A Masterclass In Strategic Communications
Read Time: 3 Minutes
Ever needed to convince your boss to trust you, especially after something goes wrong?
Today, let's learn from a great scene in the movie Ford v Ferrari. Henry Ford II is angry because his team lost a race to Ferrari. But Carroll Shelby on the Ford team (played by Matt Damon) turns things around. You can see the entire scene and my breakdown HERE.
Let's see what makes his approach so smart.
The Pause
When his boss asks why he shouldn't fire everyone, Shelby stays quiet for six whole seconds. He doesn't rush to speak. This simple trick makes others wonder what he's going to say next.
Silence enhances Shelby's appearance of control in an intense situation. If he were to immediately answer Ford's question, he would come off as defensive.
Takeaway: Before you start speaking, pause for at least 3 seconds. It buys you time to think, keeps you concise, and helps you come off as more confident.
The Metaphor
Instead of making excuses, Shelby catches everyone in the room off guard. He says:
I watched that red folder pass through four people's hands before it got to you. And that's not counting the other 22 people who looked at it first.
This is a pattern interruption. You expect the loss to frustrate Shelby. But he mentions a red book in a calm manner. Pattern interruptions are great intros to stories because they immediately grab attention.
More importantly, the pattern interruption seeds an unanswered question in Ford's mind.
Why on earth is Shelby talking about a red book?
It becomes clear only at the end of his story that the red book is a metaphor for their loss.
"You can't win a race by group decision. You need one person in charge."
Takeaway: You don't always have to answer a question directly. Sometimes, a metaphor creates a sense of wonder and suspense. This makes the key takeaway sink in much more when revealed at the end.
The Story
Watch how Shelby keeps his boss wanting to hear more by following a narrative arc.
- Shelby intrigues Ford with his surprising intro: "We got Ferrari right where we want them." Ford thinks: how can we have them where we want them? We lost!
- Shelby reminds Ford of the key problems the team faced: "A lot of stuff broke down during the race." Ford thinks: why are you making me relive this painful loss...?
- Shelby shares the silver lining: "But we hit 218 miles per hour on the last lap." Ford thinks: whoa. I didn't know that we went that fast.
- Shelby narrates the takeaway: "Now Ferrari knows we're faster than them." Ford thinks: yes. I want Ford to feel scared of us.
Takeaway: you can make your audience go on an emotional roller coaster by telling stories. Following the intro --> problem --> silver lining --> takeaway steps can help you craft them.Describe scenes using present tense. They'll feel more invested and more eager to stick around until the conflict in the story is resolved.
The Clincher
By now, Shelby's done the hard work:
- He's shared the problem: having too many people in charge (The Metaphor).
- He's shown that beating Ferrari is possible (The Story).
So, what's stopping Ford's team from beating Ferrari's?
Not putting Shelby in charge.
Takeaway: to be persuasive, you need to:
- Share the dream state
- Share what's blocking the hero in your story from achieving the dream state
- Position yourself as the solution
I share more examples of how to speak persuasively in the video below.
If you found this helpful, the Impromptu Speakers Academy is my 3-week bootcamp to help you become a clear and confident speaker at work. Reserve your spot today while they're still available.
Hope this helps!
Preston