I just heard an NPR reporter ask an author what suprised her in her research on shoplifters. The author umm-ed and ahh-ed for too long and the delay risked the listener wondering if there was anything truly new. As a long time reporter for NBC, asking what surprised didn't surprise me. It's standard...a way of prompting an expert to edit their volumes of information and give the rest of us a reason to make room on our cerebral hard drives! I understand how the author or any expert could have trouble quickly identifying one thing out of reams of data but as a communication coach, I urge all of my clients to think in advance what surprised them before any interview or business presentation. If you don't, you rob yourself of the opportunity to make sure people remember your message.
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July 25, 2011
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