{"id":71091,"date":"2022-07-02T16:03:00","date_gmt":"2022-07-02T20:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=71091"},"modified":"2022-07-13T15:57:10","modified_gmt":"2022-07-13T19:57:10","slug":"simply-said-book","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/simply-said-book\/","title":{"rendered":"Simply Said: Book Overview (Jay Sullivan)"},"content":{"rendered":"\n<p>What is Jay Sullivan&#8217;s<em> Simply Said<\/em> about? What is the key message to take away from the book? <\/p>\n\n\n\n<p>In his book <em>Simply Said<\/em>, communication expert Jay Sullivan provides a blueprint for effective business communication. Top-notch communication skills are essential to success in any professional field\u2014after all, you can only get clients, colleagues, and audiences to buy into your ideas if you\u2019re able to communicate them clearly.\u00a0<\/p>\n\n\n\n<p>Here&#8217;s a brief overview of Jay Sullivan&#8217;s book <em>Simply Said: Communicating Better at Work and Beyond<\/em>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-simply-said-communicating-better-at-work-and-beyond\"><em>Simply Said: Communicating Better at Work and Beyond<\/em><\/h2>\n\n\n\n<p>In his book <em>Simply Said,<\/em> Jay Sullivan argues that you can deliver a clear and compelling message by focusing on what others hope to get from the exchange and communicating in a way that serves them. Sullivan\u2019s key premise is that great communication comes from <em>understanding and connecting with other people instead of focusing on ourselves. <\/em>He explains that we tend to communicate from our own perspective, without considering other people\u2019s points of view. This then leads to miscommunication.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: People also may miscommunicate because they approach an issue from different levels. In <a href=\"https:\/\/www.shortform.com\/app\/book\/principles-life-and-work\"><em>Principles<\/em><\/a>, <a href=\"https:\/\/www.shortform.com\/blog\/who-is-ray-dalio\/\">Ray Dalio<\/a> writes that <a href=\"https:\/\/www.shortform.com\/app\/book\/principles-life-and-work\/part-2#hurdle-1-your-ego\">every person has both a rational and an emotional level<\/a>, and <a href=\"https:\/\/www.shortform.com\/app\/book\/principles-life-and-work\/chapter-7#productive-conflict\">two people who are talking to each other may be unaware of which level is in control<\/a>. This may lead to a breakdown in communication. For example, one person may operate on the <em>rational<\/em> level and give you <a href=\"https:\/\/www.shortform.com\/blog\/corrective-feedback\/\">corrective feedback<\/a> to help you improve. But if you hear the feedback from an <em>emotional<\/em> level, you may not realize the other person has the best intentions\u2014instead, you may feel hurt at being criticized and lash out at them.)<\/p>\n\n\n\n<p>Sullivan argues that you can deliver a clear, compelling message by starting from the perspective of others, homing in on what they hope to get from the exchange, and communicating in a way that\u2019s easy for them to understand.<\/p>\n\n\n\n<p>(Shortform note: In an interview, <a href=\"https:\/\/www.wordrake.com\/blog\/interview-sullivan\">Sullivan elaborates on <em>why<\/em> communicating effectively is important for professional success<\/a>. He argues that the smartest person in the room isn\u2019t necessarily the most successful\u2014you can have the best ideas, but if you can\u2019t persuade others to get on board with them, then you won\u2019t be successful. Excellent communication skills are what sets strong performers apart and takes them to the next level.)<\/p>\n\n\n\n<p>Sullivan is the <a href=\"https:\/\/www.exec-comm.com\/people\/jay-sullivan\/\">former managing partner at Exec|Comm, LLC<\/a>, a firm that provides communication skills training to professionals worldwide. It was his work here, and specifically their philosophy of <a href=\"https:\/\/www.shortform.com\/blog\/focusing-on-others\/\">focusing on others<\/a>, that inspired him to write <em>Simply Said. <\/em>Published in 2016, <em>Simply Said<\/em> has received mostly positive reviews, with readers praising Sullivan\u2019s straightforward, practical advice. Critical readers note that the book can be repetitive (Sullivan frequently reiterates the importance of focusing on others) and that the author touches on a lot of topics without discussing them comprehensively.&nbsp;<\/p>\n\n\n\n<p>In this guide, we\u2019ve reorganized the book into three parts:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Part 1 <\/strong>covers Sullivan\u2019s general tips for making presentations that grab\u2014and keep\u2014the audience\u2019s attention.<strong>&nbsp;<\/strong><\/li><li><strong>Part 2<\/strong> discusses his tips for effective oral communication; we\u2019ve also included how to apply these ideas to different situations.<strong>&nbsp;<\/strong><\/li><li><strong>Part 3<\/strong><strong><em> <\/em><\/strong>focuses on improving your written communication in documents and emails.&nbsp;<\/li><\/ul>\n\n\n\n<p>In each part, we\u2019ve centered the tips around Sullivan\u2019s main theme of focusing on others. We\u2019ll also explore Sullivan\u2019s recommendations in depth, provide insights from other communication experts, and suggest how to adapt communication to other cultures.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-part-1-how-to-prepare-a-clear-and-engaging-message\"><strong>Part 1: How to Prepare a Clear and Engaging Message<\/strong><\/h3>\n\n\n\n<p>Whether you\u2019re talking one-on-one with a client or presenting to an audience of hundreds, <strong>your goal is to make it easy for the other party to understand your point. <\/strong>In this section, we\u2019ll discuss Sullivan\u2019s tips for delivering a strong, memorable message that won\u2019t be open to misinterpretation.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-1-know-what-you-want-to-say\"><strong>Tip #1: Know What You Want to Say<\/strong><\/h4>\n\n\n\n<p>Sullivan recommends that before you speak, you <strong>determine the one main idea that you want your audience to take away from your meeting or presentation<\/strong>. He writes that many speakers often don\u2019t know what their main point is, which is problematic\u2014if you\u2019re confused about your main point, then the audience is likely to be confused too. So clarify your main point <em>before<\/em> you flesh out your presentation to ensure that your audience will receive the message you intend. For example, if you\u2019re presenting sales data from two quarters, decide ahead of time what you want your team to take away\u2014should they be celebrating an improvement, reflecting on poor performance, or <a href=\"https:\/\/www.shortform.com\/blog\/how-to-brainstorm-effectively\/\">brainstorming<\/a> for the future?<\/p>\n\n\n\n<p>(Shortform note: <a href=\"https:\/\/corp.smartbrief.com\/original\/2021\/05\/clarify-your-core-message-value-your-presentation\">To know if you\u2019ve developed a clear core message<\/a>, check for three signs: 1) It captures what your presentation is about, 2) your audience can easily repeat it, and 3) all the information you present is connected to it.)<\/p>\n\n\n\n<p>Sullivan advises that you communicate this key message in a way that\u2019s short and simple: <strong>State it in just one sentence with fewer than 10 words. <\/strong>Save secondary details\u2014like the why\u2019s and how\u2019s\u2014for succeeding sentences. Only use industry jargon with people in your industry, and avoid big words and corporate-speak. For example, instead of saying, \u201cWe must all determine and leverage our core competencies to administrate exceptional synergy and increase efficiency,\u201d state it simply as, \u201cLet\u2019s pool our strengths to work together more efficiently.\u201d&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Sullivan cautions against flexing your vocabulary in an attempt to sound smart. In an interview, he says that <a href=\"https:\/\/www.wordrake.com\/blog\/interview-sullivan\"><em>trying<\/em> to sound smart only makes you sound full of yourself<\/a>. If you want to come off as smart, just make it easier for the other person to understand you.)&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-2-create-an-organized-presentation\"><strong>Tip #2: Create an Organized Presentation<\/strong><\/h4>\n\n\n\n<p>Once you know what you want to say, it\u2019s time to work on how you\u2019re going to present it to your audience. Sullivan says that effective presentations follow a standard format for communicating information: Tell them what you\u2019re going to tell them, tell them, then tell them what you just told them. (Shortform note: This format allegedly <a href=\"https:\/\/www.inc.com\/john-baldoni\/deliver-a-great-speech-aristotle-three-tips.html\">originated from Aristotle, the Greek master of rhetoric<\/a>; 2,500 years later, it\u2019s still being taught.)<\/p>\n\n\n\n<p>Sullivan\u2019s version of this classic structure comprises six parts:<\/p>\n\n\n\n<p><strong>1) Have a strong opener.<\/strong> Immediately grab your audience\u2019s attention with a problem, a fact, a statistic, a rhetorical question, or a powerful image. For example, if you\u2019re trying to convince management to allow remote work, you can begin your presentation with how much money your department loses as a result of workers\u2019 commutes. This would make a strong opener because it piques the audience\u2019s interest\u2014they would <em>want<\/em> to know what the relationship is between commuting and the bottom line.<\/p>\n\n\n\n<p>(Shortform note: It\u2019s important to start strong because you only have limited time to set the tone for your presentation\u2014in <a href=\"https:\/\/shortform.com\/app\/book\/ted-talks\"><em>TED Talks<\/em><\/a>, Chris Anderson writes that <a href=\"https:\/\/shortform.com\/app\/book\/ted-talks\/1-page-summary#the-opening\">you have only about 60 seconds to capture your audience\u2019s attention<\/a> once you start talking. This is the window of time when the average audience is still listening closely before they start to get distracted. Anderson also says that the first minute of your speech sets the tone for the rest of it, which makes it extra important to get right.)<\/p>\n\n\n\n<p><strong>2) Deliver your conclusion first. <\/strong>Instead of saving your conclusion for last, reveal your recommendation up front. Sullivan says that this keeps the audience from getting impatient and gives them the proper context, making it easier for them to follow the rest of the presentation. Otherwise, they\u2019ll spend the whole time trying to figure out where you\u2019re leading them.<\/p>\n\n\n\n<p>Continuing the previous example, your recommendation can be, \u201cWe need to switch to a remote working setup.\u201d (Remember: one sentence with fewer than 10 words.) After you clearly state your recommendation, you can then go into the details: \u201cWe will need to establish a dedicated communication channel, set common availability hours, and schedule regular check-ins to ensure that work stays on track.\u201d&nbsp;<\/p>\n\n\n\n<p>(Shortform note: While Sullivan writes that stating your conclusion in the beginning gives your audience a big-picture view of your presentation, <a href=\"https:\/\/speakingaboutpresenting.com\/content\/presentation-structure-conclusion\/\">saving your conclusion for last can be useful for building suspense<\/a>. However, this may only be effective in a few scenarios\u2014such as keynote speeches\u2014and in the hands of more seasoned speakers.)<\/p>\n\n\n\n<p><strong>3) Answer: \u201cWhat\u2019s in it for them?\u201d <\/strong>Stick to Sullivan\u2019s premise of focusing on other people by identifying three to five benefits of your recommendation for your audience. Sullivan writes that the most effective benefits are geared toward the universal motivators of time, feelings, and money. List all these benefits in one slide. For example: \u201cIf we switch to a remote working setup, we\u2019ll be able to: 1) increase productivity, 2) allow for more flexible hours, and 3) save on office space expenses.\u201d<\/p>\n\n\n\n<p>(Shortform note: <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\/chapter-3#strategies-for-persuading-in-different-cultures\">The <em>type<\/em> of benefits you present may vary depending on the type of thinkers<\/a> that make up your audience. In <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\"><em>The Culture Map<\/em><\/a>, Erin Meyer explains that analytical thinkers\u2014typically Westerners\u2014prefer to know details that directly affect them, while dialectical thinkers\u2014typically Asians\u2014care more about how things impact a broader unit like the company or even the country.)<\/p>\n\n\n\n<p><strong>4) Back up the benefits with data. <\/strong>If you\u2019re using visuals, after stating the benefits on one slide, use succeeding slides to prove that these benefits are real. Sullivan recommends devoting one slide for every benefit mentioned and using statistics, testimonials, or anecdotes to convince your audience that the benefits are evidence-based.&nbsp;<\/p>\n\n\n\n<p>For example: \u201cIncrease productivity: Our workers commute an average of 90 hours per year\u2014the equivalent of two-and-a-half working weeks. This results in lost productivity: Since workers have to get up early and get home late, they suffer from disrupted sleep, reduced <a href=\"https:\/\/www.shortform.com\/blog\/finding-balance-between-work-and-life\/\">work-life balance<\/a>, and more sick days. If we shift to remote work, we may initially experience reduced productivity; however, research shows that after the adjustment period, productivity can increase by as much as 47%.\u201d<\/p>\n\n\n\n<p>(Shortform note: While Sullivan recommends appealing to the audience\u2019s reason with data, others argue that <a href=\"https:\/\/www.shortform.com\/app\/book\/thank-you-for-arguing\/1-page-summary#use-em-pathos-em-to-persuade-your-audience\">it\u2019s more effective to appeal to their emotion<\/a>. In <a href=\"https:\/\/www.shortform.com\/app\/book\/thank-you-for-arguing\"><em>Thank You for Arguing<\/em><\/a>, Jay Heinrichs writes that emotions are much stronger than reason and are thus better at motivating people to act. To appeal to an audience\u2019s emotions, Heinrichs recommends telling vivid stories, describing what you felt during an experience without getting overly emotional yourself.)<\/p>\n\n\n\n<p><strong>5) Recap. <\/strong>Following the traditional format, summarize what you just discussed: Reiterate your recommendation and briefly repeat the benefits. (Shortform note: <a href=\"https:\/\/www.scientificleaders.com\/presentations\/\">Research supports Sullivan\u2019s advice to restate your recommendation at the end<\/a> so that people will get your message. This is because of the audience attention curve: While the average audience member may pay close attention to the beginning and end of a presentation, their attention drops by as much as 90% in the middle of it.)<\/p>\n\n\n\n<p><strong>6) Outline action steps. <\/strong>Clearly state the next steps and who\u2019s responsible for them, says Sullivan. This ensures accountability.&nbsp;<\/p>\n\n\n\n<p>For example: \u201cIf you approve this recommendation by the end of the month, we will start the <a href=\"https:\/\/www.shortform.com\/blog\/transition-to-remote-work\/\">transition to remote work<\/a> by Week 1 of next month. Jeff will coordinate with Maya from IT to set up our cloud-sharing facility and communication channel. In Week 2, I will outline the team\u2019s deliverables and deadlines for the next two months and plot our regular check-in times. In Week 3, Team A will serve as our pilot group and begin working from home. In Week 4, Team A and I will submit a report about what worked and what needs to be improved.\u201d<\/p>\n\n\n\n<p>(Shortform note: Aside from outlining action steps, Sullivan doesn\u2019t give any other recommendation for ending your presentation. In <a href=\"https:\/\/www.shortform.com\/app\/book\/ted-talks\"><em>Ted Talks<\/em><\/a>, Chris Anderson says that <a href=\"https:\/\/www.shortform.com\/app\/book\/ted-talks\/1-page-summary#the-closing\">a great talk can be ruined by a bad closing, so end it on a high note<\/a> by inspiring your audience with a vision or leaving them with a poetic statement or an eloquent phrase.)<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-put-together-your-slide-presentation\">Put Together Your Slide Presentation<\/h5>\n\n\n\n<p>You don\u2019t have to work on your presentation in the order listed above. In fact, Sullivan says <strong>it\u2019s often easier to start with your main message and benefits<\/strong> before working on your opener. Once you\u2019ve made your notes, you can create a slide presentation (also known as a slide deck) on a program like PowerPoint or Google Slides, keeping the following tips in mind:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Make it easy for your audience to digest the information. Use short bullet points instead of sentences, with <strong>a maximum of six words per bullet and six bullets per slide<\/strong>. Don\u2019t include bullets that you won\u2019t discuss.<\/li><li>If you\u2019re adding bullet points to a slide with a graph or chart, make sure the bullets enhance\u2014rather than merely repeat\u2014the visual information.<\/li><li>Don\u2019t use sounds or animation that may be distracting for your audience.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-present-from-your-slide-deck\">Present From Your Slide Deck<\/h5>\n\n\n\n<p>Your job doesn\u2019t end with putting together a solid slide deck\u2014you still have to talk about your message. Your slides merely serve as a tool to help the audience more easily understand what you have to say. To improve your delivery when presenting with a slideshow, Sullivan recommends that you:<\/p>\n\n\n\n<p><strong>1) Make the audience feel like they have your full attention. <\/strong>Stand to the left of the screen from the audience\u2019s point of view, making sure that your body is oriented toward them.&nbsp;<\/p>\n\n\n\n<p><strong>2) Stand in one place.<\/strong> While moving around the room has its advantages, it distracts your audience and divides their attention between you and the screen.&nbsp;<\/p>\n\n\n\n<p><strong>3) Look at your slide, turn to your audience to repeat what it says, then add more details.<\/strong> While other communication experts say that the audience doesn\u2019t like it when a speaker reads off their slides, Sullivan argues that this is only true when the speaker doesn\u2019t add more information. He says reading what\u2019s on your slides helps your audience absorb your message better because both their sight and hearing are focused on the same information. In other words, adding more information is important <em>after<\/em> reading the exact text on your slides to help your audience process it.<\/p>\n\n\n\n<p>We\u2019ll cover more tips for improving your <a href=\"https:\/\/www.shortform.com\/blog\/how-to-improve-oral-communication-skills\/\">oral communication skills<\/a> and presenting effectively in Part 2.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-part-2-how-to-improve-your-oral-communication-skills\"><strong>Part 2: How to Improve Your Oral Communication Skills<\/strong><\/h3>\n\n\n\n<p>Now that you know how to prepare a clear and engaging message, it\u2019s time to work on <em>delivering<\/em> that message with maximum effectiveness. Sullivan says that the main principle when it comes to oral communication is to <strong>use the same techniques whether you\u2019re talking with one person or a roomful of people<\/strong>\u2014maintain the same level of confidence, attention, and engagement. In this section, we\u2019ll first discuss his general tips for improving oral communication, then we\u2019ll go into his tips for applying these skills to specific business situations.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-1-mind-your-voice\"><strong>Tip #1: Mind Your Voice<\/strong><\/h4>\n\n\n\n<p>Sullivan advises <a href=\"https:\/\/www.shortform.com\/blog\/how-to-pay-attention\/\">paying attention<\/a> to the speed, volume, and tone of your voice:<\/p>\n\n\n\n<p><strong>Speed: <\/strong>You\u2019ll more likely need to slow your pace rather than speed it up\u2014most people talk fast out of nervousness. (Sullivan does add that talking fast <em>on purpose<\/em> can imply a sense of urgency.) Also incorporate pauses to give your audience time to process what you just said. (Shortform note: What\u2019s so bad about talking fast? Not only does it make you appear less confident and unorganized, it also makes your audience work harder to understand you\u2014which goes against Sullivan\u2019s advice to focus on their needs. Work on your pace by <a href=\"https:\/\/www.jenniferhennings.com\/jennifer-hennings-blog\/3-ways-to-slow-down-when-youre-nervous\">recording yourself as you practice<\/a> your presentation. From there, you can gauge exactly how fast you\u2019re talking and make adjustments. <a href=\"https:\/\/www.throughlinegroup.com\/2019\/07\/31\/5-tips-for-fast-talkers-to-slow-down\/\">A good rate to aim for is 150-160 words per minute<\/a>.)&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Volume: <\/strong>When speaking without a microphone, Sullivan recommends projecting your voice enough to reach the person farthest away from you. Deliberately varying your volume can keep people more engaged. Saying something loudly can emphasize a point; counterintuitively, lowering your voice on occasion can encourage them to lean in and listen more intently. (Shortform note: Remember that <a href=\"https:\/\/www.theatrefolk.com\/blog\/projecting-your-voice-without-yelling\/\"><em>projecting<\/em> your voice is different from <em>yelling<\/em><\/a>\u2014yelling uses your vocal cords, while projecting uses your diaphragm, or the muscle at the base of your chest. To practice using your diaphragm, try this exercise: Take a big breath in, feeling your abdomen expand, then force all the air out with a \u201cha.\u201d You should feel your diaphragm contract.)<\/p>\n\n\n\n<p><strong>Tone: <\/strong>Inject energy and positivity into your tone by delivering your message with a smile. Avoid sounding lifeless, which tends to happen when you read your notes in a monotone voice. However, Sullivan cautions that while varying your tone, you should avoid \u201cupspeak\u201d\u2014using a rising inflection at the end of a declarative sentence, making it sound like a question. This type of tone makes you sound tentative. (Shortform note: Sullivan says you should avoid upspeak, which is often derided as an undesirable practice, but <a href=\"https:\/\/www.bustle.com\/p\/uptalk-is-actually-important-feminist-communication-cue-so-seriously-stop-policing-how-women-speak-62520\">others argue that it has a necessary function<\/a>: Contrary to the belief that it makes you sound tentative, it may actually encourage other people to listen actively and discourage them from interrupting.)<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-2-use-eye-contact-to-connect-with-your-audience\"><strong>Tip #2: Use Eye Contact to Connect With Your Audience<\/strong><\/h4>\n\n\n\n<p>Every time you say something, make eye contact with members of the audience. However, Sullivan says your eyes shouldn\u2019t constantly dart around the room. The proper way to make eye contact when presenting to a group is to look at one person for as long as it takes to complete a sentence. Then, move onto another person. Give key decision-makers more attention, but don\u2019t ignore all the other people in the room\u2014you want to make your whole audience feel like you\u2019re connected to them.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Making eye contact with your audience, as Sullivan recommends, not only forges a connection with them but also clues you in on how they\u2019re receiving your message. In <a href=\"https:\/\/www.shortform.com\/app\/book\/12-rules-for-life\/rule-9#other-tips-for-conversations\"><em>12 Rules for Life<\/em><\/a>, Jordan Peterson says you can <a href=\"https:\/\/www.shortform.com\/app\/book\/12-rules-for-life\/rule-9#other-tips-for-conversations\">use eye contact to gauge the audience\u2019s reaction to what you\u2019re saying<\/a>\u2014whether it\u2019s confusion or acceptance\u2014and then modify your presentation accordingly.)&nbsp;<\/p>\n\n\n\n<p>In a one-on-one conversation, Sullivan advises gauging the other person\u2019s comfort level with eye contact; if they seem uncomfortable holding your gaze, drop your eyes from time to time while you\u2019re not talking, perhaps to jot down a note. (Shortform note: While Sullivan isn\u2019t specific, some communication experts recommend <a href=\"https:\/\/www.canr.msu.edu\/news\/eye_contact_dont_make_these_mistakes#:~:text=Use%20the%2050%2F70%20rule,to%20display%20interest%20and%20confidence\">maintaining eye contact 50% of the time while speaking<\/a> and 70% while listening.)&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-3-communicate-openness-and-confidence-with-your-body\"><strong>Tip #3: Communicate Openness and Confidence With Your Body<\/strong><\/h4>\n\n\n\n<p>The author says that your <a href=\"https:\/\/www.shortform.com\/blog\/body-language-crucial-conversations\/\">body language<\/a> should be open and neutral, whether you choose to stand or sit:&nbsp;<\/p>\n\n\n\n<p><strong>Standing: <\/strong>Stand with your feet directly under your hips with your weight evenly distributed and your hands apart\u2014this keeps you from fidgeting or crossing your arms, which makes you look closed off. It also leaves you free to use hand gestures to emphasize your points.&nbsp;<\/p>\n\n\n\n<p><strong>Seated at a table: <\/strong>Sit up straight and stay still (no swiveling), keeping your forearms on the table with your hands on either side of your notes.&nbsp;<\/p>\n\n\n\n<p>Sullivan adds that your facial expression should convey that you <em>want<\/em> to be there; even if you\u2019re delivering bad news and deem it inappropriate to smile, wear a sincere expression that shows you\u2019re ready and willing to provide support.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-4-listen-well\"><strong>Tip #4: Listen Well<\/strong><\/h4>\n\n\n\n<p>Oral communication skills aren\u2019t just about talking\u2014<em>listening<\/em> is equally important, because it enables you to understand the other person and gain their trust and respect. Listening is an important element of Sullivan\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/core-message\/\">core message<\/a> of focusing on the other person.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>He recommends you treat a conversation not as an opportunity to grandstand but as a chance to learn more about the other person\u2019s needs. For example, if you\u2019re in a client meeting, keep asking questions until you uncover useful information.&nbsp;<\/p>\n\n\n\n<p>The type of questions you ask will depend on your objective:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Ask closed questions<\/strong> if you need specific information from the other person\u2014for example, \u201cCan you complete this by 4 p.m. on Thursday?\u201d&nbsp;<\/li><li><strong>Ask open-ended questions <\/strong>if you want a deeper, nuanced response\u2014for example, \u201cWhy do you think that is?\u201d It\u2019s also a good opportunity to show the other person that you\u2019re there for them by asking questions like \u201cWhat can I do to help?\u201d<\/li><\/ul>\n\n\n\n<p>(Shortform note: Keep in mind that you may have to read between the lines when it comes to their answers\u2014<a href=\"https:\/\/www.dummies.com\/article\/business-careers-money\/business\/sales\/how-to-tune-in-to-a-customers-contextual-clues-197778\/\">people tend to respond differently based on their status<\/a> or level of power in relation to yours. Culture also plays a part: For example, <a href=\"https:\/\/www.shortform.com\/app\/book\/the-culture-map\/chapter-7\">Asian cultures tend to be disagreement-avoidant<\/a> because they believe that disagreeing can damage relationships.)<\/p>\n\n\n\n<p>If you\u2019re unsure about what the other person is trying to say, clarify using three steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Step 1: Start with an introductory phrase (\u201cIf I understood it correctly\u2026\u201d).<\/li><li>Step 2: Restate what they said. You can use the exact words they used or, if they didn\u2019t say it clearly, rephrase it to reflect their message.<\/li><li>Step 3: End with a question to confirm your understanding (\u201cDid I get that right?\u201d).<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-5-answer-questions-with-ease\"><strong>Tip #5: Answer Questions With Ease<\/strong><\/h4>\n\n\n\n<p>When fielding questions from your audience, Sullivan warns against latching onto specific words and thinking of an answer before you hear the whole question. Once you know exactly what they\u2019re asking, restate the question or comment on what they said (\u201cThat\u2019s a great point\u201d) to buy time to come up with a response. Answer briefly without digressing, then move on to the next question.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: If you\u2019re nervous about fielding questions, you can <a href=\"https:\/\/hbr.org\/2020\/01\/how-to-nail-the-qa-after-your-presentation\">ease your anxiety by being prepared<\/a> and considering what you would ask if you were in the audience\u2019s place. Questions usually revolve around three themes: 1) the downside for the audience, 2) how your message links to their other concerns, and 3) what your message means going forward.)<\/p>\n\n\n\n<p>If the question is emotional rather than rational, Sullivan recommends the following strategy: First, acknowledge what the other person is feeling (&#8220;I understand your concerns&#8221;). Second, empathize with what they&#8217;re feeling (&#8220;I also had the same worries&#8221;). Lastly, answer briefly, perhaps offering other options.<\/p>\n\n\n\n<p>(Shortform note: Sullivan recommends showing empathy when you answer an emotional question. You can do this by tapping into <a href=\"https:\/\/shortform.com\/app\/book\/dare-to-lead\/chapter-1-4#the-five-skills-that-create-empathy\">skills that create empathy<\/a> that Bren\u00e9 Brown outlines in <a href=\"https:\/\/shortform.com\/app\/book\/dare-to-lead\"><em>Dare to Lead<\/em><\/a>: 1) Take the other person\u2019s perspective (which echoes Sullivan\u2019s main premise), 2) be nonjudgmental, 3) understand how the other person feels and be able to articulate this understanding, and 4) manage your <em>own<\/em> emotions so that you\u2019re neither suppressing nor exaggerating them.)<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-communicating-in-specific-scenarios\"><strong>Communicating in Specific Scenarios<\/strong><\/h4>\n\n\n\n<p>In this section, we\u2019ll give Sullivan\u2019s tips for communicating effectively in some common business situations. The main principles to remember are <strong>to focus on the other person\u2019s needs and to approach every interaction with a positive attitude.<\/strong>&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.shortform.com\/blog\/how-to-delegate-effectively-covey-7-habits\/\">How to delegate<\/a> work: <\/strong>When assigning work to other people, Sullivan outlines six steps:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Give proper context by clarifying how their work can help the company and the client. Sullivan says that this encourages people to do their best.<\/li><li>Clearly state the task.<\/li><li>Explain who else is involved and what each of their responsibilities are. This way, they can go to the correct colleague for assistance as needed and also see that they\u2019re not working in a silo.<\/li><li>Tell them why you chose them for this task and how this would benefit them (if applicable).<\/li><li>Define expectations by telling them what to do first and the final output you expect and by when.<\/li><li>Ask them to recap what you just discussed to make sure you\u2019re on the same page.<\/li><\/ol>\n\n\n\n<p>(Shortform note: Delegation-related communication doesn\u2019t end after you hand out assignments, but Sullivan doesn\u2019t go into detail about what comes next. In <a href=\"https:\/\/shortform.com\/app\/book\/high-output-management\"><em>High Output Management<\/em><\/a>, Andrew Grove writes that you\u2019re still responsible for the task even if you\u2019re not doing it yourself, so be sure to <a href=\"https:\/\/shortform.com\/app\/book\/high-output-management\/chapter-5#delegating\">monitor the person you\u2019ve delegated to<\/a>. He recommends 1) checking tasks in the early stages so that people won\u2019t waste time overhauling the final output and 2) spot-checking samples of work rather than inspecting everything.)<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.shortform.com\/blog\/providing-feedback\/\">How to deliver feedback<\/a>: <\/strong>Get the person\u2019s permission before diving in. For example, you can ask, \u201cDo you have 10 minutes this afternoon?\u201d As in your presentations, begin by communicating your \u201cconclusion\u201d\u2014right off the bat, let the other person know if their work was satisfactory or not so that they can get into the right frame of mind to receive the rest of your message. Be specific about what they did well and their points for improvement, citing concrete examples. In the case of corrective feedback, work with them to determine what they can do to improve, then let them take the lead in figuring out their next steps.<\/p>\n\n\n\n<p>This goes both ways: <a href=\"https:\/\/www.shortform.com\/blog\/ask-for-feedback-at-work\/\">Ask for feedback<\/a> from the people around you to show that you want to keep growing.<\/p>\n\n\n\n<p>(Shortform note: Keep in mind that <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\/chapter-2#two-types-of-feedback-direct-negative-feedback-and-indirect-negative-feedback\">different cultures have varying degrees of tolerance for negative feedback<\/a>, and you should proceed accordingly. In <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\"><em>The Culture Map<\/em><\/a>, Erin Meyer explains that there are two extremes on the feedback spectrum: <em>direct<\/em> negative feedback and <em>indirect<\/em> negative feedback. In cultures that value direct negative feedback (such as in Germany), people state negative feedback clearly and explicitly and may do so in public. On the other hand, cultures that are more indirect (such as in Indonesia) take a subtler approach, delivering the message with positive <a href=\"https:\/\/www.shortform.com\/blog\/affirmation-and-visualization-7-habits\/\">affirmations<\/a> and verbal weakeners like \u201cslightly\u201d or \u201cin my opinion.\u201d They also tend to give feedback in private.)<\/p>\n\n\n\n<p><strong>How to introduce a speaker: <\/strong>If you\u2019ve been tasked to introduce a speaker, your job is to connect the personality to the audience\u2019s needs, asserts Sullivan. Select a couple of highlights from their bio, and focus on discussing those. Keep your introduction to a maximum of five minutes. (Shortform note: Additionally, keep in mind that <a href=\"https:\/\/hbr.org\/2016\/10\/how-to-memorably-introduce-another-speaker\">an effective introduction meets three goals<\/a>: 1) focusing the audience\u2019s attention on the speaker, 2) showing that you vouch for the speaker\u2019s credibility, and 3) getting the audience curious about what the speaker has to say.)<\/p>\n\n\n\n<p><strong>How to give a toast: <\/strong>The main thing to remember is that it\u2019s about the other person, not about you. Sullivan says to make it personal, positive, and brief. (Shortform note: If you don\u2019t know how to begin, <a href=\"https:\/\/www.fastcompany.com\/3063094\/5-tips-for-giving-the-perfect-toast-no-matter-the-occasion\">think about why everyone is gathered together<\/a>, and start with that (\u201cWe\u2019re here to celebrate Susan as she starts an exciting new chapter as head of sales.\u201d). Even if what you come up with doesn\u2019t sound original, it does the work of bringing the audience together and setting the tone.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-part-3-how-to-write-effective-documents-and-emails\"><strong>Part 3: How to Write Effective Documents and Emails<\/strong><\/h3>\n\n\n\n<p>In addition to oral communication, written communication is also a necessary part of any professional field. In this section, we\u2019ll cover how to write documents and emails that people will actually read. In keeping with his main theme of focusing on the other person, Sullivan advises writing with the reader in mind\u2014<strong>consider <\/strong><strong><em>why<\/em><\/strong><strong> they\u2019re reading your message and <\/strong><strong><em>what<\/em><\/strong><strong> you want them to do with it, and make it easy for them to understand what you\u2019re saying<\/strong>. He has the following specific tips:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-1-keep-it-short\"><strong>Tip #1: Keep It Short<\/strong><\/h4>\n\n\n\n<p>Sullivan says people are more likely to read a short document than a long one. As a general rule, keep each sentence shorter than 17 words long, but vary your lengths to keep the rhythm interesting. (Shortform note: Other experts recommend an <a href=\"https:\/\/ecampusontario.pressbooks.pub\/communicationatwork\/chapter\/4-3-forming-effective-sentences\/#433\">average of 25 words per sentence<\/a> and add that if you can\u2019t accurately capture your idea within 25 words, don\u2019t be afraid of going longer\u2014clarity is more important than length.)&nbsp;<\/p>\n\n\n\n<p>Also keep paragraphs short\u2014going beyond a quarter of a page for a paragraph can overwhelm your reader. Sullivan says you can trim the fat by:<\/p>\n\n\n\n<p><strong>Eliminating unnecessary words and shortening phrases.<\/strong> For example, replace \u201cthe reason for,\u201d with \u201cbecause\u201d and \u201cdespite the fact that\u201d with \u201calthough.\u201d (Shortform note: Other words that tend to lengthen text include redundant pairs such as \u201ceach and every\u201d; unnecessary qualifiers such as \u201cbasically,\u201d \u201cactually,\u201d and \u201cextremely\u201d; and ideas expressed in the negative such as \u201cnot accept\u201d instead of \u201creject\u201d and \u201cnot allow\u201d instead of \u201cdeny.\u201d)<\/p>\n\n\n\n<p><strong>Using strong verbs in place of weak nouns. <\/strong>Let your verbs do the heavy lifting; read each sentence to see if you\u2019ve clearly expressed the key action in each sentence. Edit out nouns that end in &#8211;<em>tion<\/em>, <em>-ment<\/em>, &#8211;<em>ance<\/em>, and <em>-ing<\/em>, and replace them with action words. For example, instead of saying, \u201cThis document will help you in the development, implementation, and evaluation of the new system,\u201d say, \u201cThis document will help you develop, implement, and evaluate the new system.\u201d<\/p>\n\n\n\n<p>(Shortform note: Strong verbs are generally preferable to nouns because they sound more authoritative and convincing. However, Sullivan doesn\u2019t identify which verbs are considered strong and which ones are weak. Experts say that <a href=\"https:\/\/www.thoughtco.com\/verbs-for-your-research-paper-1857253#:~:text=One%20method%20to%20sound%20convincing,your%20writing%20interesting%20and%20sharp\">verbs like \u201cdid,\u201d \u201cwas,\u201d and \u201csaid\u201d don\u2019t make as much of an impact as more descriptive verbs<\/a> such as \u201cdevelop,\u201d \u201cassert,\u201d and \u201cdefine.\u201d)&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-2-use-the-proper-voice\"><strong>Tip #2: Use the Proper Voice&nbsp;<\/strong><\/h4>\n\n\n\n<p>You can make your message stronger or soften the blow of bad news with the right voice. Review every sentence to check that you\u2019ve used the appropriate voice:<\/p>\n\n\n\n<p><strong>Active voice: <\/strong>In this case, the actor comes before the verb. (For example: <em>Our department<\/em> will <em>gather<\/em> all the data.) It\u2019s generally the preferable form because it\u2019s simpler, stronger, and clearly states accountability.&nbsp;<\/p>\n\n\n\n<p><strong>Passive voice: <\/strong>In this case, the actor is relegated to the end of the sentence or isn\u2019t there at all. Sullivan writes that this voice is often vague and doesn\u2019t have as much of an impact. For example, when you write, \u201cUpdates will be emailed weekly,\u201d it\u2019s unclear who will be doing the updating. Sullivan recommends that you use this voice purposefully\u2014for example, when <a href=\"https:\/\/www.shortform.com\/blog\/avoidance-of-accountability-five-dysfunctions\/\">avoiding accountability<\/a> to soften a message (\u201cYour proposal was rejected\u201d).<\/p>\n\n\n\n<p>(Shortform note: Sullivan\u2019s note about preferring the strong active voice falls within the larger debate about the weakness of the passive voice and the advice to avoid it. Some writers argue that a passive sentence construction can still be strong; for example, <a href=\"http:\/\/itre.cis.upenn.edu\/~myl\/languagelog\/archives\/003414.html\">Winston Churchill\u2014one of the greatest speakers in history\u2014frequently used passive verbs to great effect<\/a>. When it comes to communication, <a href=\"http:\/\/itre.cis.upenn.edu\/~myl\/languagelog\/archives\/003414.html\">the real goal is to simply write clearly and \u201clet the verbs fall where they may.\u201d<\/a>)<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tip-3-follow-a-format\"><strong>Tip #3: Follow a Format<\/strong><\/h4>\n\n\n\n<p>Sullivan says that documents generally fall into one of two purposes: persuasive or informative. Each one follows a standard format, which saves you a lot of time and effort\u2014you don\u2019t have to reinvent the wheel every time you write a document. Instead, just use a tried-and-tested format, changing the details as needed.&nbsp;<\/p>\n\n\n\n<p><strong>1) Persuasive: <\/strong>This type of writing is meant to convince the reader to take an action or think a certain way. When writing persuasively, Sullivan recommends you:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Start with the <em>present<\/em>: Deliver your main message in the first sentence.<\/li><li>Detail the <em>past<\/em>: If the reader needs more information, include a paragraph about the history and context of the issue.<\/li><li>Look to the <em>future<\/em>: Discuss the benefits of taking action. Conclude with next steps, clearly stating the deadline and the persons involved.<\/li><\/ul>\n\n\n\n<p>(Shortform note: Sullivan doesn\u2019t cover <a href=\"https:\/\/www.shortform.com\/blog\/how-to-persuade-people\/\">how to persuade<\/a> your audience based on their patterns of thinking. In <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\"><em>The Culture Map<\/em><\/a>, Erin Meyer offers tips for persuading your audience based on whether they practice <a href=\"https:\/\/shortform.com\/app\/book\/the-culture-map\/chapter-3#two-types-of-analytical-thinking-theoretical-vs-empirical-thinking\"><em>applications-first<\/em> thinking (considering practical solutions to a problem) or <em>principles-first<\/em> thinking (looking at the <em>reasons<\/em> behind a problem)<\/a>. She writes that you\u2019ll have better luck persuading applications-first thinkers by sending shorter, concise messages of no more than 125 words. On the other hand, principles-first thinkers will respond more to messages that focus on theory.)<\/p>\n\n\n\n<p><strong>2) Informative: <\/strong>This type of writing is meant to brief the reader about a topic or issue. When writing to inform, Sullivan recommends you follow the presentation format that we discussed in Part 1: Tell them what you\u2019re going to tell them, tell them, then tell them what you just told them.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>Tell them what you\u2019re going to tell them: <\/em>State the issue, and give a brief background.<\/li><li><em>Tell them: <\/em>Enumerate specific matters that you\u2019ll address in the document (Matter 1, Matter 2, Matter 3, and so on). Then, explain each matter one by one.<\/li><li><em>Tell them what you just told them:<\/em> Summarize what you just said, then clarify the next steps.<\/li><\/ul>\n\n\n\n<p>(Shortform note: Some experts argue that <a href=\"https:\/\/hbr.org\/2012\/04\/when-not-to-tell-em-what-youre\">the triple \u201ctell them\u201d approach may not be effective in every scenario<\/a>, saying that there <em>can<\/em> be too much of a good thing\u2014excessively signposting can make your audience feel patronized and impatient. While this generally applies to slides, it helps to review your long documents to make sure that you\u2019re not falling into the trap of perpetual announcement: Check that you don\u2019t keep telling them what\u2019s about to come in the next section.)<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-writing-emails\"><strong>Writing Emails<\/strong><\/h4>\n\n\n\n<p>Sullivan writes that there are over 100 billion emails sent every day. To keep yours from ending up in the \u201cunread\u201d pile, he offers the following tips for crafting stronger emails:<\/p>\n\n\n\n<p><strong>Avoid vague subject lines. <\/strong>Give enough context for what the email is about. For example, instead of \u201cquick question,\u201d say \u201cquestion about the Project XYZ timeline.\u201d If your email thread has morphed into another topic after a lengthy exchange, update the subject line to reflect the current discussion. (Shortform note: As Sullivan says, billions of emails are sent every day. Getting the subject line right can make your email stand out in an overflowing inbox. Aside from being specific, experts recommend <a href=\"https:\/\/www.businessinsider.com\/how-to-write-an-excellent-email-subject-line-2014-3xc\">limiting it to six to eight words<\/a> and putting the most important words in the beginning.)<\/p>\n\n\n\n<p><strong>Know who to name. <\/strong>If you\u2019re writing to three people or fewer, name everyone in your opening greeting. Otherwise, opt for something more general, such as \u201cSales Team.\u201d (Shortform note: Additionally, <a href=\"https:\/\/www.inc.com\/business-insider\/17-email-etiquette-rules-professionals-should-know.html\">don\u2019t shorten people\u2019s names<\/a> (for example, from Gregory to Greg) unless you\u2019re sure that they prefer the nickname.)<\/p>\n\n\n\n<p><strong>Make it easy for the other person. <\/strong>Adhere to Sullivan\u2019s golden rule of focusing on your reader: Make it easy for them by clearly stating requests and deadlines and responding promptly\u2014even if it\u2019s just to acknowledge the email and say you\u2019ll get back to them later. Use polite language, and say \u201cplease\u201d and \u201cthank you\u201d to minimize the chances that your email will be misinterpreted.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Jay Sullivan&#8217;s Simply Said about? What is the key message to take away from the book? In his book Simply Said, communication expert Jay Sullivan provides a blueprint for effective business communication. Top-notch communication skills are essential to success in any professional field\u2014after all, you can only get clients, colleagues, and audiences to buy into your ideas if you\u2019re able to communicate them clearly.\u00a0 Here&#8217;s a brief overview of Jay Sullivan&#8217;s book Simply Said: Communicating Better at Work and Beyond.<\/p>\n","protected":false},"author":7,"featured_media":40016,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,45,34],"tags":[670],"class_list":["post-71091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-business","category-communication","tag-simply-said","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Simply Said: Book Overview (Jay Sullivan) - Shortform Books<\/title>\n<meta name=\"description\" content=\"In his book Simply Said, Jay Sullivan provides a blueprint for effective business communication. 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