Daily Creative with Todd Henry

Say What They Can't Unhear


Listen Later

In today's episode, we dive deep into the intriguing world of perception and communication. It all begins with a story about how a seemingly simple movie night turned into a revelation about differing perspectives. We explore how our interpretations of the same events can vary widely, reflecting our own stories and lenses.

Joining us is Tamsen Webster, a message designer with 25 years of experience in marketing and messaging. She shares insights from her new book Say What They Can't Unhear, unveiling why some messages stick while others fail to resonate. Tamsen introduces us to the four primary categories of listeners: actives, ambivalence, indifference, and antagonists. Each category requires a unique approach when crafting messages for effective communication.

Tamsen explains the critical importance of understanding the deeper 'why' behind our messages to reach our audience's core beliefs and values. We discuss how influential stories and beliefs can shape perceptions, often leading us to believe in something despite contradicting evidence, as illustrated by the Theranos scandal.

We learn that to inspire change and build buy-in, we need to structure our messages around elements our audience already agrees with, support their deeper beliefs, and be patient as change happens in layers.

Key Learnings:

  1. Our personal lenses and stories shape how we interpret and perceive messages.
  2. There are four primary audience categories: actives, ambivalence, indifference, and antagonists.
  3. Understanding the deeper 'why' behind your message is crucial for effective communication.
  4. Our underlying stories and beliefs significantly influence our perceptions and can be manipulated.
  5. Change happens in layers, requiring patience and alignment with deeper principles and values.

Get full interviews, daily episodes, Q&A, and more at DailyCreative.app.

...more
View all episodesView all episodes
Download on the App Store

Daily Creative with Todd HenryBy Todd Henry

  • 4.5
  • 4.5
  • 4.5
  • 4.5
  • 4.5

4.5

513 ratings


More shows like Daily Creative with Todd Henry

View all
Design Matters with Debbie Millman by Design Matters Media

Design Matters with Debbie Millman

1,233 Listeners

Coaching for Leaders by Dave Stachowiak

Coaching for Leaders

1,459 Listeners

Beyond the To-Do List - Productivity for Work and Life by Erik Fisher

Beyond the To-Do List - Productivity for Work and Life

842 Listeners

Creative Pep Talk by Andy J. Pizza

Creative Pep Talk

1,994 Listeners

The Productivity Show by Asian Efficiency

The Productivity Show

507 Listeners

The Chase Jarvis LIVE Show by Chase Jarvis

The Chase Jarvis LIVE Show

578 Listeners

Creative Confidence Podcast by IDEO U

Creative Confidence Podcast

127 Listeners

Design Better by The Curiosity Department, sponsored by Wix Studio

Design Better

322 Listeners

Worklife with Adam Grant by TED

Worklife with Adam Grant

9,181 Listeners

FranklinCovey On Leadership by FranklinCovey

FranklinCovey On Leadership

209 Listeners

The Daily Stoic by Daily Stoic | Backyard Ventures

The Daily Stoic

4,835 Listeners

The Anxious Achiever by Morra Aarons-Mele

The Anxious Achiever

577 Listeners

A Bit of Optimism by Simon Sinek

A Bit of Optimism

2,228 Listeners

Deep Questions with Cal Newport by Cal Newport

Deep Questions with Cal Newport

1,313 Listeners

ReThinking by TED

ReThinking

631 Listeners