‘big picture’ people are more powerful
Individuals who use abstract or ‘big picture’ communication are perceived as more powerful. Take a scenario where an individual is able to untangle a complex issue—possibly by oversimplifying—by summing it up in one catch-all statement. This person may be perceived as more powerful than an individual who gets caught up in the details.
For example, in one study, participants read quotes from political leaders. When the quotes were abstract, participants perceived the politician as ‘a leader’, powerful and amiable compared to the politicians who were paired with more detailed and specific quotes.
So, when communicating, you may have more impact if you summarise issues into high level concepts rather than trying to convince people with all the facts and figures. Take some of the most memorable speeches. Do you think they deal with concepts (‘I have a dream’) or details (‘I have been doing some planning and thinking about the future’)?












