At the beginning of March, I published a post here sharing my Speaker Strategy Clarity Model. But in the weeks since then (which have felt more like years), conferences and events large and small have been canceled or rescheduled, our everyday vocabulary now includes phrases like “social distancing” and “flatten the curve,” and — hopefully — everyone who can isolate at home is doing so. In addition, much of the global economy is on pause, and the financial markets are thrashing around like a live electrical wire. All the while, every speaker and would-be speaker on Planet Earth is firing up Zoom and other virtual platforms to try to reach the audiences they miss seeing from the stage. And in the midst of all this chaos, I hear from even longtime professional speaker friends that now they really don’t know what to speak about.
So with not only the meetings and events industry upturned but the whole world seemingly in chaos, where can this possibly leave you as a speaker? When your work has been about helping others by sharing insights from a stage, what can and should that work look like when the audiences all stay home? More to the point: when they’re all coping with the stress of a global pandemic and worried about their health and finances?
Solving Human-Level vs. Humanity-Level Problems
I think the original Speaker Strategy Clarity Model still applies broadly, but an addendum that may help us in this moment is to think about the problems we solve and how to uplift them.
We must stop and recognize a new truth: when there is a humanity-level crisis, it’s natural to feel human-level panic. One of the ways panic manifests is that we feel the inner call of our survival instincts, and we may hurry to put out a promotional message, trying quickly to make money to save ourselves and our families from the financial ruin we fear is coming. That’s an understandable response, but it’s one we have to try to quell within ourselves.
Our best impulses at this moment will require us to respond to humanity-level crisis by empathizing our way down to human-scale problem-solving, and in doing so, trying to lift our work up to humanity-level problem-solving. If you are in a position to solve problems directly at the scale of humanity, with actions such as manufacturing personal protective equipment for healthcare workers, then by all means, please do so, and I wish you all the very best and will support you however I can. But most of us are going to be better positioned for work at the human scale, which means empathy is our strongest asset right now.
(Of course, empathy was always our strongest asset, but in ordinary circumstances it may feel like a luxury that requires patience to deploy. In times of crisis, it’s absolutely vital.)
What about B2B?
Even if your work is directed at business leaders, the best and highest work you can do right now is to help leaders lead with our best and highest human attributes, especially empathy. I listened in to a brilliant webinar my friend David C. Baker, who is a keynote speaker and author of The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth, gave for his clients and followers about how their businesses would likely have to adjust during this period, and while it was all very sensible and pragmatic, it was also clearly heartfelt and human, even while talking through the unfortunate realities of staff reductions. Our audiences look to us for perspective and insight; let’s not let now be the moment when we fail to connect back to the human impact of every decision we and they make.
Perhaps you can think of that model sort of like this:
Marketing? In This Economy?
The urge to market and promote is going to be strong, and it is an understandable impulse to want to stand out above the crowd of other voices asking for attention right now. But as I watch emails from brands come in, a few of them stand out as being well done, and they illustrate the best approach that we who are speakers and thought leaders can borrow as we plan to promote our work:
- acknowledge the reality we’re in, preferably in a way that shows you’re doing something useful about it
- offer ideas with some kind of value that creates relevance between your core brand and the recipient’s reality, and then
- get out.
Here’s a promotional email from Crate and Barrel that I thought walked that fine line well: it stayed on brand, the offer was relevant, and the promotion wasn’t so heavy-handed as to be in poor taste.
Perhaps you disagree with this example or with any of these guidelines. That’s OK — do it the way that feels right to you.
Just don’t oversell, and likewise don’t turn the communication into pageantry or melodrama. For once in our lives, everyone around the world is experiencing a version of something that has everyone’s attention at once — there’s no need to dwell too long on what we all already know.
Twist, Don’t Pivot
We also all need to be especially sure we are offering value right now that’s as close to our expertise as possible while relevant to the moment. Not all of us are experts in virtual presenting, so it doesn’t make sense for everyone to try to sell that offering in webinars and online courses.
If you do have expertise relevant to that topic, for example, be sure to add your own twist to it. A kajillion videos went up in the past few weeks on how to be effective when presenting on video, but my friend Mark Bowden, who is a top body language expert and the author of Truth and Lies: What People Are Really Thinking as well as being a sought-after keynote speaker, is uniquely suited to be able to offer guidance on how to come across in the limited medium of video and virtual presentations with trust, credibility, and empathy. (Do be sure to watch that video. It’s a great resource for us all right now.)
What’s especially elegant about what ends up happening when you do that is that you can take a human-level problem — the need to come across well on video while everyone is working and presenting from home — and solve it upwards towards a humanity level, because if more people learn how to communicate well on video, it seems possible to imagine that human communication could improve at scale.
You’re uniquely suited to something, too. What human-level problem can you solve upwards towards humanity?
Be safe, be well, be sensible, and, of course, be as helpful as you can.
Here’s to getting through this by solving upward to our highest and best work,