Technical Note | HBS Case Collection | March 2016

Lighting the Fire: Crafting and Delivering Broadly Inspiring Messages

by Tsedal Neeley and Tom Ryder

Abstract

Communicating persuasively is a critical skill for leaders of any team or organization. Yet, connecting and resonating with an audience can nevertheless be a challenging task. We outline how to effectively mobilize groups through the power of communication. This note will serve leaders and members of diverse groups as they find their voice to inspire, unite, and engage others through messaging. With multiple examples as a backdrop, we highlight four key components of effective messaging in this note: 1) Structuring Messages and the Persuasive Story Pattern, 2) Appealing to the Audience, 3) Persuasively Communicating through Rhetorical Devices, and 4) Delivering Clear and Captivating Messages.

Keywords: messaging; communication; leading; public speaking; persuasion; rhetorical devices; Communication Intention and Meaning; Forms of Communication; Communication Strategy;

Language: English Format: Print 12 pages EducatorsPurchase

Citation:

Neeley, Tsedal, and Tom Ryder. "Lighting the Fire: Crafting and Delivering Broadly Inspiring Messages." Harvard Business School Technical Note 416-046, March 2016.

About the Author

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Tsedal Neeley
Naylor Fitzhugh Professor of Business Administration
Organizational Behavior

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