Kipper© Mark 2 has arrived and training certified

Thank you for the thousands of reactions to my recent blog about the Kipper© communication technique. Great to see so many fans of the technique out there reflecting its power in persuasive communication.

Developments

If you’re feeling a bit rusty though, I have launched “Kipper©-Mark2” as part of the much-acclaimed ‘Getting Your Message Across’ training course which covers design and delivery of team messages (pitches) using the TeamKipper©. We have also extended the technique to running meetings – virtually, as well as face to face – using the MeetingKipper©. If you’ve ever had a painful teleconference call (and who hasn’t?) let the updated Kipper© change the dynamic for you completely.

Contacts for training

For refresher training or to roll out to others in your organisation, contact me https://bit.ly/2pGvmiT or my certified associate Amanda MacAuley http://bit.ly/2GODFPZ .

With the Getting Your Message Across course now CPD certified, it’s a great time to bring your communication skills bang up to date and unleash the power of the Kipper© in your organisation.

Licensing

Options are also available to be licensed as a trainer in the Kipper for those wishing to deliver training themselves. If you’ve been trained in the Kipper you can use the Kipper. If you want to teach the Kipper you need a licence. Applications are welcome. Note – I do this to maintain quality and integrity and to avoid the distortions of the past.

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The Kipper© technique – for real

Why this blog post?

I have over recent months come across materials which show that the Kipper© technique for message design which I have treasured and taught for many years (and now own as Intellectual Property) has become distorted by some over time. This is not altogether surprising, and I do not undervalue the efforts of those who have promulgated the power of the technique. But, I thought it best to attempt some restoration and return the Kipper© to its origin, purpose and full effectiveness; and avoid any further descent into the emergence of an incompetent fish with few powers of persuasion!

Background

I have been using the Kipper© technique for over 20 years. William Macnair was the original creator and I will always be in his debt for his brilliant construction of ideas. At the beginning of 2018 he legally assigned his Intellectual Property to me and my company and I remain committed to its full and faithful promulgation. However….. it’s a bit more complicated.

Complication

Some of my blog postings on effective persuasion in communication have referred to the Kipper© framework and I assumed a reader’s understanding of it. But clearly, if readers have been mis-taught (or mis-remember) and therefore hold a different model in their minds, my builds upon it could create further confusion. So, I thought I should set matters straight and include here what the Kipper© model really is.

Further explanation and coverage of the derivatives of the Simple Kipper© (e.g. TeamKipper©, MeetingKipper©) are available in the courses I run, details of which can be obtained in the first instance from my website: http://www.garethbunnconsulting.co.uk/courses

The true Kipper© model

The Kipper© is a tool primarily designed for (and based upon) deliberative rhetoric using the spoken word – persuasion to future action.

  • Its focus is the creation of consistent and persistent memory.
  • It has three parts: Tail, Middle and Head.
  • That sequence of design (Tail first) is fundamental to the technique.

 

Part 1 = The Tail

In designing a message/presentation we should start with defining what our last few words (7 or less) are going to be – the Big Idea. It is this – usually (but not always) a “call to action” – which will drive the behaviour we seek.

In the Tail is also the Summary – this immediately precedes the Big Idea – and is represented by the black dot at the base of the spine. The Summary is a word for word repetition of the Ideas in the Middle (note – without any labels or evidence).

Part 2 = The Middle

The next part to design is the Middle.

There are two sides: Ideas on the left and Evidence on the right.

The cognitive Rule of 3 applies – we can have up to 3 Ideas. We define the Ideas first that will lead to the Big Idea, and then work out what the most compelling evidence for each will be.

You can see from the diagram that each bone of the Middle consists of a Label, Idea and Evidence (easy to remember as “LIE”). The label will however only be forthcoming when the Head is designed, and Structure labels defined.

Each bone (necessarily both left and right), can be further decomposed to a lower level of 2 or 3 sub-bones, but you will need to do more work on structure and signposting.

Part 3 = The Head

Now, the Head is a very important part of the Kipper©, designed to get the audience to a point when they can effectively listen to your message. The diagram shows the different components, their numbered sequence and very brief definitions of what they are.

There is a lot of subtlety in the Head which will determine whether the presentation will achieve its objectives. It is, after all, all about the audience!

Use a rigorous Kipper© if you seek a persuasive result

I hope the above explanation is helpful in putting rigour back into the Kipper© technique. If you have come across a version which has a different anatomy, please substitute it with this correct version, and refer the purveyor tactfully to this blog. Please also remember that this Intellectual Property is owned by my company. If you have been trained in the Kipper© you can use the Kipper© . If you want to teach the Kipper© you need a licence. Applications are welcome.