Unit 7: Communication,
Perception, Leadership
Certified Business
Analyst

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Agenda
In this session, you will learn about:
• Appreciate the importance of various behavioral
aspects with context to a BA Role :
o Communication skills
o Perception
o Leadership

Communication:
An Art

What is Communication?
Communication is simply the act of transferring information from
one place to another.

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What is Communication?
The Transmission of a Message from a Sender to
Receiver(s) in an Understandable Manner

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What is Communication?
Communication Channel
Understanding
Sender Receiver
Encoding Decoding
When two or more people are in the same place and are aware of
each other's presence, then communication is taking place,
no matter how subtle or unintentional.

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Elements of Interpersonal Communication
Communicators Message Noise
Feedback Context Channel

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Communicators
One Way Process

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Communicators
Two way process –
Interactive Process

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Message
Message not only means the speech used or information conveyed….

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Message
…But also the non-verbal messages exchanged such as facial
expressions, tone of voice, gestures and body language.

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Non-Verbal Communication

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Noise
Anything that distorts the message, so that what is
received is different from what is intended by the
speaker.

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Noise
The use of complicated jargon,
inappropriate body language,
inattention, disinterest, and cultural
differences can be considered 'noise‘.

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Feedback
Feedback consists of messages the
receiver returns, which allows the
sender to know how accurately the
message has been received
Feedback allows the sender to regulate,
adapt or repeat the message in order to
improve communication.

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Context
All communication is influenced by
the context - Situational and Social
- in which it takes place.

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Channel
The physical means by which the
message is transferred from one person
to another.

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A Quick Recap
• One Way Process
• Two way process – Interactive Process
Communicators
• Speech
• Non-verbal messages exchanged such as facial expressions, tone of voice,
gestures and body language
Message
• Anything that distorts the message
• Physical 'noise', complicated jargon, inappropriate body language,
inattention, disinterest, and cultural differences
Noise
• Messages the receiver returns, Allows sender to adapt, Regulate or repeat
• Direct verbal statements, subtle facial expressions or changes in posture
Feedback
• Situational context, Social Context
• The emotional climate and participants' expectations of the interaction
Context
• Speech and Vision
• Only Speech
Channel

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The Goal

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Which Means, the Communication Needs to be….

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Types of Communication
VERBAL NON- VERBAL

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Types of Communication
Communication
Verbal
Face to face, tele,
radio etc.
Non Verbal
Body lang., gesture,
dress, smell
Written Visual

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Communication Style

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Communication Style

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Elements of Personal Communication

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Verbal Communication: Listening Skills
Listening is the ability to accurately receive messages in the
communication process.

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Verbal Communication: Listening Skills
Source: Adler, R., Rosenfeld, L. and Proctor, R. (2001) Interplay: the process of
interpersonal communicating (8th edn), Fort Worth, TX: Harcourt.
Not
Communicating,
30%
Listening,45%
Writing, 9%
Reading, 16%
Speaking, 30%
Communicating,
70%
Not Communicating Listening
Writing Reading
V/S
Hearing
Hearing refers to the
sounds that you hear
Listening
Listening requires more
than that: it requires
focus. It means being
aware of both verbal and
non-verbal messages

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Listening Skills: 10 Principles
Source: www.Skillsyouneed.com
1. Stop Talking
2. Prepare
Yourself to
Listen
3. Put the
Speaker at Ease
4. Remove
Distractions
5&6. Empathise
and Be Patient
7. Avoid
Personal
Prejudice
8. Listen to the
Tone
9. Listen for
Ideas – Not Just
Words
10.Wait and
Watch for Non-
Verbal Comm.
A good listener will listen not only to what is being said, but also
to what is left unsaid or only partially said.

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Listening Skills: Verbal and Non-verbal Signs
Source: www.Skillsyouneed.com
Non-Verbal Cues
• Smile
• Eye contact
• Posture
• Mirroring
• Distraction
Verbal Cues
• Positive Reinforcement
• Remembering
• Questioning
• Reflection/paraphrasing
• Clarification
• Summarization

Perception

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Perception Matters!
YOUR
PERCEPTION
IS YOUR
REALITY!

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We have to consider not just the
single element but how the
totality
is perceived.
In Totality

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Cultural Influences on Perception

Leadership

Leading by Example
Lead by
Example

Boss vs. Leader

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The Right Order and Why?
30 minutes
10 minutes
Where are
we going?
Where are
we now?

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A BA is a Leader Without a Title
A BA is a Leader Without a Title

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How to Assume Subtle Leadership?
Influencing people,
dealing with hidden
agendas, and
resolving conflicts
(that range from
professional to
political to personal)
Influencing people to
perform tasks, often
which they may not
really like to do
Educating and
training people who
may not want to be
educated or trained
in the subject
Interrogating people
while building and
maintaining
relationships
Attentive and
centered listening,
and do this while
challenging the brain
to process
information in
parallel
What a BA must do to assume subtle Leadership?

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Leadership is Not About Positions

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Leadership is Not About Influence Either!

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Just Imagine….
Imagine if corporations
eventually allowed BA's
to take on the mantle of
a leader and also
provide them with the
appropriate level of
authority…..
How much more
effective BAs could be
as leaders?

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Leadership: Styles & Model

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Levels of Leadership

Show The Way

The 80/20 Rule
20% of Actions
(Time, Resources and effort)
80% of Results (Rewards)

Eat That Frog!
"If you have to eat two frogs,
eat the ugliest one first!"

Leaders Speak

&
Thank
You
For Your
Attention