Recipe for Influence
Want to talk about politics without talking about policy? Then let’s talk about the US Presidential Debate. I watched it through a particular lens, closely observing the communication style of one candidate who reminded me of another well-known female leader.
Back in 2017, I was living in New Zealand and coaching the head of the Labour Party, a middle-aged white man. A few months after we’d started working together, I heard Jacinda Ardern speak on a panel of women in politics. Her voice, its depth and gravitas, instantly captured my attention. Her sharp intelligence and quick wit made me sit up straight and crane my neck to see exactly who was speaking. I said to the woman sitting next to me: "Watch this woman rise".
Not long after, Ardern became head of the Labour Party. Only a few weeks after that, she was elected as Prime Minister. There’s something here worth noting.
Again, I don’t want to focus on the record of a political leader or party. There’s much to debate within that sphere. Instead, my focus is on something else relevant to the race for President of the United States: I see clear parallels between the messaging styles of Ardern and Harris. The seemingly common denominator? How each woman can make her audiences feel, and how her influence may be one of her greatest powers.
Let’s face it, politics today are far more about feelings than facts. Charisma is currency. In turn, there are critical lessons about how both women (and all women) express themselves. Critical—because they helped get Ardern elected to office.
In 2020 I wrote about an idea I’d concocted, called a “Recipe for Influence”. At the time I was examining the communication style of Ardern, during the pandemic. She was very popular in the country when it began, conversing in casual Facebook live posts and holding daily press conferences, showing empathy. Now, in 2024, I’m back in the US, and this recipe keeps popping into my mind as I observe Kamala Harris.
So, here’s the “Recipe for Influence” I created four years ago. It still applies:
Start with two key ingredients: strength and warmth. Getting this captivating balance right has been historically challenging, but crucial for women. As the authors of Compelling People, John Neffinger and Matthew Kohut write, "The women who truly succeed at transcending stereotypes, project both strength and warmth…." Strength comes with ingredients like a strong voice, the ability to control a crowd without force. Warmth must be authentic: you can't just smile with your mouth, the smile has to reach your eyes, too. And you must mean what you say. People can sense authenticity.
Measure anger and fold in carefully. Have you noticed? There are an awful lot of knee-jerk reactions these days. Lots of rage boiling over. And the gloves are definitely off on social media.
But Neffinger and Kohut write that people are more likely to respect controlled and disciplined anger. Think of great leaders like Martin Luther King. He channeled his anger so that it transcended an unsavory emotion and became an inspired cause. Neffinger and Kohut call this "anger we appreciate."
Measure anger by sifting through your reactions using a filter that only allows "calm…and strong" to flow through.
Choose the right mold. This is an interesting one. The ingredients I've listed just won't rise if you haven't thought about what they’re baked in. For most people, that’s the expressions we wear on our faces, the gestures we make with our bodies: nonverbal messaging.
We broadcast all kinds of cues via channels we don’t control or even think about. Think unintentional "resting face" impressions. You can guide people to perceive you differently, for example, by paying closer attention to what nonverbals people may notice when they look at you e.g. wearing a soft smile versus a frown of concentration.
Bake in a hot oven. It's in those moments on the hot seat that our character comes through. As Neffinger and Kohut write, "Adversity builds character. Someone who manages to project even a moderate level of warmth and strength in the face of it [adversity] is someone we can all admire."
Now, watch the September 10th debate again. Observe how Harris has relied on this recipe. Analyze her communication tools. See how she blended strength and warmth to strike an effective balance—limiting herself to only flashes of anger and sharpness for maximum effect, then flashing her wide smile.
You cannot win an election solely on a communication strategy, but it can’t hurt. When Jacinda Ardern stepped in as leader of her Labour party shortly before she was elected, communication strategies like those outlined in this “Recipe for Influence” helped.
An Atlantic article described Jacinda Ardern’s strategy as helpful even after she was elected, thanks to her “simultaneously sobering and soothing“ response to crises like the pandemic and Christchurch terror attacks. Of course policy and execution issues still dog Ardern, long after she left office. And clearly, there is criticism of Harris even on some Democratic voters’ minds. I’ve also noticed a change in her tone as we near election day. Her balance between joy and toughness has tipped a bit. Watching the last stressful minutes tick down seems to have impacted her “joyful vibes”.
Still, observing the US Democratic candidate in action, in crowds or behind podiums, and spotting the undeniable similarities in their communication styles, I’m wondering if there will be a “Jacinda effect” as I’ve dubbed it. It will be fascinating (and telling) to watch how body language, paired with positive messaging, with phrases like “turning hate into hope”, may influence key voters in this last week before November 5th. How much influence do you think this recipe can deliver in the end?