The Difference Between Transactional and Transformational Communication

Everyone was buzzing with excitement. The small ten seater plane was buzzing too. It was noisy—until we began flying over the Grand Canyon. Suddenly, everyone stopped talking. It felt like the engines even switched to silent mode. 

I’d never seen anything like it. No one had. We had nothing to compare it to. We stared out of the windows in silent fascination. A few minutes later we landed and exited the plane. 

I was with three of my best friends on a trip around the world. A tour of the Grand Canyon was a last minute inclusion in our itinerary; although close to twenty years ago, it remains to be one of my most lasting memories I have.

 The first thing I said to one of my friends as we stood gazing over the unfenced edge of the Grand Canyon was, “Nobody will understand this. It doesn’t matter how many pictures we take, they won’t get it unless they come here and experience it for themselves."

Some things have to be experienced first hand 

There were a lot of canyons on the way to the Grand Canyon. They were certainly impressive in their own right, but they didn’t create the same reaction in me. It was as if I could appreciate the canyons on a rational level, but the Grand Canyon moved me in a deeper way; it connected with me on an emotional level, and that’s what made my experience so different, so inspiring, so memorable. 

I think transformational communication is like the Grand Canyon.

Transactional versus transformative communication

We get used to transactional communication, the passing on of information, because it’s far more common. On a rational level, we concede communication has taken place, we intellectualise it, but we don't feel it.

Then there is transformative communication, the passing on of purpose. This does the work needed on a rational level, but it also does the far greater work that can only happen on an emotional level. It stops the chatter in our heads, we focus, we gaze in silent fascination. We know something significant is taking place, something that had to be experienced to be truly appreciated. 

Competent leaders communicate on a rational level. Great leaders communicate beyond the rational level; they communicate on an emotional level also. They want more than a transaction to take place, they want a transformation to happen.

Transformational communication is about transferring meaning, not information

Transformational communication happens through establishing an emotional connection. The recipient needs to feel something. Without feeling, without a genuine connection, we end up with just the illusion that communication has taken place.

I believe this is what George Bernard Shaw was talking about when he famously said:

"The single biggest problem in communication is the illusion that it has taken place."

It’s not enough to share information. If you want results, if you want the recipient to actually get the meaning behind your communication, you need to establish a connection, and everyone involved in the communication needs to be able to feel that connection.

Low performing leaders give orders; high-performing leaders build connection because they know that without first establishing a connection, there can be no progress.

What creates the emotional connection? One word: stories

Leaders that tell stories authentically and consistently, transform cultures. They capture both the attention and the imagination of their followers, and if anyone has a shot of capturing loyalty and commitment to a shared vision, it’s them. 

"You can have the best technology, you can have the best business model, but if the storytelling isn't amazing, it won't matter. Nobody will watch.’" - Jeff Bezos

Rational thinking is founded upon data. Emotional connection is founded upon stories. It’s not one or the other. Great leaders understand the need for both. But leading with just the rational side is like flying over the canyons; add the emotional side and suddenly you have pivoted and you are in the Grand Canyons, an entirely different experience for everyone. 

It helps to think of storytelling as a communication tool used to prepare a leader to communicate effectively, rather than a tactic to throw into the mix.

How storytelling prepares a leader to communicate effectively

• Meaning: You have to figure out the point of your communication in advance. It’s impossible to craft a compelling story to make your point, if you don’t actually know what your point is.
• Purpose: You have to figure out what is in it for the audience you will be communicating with. If you don’t know the reason they should listen, you won’t find the story to facilitate keeping their attention.
• Outcome: You have to figure out what outcome you want before you can craft a story to lead people to that outcome. 

Using storytelling as a preparation tool is about clarity. Storytellers have the edge over all other leaders, because of the clarity they get in the preparation stage of forming their stories for their meetings and presentations.

When stories are then included in a presentation, the preparation is what empowers the moment of connection with the audience and team members, and facilitates the opportunity for ongoing transformation.

Storytelling doesn't just give a leader the edge when they are in the spotlight, it gives them the edge in their preparation too.

Becoming a storytelling leader is a strategic decision, not an artistic one

Storytelling isn't a marketing thing, it's a human thing. It's a communication tool. It can be leveraged to reach your audience on an emotional level; it’s about building a connection, it’s about creating focus within a team; it’s about creating a lasting memory.

For the leaders who take it seriously, storytelling also creates clarity--that's important, because clarity that can be communicated and shared effectively is ultimately what facilitates future growth and transformation.

Article by Mick Mooney. If you want to tell better stories in business, let's have a chat. I'm a business storytelling trainer, story coach, and author of Meeting The Muse. I'm here to help. Plan for transformation. Communicate with stories!