The comms framework that is EPIC!

Harnessing E.P.I.C for Executive Communication

Today, we look at the framework of E.P.I.C that McKinsey teaches young consultants. It is particularly important early on, to help structure the framing of conversations and communication.

Over time, repetition and muscle memory go to work, and you’ll apply this without thinking.

E = Empathy

Start by putting yourself in the audience’s shoes.

What do they already know?
What pressures are they under?
Why should they care about this topic now?

Good communication begins with understanding the other person’s perspective. It is sometimes hard to do - but I urge you to spend time here, as it’ll add a lot of value to the message and your overall relationship with the audience.

If you miss this step, even a well-structured message can miss the mark.

P = Purpose

Next, be clear on the purpose of the interaction.

What do you want to achieve from the conversation?
What does the other person need from it?

Whether it’s a decision, alignment, or guidance, being clear on purpose helps avoid conversations that drift without the core outcome in mind.

I = Insight

Executives rarely need more information.

They need insight.

What matters most?
What does the analysis actually mean?
What should change because of what you’ve learned?
What decision do they need to make?

Your job is not just to present information, it’s to distil it into something meaningful for them.

C = Conversation

Finally, think about the flow of the conversation itself.

How will you open the discussion?
What questions might arise?
How will you guide it toward a productive outcome?
If one thing must be covered, how can you get to it?

Great communicators don’t just deliver information, they orchestrate the discussion around it. Ensuring all parties that need to be, are involved, and taken through the story.

Super short one today - but hopefully useful when you start to think about, and frame your next discussion.

Thanks for joining me - Jake