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Communication is the absolutely indispensable leadership discipline. But, too often, leaders and professional communicators get mired in tactics, and fail to influence public attitudes in the ways that would help them the most. The Power of Communication builds on the U.S. Marine Corps' legendary publication Warfighting, showing how to apply the Corps' proven leadership and strategy doctrine to all forms of public communication — and achieve truly extraordinary results. World-renowned leadership communications expert, consultant, and speaker Helio Fred Garcia reveals how to orient on audiences, recognizing their centers of gravity and most critical concerns. You'll learn how to integrate and succeed with all three levels of communication: strategic, operational, and tactical. Garcia shows how to take the initiative and control the agenda… respond to events with speed and focus… use the power of maneuver… prepare and plan… and put it all together, becoming a "habitually strategic" communicator.
Introduction: Leadership, Discipline, and Effective Communication xxv
PART I: Leadership and Communication: Connecting with Audiences
Chapter 1: Words Matter 1
Chapter 2: Taking Audiences Seriously 23
Chapter 3: Words Aren’t Enough 55
Chapter 4: Speed, Focus, and the First Mover Advantage 75
Chapter 5: Initiative, Maneuver, and Disproportionality 105
PART II: Strategy and Communication: Planning and Execution
Chapter 6: Goals, Strategies, and Tactics: Preparing and Planning 123
PART III: Building Skills: Getting Good at Communicating Well
Chapter 7: Performance: The Physicality of Audience Engagement 159
Chapter 8: Content: Word Choice, Framing, and Meaning 185
Chapter 9: Audiences: Attention, Retention, and How Hearts and Minds Work 207
Chapter 10: Putting It All Together: Becoming a Habitually Strategic Communicator 233
Appendix: Warfighting Principles for Leadership Communication 251