I admit it, when it comes to the use of analytics, I’ve been a skeptic. I know the use of sophisticated statistical analysis has yielded important insights in many fields. But in some areas, like being a sports fan, it seemed to squeeze out the fun, and in other areas, like speechwriting, I was convinced it really didn’t have much of a useful role.
Well, I may have to give up some of my Luddite ways. Quantified Communications is doing really interesting work to (in their words) “combine data science and human expertise to improve the way people communicate.”
One blog post in particular caught my eye. QC used a proprietary analytical tool to see what CEO’s could learn from the 13 best commencement speeches of all time (as selected by Business Insider.) In particular, key characteristics of the commencement speeches were compared to important elements of the average executive keynote.
Every CEO and speechwriter for a CEO should pay heed to the findings.
First, the outstanding commencement speakers were much better at building trust through confident, authentic language than the average CEO. The commencement speeches came “across as 42% more authentic and 15% more confident.”
However, where the CEOs really lagged behind was in using “clear and engaging language to keep the audience’s attention.” The great commencement speeches were a stunning 81% clearer and 86% more engaging than the average executive keynote.
Now, as someone who has heard and read a lot of executive presentations, I must say this finding doesn’t surprise me. I just hope these analytics will give communication pro’s ammunition they can use to encourage clients to do a lot more to build audience trust and engage listeners.