Reflections on Communication's Role in Our Happiness

Hey folks! It's been a while since I've had the time to write. Between the book (Public Speaking in the Semiosphere: Creating a Meaningful Experience for Your Audience ), the consulting through Semiosphere Consulting, speaking engagements with nice people like the Garden State Journalists Association and my full-time gig at Brookdale Community College, 2015 has been busy to say the least.

Yet as we say goodbye to another year and prepare to hit the ground running in 2016, this is an ideal time to pause and take a few minutes to reflect and reconnect. More often than not I use this space to talk about public speaking. Today though, I want to talk about communication at a different level. Basically I want to talk about life and the role communication plays in my own happiness, by looking at a few examples of communication choices that have made a difference for me.

I find my life filled with more blessings than I probably deserve and want to share some of them with you, with the hope that it might enrich your life.

Many of the great blessings in my life are from my students. We have an interesting relationship based on listening. At it's best, they listen to me, to hear what I have to share, give it meaning within the context of their own lives, and judge it's relevancy and usefulness. I on the other hand listen to their speeches, try to interpret what they mean, and judge their effectiveness as public speakers. I assess not only their delivery, but the substance of their ideas, and the manner in which they have encoded them for the listener. Their organizational strategies, language choices, and visual aids all come under scrutiny with the hope of helping them become more effective communicators.

And through their degree of success, I evaluate my own teaching methods to see what is working and what is not. All in all it is a mutually creative process designed to help each other communicate better. As such it is inherently enjoyable. Challenging? Oh yes! Both for the students and myself. We push each other to be better so that we will be more successful in the future. And therein lies the beauty of the process. Our motivation--mine anyway--is to help. I find when we frame our motivation as helping, it changes everything and becomes easier.

Another of the great blessings in my life is my relationship with my girlfriend. It's kind of a wonderful story. We were friends in grad school and were very fond of each other. Eventually we dated, but I had a significant problem with alcohol back then and, wisely, she chose to marry another man. We kept in touch, seeing each other annually at the National Communication Association convention, and occasional phone calls. She informed me last year that she was going through a divorce after 20+ years of marriage and through Facebook I tried to lend my support during what was a very difficult time for her. We planned a visit and things just seemed to click for us. Now sober, I had a whole new appreciation of this wonderful woman and thankfully she once again saw the good in me, and love blossomed.

It was our choice to stay in touch that made it all possible. Through maybe a half dozen phone calls over 20 years, our commitment to meeting for a meal at the convention each year, and a Facebook friend request, we maintained a relationship . During that time neither of us had even the faintest notion of a reconciliation. She was, after all, happily married. It was simply two old friends making a point to keep in touch over the years. This was something I have not always done with many friends, but now it is so easy to stay connected through Facebook and the various social media out there.

I guess what I am trying to say is that it is so important to stay in touch even occasionally with old friends, colleagues, and clients. We never know what the future may bring and with each person we encounter comes the potential for that special happiness only another human being can provide.

Finally, I heard from several former students over the holidays and was so pleased to hear how well they were doing. Now lawyers, executives, teachers, and performers I know in my heart that I played some small role in their success. Of course the majority of credit goes to the students and their parents, but I know that the skills they learned and the confidence they gained under my tutelage has served them well on their path to their current achievements. I take tremendous satisfaction in that and am grateful to have had the opportunity for a career in service to others.

And the lesson here is to realize that each moment we spend with others has the potential to influence them in a positive way. From the smallest act of kindness that helps them get through a rough day, to the sometimes tough-love of honest feedback. We are helping them on their path to tomorrow. The tone we set, the knowledge we share, the love we empower them with, all create the context of their life choices going forward.

So our communication choices really do matter. Each moment of our lives we make choices as to how we are going to perceive the the situation, and how we are going to express ourselves in response to it. And the choices we make today will create the tomorrow we find ourselves in.

As we turn the page on 2015, let us all resolve to make choices in 2016 that will lead to happiness and a sense of satisfaction in our personal and professional lives. When in doubt, choose to be supportive, loving, compassionate, and forgiving. We will certainly reap the rewards we sow through our communication choices. Happy New Year to everyone!

That's all for today. Be well and speak well. And as always, thank you for reading!

Chapter One Public Speaking in the Semiosphere: Creating a Meaningful Experience

Wanted to make all my readers aware that my new eBook, Public Speaking in the Semiosphere: Creating a Meaningful Experience for Your Audience is available through Amazon.com. It was written with my colleague Howard Miller.

Want a preview? Here's Chapter One.

Chapter 1: Speaking in the Semiosphere: Creating a Meaningful Experience

“Winners make a habit of manufacturing their own positive expectations in advance of the event.”

Brian Tracy

What both speakers and audience members crave is a meaningful experience. One that changes us, inspires us. But how do we do that? Practically speaking, there are countless possibilities. But there are a few basic principles that can help to identify the opportunities for meaningful moments.

Get Personal

Put some of yourself into your speech. To an audience, you are a strange and exotic creature with the courage to stand up and speak. We want to know about you, who you are, and if we can relate to you. Sharing some of yourself demonstrates trust in the audience, and they will subconsciously reciprocate. That trust is the foundation of a meaningful experience.

Using your personal experience is a key technique for speaking in the semiosphere. Remember the diagram in the introduction. The degree to which your lived-world overlaps with your audience members’ lived-world is the degree to which you are successfully speaking in the semiosphere and creating a meaningful experience. By sharing your personal experience, you bring more of your lived-world to light for the audience. If you share nothing of yourself, the audience has no basis to relate to you. But if you share your experience, especially if you do this wisely and strategically, you become more human. They can relate to you. And maybe they even like you. You open up the possibility of establishing commonality, and thus, audience engagement.

There is a vulnerability to opening up and sharing something of yourself. It is not without risk. However, it is a risk worth taking because the payoff is great. There is certainly a line of what is appropriate self-disclosure and what is not, so be conscious of that boundary. In general though, people appreciate you opening up a bit. It is interesting.

Letting us behind the facade of your public persona to share the back stories to your life signifies an attempt at goodwill (unless you say something extremely distasteful or inappropriate for the occasion or audience). People like to get a glimpse behind the scenes and even into your personal life. They can relate--or they can't. But either way, they will have the engaged response we call a meaningful experience.

Tell Stories

Along those same lines, tell stories. People respond to stories in an emotional and physiological manner. Stories excite our imagination and our brains. Stories stick with us in a way that facts and figures do not. Most importantly, they hold our attention and will be remembered.

Chapter Nine on informative speaking is mostly about storytelling, because that’s the best way to teach people. Stories are all the rage in marketing, advertising, and public relations. That’s because professionals in those fields understand that stories are the most effective way to teach, inspire, and persuade. Storytelling is a skill you simply must develop if you are going to be a great speaker. Some people are natural storytellers, some need to learn how to do it effectively. The good news is that we all do it, probably daily. When you come home and tell your spouse about your day, you’re actually telling the story of that day. You tell everyone about your great vacation, with stories. You can do this, and with some work, do it very well.

And to build on the previous point, personal stories are particularly effective. They are the best types of stories, easiest to remember and tell well, and you get to define the the story’s meaning to draw out the point you want to make.

Empathize with Your Audience’s Concerns

Your audience is the reason you speak. What do they need that you can help them with? Presumably you are there to give them something they need. Clearly identify and address those needs. We will talk at some length throughout this book about the importance of your audience and connecting with them, giving them a reason to listen, and enhancing their lives with your message. For now though, just realize that you have to give your audience something they value. To do so, you need to think about their lives and what they want and need to live their lives more effectively and efficiently

If you are speaking on a work-related occasion, for example, it is important that the audience leaves your speech thinking their work is more important/meaningful/satisfying than they did before you spoke. I once worked as a recruiter, a headhunter really. In brief, we were poaching people from one company and helping them land in the next. Once, a speaker came in to discuss some of the ways we could improve our numbers (make more money), and I remember getting up after his talk thinking that the work I was doing was as important as anyone’s in the world. Before the speech, I thought I had a job as a recruiter. After it, I felt like I was changing lives. And the expectant motivation followed.

Whatever the circumstances that brought them to listen to you, acknowledge that their efforts are meaningful and significant. Acknowledge the challenges they face, and offer something to help them meet and overcome those challenges. There must be something in it for your audience, some incentive to get them to listen closely to you.

Offer Strong Visual Support

This is the opposite of death by PowerPoint. A photographic image can be a powerful thing. It can anger or amuse, educate or inspire. Carefully selected visual support can leave a lasting memory in the audience’s mind, and being memorable is essential to being meaningful.

We have devoted Chapter Twelve to how to use visual aids effectively. If you are able to do this, you will immediately distinguish yourself from the myriad presenters who use PowerPoint poorly. You’ll send a sign early on that your talk is something special. It’s not the same old, same old with slides filled with text and data that no one really cares about or is meaningfully connected to. You will quickly stand out as someone who gets it, and audiences will know they’re in for something unique and special because you are maximizing the visual potential of your topic.

Highlight Values or an Ethical Dimension

In our world of increasing moral ambiguity, political correctness, and blurred lines between right and wrong, people have a hunger for ethical discourse. We bring this up not to lecture to you about what constitutes ethical rhetoric, but to encourage you develop a rhetorical ethic. This is a distinction Professor Richard L. Lanigan points out in his book Semiotic Phenomenology of Rhetoric. It’s about embodying an informed understanding of one’s ethical value system, not preaching what others should believe. It’s about being ethical yourself in your consideration of issues and how your share them.

So when we say to highlight values or an ethical dimension, we are not encouraging you to preach with moral certitude as to how others should live their lives. Rather, we are suggesting that you not shy away from ethical issues. In fact, you can highlight the ethical dilemma in question for your audience. As you tell the story, call attention to the ethical quandary the subject of the story faces. When a choice is framed with an ethical dimension, most people will opt for the right interpretation and do the right thing. Some may disagree as to what the right choice is, but if you anticipate such disagreement you can include it as a consideration for their deliberation.

All people have values, relatively stable long-term beliefs about right and wrong, as well as what is important in life. Tying your message to things that people value is a key to creating a meaningful experience. We will talk more about values in Chapter Ten on persuasion. At this point simply recognize that people will find things they value meaningful to listen to and think about.

Furthermore, people like to be reminded that they are doing the right thing, not necessarily doing things the easy way. When you have the opportunity recognize those in your audience who have done exceptional things, do so. Applaud their strong moral compass. We all want and need to be inspired, to do better and to be better people. It is the nature of all living things to grow and progress. Appeal to your audience’s ideals, appeal to the best within them. You will see the lights go on in their eyes because you are creating a meaningful experience.

Don’t Take Your Audience’s Time Lightly

No matter how wonderful your presentation, if you fail to meet audience expectation, particularly in regard to time, they can leave the room disappointed. Maybe even angry.

A number of years ago I attended a presentation by a speaker who was one of the country’s foremost experts on his particular topic, so I was incredibly excited to hear his ideas. After 35 minutes of his presentation, which was scheduled for 45 minutes, he wasn’t disappointing. He was truly an incredible speaker. And so when he said, “in conclusion,” anyone listening understood his presentation was about to come to an end.

Another 30 minutes later, he finally stopped talking. I can’t tell you what he said in the last 20 minutes or so. I had stopped listening. So had the rest of the audience. The speaker even noticed we had. He acknowledged that it had been a long day that we were losing steam. Little did he know that he was making our long day so much longer.

One of the best speeches I had ever heard turned into one of the worst just because the speaker ignored time. He made the terrible mistake of thinking he was so great that we no longer cared about our time. He was wrong.

When you have to deliver a speech, make sure you know how much time you’re allotted. And make sure you speak within that time frame.

Speak Extemporaneously

Extemporaneous speech is natural, conversational speech. It’s real, it’s direct, it’s you speaking in your own voice. When you write a script, you read your message. When you speak extemporaneously, the message originates from you, in that moment, with that particular audience in mind. This is an essential prerequisite to authenticity. Your audience will not connect in a meaningful way to you or your message if they feel it is inauthentic. Speaking extemporaneously is a must for meaningful authentic public communication.

---

The suggestions in this chapter are just capsules of the kind of analysis a good speaker conducts. They can be taken in countless directions to suit the needs of most anyone and most any audience. Employ them, and you will be on your way to transforming your communication and creating a meaningful experience for both yourself and your audience.

My New Public Speaking Book Will Help You...Guaranteed!

I am really excited to announce that my new book Public Speaking in the Semiosphere: Creating a Meaningful Experience for Your Audience is available for pre-order on Amazon.com. It will be officially released on April 30th, 2015. Written with my colleague Howard Miller, the book promises to help make you a speaker distinguished by your authenticity and ability to present meaningful messages.

At the root of our approach is a semiotic sensibility. My graduate work in Communicology  focused on semiotics (the study of signs and how people give meaning to the world around them). As a result I have always had a slightly different approach to public speaking than most. Rather than teach people to conform to arbitrary conventions, I encourage them to create "signs" that the audience will interpret positively. This perspective results in a presentation that resonates with the audience.

Have you ever seen  speakers that breaks all the "rules" and yet are tremendously successful and/or popular? That's because they made choices to create something unique to them and their style. They chose to create a meaningful experience for both themselves and the audience. We will teach you to do the same.

Audience members perceive your speech through the lens of their own lived-world. One of the keys to creating meaningful experiences is to tap into their lived-world as you select material. In the book, right in Chapter One, I lay out multiple techniques for creating a meaningful experience.

This really is a unique and valuable resource for speakers from all walks of life. Whether you are a teacher, student, preacher,politician, lawyer, or business person you will want to read this book. Short easy-to-read chapters range from overcoming anxiety about speaking, to how to use visual aids in a manner people will love (avoiding the dreaded "Death by PowerPoint"). It also features chapters devoted to informative speaking, persuasive speaking, and speaking on special occasions.

We aim to train you you to speak extemporaneously, not read scripts or PowerPoint slides. Extemporaneous speech is natural and conversational, with the vocal variety essential to engage listeners. We take you through the entire speech preparation and delivery process.

If you do any kind of public speaking, even a one-time wedding toast, do yourself a favor and check out this book. I promise you it will result in a great experience for both you and your audience!

The Role of Storytelling in Public Speaking

Today's Special Guest Blogger is Dr. Sharon Bebout Carr, one of the countries foremost authorities on Storytelling and Performance. Please visit her Facebook page at https://www.facebook.com/storiedworlds 

The Role of Storytelling in Public Speaking

By Dr. Sharon Bebout Carr

As speakers, we are always looking for an edge.  We browbeat our audience with statistical data, because we know that statistics can sound impressive and make it look like we really did our research.  We put together power point presentations because we know that visual reinforcement helps audiences remember and process our information.  We dress professionally to introduce ourselves through signs as serious and competent communicators.  We practice enunciation and pronunciation so that we will be more easily understood.   The list goes on and on.  All of these strategies have their place and can help to promote a speaker’s success.  But if I had to choose one strategy that I would incorporate in every speech because of its multiplicity of benefits, it would be storytelling.

Storytelling is a powerful public speaking tool for three important reasons:  it provides compelling support for claims, because it humanizes your message and utilizes specificity; it helps establish a rapport between you and the audience because it reveals something important about you; and it invites your audience to make associations between your topic and their own past experiences.  To illustrate these claims, I would like for you to consider three possible introductions to a speech about the hazards inherent in coal mining.

Introduction #1:  Despite the continued improvements to coal mining safety, coal mining remains one of the most dangerous occupations in the world.  As a matter of fact, people still die in mining accidents with astonishing frequency.

Introduction #2:  Many of you sitting in the audience today may know someone who works in a dangerous profession.  I know I do.  I am a coal miner’s daughter.

Introduction #3   Johnny was a coal miner.  One night he was working, shoveling coal onto a belt and something went wrong, so he turned off the belt to do some maintenance.  Another miner came along, who didn’t know why the belt was off and turned it back on.  Johnny was caught in the belt and killed.  He was 20 years old.   He was my baby brother.  His is only one of the stories behind the headlines about mining accidents and the quest for mining safety.

I think all of the above introductions can capture an audience’s attention, but the last one is the most likely to keep them involved.  The first introduction lacks detail.  It doesn’t ask your audience to do any of the work.  It doesn’t say anything about your connection to your topic. 

The second introduction is harder to dismiss, because it asks the audience to think about people they know who are in harm’s way and establishes your connection to the topic.

The third introduction, however, has the most universal appeal.  First of all, a person’s story causes us to form associations with our own experiences.   To tell a story is to give a human face to experience.  It appeals to us on an emotional, as well as an intellectual level.  That immediately makes us, as audience members, more willing to walk across the bridge into a new experience.  Your audience may not have any connection to coal mining, but they have a connection to you, as a particular human being standing in front of them.  They also have a connection to the universals that reside within a specific relating of experience.  They may not know coal miners, but they know people that matter to them, that have names and places in their lives. 

Stories are powerful.  They are full of details.  They connect us to the emotional underpinnings of ideas.  They open doors to our own stories and cause us to interact more fully with what might otherwise be an alien experience.

Remember that stories are at the root of the human experience.  They are how we learn, they are how we remember, they are how we make meaning of our lives.  I can turn away from statistics—they do not move me.  I can become bored with power point presentations that lack creativity.  I may even distrust the “polished” sounds of rehearsed speech.  But I will always listen to a story, no matter how poorly told, because it calls to other stories inside of me.

The best speakers know that a speech is not a presentation or a transaction, but an interaction.  Stories call to other stories, and that opens the door to participation and understanding. 

For more information about Dr. Carr's Consulting and Storytelling workshops visit her Facebook page at: https://www.facebook.com/storiedworlds

How Long Should You Speak?

This is the first of several guest blog posts by my colleague Howard Miller of Brookdale Community College. 

A number of years ago I helped to organize a conference. It was kind of a big deal, or at least I thought so. The culmination of the three-day event was a presentation by a true expert in the field, which I wildly anticipated.

Then came the end of the third day. If you've ever organized a conference or even attended one, you know that you can get pretty conferenced-out toward the end. So I was kind of dreading something I had so looked forward to.

That dread quickly changed to excitement when the keynote began. The speaker was brilliant and eloquent. At a certain point in the presentation, I was actually thinking about it as a speech critic and considering it the best speech I’d ever heard. Then it happened. About 30 minutes into a 45 minute presentation. I heard those magic words – “In conclusion…” Not only was this the best presentation I’d ever heard, but I was also going to get out early. What a treat!

Of course, this wouldn't be much of a blog post if that’s how the story ended.

Rather than getting out early, the speaker continued for about 30 more minutes. This was both in excess of the audience’s original expectation, and it was well in excess of the time he implied he’d take when he told us he was concluding. The speech went from one of the best I’d ever heard to one of the worst.

This anecdote illustrates how critical it is for you to consider the time allotted for your presentation.

In Dan’s blog, he talks a lot about audience. Well, there’s one area where you don’t need to analyze the audience too much – time. All audiences think their time is important, and nobody wants to feel like their time is wasted. Thus, it’s your job to contain your presentation within the allotted period.

When you’re asked to deliver a presentation, always ask how long you have. Such knowledge will let you prepare properly, and it’s critical to your ability to deliver what the audience needs. If you’re expected to speak for 15 minutes and you take 20, the audience may become annoyed. If you take 30, they may become downright angry. Not pitchfork angry, but if you don’t get another opportunity at that venue, you’ll know why.

If someone has been kind enough to give you a few minutes to speak, reward them by taking no more of their time. They’ll appreciate it, and you’ll increase your chances for a return engagement.

If you have too much to say, edit your work. Never increase your rate so you can get everything in. Rather, focus on what the audience truly needs to understand. When we put hour upon hour into research and study and labor, we can begin to fall in love with our work. It’s important to remember, though, that your audience needs your information, not your every emotion surrounding your work.

If you’re in charge, you might think everything is different. It’s not. Your employees or staff will appreciate that you have respect for their time. And it stands to reason that people will work harder for someone who they respect.

And finally, if you’re an invited speaker, you know that much of the audience may be there to see you. Revel in that if you like. Once you've done so, now remember that your audience, no matter how much they want to hear from you, would rather see their loved ones when they were planning on it. So please, meet the expectations of the audience, and speak only within the allotted period.

It seems I’m running out of time myself. So as Dan would say, be well, speak well, and as always, thanks for reading! If you are interested in learning more about Dan Leyes’ private and group consulting see Semiosphere Consulting.

Creating a Meaningful Experience

What both speakers and audience members crave is a meaningful experience. One that changes us, inspires us. If I can create a meaningful experience for my audience I know they will have loved my presentation. That is my goal, and achieving it is one of the things that makes my life meaningful.

But how do we do that? Practically speaking there are countless possibilities. But there are a few basic principles that can be helpful to identify the opportunities for meaningful moments.

Get Personal
Put some of yourself into your speech. To an audience you are a strange and exotic creature, with the courage to stand up and speak. We want to know about you, who you are and if we can relate to you. Sharing some of yourself is demonstrating trust in the audience, and they will subconsciously reciprocate. That trust is the foundation of a meaningful experience.

Tell Stories
Along those same lines, tell stories. People respond to stories in an emotional and physiological manner. They excite our imagination and our brains. Stories stick with us in a way that facts and figures do not. Most importantly they hold your audience's attention and will be remembered.

Empathize with your Audience's Concerns
Your audience is the reason you speak. What do they need that you can help them with? One of those things is finding their work meaningful, both in the respect you treat it with and the satisfaction they should draw from doing it. On another level, presumably you are there to give them something they need. Clearly identify and address those needs,

Offer Strong Visual Support
This is the opposite of death by PowerPoint. A photographic image can be a powerful thing. It can anger or amuse, educate or inspire. Carefully selected visual support can leave a lasting memory in the audience's mind, and being memorable is essential to being meaningful.

Highlight Values or an Ethical Dimension
All people have values. They are relatively stable long-term beliefs about what is important in life. Tying your message to things that people value is a key to creating a meaningful experience. Furthermore people like to be reminded that they are "doing the right thing", and to be recognized for doing the right thing, not necessarily doing things the easy way. Appeal to their strong moral compass.

Inspire Toward Self-Improvement
We all want and need to be inspired, to do better and to be better people. It is the nature of all living things to grow and progress over time. Appeal to our ideals, appeal to the best within us. You will see the lights go on in their eyes because you are creating a meaningful experience.

These are just capsules of the kind of analysis a good speechwriter conducts. They can be taken in countless directions to suit the needs of most any speaker and any audience if looked at in the right way. But employ them and you will transform your communication and create a meaningful experience for both yourself and your audience.

That's all for today folks. Be well, speak well, and as always, thanks for reading! Those interested in Dan Leyes' consulting work should visit Semiosphere Consulting.

Getting the Most Out of Your Voice

When we stand before an audience we have three means of communication at our disposal: our voice, our body and our visual aids. I have written on the latter two here and here, respectively.

Your voice is the primary means through which you deliver your verbal message. It is important to say the least. Many fail to analyze their message delivery vis a vis the voice itself with unfortunate results.

Overall, you are looking for three things vocally. You want to be be natural, have a conversational speaking style, and employ lots of vocal variety. Remember, sameness is boring, variety is interesting.

There are five key elements to voice: volume, rate, pausing, pitch, and articulation. As you go through each one consider how natural variety could be used to enhance message delivery. Let's take a quick look at each.

Everyone knows that volume refers to the loudness of your voice. What you may not know is how to increase volume, without resorting to yelling.

Your voice emanates from vibrations in your larynx. A small sound is created in your throat. What pushes that small sound out through your nose and mouth to fill the room is the air in your lungs. Air is the force behind your voice.

So when you want to be louder, you need to take a deep breath and project that air to the appropriate volume for the venue.

Ideally you also want to vary your volume to match the emotions of the message.

Rate is the speed at which you speak. A common result of nervousness is to speak too quickly. This will quickly tire out both the speaker and the audience.

But the overly slow speaker can be even worse to listen to. It is frustrating when someone's rate of speech is consistently slow, because we want the message in a reasonable time frame. The slow talker slows our intake of information...it kind of wastes our time unnecessarily.

So you want to avoid extremes for any length of time, but you do want to vary your rate as much as possible.

Pausing is a critical element in the speaker's repertoire. It is simply the part of the speech where you don't speak, and as such should be easy. However, the silence makes inexperienced speakers uneasy and they seek to fill the silence with vocalized pauses (uh, um), verbal fillers (like/you know) and any assortment of verbal tics(mmm/'nkay?).

Pausing must be embraced and employed for maximum effectiveness. Great speakers build a rhythm, a dramatic arc almost, to their presentations via pausing and rate variation. A pro can help you learn and master this art.

Pitch is the highness or lowness of your voice on a musical scale. Poor use of pitch results in the dreaded monotone speaker.

The key to using pitch effectively is to use the entirety of our pitch range--albeit the extremes pretty rarely. When you excitedly tell a story, your voice dances up and down the musical scale like Tina Turner on crack! Great speakers bring that same pitch variety to the speaking situation.

Articulation refers to the clear crisp production of the sounds that exist in a given language. Someone who mumbles has poor articulation. Sometimes rate and/or nervousness can affect articulation--as can too much alcohol! Even dental issues can be a factor.

Folks with articulation issues probably need some time with a professional who knows the articulatory features of each sound in the language, or to take a Voice and Articulation course at a local college.

Some people over-articulate and sound less than natural. If you really "pop" every sound of every syllable you can come off sounding silly or worse.

Remember our three goals: a natural and conversational voice with lots of vocal variety and you are well on your way to being a better speaker.

That's all for today friends. Be well, speak well, and as always. thanks for reading. If you are interested in learning more about Dan Leyes private and group consulting see Semiosphere Consulting.

Your Nonverbal Delivery

Your delivery has two components: what you say, and everything else. That everything else is your nonverbal delivery, and it is every bit as important as what you say. There are several components to your nonverbal delivery. Lets look at them individually.

Your appearance is vitally important. So important that I wrote an entire blog devoted to it. You can read that here. How we dress and adorn ourselves sends a message and we have to be thoughtful as to what kind of message we want to send. It will be interpreted by the audience, the only question is how they will interpret it. Are they inclined to be open minded about dress? Do you care? One thing is for sure, being totally out of place in your attire will be noticed and runs the risk of making you feel self-conscious. Dress in a manner that makes you feel good about yourself, is comfortable, and will not detract from your message or reputation.

Eye Contact is essential to your communication. The eyes have tremendous expressive power. Old sayings like "The eyes are the windows of the soul" attest to the magnitude of what we encounter in the eyes of another. In our culture we often equate eye contact with honesty, and its absence an indicator of deception.

As audience members, when the speaker does not look at us it send all the wrong messages. For starters, when someone doesn't look at me while talking, it feels like he is not talking to me, or I am invisible. And if he is not talking to me, I have no obligation to listen. I have seen numerous students and even colleagues engage in non-listening behavior like texting or grading papers, during speeches--extremely poor listening behavior. I suspect they felt emboldened to do this because they felt invisible or lost within the crowd.

Eye contact connects you to your audience in a meaningful way. Perhaps most importantly it allows the speaker to read the feedback the audience is providing. The tell-tale signs of engagement include reciprocated eye contact, nodding, smiling or something other than a blank expression. When you read feedback it allows you to make the necessary adjustments to what you are saying and how you are saying it so that you keep them engaged.

One of the most frequent questions speaker's have is regarding gestures. "What do I do with my hands"? I have written an entire blog on this and encourage you to read it. Rather than repeat what I have already written, I will simply encourage you to keep your gestures natural and non-distracting, If I am noticing your gestures, I'm probably being distracted from your verbal message.

Your stance is something worth mentioning. You should keep both feet planted firmly on the floor, no "dancing". If you have the frequent habit of rocking side to side, try pulling your feet together and pointing your toes toward the audience. It is almost impossible to rock or sway when you do this.

Movement is another factor in your physical delivery. There are two frequent practices here. The first is to move "when the spirit moves you". While this can be effective and natural, there is the risk of your movements being totally random and not supporting your message as strongly as it could. The other is what I call transitional movement. This involves moving while you transition from one main point to the next. When you say "Now that I have covered X, let's move on to Y", you move as you say that line. In this way you nonverbally support the structure of the speech. One thing you definitely want to avoid is constant movement. It makes you look nervous, does not support your message, and can tire the audience out!

Another big aspect of your nonverbal delivery is the use of visual aids. For an extended coverage of this topic I refer you to "Powerpoint is Satan",  and "Using PowerPoint Effectively, or Keeping Satan at Bay", two of my early blogs.

That's all for today. Be well, speak well, and as always, thanks for reading!

If you would like to learn more about Dan Leyes' consulting work, see Semiosphere Consulting.

Speaking with a Clear Purpose

It is imperative that every time we step in front of an audience we have a clear sense of our purpose.

Our goal should be articulated in one clear concise sentence along the lines of "to persuade my audience to purchase my product" or "To inform my audience about our new webpage" .

The best way to formulate it is based on the outcome you desire from your speech. Post speech, how will your audience be different? Will they know more? Be inspired to take action? Be entertained?

Your purpose drives everything. It crystallizes what you hope to accomplish into one simple sentence. The Specific Purpose Statement has three key elements: the general purpose, the target audience, and the topic focus.

The general purpose usually falls into one of three options: to inform, to persuade, or to entertain. Since each of these options dictate a different approach, it is essential that we are clear on it. There are obviously grey areas, e.g., you provide information  in a persuasive speech or your informative speech may be very entertaining, but your overriding goal must be clearly focused on one outcome which takes priority.

Your target audience is the most important part of your purpose, because the audience is the reason you give a speech. It's all about them, not you. By including it in our specific purpose statement we are always reminded to focus on this unique audience and do the necessary audience analysis.

For this reason it may be advantageous to be more specific than "my audience". It might be "the members of the Elks lodge in attendance" or "the Human Resources department of __________". The more specific you are the more you are reminded to take into account why they are there and thus what you need to give them to satisfy them. Their presence is a gift to any speaker, and as such you owe them something in return. You need to deliver the goods, so that they will benefit as a result of your talk.

The topic focus is, well, your topic. It should be something the audience has an interest in, whether they know that at the outset yet or not. One of your early goals is giving them a reason to listen..

Your topic must also be significantly narrowed to be adequately covered in the available time frame. Never try to fit more information in than you have time for. Audiences hate when you go over your allotted time and you invariably wind up rushing and not doing justice to the material. Less really is more. No one ever complained about a speech being a little shorter than expected, while running too long can tarnish an otherwise fine presentation. Folks resent it, and rightfully so.

Remember though, that the real purpose you give a speech is to change your audience. It's all about increasing their appreciation of your topic, changing their mind-set, or inspiring them to take action. Your speech is about them not you.

That's all for today folks. Be well, speak well, and as always thanks for reading! If you are interested in learning more about Dan Leyes' consulting work, visit Semiosphere Consulting.

Using Values in Persuasion

Using Values in Persuasion

As persuaders, we need to think about what is important to our target audience. An individual’s values are what s/he believes to be important in life.

If properly understood, values can be used in at least two ways: 1) in developing commonality with the audience by showing you share certain values, thus making you more trustworthy, and 2) by using things the audience values as motivation for taking the desired action you seek of them in your speech.

Some values are ends in themselves, while some are means to attain those ends. To help understand this, it is useful to be familiar with the work of Milton Rokeach. His research focused on human values and in his 1973 book The Nature of Human Values, he identified two kinds of values, “Instrumental” and “Terminal”. Terminal values are goals people believe it is important to attain in their lifetime, while instrumental values are specific behaviors or characteristics that help us attain our terminal values.

The following are the values Rokeach identified as being valuable to people.

Terminal Values

Instrumental Values

true friendship mature love self-respect   happiness inner harmony equality  freedom pleasure social recognition wisdom salvation family security  national security a sense of accomplishment a world of beauty a world at peace  a comfortable life an exciting life

1.         cheerfulness      2.        ambition      3.       love      4.       cleanliness      5.       self-control      6.       capability      7.       courage      8.       politeness      9.       honesty      10.   imagination      11.   independence      12.   intellect      13.   broad-mindedness      14.   logic      15.   obedience      16.   helpfulness      17.   responsibility      18.   forgiveness

Please note that order of importance varies from individual to individual. Thus you must think about your target audience and what you think they would deem more or less important and construct your message accordingly. Your goal is to explicitly state how the action you ask of them in your speech will help provide them with the things they value.

I hope you find this useful. 

That's all for today my friends. Be well, speak well, and as always, thanks for reading.

For more information about Dan Leyes Consulting work, see Semiosphere Consulting.

My 10 Most Popular Blog Entries

Here is a list of my ten most read blog entries. Enjoy...

Listening is Sacred

Listening is a Life Changer

Do You Need a Speech Coach?

Practice: Read This Before Your Next Speech

Some Favorite Links

Your Pre-Speech Communication Matters, a Lot

Overcoming Public Speaking Anxiety

Communication as Possibility

Likeability: The Speaker's Secret Weapon

Video Recording is a Must

Have a favorite? Please feel free to comment.

That's all for today. Be well, speak well, and as always, thanks for reading!

Interested in Dan Leyes' consulting work? Check out Semiosphere Consulting!

Six Tips for Being an Authentic Speaker

There is an inherent problem that communication consultants and public speaking trainers face. In our desire to make speakers more effective, we run the risk of making the speaker something s/he is not. In the process of trying to become better speakers, they often lose themselves. This is detrimental to the speaker's success.

In fact, there is a very real possibility of coaching making you a less effective speaker. Here are six tips that can prevent that from happening. It's all about authenticity.

1. Remember the goal is to be yourself, at your best. If someone is trying to turn you into some ideal that they have in their head, you are probably being led down the wrong path. Micromanagement of every single gesture and every utterance is generally a bad idea. A good consultant takes the time to understand you, your unique personality and communication style. Then they try to bring out your best qualities and minimize any poor habits you may have gotten into. Sometimes this means "un-teaching" bad methods we have picked up along the way.

2. You must believe in your message with all your heart. Sincerity is visible and resonates with audiences. Likewise, if you are not being true to yourself, it shows. We, as an audience, can tell if you do not have the courage of your convictions. But when you do, it can become mesmerizing!

3. Share a bit of yourself in your message, Personal stories, honest reflection, and just plain honesty in general are recognized and appreciated. Share a little of who you are as a person in every presentation. Audiences find it a refreshing change from facts and data (which are too often overdone, sapping the life out of speeches).

4. Become comfortable with being the audience's focal point. You are the star of the show. Don't hide behind a lectern or podium if possible. Get comfortable with your own style of movement. Practice it, play with it, have fun with it (if possible/appropropriate). You are a performer and you would be surprised with your ability to "perform" while still being yourself. It's just your performative side. Some are more comfortable with it than others, but we all have that ability for playfulness that is the source of our performative ability.

5, Develop your talk without presentational aids (i.e., PowerPoint). You can and probably will add them in later, but too many START with PowerPoint and that's just bass-ackwards. YOU are the most important part of your message. So make sure your presentation can stand alone without presentational aids.

6. Know your audience. I have seen so many speakers who simply did not do their homework about the audience and context for their presentation. The audience quickly recognizes your presentation has not been developed for them and you are just talking at them. They resent it, you and may dismiss what you are saying because of it. Always remember, you give a speech FOR AN AUDIENCE. You are not speaking for a paycheck, a boss, or your professional survival. You are there for them, the audience.

In summary, be true to yourself in all you say and do. An engaged audience will forgive small technical imperfections, but they will not forgive inauthentic communication!

That's all for today. Be well, speak well, and as always, thanks for reading.

Daniel Leyes is the President of Semiosphere Consulting and Professor of Speech Communication at Brookdale Community College.

Communication is Creative and Self-Reflective

Today I would like to talk a little about the nature of communicating in the semiosphere.

The Semiosphere is the context for the creative and self-reflective process of communicating in one's lived-world.

The semiosphere, like reality, is ever-changing. In fact, I wrote a blog entry developing this idea at length entitled "Communication as Possibility". If you haven't already read it it might help understanding this.

In this ever-changing reality, what we communicate creates what will be in the next moment. Remembering that communication involves both perception and expression, we see that the meaning we are attributing to our surroundings creates our conception of "reality". Simultaneously we are expressing ourselves verbally and nonverbally. This is what is happening when a person stands alone in the room. Now when another person enters the room we have a crashing of two lived-worlds. Together they form a semiosphere, a world reliant on navigating codes and sign systems. Depending on their mutual knowledge of certain codes the two people may communicate famously, or they may not "get" each other.

This is a fact I share with my students on the first day of the semester when I tell them to be careful when former students tell them about "Leyes' Speech class": Because the person talking is speaking about THEIR Speech class and theirs is over. OUR Speech class is yet to be. What will THIS speech class be? I don't know, because it hasn't happened yet. WE will create it. Sometimes it's magical and sometimes it's awful. I do pretty much the same spiel for every section, yet some of them respond wonderfully and others less so. The difference of course, is what the students bring to the show. TOGETHER we create the course. Their unique questions, speech topics, rhetorical choices all add to the discursive reality that becomes "the course" in our memory. The course is a process of co-creation between 26 people over 15 weeks. I am only one of the 26.
.
When I say the semiosphere is self-reflective, I mean that what I say says more about me than than the thing I am talking about. Every utterance is an expression of my perception. If, for example, I say "She is beautiful" I am in fact talking about MY judgement and my definition of beauty. My statement is a reflection of how I perceive the situation. If I say "this soup is too spicy" what I am REALLY saying is that I prefer less spice in my soup. This emphasizes the importance of "owning" one's message and stating it accurately. So when student A says to student B (from another class) "Leyes' class is a blast, he's so funny", she is talking about her perception of the experience in HER class. Student B may find this to be off base, as nobody laughs at his jokes in his class, in fact it's kind of dull.

But what does all this mean for public speaking? Well, every speaking situation takes place in the semiosphere. We need to understand that the audience is made up of individuals, some more central to our purpose than others. To convince them of something we must understand the lived-worlds of our key audience members and adapt our message to them. Their lived-worlds have their own codes and sign systems that drive behavior. By putting our focus on these codes and sign systems we are better able to construct messages that "speak to" them directly. And in so doing we are more likely to get the responses we seek from them.

I hope this makes sense for you. I am happy to entertain questions in the Comments section below.

That's all for today. Speak well, be well, and as always thanks for reading!

If you would like to learn more about Dan Leyes and his consulting work, see Semiosphere Consulting.

Semiotic Phenomenology of Human Communication

What is Semiotic Phenomenology?

Semiotics is the study of signs. A sign is anything which stands for or represents something else. Phenomenology is the study of human consciousness. So semiotic phenomenology is the study of how human beings process and give meaning to signs, wherein everything can be a sign. People are signs, words and gestures are signs, images are signs, architecture, haircuts and anything imaginable can be perceived as a sign. The essence of this research is in understanding how people give meaning to the world around them, this fluid mosaic of signs and symbols, where everything can be an indicator of something else.

Everything you communicate represents your company, organization or administration. Are you being represented in the best light? Do your signs and symbols represent who you really are? 

What are Your Signs Signifying?

In a world of signs, what signs are you creating? Every time we open our mouths, advertise, or hire a new person we are creating signs. These signs are given meaning by all who encounter them. Sometimes our intended meaning is accomplished; more often than not it misses the mark.

What do your words, gestures, images and advertisement say about you? What do they say about your attitudes toward your customer, and our shared world? Are they authentic and sincere, or contrived and self-serving? Because you know what? People can tell the difference—whether they can articulate it or not—they can sense it, feel it, and it drives their decision-making regarding you, your company and your product or service.

From our basic physical appearance and the words we say, to the causes we espouse, signifying features speak for us. And so, to understand human behavior—our employees, our potential customers, and even our competitors—we must understand the basis of how people give meaning to their world.

How We Can Help

For the first time ever, semiotic phenomenology is being applied to your communication and the results promise to revolutionize your effectiveness.

At Semiosphere Consulting we work from this advanced knowledge in communication theory—Semiotic Phenomenology—and apply it in a simple, practical, and most importantly, effective way. Whether it's your public speaking, or your overall brand, we'll help you look at it in a new way.

But first we listen. What are your communication needs? We first understand you, your needs and your goals. And then develop a strategy to help you achieve those goals.

Because human beings are, above all, meaning makers, our world is a semiosphere. And Semiosphere Consulting is your navigator through the ever-changing sign systems of contemporary culture.

Interested in Learning More?

For no charge, we will come in, do an initial analysis of your needs and prepare an action plan to suit you and your budget. Sometimes even small changes can change everything, and you may get that from just our initial consultation. Once you see the results though, we are betting you will want every aspect of your organization redesigned using the proprietary Semiosphere methodology. Finally, you can have the organization you have always dreamed of, one that truly represents you and everything you want it to be.

Overcoming Public Speaking Anxiety

Remember when you first learned to drive? You were probably pretty nervous, kept both hands on the wheel, held that wheel tightly, and shied away from highway driving because the sheer speed frightened you. Fast forward to now. You drive with one hand on the wheel (hopefully not with the other one on your cell phone!), zoom down the highway without a second thought, and laugh at how nervous you used to be. What has changed? Driving involves the same simple skills, but your attitude toward it is completely different. You have been transformed by your experience and success as a driver.

Public speaking is a similar endeavor. You will get more confident with experience and success. But there is a fundamental difference. Imagine if no one had ever TAUGHT YOU to drive. Your initial fear would be paralyzing and the results likely to lead to tremendous anxiety and difficulty, if not tragedy.

I find many people in this same situation with public speaking. They have seen others do it, so they have a rough idea of what should be done, but when they see it done masterfully they simply exclaim "I could never do that!". Well of course you couldn't if you have never been taught and had the chance to practice what you have been taught, right?

That's why I am employed. Because people need to be taught how to do this thing we call public speaking and taught how to do it well. So what I am about to share is true and helpful. However, these things alone will not make you a masterful speaker. You will need training for that. What they will do is help to reduce your anxiety a bit or at least help you manage it and use it to your advantage.

1. Know what you are talking about. There is really no substitute for this. If you are not confident in your knowledge of the topic, you will not be confident. It's as simple as that.

2. Approach public speaking with the right attitude and purpose. If you waste your time thinking about how much you dread your upcoming presentation, guess what? You will dread your presentation. The result being a dreadful talk. It is a simple self-fulfilling prophecy. Instead, have a clear purpose aimed at improving the lives of your audience. You give a speech for and audience--not for a boss, a grade, or any other reason. Spend the time you have been wasting on fear and dread working on your speech!

3. Know your fundamentals. There is an art to this and there are certain conventions that have been proven to work. Familiarize yourself with them and employ them. A college public speaking course should do it for you. For those with less time, hire a pro. I can teach you in a couple of hours what you will spend four months learning in a college course because it will be tailored for you and your strengths and weaknesses.

4. Practice aloud. Can't emphasize this enough. I have written an entire blog entry on the subject. You really should read it.

5. Avoid stimulants. Caffeine, sugar, energy drinks, etc., will only intensify the adrenalin rush you are going to experience in the first minute or so.

6. For those with really bad problems there are techniques that a professional can share with you such as systematic desensitization, positive visualization, relaxation techniques, and classical conditioning.

7. Breathe. Simple but effective. Breathe deeply. Oxygen has a relaxing effect on the body as it makes its way from your lungs to the bloodstream and  muscles.

8. Or you can just hire someone like myself. Any communication consultant or speech coach worth their salt will be able to take you from frightened novice to fully functioning professional in relatively little time. This isn't rocket science. It's just specialized knowledge that a professional can share with you, not unlike the tax consultant or IT consultant we employ to help us...and every bit as essential to success.

I firmly believe that pretty much anyone can be a good competent speaker. I have seen thousands of students overcome their fear in my public speaking course so I'm very confident you can too. With the right help you CAN do this and eventually do it brilliantly.

That's all for today friends. Until we meet again, be well, speak well, and thank you for reading!

For those interested in learning more about Dan Leyes' consulting work, see Semiosphere Consulting.

Gestures? Keep 'em Real

"What do I do with my hands?" is one of the most common questions I hear from those I teach and coach in public speaking. They are sometimes disappointed by my initial answer, because I tell them to "do what comes naturally", at least as a starting point. They would prefer some definitive answer. They want me to say "do this and that and you will be perfect", as if there were some magical hand dance that if learned, will make them a great speaker.

I am not a fan of choreographing gestures. All too often they look contrived and mechanical, more likely to attract our attention than genuinely support the message. And attracting attention to themselves is something gestures should not do. You want the audience's focus on what you are saying, not on your hand movements.

But I say "as a starting point" because what "comes naturally" to some might be to put their hands in their pockets or play with their hair! Once I have seen them speak I will frequently give specific suggestions, but first I need to get a sense of their nonverbal communication style and how it jibes with their verbal message.

Some people are naturally animated and gesture more than might be ideal, but it works for them. Others rarely use their hands, but when they do it is effective, reflecting a less animated personality type. Folks like this need little coaching. Some might try to tune down the former, and force more gesturing on the latter, but at what cost?

It is my professional opinion that authenticity is what people respond to. Far too many fine speakers have been turned into mechanical shadows of their true selves by consultants touting "power gestures" and the like. In the process they lose the natural quality that truly great speakers possess.

That said, distracting gestures--particularly repetitive ones--must be avoided. I have seen it all in my career. I have seen people decide that during the presentation would be a good time to clean their ears, pop a pimple on their arm, or scratch their privates repeatedly. I kid you not.

When in doubt, it's okay to keep your hands at your sides. That is so much better than folding your arms, or clasping your hands either in front or in back of you. Also, you want to avoid gesturing below the waist. You want to guide the eye toward your upper half, not your lower half.

Video recording is the key to fine tuning the natural style of the speaker. When the speaker sees what he or she does when speaking naturally, the video makes any necessary "repair" obvious and fairly simple to change and master. They just need an honest, knowing eye to help guide them to what works best for them.

So when it comes to gestures, don't look for magic tricks. Record yourself doing what comes naturally. Talk it over with a pro, and just polish it up a bit. You should be spending far more time analyzing your audience and putting together a killer message than you do on gesturing. The goal is always to be yourself, at your best. Run away from people who try to remake you, they will lose the real you in the process.

That's all for today folks. Be well, speak well, and as always, thanks for reading!

For more information about Dan Leyes and his consulting work, see Semiosphere Consulting.

Pathos: Employing the Emotional Appeal

Aristotle, in his seminal work Rhetoric, said there are "...three available means of persuasion". Being Greek, he called these ethos, pathos, and logos. Assuming you don't speak Greek, allow me to translate. Ethos is what we might call speaker credibility. Pathos literally means 'the passions" and is generally translated as emotional appeals. Logos, as you can probably guess, refers to the logical appeal.

In today's post I will focus on pathos. Human beings have the capacity for logical behavior but more often than not, our decisions are based on emotion. While we like to believe that we consciously choose our behavioral path based on sound reasoning and rational decision making, very often we are being moved by more vague forces...feelings. Sometimes we call it intuition or a hunch, more often we just act without a whole lot of conscious choice.

A neat video I saw recently outlined six principles which highlight some of the forces at work in driving our behavioral choices. In each case, the principle in question influences the behavior of most people. They work on us as "shortcuts" to reasoned, logical decision making. Undoubtedly those six features can be used by public speakers in a variety of ways.

But how do we appeal specifically to the emotions of our audience members?

One way is to employ the notion of emotional dissonance. When persuading an audience, I call this creating the "cringe moment" where you introduce some aspect of the status quo that is emotionally upsetting. It should be something unpleasant about the situation which is happening or will happen if we don't adopt your proposal.

A key feature of dissonance is that when we experience it, we want it to stop. So you create it when discussing the "problem" then give the audience some way to assuage the unpleasantness by them adopting your "solution". In that way we get them to take the action we desire of them.

Another way to employ emotional appeals is to tell stories. I have written at length about the benefits of storytelling for public speakers, here, here and here. But it is worth noting that whatever the situation you are trying to change is (and persuasion usually involves some change) we need to put a face on it. It may be a human face or the face of a puppy, but we need real-life examples to make us feel something. Tell stories that will move your audience.

And speaking of putting a face on something, one of the most powerful tools in creating emotional appeals are visual aids. Most people waste the potential of PowerPoint by filling their slides with words. Photos and video are what it is best used for. Want to persuade us to stop texting while driving? SHOW US the wreckage photographs of those who insisted that they could drive and text simultaneously. Want us to adopt a pet from a shelter? SHOW US photographs of the lovable furry little creature who will have to be put down because of overcrowded animal shelters. Want to persuade us to travel to Peru? SHOW US photographs of the natural wonders and bustling street life of that beautiful country. Visual aids are for seeing, not reading. The visual image is emotionally compelling in a way that words can't match.

That's not to say that words can't elicit emotion though. Words have connotations--individual felt-meanings--that can elicit powerful emotional responses. We need to be conscious of our word choices and the feelings they create in the guts of our listeners. Real estate professionals have long known this. The property you are trying to sell is a "house", while the property you may buy will be your "home". And of course a small house will be referred to as a "cozy cottage". The government refers to civilians killed in battle as "collateral damage". And of course our Department of Defense was formerly known as the Department of War, despite no real difference in the functioning of that organization. What we call something can make a tremendous difference in the emotional response it evokes.So choose your words wisely, use your thesaurus, for maximum emotional impact.

One final word of caution on emotional appeals. Don't overdo it. People resent it and will shut down on you if you lay it on too thickly. They sense you are manipulating their feelings and will reject both your message and you.

I apologize for the long post today...I could talk about this stuff for hours (a fact my students know all too well!). But used ethically and in moderation, the emotional appeal is a powerful tool for speakers. I encourage you to make special effort to include emotional appeals in your persuasive messages.

That's all for today folks. Be well, speak well, and as always, thanks for reading.

For more information about Dan Leyes and his consulting work see Semiosphere Consulting.