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Yes. The best way to navigate the most challenging communication situations we face is to be crisp, concise, and clear on the needs of our audience.
My name is Matt Abrahams and I teach strategic communication at Stanford Graduate School of Business.
Welcome to Think Fast!
Talk smart, the podcast.
Today, I'm excited to speak with and learn from Dr.
Anthony Fauci, one of the world's leading experts in infectious diseases and public health.
Many of us became aware of Dr.
Fauci's expertise and experience through his active role managing the response to the COVID pandemic.
He recently released the book, Expect the Unexpected, 10 Lessons on Truth, Service, and the Way Forward, which shares insights on effective communication and leadership during crises.
Before we get started, I want to invite you to an upcoming LinkedIn Live event where I'll be speaking with Katherine Fisher about maximizing your work and career.
Join us live January 21st at 9 a .m.
Pacific. You can learn more at fashionersmart .io or on our ThinkFast TalkSmart LinkedIn page.
Dr. Fauci, thank you so much for being here.
I'm very excited for our conversation.
My pleasure. Good to be with you.
Thank you for inviting me.
Great. Shall we get started?
Sure, let's get started.
In your role, you have often had to communicate in uncertain and evolving situations.
How do you approach communicating confidently when the facts are still uncertain?
What I try to do, hopefully most of the time successfully, is to let the audience know my recommendations or my guidelines that we're referring to are based on the information that we know at the time, but you must emphasize as firmly as you give the data that this could change and science is a self
-correcting process.
You've got to let the audience know that that the information you have today will inform a recommendation of today but we must make sure we understand that as information changes the self -correcting nature of science would require that you change a recommendation.
Right. So, give a caveat up front that what you're saying is based on the best knowledge of the moment, but things will change.
Trust is so critical in high -stakes communication, like you have done for so many years.
What strategies have you used to build and maintain trust with the audiences you speak to, especially when conveying difficult or unpopular information?
Yeah. Well, one is to be totally transparent into what you know and what you don't know.
What the difference of a statement based on data, evidence, information that is documented versus a statement that you have to make that is really based on a conjecture and say you know, we think it is this way, but we don't know for sure.
You cannot act confident in something that is, in fact, not based on solid data.
Where as when the data is solid, you can say, with a good deal of confidence that this is what the evidence shows, and this is what our recommendation or our guideline is.
It's just transparency, honesty, and a little bit of humility, to let the audience know that you don't know everything.
And there are a lot of things that are revolving before you and you'll just give the information as it becomes available to you.
There's a certain amount of vulnerability that comes with that.
Putting yourself out there and saying, hey, this is what I know, I'm working on the best information I have.
But that transparency can breed that trust as you've talked about.
Your audiences have ranged from scientists to policymakers to the general public.
How do you think about making your messages accessible to everyone at all the different levels of expertise and detail that they need to do their jobs well?
Well it's a balance, so if you know what your audience is, I mean, there are two issues that are, I think, baked into your question.
There is an audience that is is somewhat of a homogeneous audience.
So, my first rule is, whenever you're getting up in front of an audience in which it isn't a mixed audience, make sure you know who your audience is.
If you're talking to a group of scientists that's different than talking to a group of late people who really don't have much experience in science, if you're talking to a group of high school students This is different than talking to a group of people in an elderly nursing home.
There really is a big difference there.
However, when you're talking to a group that's mixed, where you have people of various levels of understanding, experience, and interest, that's where you've got to walk a bit of a tightrope and not to simplify too much, nor make it too detailed that you lose the simplicity and the clarity of what you're
trying to say. So whenever I get to the point of getting ready to address an audience, I try to figure out what kind of an audience is and direct it to that audience and if it's a mixed audience, always try to to get a delicate balance of getting to as many people in the audience as you possibly can.
So taking time to reflect on who the audiences and then thinking about how to adjust and adapt your material to make it accessible to them.
I'd like to push just a little bit to know if there's specific techniques you found very helpful.
So for example I like to use analogies, comparisons between things that people know and maybe use that as a bridge to help them understand the things I'm trying to get them.
Are there specific tools you found helpful in explaining some of the complex ideas you have to get across none of them is to give a concrete example that anyone can understand that really simplifies the message that you're trying to get the other is don't get too many messages gobbled up at the same
time I know when you're in front of an audience you'd like to make five separate points My rule is, besides first knowing your audience, the second rule, very close to that, is decide what your message is and make it a crisp, clear message.
Often scientists fall into the problem of trying to get too many points across and too detailed a way.
Make it as simple and crisp as possible.
You don't have to get 20 points across in a discussion.
Settle for one or two.
Right. So it's about prioritization and being very concrete and specific.
And that can help. You know, many of us get nervous in high -stakes situations.
I can imagine no higher -stakes situations than some you've been in.
What techniques do you use to remain calm, composed and clear -headed when delivering these really critical messages?
Well, you have to train yourself for that, it's the same thing.
I mean, I remember the first time I addressed an audience of multiple thousands of people.
I just told myself, you really got to talk yourself into not getting intimidated by the setting of the environment that you're in.
And the more you do that, the easier it is, you know.
Now, when I was in front of a television camera, you shouldn't be saying, ''Oh my God, there's millions of people watching.'' You're saying, ''I'm talking to an interviewer and he or she is the only one that is listening to me.'' If you start getting intimidated by the potential size or importance of your
audience, you might wind up concentrating too much on that and forgetting what your real message that you're trying to deliver is.
There are two techniques there that I think are really important.
One is to focus on the message and value you're bringing, because that's what's the most important.
And then second, see these circumstances as conversations.
Rather than broadcasts to hundreds or thousands of people, it's really a conversation with the interviewer, as you said, or the 10 people I know in the room of a thousand and that approach can really help it be more comfortable for you.
You know, you've dealt with a significant amount of misinformation throughout your career.
How do you effectively address misinformation without amplifying it or alienating those who espouse it?
Yeah, I have a simple rule to that.
The best way to counter misinformation and disinformation is not trying to to confront it as misinformation and disinformation.
But as I say, to flood the system with correct information.
And I think that's one of the problems in today's world of social media.
The people who are spreading misinformation and disinformation tend to be very energetic about it.
In fact, even more energetic than the people who are just, essentially, giving good, sound, evidence -based information.
So don't try to correct all the misinformation.
Just be very positive about correct information.
So lean into what's correct and not worry about combating all of the misinformation.
Yeah, because you can get into a rabbit hole...
Right. ...every 10 minutes when you do that.
For sure. I have been impressed as somebody Somebody has watched you speak, as many of us have, in different modalities on television, read your writings, etc., you do an amazing job of speaking impromptu in the moment.
When people ask you questions, the questions are well -answered.
When you're asked to share thoughts about something, you do it very well.
How do you think about it?
I'm going to ask you to get a little meta here.
How do you think about that speaking in the moment?
What are there things you do to help you respond?
Well when put on the spot like that Matt it again relates to some of the things we've already spoken about And it really is in the issue of Simplicity when someone asks you a question Go right to the core of what your message is going to be Don't give a big introduction as they often say in journalism.
Don't bury the message make the message really, really clear don't give an introduction that's longer than what the actual message is, that's what I try to do.
I try to answer people's question.
I believe been successful in that when I hear people being interviewed or discussing with someone when they get asked a question somehow or other they get distracted and don't answer If someone asks you a question, answer the question.
Don't give a harangue about something else.
Just answer the question.
When you do that, it becomes very simple.
It sounds like what you're doing first, though, is you're listening intently to understand what's needed in that moment, what the real question is.
And then you think to yourself, here's my answer.
So it's really about bottom -lining the question or the ask of you.
That's a very good point, Matt, Because sometimes, in fact, maybe more often than not, people don't ask crisp questions.
They meld in a comment with part of the question with the real question.
So what you've got to learn to do is to dissect out what their real question is and answer it.
Because often, the questionnaire is pretty confused themselves and what the question is that they're asking you.
And that could lead you into really a gobbled response.
So what you want to do is make your decision of what exactly is the question that that person is asking me.
Right, and so you help them focus, but you also help your self -focus.
Oh, absolutely, yeah.
And you might even like to say before you start, instead of just jumping into the answer, that's been saying, I'm assuming that you're, the core of your question is and then make it very clear so that when other people are listening, they can be guided into the fact that your answer is matched to the question that was asked.
Right, and so you're doing double service there.
You're not only answering the question, you're serving up a good framing of the actual asking.
You're clarifying their question for them.
Some of your interactions have gotten contentious.
What do you do and what do you recommend to manage conflict and dial down intense emotions?
I just think it's a general rule.
Don't get taken up in the emotion of a discussion.
You've gotta be as cold as ice.
I mean, you can be a little animated because it's an interesting discussion.
Don't get angry, number one.
Some people sometimes try to be comedic about it.
and don't be joking about it.
Be serious, but pleasant about it, and don't take the bait of someone that's trying to instigate a bit of an argument.
It takes two to argue.
So if you're not really wanting to argue, you wanting to just get information across, don't take the bait of somebody that's trying to provoke you to get into an argument.
So stay calm and stay focused and don't jump in to the conflict.
That's correct. So Dr.
Fauci, before we end, I like to ask three questions of all my guests, one I make up just for you, and then the other two are consistent across all of the guests, so you open to that?
Sure. So in your latest book, you talk about ten lessons on truth, service, and the way forward.
I'm curious if you could share one of those ten lessons that has surprised you in terms of how people have responded to it?
One of the lessons in my field that I think is always the number one lesson to be learned, including the challenges that we face with emerging and reemerging infections, which has been an area that I have been intensively involved in, is that is to expect the unexpected.
Don't get surprised by something that would set you aback and shock you.
Expect that when you're in a field like I am in, where you're talking about the emergence of infections, the emergence of potential pandemics, always be on a tune where you're really expecting something that is very, very unusual.
To me, that is one of the first rules that I say in my lessons that you're referring to.
Yeah, and I think that goes for people who aren't infectious disease experts.
I think all of us in the work we do can be thinking about the fact that unexpected things will happen, and not to be surprised by that, and perhaps do some things to prepare for it in the future.
Second question, who is a communicator that you admire and why?
Well, the communicator that I admired the most was a good friend of mine who actually passed away prematurely.
Paul Farmer, who was the hero in public health, the way he could articulate the need for equal accessibility to healthcare of people who are less privileged, he was a master at making that point.
And I've always tried to emulate him not only in his principles of parody and equity, but the way he communicated it to me was just highly effective.
In terms of it just, it was clear and crisp, it was easily repeatable and memorable.
What were some of the elements that made that work?
Well, it was very sincere, and you could tell it was coming from his heart as well as his head, and he was very firm and very committed to that and it became very clear that although he just was a gentle man and said it in a gentle way he was very firm about it.
And that to me was a very effective communication.
So somebody who had strong convictions was able to be compassionate but also firm in the positioning.
Final question and I know we've talked about some of these already, but I'll let you revisit them.
What are the first three ingredients that go into a successful communication recipe?
The first ingredient, as I mentioned, is know your audience.
Yep, the second ingredient is have a clear understanding of what your message is, and you should have a very crisp ungarbled message.
And three, don't try to say too many things at the same time.
Say simple and stay streamlined.
You did an excellent job of repeating some of the themes that you brought up earlier.
You did so in a very clear simple streamlined way.
And I appreciate it.
Dr. Fauci, thank you for all that you have done for the population of the U .S.
and the world. world.
Thank you for your time today sharing insights into communication.
All of us can benefit by focusing on our audience, making sure we prioritize in a crisp way our messages and really deliver these messages in a way that connect and resonate with those we're speaking to.
Thank you for your time.
My pleasure, Matt. Micah, thank you.
Good to be with you.
Thank you for joining us for another episode of Think Fast, Talk Smart, The Podcast.
This episode was produced by Jenni Luna, Michael Riley, and me, Matt Ibrahims.
Our music is from Floyd Wonder.
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Mark your calendars for two exciting mini -series we have coming up.
Starting next week, we will run four episodes on communication, happiness and well -being, with some of the most respected experts in the field.
In February, we're partnering with LinkedIn for a three part, catalyzing your career mini series.
