La parole du dirigeant
Le Parc des Princes, 18 novembre 2021. Whistcom, spécialiste en stratégie orale au service des dirigeants, organisait une table ronde à laquelle j’étais invité. Déjà au mois de septembre, une étude en partenariat avec OpinionWay montrait que 84 % des salariés considèrent que leur dirigeant est un bon orateur, alors que 56 % d’entre eux considèrent que cette même parole contribue peu (26 %) ou même pas du tout (encore 26 %) à les motiver au quotidien. Ce paradoxe entre la qualité formelle d’une parole et son piètre résultat en matière de motivation interroge. Voici quelques points qui me paraissent importants.
Une parole habitée
En premier lieu, la force d’une parole n’est pas seulement dans la pertinence de son contenu ni dans la qualité formelle (bien parler) du dirigeant ou du manager, mais sans son degré d’implication. Une personne qui parle avec authenticité, ça se voit, ça s’entend. Mieux encore : la « congruence » entre ce qu’elle dit et ce qu’elle pense, entre ce qu’elle est et ce qu’elle paraît, le fait qu’elle croie vraiment à ce qu’elle dit, ça se sent. C’est elle qui peut déclencher chez l’autre, un vrai consentement. Il s’agit d’une parole pas seulement authentique, mais habitée, c’est-à-dire animée, engagée.
Une parole partagée
Un monologue, même pertinent, finit toujours par devenir rébarbatif. Un bon communicant écoute celui qui écoute, il est attentif aux feedbacks. Une parole réussie enclenche un dialogue. La célèbre expérience de Kurt Lewin sur deux groupes de femmes aux USA en 1943, est significative à ce sujet : il s’agissait de changer leurs habitudes alimentaires en les persuadant de consommer des viandes d’abats, les meilleurs morceaux étant envoyés aux soldats sur le front. Le premier groupe assiste au discours d’un expert parfaitement pertinent, qui défend la valeur gustative et nutritionnelle des abats. L’animateur du deuxième groupe les invite à échanger ensemble, et leur fait identifier pourquoi elles éprouvent une aversion envers ce type de produits. Résultats une semaine plus tard : dans le premier groupe – qui a écouté un monologue – 1 seule femme sur 30 a changé ses habitudes, dans le second : 10 sur 30. CQFD : la parole échangée est la plus motivante. Le but de la prise de parole du dirigeant n’est pas qu’il soit admiré, mais de permettre à ses auditeurs de se positionner, en les laissant s’exprimer.
Une parole stimulante
La parole motivante s’adresse au désir et pas seulement à la raison. La rationalité cherche la sécurité et l’ordre, un propos incontestable. Le désir se porte vers ce qui attire : un projet captivant, une belle aventure, un défi… La parole motivante suscite la curiosité, libère l’imagination ; à vouloir tout maîtriser, le rationnel ennuie : il n’y a plus qu’à exécuter. Bien sûr, la parole doit jouer sur les deux registres, mais en n’oubliant surtout pas de laisser une marge de manœuvre aux auditeurs pour solliciter leur propre contribution. Faciliter celle-ci pour que le salarié se sente reconnu et apprécié : alors oui, le manager suscitera une gratitude bien plus précieuse que l’admiration pour son discours.
Mais l’essentiel n’est peut-être pas encore là. Une parole motivante réfère à quelque chose qui dépasse celui qui parle : un bien commun qui est l’affaire de tous, non pas d’un seul. La crainte d’une parole partiale peut alors laisser sa place à un esprit de service partagé. Il y a là un fil conducteur pour développer une véritable philosophie du management.
Conscience
Motiver par la parole ?
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