Cut Through!

• Lessons from Agent Garbo: the Spanish chicken farmer who tricked the Nazis

  An important skill for any communications leader is presenting ideas with confidence. Yet most of us feel nervous when doing so. Maybe we even have a voice in our head telling us the audience is going to see through us.In this episode of Cut Through!, I explore what a Spanish chicken farmer who fooled the Nazi High Command can teach us about presenting with confidence and I explain why you should be more confident than you feel. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com

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• Ten behavioural science principles every communicator should know ranked

  The number one rule of great communications is: know your audience. Yet most communicators still design messages for how they wish people thought, not how they actually do.Decades of behavioural science research reveal that most human decisions are fast, emotional and unconscious - so why are so many communications campaigns still written for the slow, logical brain?Here are ten behavioural science principles every communicator should know. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com

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• Why you don't see reality (and what this means for communicators)

  We like to think of ourselves as rational beings. Being "emotional" can even be a term of abuse, but the truth is human beings do not make decisions by weighing up the pros and cons of each option. We rely on mental shortcuts known as heuristics which let us make decisions quickly but also introduce predictable biases.  In a high-speed media market, the competition for attention is being won by communicators who know how to harness these dynamics. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com

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• How prepared are you for a crisis?

  How prepared are you for a crisis? I have led the communications response to plane crashes, terrorist attacks, bankruptcies, riots and wars. Yet every time a crisis hits, I still get a sinking feeling in my stomach and a taste of adrenaline in my mouth. However prepared you think you are, you know that this is the moment when communication matters most and your skills are going to be tested to the limit.In this episode, I explore five steps for an off-the-shelf crisis plan. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com

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• Five bad communications strategies

  In today's episode I reveal five common communication strategy mistakes to avoid:1. The everything, everywhere, all at once strategy.2. The self-justification strategy3. The platitudinous truisms strategy4. The shooting for the moon without a rocket strategy.5. The Christmas tree strategy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com

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