reglas de comunicación
DESCRIPTION
Como comunicar mejor con nuestra audienciaTRANSCRIPT
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
"#$%&'!(#!)*+,-./&/.0-1!)*+*!2,-/.*-&!#%!/#3#43*!5,+&-*!
!"#$%#&'()'#*'+,-%*./$*'#*'01(1'
2,$3*'4*$$"5,'6,5789*7:;"$,<"'
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
6!
¨ Si buscas resultados distintos, no hagas siempre lo mismo ¨ Albert Einstein
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
7!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! 8
9&3:#;-$!<=-&+./'!.'!&4*
,>!
)*++,-./&;*-!&-(!?3*+
*;*-!>*!.+@&/>!
*,3!@*>#-;&%!/,'>*
+#3'!
A--*B&3!#-!)*+,-./&/.0-!#'!'#3!/&@&C!(#!/3#&3!=!*23#/#3!,-!+*(#%*!(.2#3#->#!&%!(#!-,#'>3&!/*+@#>#-/.&!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
D!
?&3&!/*+,-./&3!+#E*3!5&=!F,#!.--*B&3!=!!(.2#3#-/.&3'#!(#!%&!/*+@#>#-/.&G!
http://www.youtube.com/watch?v=0v2p-PLF14A&feature=related
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
H*,3!"*&(4%*/:'!>5&-!.+@#(#!3#',%>'G!
I
J%!@.%&3!(#%!KL.>*!#-!#%!'.$%*!MMA!#'!%&!/*+,-./&/.0-!#N/.#->#!/*-!>*(*'!-,#'>3*'!/%.#->#'!.->#3-*'!=!#L>#3-*'G ! ! !
! !!!!!!! ! !!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
)*+,-./&/.0-!#-!&%>&!+*->&O&!
P!http://www.youtube.com/watch?v=JobyDR2j9wk
http://www.youtube.com/
watch?v=THlQ80N3
g1A
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! Q
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
J%!9&3:#;-$!#'!/*+,-./&/.0-!@,3&!/*-!#%!/%.#->#!
R
S->#'!(#!/*+,-./&3!&%$*!&!-,#'>3*!/%.#->#!T.->#3-*!*!#L>#3-*U!(#4#+*'!'&4#3!/*+*!2,-/.*-&!#%!/#3#43*!5,+&-*!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
?&3&!>3&4&E&3!/*-!@#3'*-&'!(#4#+*'!/*+@3#-(#3!!#%!2,-/.*-&+.#->*!(#%!/#3#43*!5,+&-*!
VW
X#!@,#(#!/*+,-./&3!#N/&C+#->#!&%!/%.#->#!'0%*!/,&-(*!%&!@&3>#!3&/.*-&%!=!@&3>#!/3#&;B&!(#%!/#3#43*!#'>Y-!>3&4&E&-(*!E,->&'!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! VV
! !X.!%&!+#->#!'#!#';+,%&Z!.-(#@#-(.#->#+#->#!(#!%&!#(&(Z!-,#B&'!3&+&'!/3#/#-!#-!/&(&!3&/.+*!(#!/[%,%&'!(#%!/#3#43*!#!.-/3#+#->&!#%!-\+#3*!>*>&%!(#!/[%,%&'!@*'.4%#']!
! !^#-#3&+*'!-,#B&'!/*-#L.*-#'!#-!#%!/#3#43*!+Y'!3&@.(&+#->#!F,#!%&!+#(.&!(#!@[3(.(&]!A-/%,'*!'.!@#3(#+*'!VW]WWW!/[%,%&'!(#!/#3#43*!&%!(_&!(#'(#!-,#'>3*!-&/.+.#->*Z!#%!-\+#3*!>*>&%!@#3(.(*!&!%&!#(&(!(#!QW!3#@3#'#->&3_&!+#-*'!(#%!7`]!
! !S%$,-&'!(#!%&'!@#3'*-&'!+Y'!/3#&;B&'!5&-!'.(*!#L/#@/.*-&+#->#!@3*%_N/&'!&!#(&(#'!&B&-C&(&'!TJ.-'>#.-Z!^&,$,.-Z!9.$,#%!a-$#%Z!b&=(-Z!?./&''*U!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
c#%*/.(&(!(#%!/#3#43*!
V6
! "51"6*(*7('"89:,-'"*-;(,"*-"9-"*4;,<'"<*",=41,:=*-;'"<*4>9?4"<*"
VW!+.-,>*'"4="-'"8,@",1)'"A9*"1'"*4B:91*C",4D"F,#!(#4#+*'!B&3.&3!%*'!+#(.*'!=d*!/&-&%#'!@&3&!>3&'+.;3!+#-'&E#'EEE"
! "F,":*<=,"<*">,1,7(,4"A9*"9-,">*(4'-,">9*<*">*-4,("*-"9-"
:=-9;'"&'/.#-(#!&!QWWC":=*-;(,4"A9*"1,":*<=,"<*">,1,7(,4"A9*"9-,"
>*(4'-,">9*<*";(,-4:=B("*4"<*"G#$">,1,7(,4">'(":=-9;'H"
""""""""""""""""""""""""""""""""""""" " ""
=<'5*>*<"$%,'.,?-"$'"'@,#,<'9,<'<*5?#,<''A"$"'*<?.B9"$'"9'>*$*/$,''''
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
?3#2#3#-/.&'!(#%!/#3#43*!
V7
! "),&-(*!,-!+#-'&E#!*4"<,<'"9-,"4I1,"J*/C"*1"6*(*7('"(*69*(<,"K-=6,:*-;*",-!VWL"<*1":=4:'">,4,<'"9-"B*:>'M"4=-"*:7,()'"
69,-<'"*4;*":=4:'":*-4,N*"*4"3#@#;(*!I!B#/#'C"4*"(*69*(<,"8,4;,"*1"RW`H"
! "F,"+#->#!5,+&-&!@3#N#3#O""
" "<.&$3&+&'!3#(*-(#&(*'!&!/,&(3&(*'!" !e#>3&'!*'/,3&'!=!2*-(*'!/%&3*'!" !9,/5*!/*%*3Z!/*%*3Z!/*%*3!
""""""""""""""""""""""""""""""""""""" " ""
C?9%7".,<'*<@,<'>$%@*$%,<'"'9"'D,$"'#*'>,.B5%>"$'E".A"F"<&'!"$>"'G'H$*>%,<'"'5B*<@$,<'>9%*5@*<I''''
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
" )5&-$#!9&3:#;-$!<=-&+./'!
" f'#!*2!gJh!6]W!!
" <#B#%*@!>5#!-#i!)"9!J/*'='>#+!
" e#&3-!23*+!=*,3!/,'>*+#3'!
j5#3#!&3#!8!:#=!&3#&'!>*!4#!(#B#%*@#(!2&'>#3!
V8
kJ%.E&+*'!-,#'>3*!
+#-'&E#!=!3#@_>&+
*'%*!
&%!+#-*'!I!B#/#'!&!
-,#'>3&!&,(.#-/.
&k!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
?3#'#->&/.*-#'!l3&%#'!
VD
! 5-"9-,">(*4*-;,6=I-"'(,1C"1,4">,1,7(,4"P*4"<*6=(C"1,"6':9-=6,6=I-"
J*(7,1Q"<*R-*-"6':'":0S=:'"9-"GTL"<*1":*-4,N*H""
! b&'>&! #%! R7`! %%#$&! &%! .->#3%*/,>*3!+#(.&->#! /*+,-./&/.0-!-*!B#34&%O" 1,4" 6,(,6;*(D4B6,4" <*" 1," J'/" P*1" >,(,1*-)9,N*Q" ;(,-4:=;*-"
*-;(*" *1" #$L" @" *1" U$L" <*1" :*-4,N*C" @" *1" (*4;'" <*1" 69*(>'"
P*4>*6=,1:*-;*"*1"('4;('Q"*-;(*"*1"V$L"@"*1"W$LH""
! F," :,@'(" =-X9*-6=," A9*" 9-" '(,<'(" >9*<*" ;*-*(" 4'7(*" *1"
:*-4,N*"A9*"11*),","49",9<=*-6=,"-'"4*"<*7*","1'"A9*"<=6*C"'.-*!&!/*+*!%*!(./#Z!','!$#'>*'Z!',!&/;>,(!=!',!#L@3#'.0-]!
""""""""""""""""""""""""""""""""""""" " ""
EB"5#,'>,.B5%JB*.,<',$"9.*5@*'#*/*.,<'B?9%7"$'.B>D,'.8<'5B*<@$"'">?@B#&'*5@,5">%K5&'*LA$*<%,5*<'G'3*<@,<'
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
VI!
kb&'>&! #%! R7`! (#%! +#-'&E#! %%#$&! &%!.->#3%*/,>*3! +#(.&->#! /*+,-./&/.0-!-*! B#34&%1! %&'! /&3&/>#3_';/&'!(#! %&! B*C!T#%! @&3&%#-$,&E#U! >3&-'+.>#-! #->3#! #%!6W`! =! #%! 7W`! (#%! +#-'&E#Z! =! #%! 3#'>*!(#%! /,#3@*! T#'@#/.&%+#->#! #%! 3*'>3*U!#->3#!#%!IW`!=!#%!QW`]!!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
m&/>*3#'!F,#!.-n,=#-!#-!#%!!3#/,#3(*!(#!%&'!/*'&'!T?"AXSU!
VP
""""""""""""""""""""""""""""""""""""" " ""P rimero
Somos más propensos a recordar el principio de eventos
R evisa Los recuerdos se borran pronto después de 24 horas sin revisión
I nusual Recordamos cosas inusuales extremadamente bien
S imil El recuerdo es alto si las cosas están ligadas a símiles, análogos y mnemotécnicos
Al final Somos más propensos a recordar el final de los eventos o el último de una serie
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
o,#!5#+*'!3#>#-.(*p!!
VQ
! X*43#!%&!2*>*!&->#3.*31!
• ' 'EB"5@,<'#*#,<'?*5*'9*-*5@"#,<'#*'9"'."5,'%7JB%*$#"I'
Y '=5'JBM'."5,'99*-"'*9'."9*N5I'Y 'O*'JBM'>,9,$'*<'9"'>,$/"@"I'Y 'PBM'D"/Q"'*5'*9'<B*9,I'Y 'R9*-"/"'3"S"<I'Y 'PBM'$*A$*<*5@"'9"'S,@,I'Y 'PB*'JB%*$*'#*>%$'>"#"'9*@$"I'
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! VR
?"AXS!-*'!&=,(&!&!3#/*3(&3!+Y'!=!+#E*3!]]]!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
J%!2,-/.*-&+.#->*!(#%!)#3#43*!
6W
el^A)S!
b&4%&!)Y%/,%*'!
S-Y%.'.'!A->#%#/>,&%!e#/>,3&!J'/3.>,3&!q*+43&3!l3(#-&3!
X#/,#-/.&3!)3_;/&!
JB&%,&/.0-!
e0$./&!
)"JSjAcS!)3#&;B.(&(!
S/;B.(&(!S3r';/&!b&4.%.(&(!
9,'./&%d".>+*!J+*/.*-#'!
"#/*-*/.+.#->*!)*+@3#-'.0-!?#3/#@/.0-!
JL@3#'.*-#'!2&/.&%#'!A->,./.0-!A+Y$#-#'!
)*%*3#'!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
J';+,%&3!#%!%&(*!ACF,.#3(*!=!<#3#/5*!!(#!%&!9#->#!
6V
5S>*(=:*-;'4"(*,1=/,<'4"<*:9*4;(,-O""
! Z9*"%&!$#->#!F,#!5&!'.(*!#->3#-&(&!@&3&!,;%.C&3!,-&!@&3>#!(#!/#3#43*!+Y'!F,#!%&!*>3&!P"6'-;,71*4C"=-)*-=*('4C",(B4;,4C":K4=6'4C[Q"
*-69*-;(,-"<=R691;,<*4">,(,"\6,:7=,("<*"1,<'\"69,-<'"*4"
-*6*4,(='H"
! Z9*"/,&-(*!#%!%&(*!+Y'!(#4.%!#'!#';+,%&(*!@",-=:,<'","
6''>*(,("N9-;'"6'-"*1"1,<'":04"]9*(;*"*S=4;*"9-,"$3&-!'.-#3$.&!P"VsVtDEEEQ"
""""""""""""""""""""""""""""""""""""" " ""
=5'>B"9JB%*$'">?-%#"#'>,.B5%>"?-"'#*'!"$T*?53''*<'5*>*<"$%,'*<?.B9"$'"./"<'A"$@*<'#*9'>*$*/$,''''
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! 66
?"AXS!-*'!&=,(&!&!3#/*3(&3!+Y'!=!+#E*3!]]]!
J';+,%&!=!$&-&3Y'!]]]!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
<#/.3!#%!)*%*3!-*!%&!?&%&43&!
67
S9S"Aeel!!!Sufe!!qS"SqvS!qJ^"l!!"lvl!!cJ"<J!
9l"S<l!S9S"Aeel!"lvl!qS"SqvS!cJ"<J!qJ^"l!Sufe!!"lvl!9l"S<l!cJ"<J!Sufe!qS"SqvS!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! 68
)*%*3! X.$-.N/&(*! X,!,'*!&@*3>&! J%!#L/#'*!@3*(,/#!heSq)l! ?,3#C&Z!.-*/#-/.&Z!*@;+.'+*! ?,3.N/&!%&!+#->#!&!%*'!+Y'!&%>*'!-.B#%#'! www!
eScSq<S! JF,.%.43.*! S=,(&!&!%&!/,3&/.0-!#'@.3.>,&%! )&-'&(*!=!(#'*3.#->&(*!
?eSjS! ?&CZ!>#-&/.(&(! o,.>&!(*%#-/.&'!=!#-2#3+#(&(#'! www!
^"AX! J'>&4.%.(&(! A-'@.3&!%&!/3#&;B.(&(!X.+4*%.C&!#%![L.>*!
www!
S9S"Aeel! A->#%.$#-/.&Z!&%#->&(*3Z!;4.#C&Z!@3#/&,/.0-Z!.--*B&/.0-!
S=,(&!&!%&!#';+,%&/.0-!+#->&%!S/%&3&!,-&!+#->#!/*-2,'&!
?3*(,/#!&$*>&+.#->*!^#-#3&!(#+&'.&(&!&/;B.(&(!+#->&%!
l"l! m*3>&%#C&! m*3>&%#/#!#%!/,#3@*!=!#%!#'@_3.>,! <#+&'.&(*!2,#3>#!@&3&!+,/5&'!@#3'*-&'!
qS"SqvS! J-#3$_&! j.#-#!,-!&$3&(&4%#!#2#/>*!(#!;4.#C&!S,+#->&!%&!.-+,-.(&(!=!%&!@*>#-/.&!
S,+#->&!%&!&-'.#(&(!
"lvl! J-#3$_&Z!B.>&%.(&(Z!@*(#3Z!2,#3C&Z!&@&'.*-&+.#->*Z!B&%*3Z!&$3#'.B.(&(Z!!.+@,%'.B*!
f'&(*!@&3&!.->#-'.N/&3!#%!+#>&4*%.'+*!(#%!/,#3@*!/*-!#2#3B#'/#-/.&!=!&@&'.*-&+.#->*!S=,(&!&!',@#3&3!%&!(#@3#'.0-!
S-'.#(&(!(#!&,+#->*'Z!&$.>&/.0-Z!>#-'.0-!
?x"?f"S! X#3#-.(&(! x;%!@&3&!@3*4%#+&'!+#->&%#'!=!-#3B.*'*'! ?#-'&+.#->*'!-#$&;B*'!
Sufe! c#3(&(Z!'#3#-.(&(Z!&3+*-_&Z!N(#%.(&(Z!'.-/#3.(&(Z!3#'@*-'&4.%.(&(!
j3&-F,.%.C&!%&!+#->#!<.'.@&!>#+*3#'!
<#@3#'.0-Z!&n.//.0-Z!@#'&(,+43#!
SyAe! c#3(&(! S=,(&!&!(#'@#E&3!#%!/&+.-*!&!%&!/*-/.#-/.&!(#%!=*!#'@.3.>,&%!
<*%*3!(#!/&4#C&!
cJ"<J! J/,&-.+.(&(!.-#L@#3>&Z!&/&,(&%&(*Z!/#%*'Z!+*(#3&(*Z!#F,.%.43&(*Z!>3&(./.*-&%!
x;%!@&3&!#%!&$*>&+.#->*!-#3B.*'*!JF,.%.43&!#+*/.*-#'!"#B.>&%.C&!#%!#'@_3.>,!J';+,%&!&!'#-;3!/*+@&'.0-!
)3#&!#-#3$_&!-#$&;B&!
qJ^"l! X.%#-/.*Z!#%#$&-/.&Z!@*(#3!
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
^*-;,N,4"<*"9-,":,(6,"]9*(;*"
6D
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
o,#!B#'!#-!%&!2*>*p!!!
6I
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,!
)0+*!2&B*3#/#3!#%!,'*!(#!%*'!(*'!%&(*'!(#%!/#3#43*!#-!%&!/*+,-./&/.0-!
6P
?&3&!&=,(&3!&%!/*-',+.(*3!&!,'&3!&+4*'!%&(*'!(#%!/#3#43*!(#4#+*'!3#/*3(&3!!F,#!%&!.-2*3+&/.0-!#'!&%+&/#-&(&!/*-!1!!c#3=!b.$5!m3#/,#-/=k!TcbmU!
Y "c.',&%O"_';'4C"546*-,4C"`:0)*-*4C"
a=,)(,:,4C"F')'4C".(0R6'4C"a=79N'4"
Y "b#&3.-$O"b,1,7(,4C"+'-=<'4C"cK4=6,C"
d-],4=4ef6*-;'4C"g'-J*(4,6='-*4"
Y "m##%.-$O"5:'6='-*4C"h1'(*4C"+,7'(*4C"
i,6;'C"*;6"
!"#$$%"&'()*"+*((,-'".'-/01*/23,('4,! 6Q
Cuando la parte racional y la creativa del cerebro están trabajando juntas se puede ¨tocar¨ de forma objetiva a la persona...!