The IMPACT Model of Communication

The IMPACT Paradigm

The IMPACT Paradigm, a practical framework for effective communication in professional settings. The paradigm includes six interconnected principles: Intending, Messaging, Presence, Attending, Connecting, and Together. The write-up is divided into three parts: an introduction to the paradigm, application of the principles, and exercises for practice.

Part One: The IMPACT Paradigm

1. What It Is
• Intending: Identify desired outcomes.
• Messaging: Convey thoughts and feelings congruently.
• Presence: Use the fullest expression.
• Attending: Focus outwardly.
• Connecting: Establish and maintain mutual engagement.
• Together: Co-create a conversational interaction.
2. Why It Works
• Provides a structured framework for communication.
• Supports clear and intentional communication practices.
• Enhances the ability to achieve desired outcomes through effective communication.

Part Two: Strategic Communication in Action

1. Communication Situations
• It illustrates nine examples of work situations, demonstrating how the IMPACT principles can be applied to various professional interactions, such as meetings, presentations, negotiations, and more.
2. Common Concerns of Communicators
• Addresses common challenges and concerns in communication, offering strategies to overcome them using the IMPACT principles.

Part Three: Practicing

1. IMPACT Exercises
• Offers curated exercises to practice and improve communication skills, focusing on integrating the IMPACT principles into daily interactions.
2. Communicate with Impact
• Provides specific methods for improving communication effectiveness through deliberate practice and paradigm application.

Key Points

• The IMPACT Paradigm offers a cohesive framework for all types of strategic communication.
• It is designed to help individuals communicate more effectively in one-on-one, small-group, and large-group settings.
• The six principles are interconnected and essential for achieving effective and impactful communication.
• The book provides practical examples and exercises to help readers apply the principles in real-world situations.

Actionable Items

1. Identify Desired Outcomes (Intending)
• Before any communication, clearly define what you want to achieve.
2. Convey Thoughts and Feelings Congruently (Messaging)
• Ensure that your verbal, vocal, and non-verbal messages are aligned.
3. Use Fullest Expression (Presence)
• Show up fully in your communications, effectively utilizing body language, voice, and words.
4. Focus Outwardly (Attending)
• Pay close attention to the people you communicate with, actively listening and observing.
5. Establish Mutual Engagement (Connecting)
• Create and maintain a connection with your audience or conversation partner.
6. Co-Create Conversations (Together)
• Engage in dynamic and collaborative interactions to achieve shared meaning and outcomes.

Integrating these principles into your daily communication practices can enhance your ability to communicate with impact and achieve your intended results in professional settings.

Here are nine specific communication scenarios demonstrating how the IMPACT Paradigm principles can be utilized in different professional contexts. Each situation showcases how the principles are applied to achieve desired outcomes.

Situation 1: A Workplace Conversation—Managing Up

Background

Jenna, an Assistant Vice President in the compliance department of an investment bank, faces a challenging situation where she needs to address an unsustainable workload imposed by her boss, Dave. Despite her loyalty and gratitude towards Dave for his mentorship and opportunities, Jenna realizes that the added responsibility of reviewing team members' reports is overwhelming.

Application of IMPACT Principles

1. Intending
• Jenna identifies her desired outcome: to get Dave's approval to relinquish the additional responsibility of reviewing team reports.
• She focuses on this intent throughout the conversation to ensure it stays on course.
2. Messaging
• Jenna chooses her words carefully, maintaining a serious tone to convey the gravity of the situation.
• She begins with positive comments to set a constructive tone before addressing the issue directly.
3. Presence
• Jenna uses her body language and voice to express her message clearly and confidently.
• Sitting next to Dave and maintaining eye contact establishes her seriousness and commitment to the conversation.
4. Attending
• Jenna actively listens to Dave, observing his non-verbal cues and responding appropriately.
• She asks questions to understand Dave's perspective and clarify the situation.
5. Connecting
• Jenna builds a connection that facilitates open communication by attending to Dave's responses and maintaining mutual engagement.
• This mutual sharing allows both parties to better understand each other's perspectives.
6. Together
• Jenna and Dave collaboratively explore solutions to the workload problem.
• They agree on a new approach where Jenna creates a template for team members to follow, streamlining the report review process.

Outcome

Jenna successfully achieves her intended outcome, relieving herself of the additional responsibility and strengthening her working relationship with Dave. This experience boosts her confidence in addressing difficult conversations in the future.

Situation 2: A Corporate Pitch—Requesting $1,000,000

Background

Joni, the leader of a corporate affairs team in a luxury goods company, needs to secure one million dollars for a reputation campaign. The proposal will be pitched to the President and CFO, who have differing investment orientations.

Application of IMPACT Principles

1. Intending
• Joni's team aims to get approval for the funds by the end of the week.
• They prepare a well-structured proposal to build momentum for a positive decision.
2. Messaging
• Joni uses short, precise sentences to convey her message effectively.
• She maintains a tone of authority and confidence throughout the pitch.
3. Presence
• Joni ensures her presence is strong by maintaining eye contact and using gestures to reinforce her points.
• She stays alert and responsive to the reactions of the President and CFO.
4. Attending
• Joni periodically pauses to ask for questions and clarifications, ensuring she addresses any concerns immediately.
• She observes the non-verbal cues of the President and CFO to gauge their reactions.
5. Connecting
• By addressing the needs and concerns of both the President and CFO, Joni establishes a connection that fosters trust and engagement.
• She aligns her messaging with their perspectives to maintain mutual focus.
6. Together
• Joni and her team present a cohesive narrative involving the President and CFO in decision-making.
• They work together to address any potential objections and build a compelling case for the investment.

Outcome

Joni's effective application of the IMPACT principles resulted in a successful pitch, with the President and CFO showing positive signs of support for the proposal. This collaborative approach enhances the likelihood of securing the necessary funds.

Situation 3: A Presentation

Background

Lily, a project manager at a tech company, needs to present a new project proposal to senior management and potential investors.

Application of IMPACT Principles

1. Intending
• Lily's goal is to get project approval and secure stakeholders' funding.
• She prepares her presentation with a clear focus on highlighting the project's benefits and feasibility.
2. Messaging
• Lily uses a combination of visual aids, clear language, and persuasive storytelling to convey her message.
• She emphasizes key points and uses examples to illustrate the project's potential impact.
3. Presence
• Lily maintains a confident and engaging presence, using her body language and voice to capture the audience's attention.
• She moves around the room to establish a connection with different members of the audience.
4. Attending
• Lily pays close attention to the audience's reactions, adjusting her presentation style based on their feedback.
• She encourages questions and addresses them thoughtfully to keep the audience engaged.
5. Connecting
• By relating the project's benefits to the stakeholders' interests, Lily establishes a strong connection with her audience.
• She uses personal anecdotes and success stories to make the presentation more relatable.
6. Together
• Lily involves the audience in the presentation by asking for their input and feedback.
• She fosters a collaborative atmosphere, making the stakeholders feel like active participants in the decision-making process.

Outcome

Lily's well-prepared and engaging presentation successfully convinces the stakeholders to approve the project and allocate the necessary funds. Her ability to connect with the audience and address their concerns played a crucial role in achieving this outcome.

Situation 4: A Meeting

Background

Michael, a team leader at a marketing agency, needs to conduct a meeting with his team to discuss a new campaign strategy. The team is diverse, with members having different perspectives and areas of expertise.

Application of IMPACT Principles

1. Intending
• Michael's goal is to develop a cohesive campaign strategy that leverages the strengths of each team member.
• He prepares an agenda that outlines the meeting's key discussion points and desired outcomes.
2. Messaging
• Michael uses clear and concise language to communicate the purpose and objectives of the meeting.
• He emphasizes the importance of collaboration and open communication.
3. Presence
• Michael maintains a positive and inclusive presence, encouraging all team members to participate in the discussion.
• He uses active listening and supportive body language to create a comfortable environment.
4. Attending
• Michael pays attention to each team member's contributions, acknowledging their ideas and feedback.
• He ensures that everyone has an opportunity to speak and be heard.
5. Connecting
• Michael creates a sense of shared ownership and responsibility for the campaign strategy by building on each team member's input.
• He uses team-building exercises and collaborative activities to strengthen the team's connection.
6. Together
• Michael facilitates a collaborative brainstorming session, guiding the team to develop a unified strategy.
• He encourages the team to work together to refine and finalize the campaign plan.

Outcome

Michael's effective leadership and application of the IMPACT principles resulted in a successful meeting. The team develops a strong campaign strategy that leverages their collective strengths and expertise. The collaborative approach fosters a sense of unity and commitment to the project's success.

Situation 5: A Project Update

Background

Samantha, a project coordinator at a construction company, needs to update the senior management team on the progress of a major project.

Application of IMPACT Principles

1. Intending
• Samantha's goal is to inform the senior management team about the project's progress, highlight any challenges, and outline the next steps.
• She prepares a detailed report and presentation to support her update.
2. Messaging
• Samantha uses clear and straightforward language to communicate the project's status, focusing on key milestones and achievements.
• She provides visual aids, such as charts and graphs, to illustrate the project's progress.
3. Presence
• Samantha maintains a professional and confident presence, demonstrating her knowledge and expertise.
• She uses eye contact and gestures to emphasize important points.
4. Attending
• Samantha pays attention to the senior management team's reactions, promptly addressing their questions and concerns.
• She actively listens to their feedback and incorporates it into her presentation.
5. Connecting
• Samantha connects with the senior management team by highlighting the project's alignment with the company's goals and objectives.
• She acknowledges the contributions of different departments and emphasizes the collaborative effort.
6. Together
• Samantha involves the senior management team in the discussion, seeking their input on potential solutions to any challenges.
• She fosters a collaborative atmosphere, encouraging open communication and shared decision-making.

Outcome

Samantha's clear and informative update successfully communicates the project's progress to the senior management team. Her ability to connect with the team and address their concerns builds confidence in the project's direction and ensures continued support.

Situation 6: A Negotiation

Background

David, a software company sales manager, needs to negotiate a contract with a potential client. The client has expressed interest in the product but has concerns about pricing and implementation timelines.

Application of IMPACT Principles

1. Intending
• David's goal is to secure the contract while addressing the client's concerns and building a positive relationship.
• He prepares a negotiation strategy that includes flexible pricing options and implementation plans.
2. Messaging
• David uses persuasive language to highlight the value and benefits of the product.
• He presents different pricing models and implementation timelines to offer the client flexibility.
3. Presence
• David maintains a calm and composed presence, demonstrating confidence in the product and the company's ability to deliver.
• He uses positive body language and a friendly tone to create a collaborative atmosphere.
4. Attending
• David actively listens to the client's concerns and objections, showing empathy and understanding.
• He asks clarifying questions to fully understand the client's needs and expectations.
5. Connecting
• By aligning the product's benefits with the client's business goals, David establishes a strong connection with the client.
• He shares success stories and testimonials from other clients to build trust and credibility.
6. Together
• David works with the client to co-create a customized solution that meets their needs and fits within their budget.
• He encourages open communication and collaboration throughout the negotiation process.

Outcome

David's effective negotiation skills and application of the IMPACT principles resulted in a successful contract agreement. The client feels valued and confident in the company's ability to deliver, leading to a positive and long-term business relationship.

Situation 7: Networking

Background

As a marketing executive, Emily attends a professional networking event to expand her connections and explore potential business opportunities.

Application of IMPACT Principles

1. Intending
• Emily's goal is to build meaningful connections with industry professionals and identify potential collaboration opportunities.
• She prepares an elevator pitch and key talking points to introduce herself and her company.
2. Messaging
• Emily uses clear and engaging language to introduce herself and highlight her company's strengths.
• She shares relevant anecdotes and success stories to capture interest.
3. Presence
• Emily maintains a confident and approachable presence, using positive body language and a friendly tone.
• She actively engages with others, showing genuine interest in their conversations.
4. Attending
• Emily listens attentively to others, asks questions, and shows interest in their work.
• She pays attention to non-verbal cues to gauge their level of interest and engagement.
5. Connecting
• Emily establishes strong connections with other professionals by finding common interests and shared goals.
• She exchanges contact information and follows up with personalized messages after the event.
6. Together
• Emily collaborates with others to explore potential business opportunities and partnerships.
• She fosters a collaborative atmosphere, encouraging open dialogue and mutual support.

Outcome

Emily's effective networking skills and application of the IMPACT principles result in several new connections and potential business opportunities. Her ability to build meaningful relationships enhances her professional network and opens doors for future collaborations.

Situation 8: A Job Interview

Background

Brian, an IT specialist, is interviewing for a senior position at a leading technology firm. He needs to demonstrate his expertise and fit for the role.

Application of IMPACT Principles

1. Intending
• Brian's goal is to showcase his skills and experience, highlighting why he is the best candidate for the position.
• He prepares examples of his past achievements and how they align with the job requirements.
2. Messaging
• Brian uses clear and concise language to articulate his experience and qualifications.
• He emphasizes his technical skills and problem-solving abilities through specific examples.
3. Presence
• Brian maintains a confident and professional presence, using positive body language and a steady tone.
• He makes eye contact and smiles to build rapport with the interviewers.
4. Attending
• Brian listens attentively to the interviewers' questions, providing thoughtful and relevant responses.
• He asks clarifying questions to ensure he understands their expectations and needs.
5. Connecting
• Brian establishes a strong connection with the interviewers by aligning his skills and experience with the company's goals.
• He shares his enthusiasm for the role and the company's mission.
6. Together
• Brian collaborates with the interviewers to discuss his potential contributions to the team.
• He encourages open dialogue and asks for feedback on how he can best support the company's objectives.

Outcome

Brian's well-prepared and confident approach resulted in a successful interview. The interviewers were impressed with his skills and experience, and he was offered a senior position. His ability to connect with the interviewers and demonstrate his fit for the role played a crucial role in securing the offer.

Situation 9: A Keynote Speech

Background

Laura, the CEO of a tech startup, is invited to deliver a keynote speech at a major industry conference. She must inspire and engage the audience while sharing insights about her company's innovations.

Application of IMPACT Principles

1. Intending
• Laura's goal is to inspire the audience and position her company as a leader in the industry.
• She prepares a compelling speech highlighting her company's achievements and vision.
2. Messaging
• Laura uses powerful and evocative language to captivate the audience.
• She shares stories and examples that illustrate the impact of her company's innovations.
3. Presence
• Laura maintains a strong and dynamic presence on stage, using body language and voice modulation to enhance her message.
• She moves around the stage to engage with different sections of the audience.
4. Attending
• Laura pays attention to the audience's reactions, adjusting her delivery based on their engagement.
• She encourages audience participation through interactive elements like Q&A sessions and live polls.
5. Connecting
• Laura establishes a connection with the audience by relating her company's mission to broader industry trends.
• She acknowledges the contributions of other industry leaders and partners, fostering a sense of community.
6. Together
• Laura involves the audience in her vision for the future, encouraging them to join her company's journey.
• She creates a collaborative atmosphere, inviting feedback and ideas from the audience.

Outcome

Laura's inspiring keynote speech successfully engages and captivates the audience. Her ability to connect with the audience and convey a compelling vision positions her company as a leader in the industry. The positive reception of her speech leads to increased interest and support for her company's initiatives.

 IMPACT Exercises

These exercises are structured to facilitate practice and improvement in each of the six principles of the IMPACT Paradigm: Intending, Messaging, Presence, Attending, Connecting, and Together.

Intending Exercises

1. Defining Outcomes
• Identify specific goals for various communication situations. After the interaction, write down what you want to achieve regarding what the audience should know, feel, or do.
• Example: For a team meeting, your goal might be to align everyone on project objectives and deadlines.
2. Visualizing Success
• Spend a few minutes visualizing successful communication interactions. Imagine the positive outcomes and the steps that lead to them.
• Example: Before a presentation, visualize the audience's engagement and positive response to your key points.
3. Setting Intentions
• Start each day or communication activity by setting clear intentions. State your goals and how you plan to achieve them.
• Example: "Today, I will focus on actively listening to my colleagues and responding thoughtfully."

Messaging Exercises

1. Message Mapping
• Create a message map for different communication scenarios. Outline the key points, supporting details, and the intended emotional tone.
• Example: For a sales pitch, map out the problem, your solution, benefits, and a compelling call to action.
2. Practicing Delivery
• Practice delivering your messages out loud, focusing on clarity, tone, and pacing. Record yourself to identify areas for improvement.
• Example: Rehearse a speech, paying attention to your vocal variety and the emphasis on key points.
3. Feedback Integration
• Seek feedback from trusted colleagues or mentors on your messaging. Incorporate their suggestions to refine your communication.
• Example: After a mock presentation, ask for specific feedback on your clarity and persuasiveness.

Presence Exercises

1. Body Language Awareness
• Practice different body language techniques to enhance your presence. Focus on posture, gestures, and facial expressions.
• Example: Stand tall with shoulders back to project confidence during a meeting.
2. Vocal Exercises
• Perform vocal warm-ups and exercises to improve your vocal quality and expressiveness.
• Example: Practice varying your pitch and volume to make your speech more dynamic.
3. Mindfulness Practices
• Incorporate mindfulness exercises to help you stay present and focused during communication.
• Example: Practice deep breathing before a stressful conversation to calm your nerves and enhance your focus.

Attending Exercises

1. Active Listening Drills
• Engage in active listening exercises with a partner. Practice paraphrasing and summarizing what the other person says to ensure understanding.
• Example: In a role-playing scenario, listen to your partner's concerns and repeat them back in your own words.
2. Observation Skills
• Practice observing non-verbal cues in different interactions. Note body language, facial expressions, and tone of voice.
• Example: During a team meeting, observe who appears engaged or distracted and adjust your approach accordingly.
3. Focus Exercises
• Perform exercises that enhance your ability to focus on others during communication.
• Example: During a conversation, consciously direct your attention to the speaker, ignoring any internal or external distractions.

Connecting Exercises

1. Empathy Development
• Practice empathy by putting yourself in others' shoes and considering their perspectives.
• Example: During a negotiation, try to understand the other party's needs and concerns.
2. Rapport Building
• Engage in exercises that help you build rapport with others. Use mirroring techniques and find common ground.
• Example: In a networking event, mirror the body language of the person you speak to to create a sense of connection.
3. Interactive Storytelling
• Practice storytelling techniques that invite engagement and participation from your audience.
• Example: Share a personal story in a team meeting and ask for similar experiences from your colleagues.

Together Exercises

1. Collaborative Problem-Solving
• Engage in exercises that promote collaborative problem-solving and shared decision-making.
• Example: In a brainstorming session, encourage all team members to contribute ideas and build on each other's suggestions.
2. Feedback Loops
• Practice giving and receiving constructive feedback to promote mutual growth and improvement.
• Example: After a project, conduct a feedback session where team members share what went well and what could be improved.
3. Shared Visioning
• Work with others to create a shared vision for a project or goal. Ensure everyone's input is valued and integrated.
• Example: In a strategic planning meeting, collaboratively develop a vision statement reflecting the team's aspirations.

Integrating IMPACT Principles

1. Daily Practice
• Incorporate the IMPACT principles into your daily routine. Set specific times to practice different aspects of the paradigm.
• Example: Dedicate 10 minutes each morning to setting your intentions for the day's interactions.
2. Reflective Journaling
• Maintain a journal to reflect on your communication experiences. Note what worked well and what needs improvement.
• Example: After a meeting, write down your observations about your communication effectiveness and areas for growth.
3. Peer Support Groups
• Form or join peer support groups to practice and discuss communication skills. Provide mutual feedback and encouragement.
• Example: In a professional development group, practice delivering presentations and give each other constructive feedback.

Deliberate Practice

1. Focused Practice Sessions
• Schedule regular practice sessions focused on specific communication skills. Use role-playing and simulation exercises.
• Example: Practice negotiating with a partner, focusing on maintaining presence and attending to their needs.
2. Skill Drills
• Engage in skill-specific drills to improve particular aspects of your communication.
• Example: Conduct drills on active listening, where you listen to a partner's story and ask clarifying questions.
3. Feedback and Adjustment
• Seek regular feedback from mentors, coaches, or colleagues. Use their input to adjust and refine your communication techniques.
• Example: After a presentation, ask a trusted colleague for feedback on your body language and make necessary adjustments.

Building Communication Habits

1. Habit Stacking
• Integrate communication practices into existing habits. Link new practices to routines you already follow.
• Example: Practice deep breathing exercises every time you prepare for a meeting.
2. Consistent Application
• Apply the IMPACT principles consistently in various communication contexts to build strong habits.
• Example: Use the principle of attending in all your professional or personal conversations.
3. Accountability Partners
• Pair up with an accountability partner to ensure you stay committed to your communication goals.
• Example: Regularly check in with your partner to share progress and set new practice goals.

Long-term Development

1. Setting Long-term Goals
• Establish long-term communication goals and create a plan to achieve them. Break down these goals into manageable steps.
• Example: Set a goal to become a confident public speaker within a year, with monthly milestones for practice and improvement.
2. Continuous Learning
• Engage in continuous learning to keep improving your communication skills. Attend workshops, read books, and seek mentorship.
• Example: Enrol in a communication skills workshop to learn advanced techniques and network with other professionals.
3. Adaptability and Flexibility
• Stay adaptable and open to new communication methods and technologies. Adjust your practices as needed to remain effective.
• Example: Learn to use new digital communication tools to enhance your virtual meetings and presentations.

 Source: 

Lennard, D. (2018). Strategic communication at work: The impact paradigm. Routledge.