVerdone

Rule of 5%


welcome to PMSS, which will start next Friday, Feb 21. I am enthusiastically looking forward to sharing three months with you.

PMSS / 1 – Empirical Law #1

Openness Positivity Passion


welcome to PMSS, which will start next Friday, Feb 21. I am enthusiastically looking forward to sharing three months with you. An other (bad) option: I am thanking you for having chosen this course which will start next Friday, Feb 21. I will do my best, to make it memorable.


Obligation Uncertainty Focus on me









Bestregards

RobertoVerdone

Rule of consistency

Rule of consistency

Rule of consistency


welcome to PMSS, which will start next Friday, Feb 21. I am enthusiastically looking forward to sharing three months with you. The information contained in this email is essential for your attendance; you will fruitfully enjoy the start of the course, only by reading now and carefully the instructions I am providing below.


Openness Emotions


On Feb 28 (second lecture), the lecture will start with a “Madness Session”. Each of you will be assigned one minute (60 seconds, not one more) to introduce her/himself in front of all the others. I expect to learn from all of you: 1) your name and origin, 2) what is your passion in life, 3) what is your ambition in professional life, 3) what is your best personality trait, 4) whatever else you believe describes you. Feel free to be creative and informal. To support your speech, you have to prepare one powerpoint slide (only one, no more than one). Feel free to use such supporting tool in the way you feel more appropriate and useful for the message you want to convey.


Openness Emotions


Please consider precisely the following instructions. We need to receive via email your slide (.ppt or .pptx) by Wednesday, February 26, at 12 am. Students failing to deliver the slide by this precise deadline will not be admitted to the Madness Session. The file will be named: yourUI_yourfamilyname, e.g. 23_Verdone.pptx or 03_Baldini.ppt. What is “yourUI”? It is your Unique Identifier, which you can read from the file “Students attending the course, 2020” now published in the top of this webpage: http://www.robertoverdone.org/project-management-and-soft-skills/ . The email you will send shall have subject: "PMSS - Madness". It has to be sent (only) to: a.baldini [at] unibo.it.

Precision, Timeliness, Rules










Bestregards

RobertoVerdone

Rule of personality


Persuasion: Dictionary

•  Toxic words

•  Positive words

•  Positive metaphors


Persuasion according to Kahneman

Fundamental principle: if you do not persuade System 1, System 2 has no say



•  Clarity



•  Clarity*

Adolf Hitler was born in 1892.Adolf Hitler was born in 1887.

When was he born?

* Daniel Oppenheimer, “Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems With Using Long Words Needlessly , 2006.



•  Clarity

•  Cognitive Fluency




ease of understanding, clarity à sense of trust, truth à persuasion (system 1 will decide)

1) Clarity 2) Déjà vu 3) Priming 4) Positive feelings




four secrets for persuading: clarity, déjà vu, priming, and feeling


4. Written Communication


•  To update your boss on the status of an activity/project

•  To inform your boss after a meeting you participated to

•  To submit an idea in written form to your boss

•  …

à written report à business letter

Written Communication

For the sake of the exam you can choose either of the two options


One page document EL #1 – 5% à title and general appearance EL #2 – consistency à adapt the language to the content EL #3 – personality à style, precision, care

Written Report


One page document

•  A non-trivial title

•  Executive Summary (max four lines)

•  Introduction (about five lines)

•  Main Facts (max twenty-five lines)

•  Conclusions (few lines)

Written Report


Provide report describing the contents of THIS lecture. Template available on website: www.robertoverdone.org à teaching à PMSS To be delivered in .pdf form to [email protected] with subject “PMSS – report” by June 3, 12 am or by the deadline set for the date of exam following instructions reported on website

Written Report


Based on M.I.C.R.O. approach

•  A non-trivial subject

•  Motivation

•  Information

•  Criteria

•  Operational

Business Letter


Propose participation to an event or initiative. Use the M.I.C.R.O. approach. Template available on website: www.robertoverdone.org à teaching à PMSS To be delivered in .pdf form to [email protected] with subject “PMSS – letter” by June 3, 12 am or by the deadline set for the date of exam following instructions reported on website

Business Letter


Final Message of the Day

There are two types of persuaders: those who persuade

1 – by authority and force

2 – through openness and emotions


See you next week

Documents

Project Management and Soft Skills · Persuasion: the Triune Brain* reptilian superior * Paul D. MacLean, “The Triune Brain in Evolution. Role in Paleocerebral Functions”, 1990