But the data says... Why making the argument isn't enough
A few weeks ago, I watched Andy Burnham’s conference speech live, and whatever your politics, it was an absolute masterclass on how to build influence.
He had understood something fundamental: that there’s a difference between helping people understand your argument and encouraging people to get behind it.
And as researchers I think we often miss this. We think having the evidence, the commercial rationale and a well thought out recommendation is enough. And sometimes it can be, especially when what we’re saying is uncontroversial. But when it comes to the riskier, breakthrough strategic work often it isn’t enough. Because what we haven’t given enough weight to, is building confidence in our recommendation. And Andy gave us a fantastic blueprint for how we can do this.
5 things Andy did to persuade the audience to come with him
#1 Defined The Problem Clearly
“This country isn’t where any of us would want it to be. Politics-as-usual has taken it backwards. More of the same isn’t good enough.”
💡 Lesson for Influence: Before you persuade people towards an answer, make sure they recognise the problem you’re solving.
#2 Created a Sense of Urgency
He made the consequences of staying where we are visible:
“We can’t afford to carry on like this.”
💡 Lesson for Influence: Urgency comes from more than setting deadlines, it comes from helping people see what happens if nothing changes.
#3 Warned It Won't Be Easy
“I won’t pretend some of this won’t be difficult. I accept I may pay a political price.”
💡 Lesson for Influence: Credibility doesn’t come from removing all friction. Most meaningful decisions involve giving something up. Being clear about the trade offs and taking responsibility makes people more willing to trust you.
#4 Described The Future He Sees
“I see start-ups and scale-ups pouring out of our world-class universities. I see businesses up and down the country playing their part and ready to do more.”
💡 Lesson for Influence: A recommendation becomes much easier to move towards when people can picture what sits on the other side of it.
#5 Clarified the Call to Action
My favourite jedi move was his use of the word “enough” in this line near the end:
“If you agree with enough of what I have said, get behind this plan. And get behind each other."
💡 Lesson for Influence: This small, but mighty word “enough” leaves room for people to come with him without pretending they support every part of the proposition. This feels very true for research leaders where decisions often involve uncertainty, compromise and partial agreement.
Your Next Step
2 questions you can ask yourself to start building more influence right now:
1/ What decision are you trying to influence this week?
2/ What might be missing from the way you are making the case?
And if you yourself or the growing leaders you are responsible for are feeling frustrated that brilliant thinking is not yet having the impact it deserves, then I’d love to chat.
Thanks for reading
You Burn Bright, Zoe
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