TOPSHOT - Ukraine's President Volodymyr Zelensky speaks after giving a Ukrainian national flag to US ... [+]
A Lesson In Persuasion
Count me a member of the Volodymyr Zelenskyy Fan Club. This man continues exhibiting not only a complete set of leadership and communication skills equaled by very few today and by not many more in recent memory; he also demonstrates – with everything he does – the values, attitudes, and beliefs underpinning his ongoing spectacular performance.
And just when you thought you’d seen every tool in his bag, what did he do? He came to Washington, DC, met with President Biden (and let’s not underestimate Biden’s role in making it happen), and then delivered a speech to Congress that was forceful, riveting, resolute, focused, compelling, charming, graceful, emotional, and humble.
Oh, it was also persuasive – so very persuasive.
He came to persuade.
Make no mistake; President Zelenskyy came to persuade. He came to persuade us to come up with an additional $45 billion in aid. He came to persuade us that the $50 billion we already provided was well and carefully spent. He came to persuade us that this was a great investment on our part, and that we’re already seeing a significant ROI. And he came to persuade us that our alliance – our friendship – is genuine.
How did Zelenskyy do it?
Here’s my two cents as a (retired) adjunct professor of graduate courses in leadership and communication for 15 years at Fairleigh Dickinson University, and as someone who has watched this speech three times and read it four. One of the requirements of leadership is the ability to persuade. If there’s no need to persuade anyone, quite frankly, there’s no need for leadership. But when persuasion is needed, it doesn’t just happen. Persuasion is complex, many-faceted, strategic, well-planned, and well-executed.
Relevance
One cornerstone of persuasion is relevance. If you’re not relevant to your audience, you can stand on your head, for all anyone cares. Addressing Congress – and the whole world – Zelenskyy left no doubt about relevance.
“Dear Americans in all states, cities, and communities,” he began, “all those who value freedom and justice, who cheer us as strongly as we Ukrainians in our cities, in each and every family, I hope my words of respect and gratitude resonate in each American heart.”
Common ground
There are multiple methods of and approaches to persuasion, with different situations calling for one or more of them. While President Zelenskyy displayed skilled use of several, he clearly favored and excelled at establishing common ground.
The more you bring people together – in cause, perspective, and vision – common ground, in other words – the more persuasive you’ll be. How did Zelenskyy do on this? A+ as far as I’m concerned. Here are prime examples:
“This struggle will define in what world our children and grandchildren will live, and then their children and grandchildren,” he asserted. “It will define whether it will be a democracy of Ukrainians and for Americans, for all.” Instantly, he connected the people of Ukraine to the people of America.
He continued: “… it gives me good reason to share with you our first, first joint victory. We defeated Russia in the battle for minds of the world … Ukraine gained this victory, and it gives us courage, which inspires the entire world. Americans gained this victory and that’s why you have succeeded in uniting the global community to protect freedom and international law.”
He didn’t stop there, establishing global common ground: “…from the United States to China, from Europe to Latin America and from Africa to Australia, the world is too interconnected and interdependent…” Who wasn’t reached and touched by that?
Further, the Ukrainian president displayed his knowledge of American history. He easily and effortlessly referred to “the brave American soldiers, which held their lines and fought back Hitler’s forces during the Christmas of 1944,” and proudly said that “brave Ukrainian soldiers are doing the same to Putin’s forces this Christmas.”
But when he said, “Just like the Battle of Saratoga, the fight for Bakhmut will change the trajectory of our war for independence and for freedom,” it was an “Are-you-kidding-me?!?” moment. I’m certain there are members of Congress who don’t know the importance of Saratoga or even where on the map it is! Nor do they know enough about FDR. But President Zelenskyy does, and he then predicted, “If your patriots [missiles] stop the Russian terror against our cities, it will let Ukrainian patriots [people] work to the full to defend our freedom.” How’s that for common ground?
“Ukrainian courage and American resolve”
“Our two nations are allies in this battle,” Zelenskyy proclaimed. “And next year will be a turning point. I know it. The point when Ukrainian courage and American resolve must guarantee the future of our common freedom, the freedom of people who stand for their values.”
This is a clear lesson in persuasion. President Lyndon Johnson was the most persuasive politician I ever saw. (Do the Civil Rights Act, Voting Rights Act, Medicare, Medicaid, and Head Start speak to LBJ’s persuasive powers?) When asked about how he persuaded a divided Capitol Hill, he explained, “Nothing convinces like conviction.” Apparently, Zelenskyy gets that.
He also gave us confidence in our commonality. “Ukraine never asked the American soldiers to fight on our land instead of us,” he reminded us. “I assure you that Ukrainian soldiers can perfectly operate American tanks and planes themselves.”
And then, thanking us for “financial packages you have already provided us with and the ones you may be willing to decide on,” he delivered the line of the night, one that will reverberate in the hallowed halls of Capitol Hill – and in history – for ages:
“Your money is not charity. It’s an investment in the global security and democracy that we handle in the most responsible way.”
If all this wasn’t enough, there was the unforgettably dramatic moment when President Zelenskyy presented a Ukrainian battle flag, signed by front line warriors, to Vice President Harris and Speaker Pelosi. Can you visualize common ground any better than that?
Case closed. He came to persuade. And did he ever!
