Say What

Say What


Say, What?

The Lost Art of Communication
“What we’ve got here is failure to communicate.”
(From the 1967 movie, Cool Hand Luke)

The failure to communicate is a growing epidemic in our world. It’s present in business, interpersonal relationships, politics, and education - virtually everywhere.

Effective communication begins with a basic understanding of the fundamentals of true “relational speaking,” as opposed to the slippery, imprecise jargon of “professional new-speak.” Say, What?, based on the book of the same name by Leon McWhorter is presented as a keynote, one-on-one, or multi-day training, and designed to take teams beyond, “Have a nice day” to “Wow, what a day!”

Understanding the similarities across all generations as opposed to the differences allows focus on fundamentals of communication delivering clarity in messaging.


  • Knowing who you are talking to, and what you are talking to and about determines why anyone should listen
  • Core, Target, Periphery- know your ADI
  • Understanding the POP principle- Perspective, Opinion, Personality
  • Look them in the I’s- Inclusion, Insertion, Interpretation, to define INTENT
  • Reduction Deduction speak the same language (Qualitative)
  • Minimize-to-Maximize- Brevity takes time (Quantitative)
  • Reactive Phraseology- speak to success
  • Master the IRP- Interactive, Reactive, Proactive
  • Start big- 30 seconds to hook
  • Close bigger- the minute that matters

The Training:

  1. Session One:
    1.1. Media
         1.1.a) Differences
         1.1.b) Similarities
         1.1.c) Retention

  2. Session Two:
    2.1. Foundations
         2.1.a) Words
         2.1.b) Inventory
         2.1.c) Technique

  3. Session Three:
    3.1. Style
         3.1.a) Say it
         3.1.b) Report it
         3.1.c) Live It
         3.1.d) Laugh about it

  4. Session Four:
    4.1. Audience Motivation:
         4.1.a) Want
         4.1.b) Need
         4.1.c) mpulse

  5. Session Five:
    5.1. Brand vs. Image
         5.1.a) Internal
         5.1.b) External
         5.1.c) Longevity

  6. Closing Session:
    6.1. Action Plan
         6.1.a) Intent
         6.1.b) Directives
         6.1.c) Results


Keynote presentation ranges from forty five to ninety minutes.

Training is customized to company needs and budget, half day, full day or two day plans available. Audience size should be limited to a maximum of 50 to    ensure greater team interaction and skills development.

Target Audience:

Human Resources, Sales, Executives, Supervisors, Managers, Team Leaders, Attorneys, Receptionists, Administrative Assistants or anyone representing any    company or service at any level. This extensive study will improve morale while enhancing skill sets, driving profit and team growth.


Who will benefit? – Companies and individuals large and small with information to share that must live past the boardroom, office or hallway.    

What will be gained? - The ability to “paint” mental pictures easy for an audience to retain. To find the motivation for everyday life    with the realization that it’s never just another day.

When will it impact? – When the message is bigger than the moment and the team needs clarity of mission.

Where will it be useful? – In the courtroom, conference room, at home, at work, at play, at life! Great storytellers are needed everywhere    and will be recalled for generations.

Why does it matter? - Because it’s not just about being heard it’s about being remembered.

Leon McWhorter is an award winning writer, producer, and director with over 30 years experience training executives, talent and support teams in the magic of storytelling for success. His background with all major media outlets (CBS, NBC, ABC and The Walt Disney Company) will benefit you and your team with keynote or training in the art of the story.


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