Structuring Ideas That Persuade
Being overlooked? Not being taken seriously?
Have you ever been in a meeting where your brilliant idea was overlooked or misunderstood? ​
Or perhaps you've seen someone lose their audience by overexplaining a simple point? ​
Mastering the art of structured communication can prevent this. In this section we’re covering the importance of structure, the KUBA approach to communicating with influence and how to bring a greater level of emphasis into conversations.
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Why Structure Matters
Basic as some of these principles may seem, the truth is that many people in professional roles struggle to communicate effectively. They either lack the skills to make their ideas convincing or fail to apply them consistently.
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Great ideas deserve great delivery.
The most important merit of applying a structured approach is that without it you’ll struggle to communicate effectively and will fail to communicate at your best.
Sometimes, people possess some of the skills outlined here but don’t use them when it counts.
Sound familiar? Don’t worry—there’s a way forward.
How Often Do You?
The Key to Structuring Conversations
Beginning, Middle, End
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Basic as it may seem whether it’s a phone call, meeting, email, or presentation, clear communication boils down to a simple structure: beginning, middle and end.
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Here’s how you can use this framework:
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Beginning: Start by introducing the subject and setting the stage. Keep it concise but clear: What are we discussing and why does it matter?
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Middle: Dive into the details. Think about what makes the most sense for your situation. Should you follow a timeline? Prioritize by importance? Highlight cause-and-effect? Trust your instincts, and if you’re unsure, don’t hesitate to ask for guidance.
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End: Finish strong. What’s the takeaway? Does something need to happen next? Summarize your points and clarify any action items.
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Remember: Clarity isn’t just nice to have—it’s essential to being persuasive.
Meet Them Where They Are At
There’s an expression about being on the same wavelength as someone.
For example, if you’re talking about electric cars, most people know what they are. To go a level deeper, you might discuss the realities of electric, hybrid, and fossil-fuel cars—their costs, reliability, range, and environmental impact. That’s what we call the 'understand' stage.
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When you use simple, familiar language, it’s easier for people to follow and stay engaged. On the other hand, using complex or uncommon words can confuse your audience. Instead of listening, they might get stuck trying to figure out what you mean. That’s something to watch out for.
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Keep in mind that when talking about a topic like electric cars, some people will be more familiar with the details than others, and their level of interest may also vary.
The KUBA Principle
The KUBA principle is a four-step approach to thinking and communicating, based on the sequential concepts of Know, Understand, Believe, and Act.
The most important merit of the KUBA approach is being able to talk with and tune into people and maximize your potential to influence them to believe action is worth taking.
While KUBA isn’t spelled the same as the country Cuba, we thought an image of Cuba could help this invaluable technique stick in your mind. Just as Cuba is known for its vibrant energy and uniqueness, the KUBA approach brings clarity, structure, and impact to your communication.
You can use this framework to ensure clarity and alignment when sharing ideas or driving initiatives. Let’s break it down step by step to see how it works in practice.
You can apply this principle in any communication format—phone calls, presentations, or even emails.
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Believing action is worth taking is essential. In sales, there’s the term “benefit,” but a benefit only matters if it’s relevant to the person you’re speaking to. Sellers often assume what’s important to their audience, but understanding their specific interests is key. If you’re unsure, ask yourself:
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What does this mean to them?
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Once you’ve identified their priorities, explain how your idea or solution is beneficial to them specifically. Highlight the merits of what you’re discussing, making it clear why it matters.
Do people see your idea as significant enough to act on? To win them over, they need to understand the value and urgency of what you’re presenting. Why should they care, and why now?
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If you are thinking about how to combine the beginning, middle, and end concept referred to earlier with KUBA, then "Know" and "Understand" would fall into the beginning, "Believe" into the middle, and "Action" into the end.
Seven effective ways to add weight to your case
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Finally, make the next steps clear. Explain what needs to happen, when, and who is responsible. The more actionable your plan, the more likely people are to commit.
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When thinking about your conversations considering “Who, What, Why, When, What if, How and What next – a Call to Action” is always a good idea.
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Adding Emphasis for Impact
Let’s face it—monotony kills engagement. The single most important point to be made here is that the majority of people are monotone. You may not think this applied to you, but it probably does. And it most certainly applies to people in your immediate team. Speaking at the same pace, volume, and tone makes your audience zone out. Instead, vary your delivery.
Three Proven Techniques To
Amplify Your Message
PAUSE
Use deliberate pauses before or after a key point. For example, say, “I’ve got great news… (pause) Our team exceeded its target by 20%! (pause). This makes your words land..
VOLUME
Match your tone to your message. Excited? Let it show! Concerned? Slow down and soften your voice.
BODY LANGUAGE
Maintain eye contact to connect with your audience and use gestures to emphasize points. If you’re smiling while sharing good news, your enthusiasm becomes contagious.
Elaborating further... You need to apply the right emphasis at the right time to create the right effect. Monotone speakers often struggle to capture attention because they tend to sound the same in every situation. If you have a monotone manner, understand this: commanding attention isn’t about emphasizing just the key moments. People will be more impressed if you consistently vary the way you speak—for example, every minute. There will be times when you need to bring greater emphasis to what you’re saying—whether it’s making a key point or introducing a new subject. Such moments call for heightened focus and delivery. For example, you might pause more deliberately, raise or lower your voice for effect, or adjust the pace of your words—speaking either more slowly or more quickly.
When Delivering Good News
Let it sound good!
Your manner should be enthusiastic, upbeat, and positive.
For example:Start with an attention-grabbing phrase:
“So…” (PAUSE for a second).Speak in a higher volume, smiling as you say,“I’ve got really good news for you.
”Use gestures to reinforce your enthusiasm, then PAUSE again before continuing.If something’s good, you need to express yourself in a way that makes it sound good.
This means your manner should be enthusiastic, upbeat, and positive.
After all, if you can’t get excited about it, why would you expect them to do so?
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When Delivering Bad News
When it comes to bad news, your tone should reflect concern and seriousness.
Speak in a moderate or low volume, with a tempered, steady manner.
For example:
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Begin with a softer tone: “I need to share something concerning…” (PAUSE for a second).
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Slow down and emphasize key phrases: “It’s a VERY concerning problem.” Raise your voice slightly on “very” to convey urgency.
This approach shows empathy and ensures your message is received with the appropriate weight.
Be Authentic & Impactful
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Authenticity and emotion build trust
People connect with those who express themselves authentically—whether sharing excitement or concern. Deliver good news with energy and warmth, and serious news with measured sincerity. How you communicate shapes how others feel, trust, and respond.
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Knowing when to stop talking
Silence can be as powerful as words. After making a strong point, pause and let it resonate. Filling the silence with unnecessary details risks diluting your message and losing your audience.
A well-timed pause not only gives your words more weight but also shows confidence in what you’ve said. For example, instead of rambling after a key statement, stop and let your audience absorb it. This simple technique ensures your ideas leave a lasting impression.
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Hooking Them in with a Number
Using numbers grabs attention, adds structure, and keeps people engaged:
“There are three things we need to address: A, B, and C.” This sets expectations and provides a roadmap. “The most important issue here is…” – This anchors the conversation on what matters most. “To wrap up, the key takeaway is XYZ.” – This reinforces clarity and next steps.
Limit points to 5-7 items—people retain shorter lists better. For longer details, use a visual aid (e.g., a slide or memo) to keep discussions focused while making additional info accessible.
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Harnessing the Power of Questions for Maximum Impact
Use pauses strategically. A brief pause adds weight and encourages reflection. Balance open and closed questions. Open-ended questions invite exploration (“What do you think the implications of this are?”), while closed questions prompt specific responses (“Who’s responsible for this?” or “Is it A or B?”). Open questions spark discussion, while closed ones provide clarity—using both keeps conversations focused and productive. Engage with follow-up questions. Acknowledge responses and, when appropriate, probe deeper—this often-overlooked step strengthens dialogue and insight.
Not Being Taken Seriously
Being monotone is one of the most common obstacles preventing you—even if you're smart and have great ideas—from being convincing, taken seriously, and successfully driving your ideas forward.
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Think of this like a radar...
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To be influential, you need to maintain interest, just like watching a radar screen.
Static objects blend into the background, but movement grabs attention.
When you vary your tone, pace, volume, and gestures, you create the movement that keeps people focused. Without variety, your message risks becoming static noise.
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Keep your delivery dynamic—stay on their radar.
End Conversations With A
Clear Call To Action
Deciding in advance how to conclude is a critical aspect of structuring ideas. Without a clear close, discussions lose momentum, and decisions remain unresolved. If you want to persuade and be influential, you must end with intent—whether securing buy-in, driving action, or keeping the conversation open. Before speaking, ask yourself: What am I asking for? What if they disagree? How can I counter objections? What’s my fallback plan? A strong close reinforces your influence and keeps discussions productive. Leave nothing open-ended—guide the outcome.