"YOUR IDEAS MATTER PART 1" with Comms Expert & Author Patti Sanchez

Segment 1of PATTI SANCHEZ - TRANSCRIPT

[00:00:01] Gonzalo : Today on

[00:00:02] Gonzalo: Idea tellers.

.

[00:00:04] Patti Sanchez: your ideas matter, they absolutely do more than ever.

I really believe that when you tell your story and you use stories to articulate a vision for the future, that you want to see, that it will inspire people to. And list to help you make that future.

the best work any of us have done is not in our past it's in our future. Don't be afraid to pick up that torch and to lead others to the next stage of this journey.

[00:00:32] Gonzalo: If you value your ideas, you need to listen to this podcast. If you think your ideas deserve to be told and valued, you need to listen to this podcast. Patty Sanchez

Mission and life's work is to empower leaders, teams, and individuals to become more effective and empathetic communicators. So they can motivate people to embrace bold ideas and achieve big things.

She's also the coauthor of illuminate ignite, change through speeches, stories, ceremonies, and symbols. Here most recent work is called per sanctity, virtually communicate and connect with online audiences. this is

idea tellers.

[00:01:21] Gonzalo: Hola, mi gente, welcome to another edition of idea tellers.

Let me ask you this. How important are your ideas? Do you think they deserve to be heard by the right people? You think that your ideas can make things happen? Can that even happen if we're meeting remotely? Well, I'm here to tell you that it is possible. Today's, show brings you a leader in communications.

Her career has been defined by helping professionals, lead movements out of their ideas. all this through the power of storytelling and effective presentations, it is. My honor to welcome Patti Sanchez, bienvenida, Patty. Welcome.

[00:02:04] Patti Sanchez: Ah, thank you so much for having me. I'm really thrilled to be.

[00:02:06] Gonzalo: And we're thrilled to have you as well.

[00:02:09] Gonzalo: Patty Has led expert teams of communication consultants and creative writers who help clients move their audiences in one powerful moment or in a movement over time. Hmm. She's the co-author of the bestseller eliminate ignite change through speeches, ceremonies, and symbols.

And she's the author of her new work presenting virtually communicate and connect. Online audiences were in for a treat, mi gente. Yes.

Patty, please tell us a little bit about your background.

[00:02:40] Patti Sanchez: Well, I have been practicing communication as a professional for a little over 30 years started, uh, at a state school, San Jose state, uh, studying public relations. And, uh, there, I got really. I'm excited about the prospect of being a, kind of a translator between a business or an organization and its community.

And I felt like that was a really necessary role for businesses to be able to drive the change they want to see in the world, but for the community also to feel involved in that change. And so, uh, early on in school, I worked in a government agency, uh, representing the public sector. And the transportation projects and then moved over to the agency world, doing communication consulting for a technology companies and big brands, which is what I've been doing every.

[00:03:37] Gonzalo: excellent. Did you identify a personal gift for communication early in your life? Or did your family tell you, you know, you should follow this path, I think you'd be good.

[00:03:46] Patti Sanchez: Well, I grew up in a family of people who liked to talk and liked to write. Uh, my mom was a debater in high school and college. My father was a salesman who loved telling stories. And a lot of my siblings, I'm the youngest of five. Uh, every single one of them actually writes or wrote at some time in their lives.

And so that was the first. Doorway I w came to communication through, uh, beyond, besides conversation and around that family table was through writing in school. And I did, I got positive feedback about my essays and I just always loved English. And, uh, so that was the first moment when I thought maybe words are a good bang for me to use in my future.

[00:04:32] Gonzalo: awesome. Now later you saw that there was a need of, training professionals. So training actually firms into the art of communicating their ideas. What took place to, come to this realization, if you will.

[00:04:48] Patti Sanchez: I guess in my early work, as a consultant, I've found that. , it's like that parable and you can give a man or a woman, a fish, or you can teach them how to fish. And my consulting work, I saw a lot of not great communication and it certainly gave me job security to, uh, to always have a role to, as a speech writer, as a communication strategist to help them get better.

But I also, uh, felt like I wasn't having the kind of impact just. Doing the work for them that I could have by teaching them how to do the work. And so I always found myself just teaching little workshops or courses to either my peers in the company that I worked at or to my customers to give them some best practices that they could use after I had left the room. It's among the most rewarding work I've ever done to teach people a method and then watch, their eyes light up and to hear how, , it really transformed them. It changed the way that they live and work.

And so, there's nothing more satisfying.

[00:05:50] Gonzalo: As a leader, as someone who has vision, where to take your team on their company, um, what is the greatest. Challenge you have, and the greatest satisfaction you have?

[00:06:02] Patti Sanchez: It's a great question. Challenge and satisfaction, both come from driving change. Which is ironic because that was the topic of the book Illuminate And writing that book together, we had to apply what we were learning to the business at the same time, because the company was growing, but also trying to pivot, , five years ago, , and really started to grow its training business , and wanted to broaden the impact that we could have . And that's hard, especially when you have a group of people working for you that are.

Masters of their craft. They're really experts in a specific discipline. And when you ask people to step outside, what they're comfortable doing, uh, it can be a little scary. And so it was the perfect Petri dish , for writing a book like eliminate, uh, to be able to apply it to ourselves.

[00:06:56] Gonzalo: So, let's delve a little deeper into illuminate because you're coauthored. And correct me if I'm wrong. Cause, there's a lot of, technique involved, in presenting and you touch very accurately on that, on presenting virtually.

And we will touch on that, but, how did this idea of creating the book illuminate, come about? If I may ask.

[00:07:19] Patti Sanchez: Yeah, it started with questions from our customers. I was at the time 10 years ago, leading the, uh, communication practice for Duarte's agency, which is the studio that works with leaders on our communications and events and such. And so, I got a call from one of our, high level executive customers in a very large company who said, I have a really big idea and I need you all to help me tell it, communicate it.

And I said, that's fantastic. And he said, oh no, no, no, you don't understand. This is not just.

A big idea that I need a speech for it. I want to create a movement. This is, this is a huge idea. It's transformative. And I want to change how people work. And I said, Oh, okay.

[00:08:08] Gonzalo: okay.

[00:08:09] Patti Sanchez: Well, I'll get right back to you on that. What is, what is this a movement? Uh, and so we started puzzling over it and we realized, well, we need to understand what actually makes movements work.

And, and I mean, fundamentally, it's a book about communication strategy applied to the challenge of change management, but it, it can apply to any number of situations where you're trying to mobilize. A lot of people to do something very different than what they're doing today. And that, that is something that, you know, the best speech in the world can't achieve on its own.

It takes, you know, ongoing well planned communication over time, making that happen.

[00:08:46] Gonzalo: Absolutely. And I'm going to touch precisely on that because you're touching that I'm presenting virtually here.

Okay. So. Let's talk about presenting, virtually communicate and connect with online audiences, you start, pretty much putting everything in the current context of, post COVID, era, you know, the, necessity communicating your ideal. Clearly, and convincingly, has evolved into a different format, which is how you and I are speaking right now, remotely in the fact that you need some preparation and some framework that is going to help you deliver the message more powerfully.

Would you like to tell me a little bit about how you came up with this frame or the idea of writing this book.

[00:09:34] Patti Sanchez: Presenting virtually?

[00:09:35] Gonzalo: Pretty much.

[00:09:36] Patti Sanchez: Yeah, well, that also came from a request .

[00:09:40] Gonzalo: Ah, okay.

[00:09:42] Patti Sanchez: I'm very responsive to when people say I need help customers expressing that they were struggling with using this medium, well, even ones who are practice presenters and very comfortable on a big stage lose their mojo.

[00:09:59] Gonzalo: you get that, Mi Gente? She's listening to the market. Okay.

[00:10:02] Patti Sanchez: Exactly. It's really critical. I think that's the main thing leaders have to do is listen. Uh, anyway I heard a need and decided to write this book, which is essentially a collection of the practices that had to go virtual within the past year and a half.

As I thought about what I wanted to say in this book, that would make it unique and it came down to human connection, which you spoke to before.

Helping people relate to each other, helping a communicator, reach an audience and have their ideas truly resonate with that audience. And I think that what's hard about this virtual communication medium has in particular, is that all of this technology that we're using to have this conversation is also getting in the way of our connection.

It's just not the same as being in person together. And so, we have to work harder to project our full selves through a tiny little bit. You know, a camera lens so that you feel me, and I feel you, and we feel more connected to each other and thus are changed by the interaction. And, to me, that's not just about slides.

It's not just about content. It's about learning how to relate to another human being, but using the technology to your advantage too.

[00:11:17] Gonzalo: Can you tell us, one of the main topics that, presenting virtually touches on to generate, that empathy, in a different medium, like, you know, remote communications?

[00:11:28] Patti Sanchez: Well, empathy is a thread through that book, as it is through illuminated as well. in presenting virtually I write down the process of creating a virtual presentation into four phases. There's strategy, there's storytelling, there's visual thinking. And then there's delivery. When you actually express your ideas, once you've planned and built it all out and it, and even the strategy section starts with understanding your own.

But specifically, uh, how hard it is for them to stay focused on you when they're in this virtual meeting where this virtual environment, because just like me, I'm sure you have distractions around you right now. My dog is on the floor. You might, you know, shake his taller and, you know, come up and like need some food right away.

Uh, there like leaf blowers outside. There are a lot of things that could distract me and make it hard for me to stay focused and present in this conversation with you. And the same is true for you. If you know that about your audience and you embrace that. That difficulty, how hard is for them to stay focused on you.

then then you can do things differently. You can make choices, focused, intentional choices about how you're going to make it easier for them to stay focused on you, how they're going, how are you going to make it more interesting, uh, so that they'll want to stay focused on you. And so that changes, I think fundamentally how you build your content.

It should be more consumable, smaller tasty bites, not big long lectures. Uh, your slides should be even simpler and easier to read than they would be worse person. Uh, your delivery needs to be even more dynamic and you need to use all of your, uh, attributes to hold the audience. Plus to you, you know, making eye contact through the camera, uh, using your facial expressions and your gestures to amplify what you're saying to, uh, to make that.

[00:13:12] Gonzalo: which kind of intimidating, you know? So I, I been wanting to do a podcast or a radio show for like 15 years or something like that. I only started a year ago. I think I have a face for radio, you know?

And, um,

[00:13:29] Patti Sanchez: what are you

talking about? Everybody who's listening. I'm seeing him on video And, there is nothing to hate there.

[00:13:34] Gonzalo: Oh, thank you. Thank you. By the way, I must say that, Patty a few minutes ago complimented my bookcase, which I spent a day and a half arranging. And the fact that Patti Sanchez say that about my bookcase. I'm so policemen and we had, I am a happy man, And I totally forgot what I was going to say, but anyway, uh,

[00:13:59] Patti Sanchez: Well, we're talking about relating to each other, making intentional choices. Even the fact that you did organize your bookcase shows me that you. care And it can be intimidating, I think is what you're about to

say intimidating, to know that you need to level up a little bit, to get your audience, to stay interested and engaged in your presentation.

But if your ultimate goal is to move them to, uh, to mobilize them to do something different, it's in your best interest to put that effort in, but they'll also feel that. effort You know, And

when, uh, when you make a choice to make your book case pleasing for me to look at, uh, I just want to like you more, I want to say thank you for being considered of my eyeballs and trying to make something pretty for me.

[00:14:44] Gonzalo: Thank you for saying that. Cause that was intent and in it demonstrates to me that human beings are very intuitive and they can tell if a presenter is just there to, well, gave a PowerPoint or if they are trying to convey a message that is going to touch the minds and the hearts of their audience, and it's going to move them into action.

That's a big difference. Isn't it?

[00:15:07] Patti Sanchez: It is very much so, and again, it?

goes back to empathy. I think there's one school of thought about persuasion or influence, whatever you want to call it is, uh, some people approach it like manipulation. I'm going to say and do all the things I have. To get you to do what I want you to do. And I come at it from another perspective, which is, I want you to want to do that.

I want you to feel inherently excited about my idea to feel like. Is meaningful to you. And again, that if I believe that it changes the way I communicate to you, I'll plan a little bit more carefully, the things that I say and try and find some common grounds, like, like your Lucia daughter masks for us to talk about, because I want you to feel equally engaged and inspired by the conversation or by the presentation.

So it's a different way of thinking, but I think it ultimately. It's like my mom always used to say, you can get more flies with honey than you can with vinegar.

[00:16:06] Gonzalo: There you go. Absolutely.

[00:16:08] Patti Sanchez: It works. I think it.

[00:16:10] Gonzalo: Yeah. I come from a background and unfortunately leadership that, told me that presentations, you either berate people to attention or just, there wasn't a whole lot of attention paid into this particular aspect of, being converted to your message and to the idea of, empathize with the audience.

[00:16:30] Patti Sanchez: Yeah.

[00:16:32] Gonzalo: So I think that in itself, It's revolutionary, and that's one of the reasons why I wanted to invite you to

My. Podcast.

Now, I'm going to ask you from the perspective of a Latino, cause, one of my motivations for these podcasts is to make sure that our leaders the leaders of our people, I just shining out there and that they do the best.

They bring out their best game to the world and to demonstrate the world that we actually are good contributors to society in a world that is perceiving us. Sometimes people who just take from the system, you know? Is there something in particular that you would tell

a Latino or Latina leader these days, or some realization that you have gathered through your experience, what would you tell Latino leaders, regarding their message and their ideas, please.

[00:17:27] Patti Sanchez: Um, well, first I have to say that my, my affection for, Latin X, Hispanic, culture is deep. And, uh, and from the perspective of an outsider, my name is Sanchez, but it's my married name. And so I'm, I am a Caucasian woman who has no right to tell you, uh, what you should do with your lives or your

[00:17:50] Gonzalo: oh, it's all right. My wife is white as well. And you know your family got ready. So I don't want done. Don't give you that

Patty.

[00:17:57] Patti Sanchez: I'm honorary I'm honorary. I come, I come to the culture through my husband and his, uh, Mexican American heritage and, and, , I've heard stories first. I'll acknowledge. I've heard incredibly painful stories, , from. Parents about the shame that they experienced being Mexican American in America, in the thirties, forties, fifties.

I mean, you name it till now. And it, and it just enrages me. I don't think any human deserves that and everyone should be treated with the utmost respect and given all the opportunities I resonated with what you said in the beginning of our conversation, to your listeners, which is that your ideas matter, they absolutely do more than ever.

And so I really believe that when you tell your story and you use stories to articulate a vision for the future, that you want to see, that it will inspire people too. And list to help you make that future one of the movements. Nice study. I'm not a deep expert in it. I studied a bit during the writing of eliminate was around, United farm workers mobilization work of CSR Chavez and Dolores Huerta and Louis Valdez.

And I was just so moved by the way that movement used communication, storytelling, ceremonies, symbols to wake people up and to, uh, bring attention to like Hausa. I think it was studying those leaders of the past from the community that you are a member of, is absolutely instructive.

And yeah, the best work any of us have done is not in our past it's in our future. And so don't be afraid. Don't be afraid to pick up that torch and to lead yourself, lead others to the next stage of this journey that maybe says our started, but we didn't get to finish.

[00:19:54] Gonzalo: oh, wow. That is inspiring. on that note, all I can say is thank you, Patty. This has been most, I'm going to say it illuminating… inspiring, to be honest. [Laughs]

[00:20:08] Patti Sanchez: then.

[00:20:11] Gonzalo: Thank you so much, needless to say, you're always welcome to come back to, to our show and I wish you the best of successes with presenting virtually.

And know that you have an ally here in the podsphere. Okay.

[00:20:26] Patti Sanchez: I’d be honored to come back anytime, if any, if only just to have another conversation with you.

[00:20:34] Gonzalo: Thank you. Thank you, Patty. And that was Patti Sanchez.

 And this is IdeaTellers.

 Nos vemos.