Communication is a science.

"I'm not good at speaking in front of people." "I get nervous and can't express my thoughts well." Doesn't everyone struggle with these concerns to some degree? In this series, we will explore the essence of communication by having Junko Okamoto, a communication strategy researcher and executive speech coach, reveal the secrets of effective speaking.

(Web Dentsu Inc. Editorial Department)

People are moved only by emotion. Let's think about this logically.

I believe everyone has experienced this: no matter how correct or reasonable your arguments may be, people often don't act as you expect. The reason is simple. It's not "reason" that drives people to act, but "emotion." Nobody falls in love based on logic, right? People are moved by their hearts, not their heads.

Junko Okamoto: Former Yomiuri Shimbun reporter. Studied at Cambridge University during her reporting career. After serving as a visiting researcher at MIT, joined Dentsu Inc. PR. Learned communication mechanisms through research in the US. Current titles: "Communication Strategy Researcher" and "Executive Speech Coach." Provides full communication support for presidents and executives, from concept and message development to speech coaching. She also serves as a "CEO Producer," aiming to be "the Yasushi Akimoto for CEOs." To date, she has coached over 1,000 top Japanese corporate executives and managers in speaking skills, receiving high acclaim for her methods. Her recent bestseller, "The World's Best Speaking Skills," has sold over 120,000 copies. http://www.glocomm.co.jp/

However, there are no clear answers on how to control those emotions or how to effectively convey them to others. That's why people often fall back on rigid logic, data, or vague concepts like "atmosphere" or "vibe."

It is a scientifically proven fact that people are driven by emotion. However, to control those emotions, we must properly "scientifically" understand this elusive concept. The science I refer to encompasses fields like "neuroscience" and "anthropology." As communication becomes increasingly layered and complex, it is essential to thoroughly "scientifically" examine how we should face and interact with others.

The deciding factors are "likability" and "empathy."

You've likely already realized that communication relying on forcefulness can actually backfire when trying to move people. What truly stirs the human heart is "likability" and "empathy," not one-sided, authoritarian "commands" or "impositions." Commands can hold some weight if they're logically sound, but when it comes to gaining likability or empathy, logical soundness holds little value.

With members of the public speaking circle I attended weekly in New York. Their backgrounds varied—actresses, business owners, students. I was struck by how many people had a strong desire to learn and improve their speaking skills as part of their daily lives. They encouraged each other, exchanged advice, and honed their speaking abilities together.

And here's the crucial point: likability and empathy are largely intuitive, often decided by first impressions. First impressions are decided in fractions of a second. A negative impression planted in seconds cannot be undone, no matter how hard you try afterward. A lifetime is decided in an instant.

Facial expressions, fashion, mannerisms, the tone and pauses of your first words—all of these instantly shape how someone feels about you. What follows—how you speak—is crucial. People remember not so much "what was said" as "how it was said," and the emotions they felt at that moment. To put it bluntly, the actual content or logic of the conversation often takes a backseat. Far more important for communication is the impression: "That was a pleasant conversation," or "I can trust this person."

What I want to convey is this: "You're missing out!"

I've lectured and coached over 1,000 business leaders worldwide on "how to speak." While there are many specific techniques, what I really want to tell most business professionals is: "You're missing out!" There are countless rules that "guarantee confidence" and "create a positive impression." Yet, without knowing them, your charm isn't getting across. Worse, you might even be leaving a negative impression.

Excuses like "I'm not very articulate..." or "I'm shy around people..." or "I'm just clumsy..." are often seen as virtues in Japan. However, in the international community, such traits hold no value whatsoever. Not only are they worthless, they are outright negative factors. And overcoming this disadvantage isn't simply a matter of "improving your speech skills."

Coaching for Prime Minister Kan? On a TV program, I taught speaking techniques to an impersonator of Prime Minister Kan. Beyond corporate executives, I frequently coach politicians and bureaucrats as well.

Socrates once said, "When speaking to a carpenter, use the carpenter's language." Truly, words of wisdom. The point is, most people just ramble on unilaterally about "what they want to say" in "their own words." This approach can never elicit empathy or goodwill. The key to effective speaking is very simple: 1. Detach yourself from your own perspective. 2. Appeal to the listener's intuition and emotions.3.Infuse your words with passion and feeling. That's all there is to it.

Crucially, "to speak well, detach yourself from your own preconceptions." That's the sentiment behind this series' title: "Speak from the other person's perspective!" Behind it lies the sad reality that such education has been largely absent in Japan. The misconception that presentations are about imposing your own thoughts on others and overpowering their hearts leads to further tragedy. I earnestly hope you free yourself from such preconceptions, or shackles, as soon as possible. That is my heartfelt wish for you, conveyed through this series.

Junko Okamoto's website is here.