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PRAISE FOR COMMUNICATION INTELLIGENCE

Enlightening, engaging, energizing! This book is a master class in

how to improve communication. Morgan’s insights are essential for
any modern leader or team aspiring to be high performing.
—Tommy Geary, SVP of Global Sales Operations at Hewlett
Packard Enterprise and cofounder of Cinco Coaching &
Consulting

Pivotal to leadership success, developing high performing teams, and

driving business results, this practical guide provides the necessary
tools to develop and enhance your CQ. Understanding your
strengths and building capabilities in effective communication,
empathy, and listening are increasingly critical to leadership success
in today’s corporate environment.
—Deb Sinta, VP of Global Talent, Inclusion & Culture at
Tenneco

Communication Intelligence presents a simple, clear, and proven

methodology to help each of us build positive bridges—while
honoring who we are.
—Anita Brick, Director of Career Advancement Programs at
The University of Chicago Booth School of Business

Leadership is influence, and to influence effectively, leaders must

communicate intelligently. This book is packed with wisdom. Turn
the pages, and take your leadership to new heights.
—Colonel Rob Campbell, U.S. Army Ret., leadership author,
coach, and speaker

A must-read for leaders at all levels, Communication Intelligence is

the key to fast-tracking self-awareness and behavior change that will
help you build and maintain relationships of trust. The book outlines
the steps to get it right the first time with those you influence, and
teaches you how to avoid common communication pitfalls. If you
find yourself in a hole, you will learn practical tips for digging your
way out with grace and elegance. This book is a game changer.
—Amy Moran-Moberg, Learning & Leadership Academy Lead
at Amgen Capability Center (Portugal)

The art and science of communication intelligence is the most

powerful driver of human engagement, and speaking another’s
language is the universal motivator. This book will help those
important to you feel understood, feel welcome, and feel good.
—Don Brown, CEO of DonBrown.Org, developer of the Human
Protocol series of influence models, and coauthor of Bring Out
the Best in Every Employee and What Got You Here Won’t Get
You There in Sales

Communication continues to be the lifeblood of healthy relationships

at work and at home. This book provides powerful tools and insights
that help you understand and adapt your own unique
communication style for greater impact. It could not have been
written at a better time!
—Kim Ramsey, founder and President of The Executive Edge,
Inc.

Communication intelligence was instrumental in the success of my

companies. The insights in this book were foundational to building
successful individuals and teams.
—Dr. Chris Neibauer, founder of Neibauer Dental Care and
Abundant Dental Care, and author of Unconditional
Responsibility

In our ever-changing personal and professional communities,

adaptability is a vital leadership capability. Within those communities,
our conversations are riddled with assumptions and inferences that
often lead to misunderstandings and conflict. Communication
Intelligence heightens our awareness and provides simple strategies
that move us toward inclusiveness and belonging in our daily
connections.
—Catherine Dimmitt, Talent and Learning Manager at Cross
River Bank

In Communication Intelligence, Hoop has successfully distilled his

decades of education and work into an actionable tool you can use
daily. The benefits from utilizing his knowledge and skill in my own
career and personal life have been invaluable.
—Robert B. Eaton, President of Blue Front Academy and
author of Check Your Drawers
Copyright © 2023 by Claude D’Val (Hoop) Morgan, III. All rights
reserved. Except as permitted under the Copyright Act of 1976, no
part of this publication may be reproduced or distributed in any form
or by any means, or stored in a database or retrieval system,
without the prior written permission of publisher.

ISBN: 978-1-26-427896-1
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Library of Congress Cataloging-in-Publication Data

Names: Morgan, Claude D’Val, III, author.

Title: Communication intelligence : understanding how you
communicate so you can best communicate with others / Claude
D’Val (Hoop) Morgan, III.
Description: New York : McGraw-Hill, [2023] | Includes
bibliographical references and index.
Identifiers: LCCN 2022059838 (print) | LCCN 2022059839 (ebook) |
ISBN 9781264278954 (hardback) | ISBN 9781264278961 (ebook)
Subjects: LCSH: Communication in organizations. | Communication
in management. | Interpersonal communication.
Classification: LCC HD30.3 .M668 2023 (print) | LCC HD30.3 (ebook)
| DDC 658.4/5—dc23/eng/20230109
LC record available at https://lccn.loc.gov/2022059838
LC ebook record available at https://lccn.loc.gov/2022059839

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 To my family—as I have learned and continue to learn
from them every day about the importance of
Communication Intelligence™ and relationships—
especially my wife, Hope (yes, there is Hope for Hoop),
who continues to be a brilliant sounding board as we
encounter life’s opportunities together.
 CONTENTS

Introduction

PART I: BEING YOUR BEST—YOUR COMMUNICATION

INTELLIGENCE STRENGTHS

1 What Is Communication Intelligence?

2 What Are My Unique Communication Strengths?

3 Am I Intentionally Adapting?

4 What Is Motivating Me?

PART II: BRINGING YOUR BEST—COMMUNICATING

AND WORKING WITH OTHERS

5 Why Should I Bring My Best?

6 Who’s on My Team?

7 How Do I Bring My Best?

PART III: MEET THE CQ 10 ESSENTIALS

8 CQ1: Clear, Consistent Communication

9 CQ2: Balancing Empathy

10 CQ3: Proactive Listening

11 CQ4: Expanding Safe Spaces

12 CQ5: Communicating with Challenging People

13 CQ6: Receiving and Giving Ongoing Feedback

14 CQ7: Got Questions?

15 CQ8: Crystallizing Non-Verbal Communication

16 CQ9: Connecting Through Virtual Communication

17 CQ10: Earning Trust

Your Communication Intelligence Journey Continues

Acknowledgments
Index
 INTRODUCTION

Communication is the number one needed competency

in the world of work today and for the foreseeable
future.

I’ve been passionate about Communication Intelligence since I was a

kid, although I didn’t know the term for it then. I did know that I
was intently curious about people and how they interact. While in
elementary school, I would walk home, stopping along the way to
visit with neighbors and learn about their lives. As a student reporter
for the local newspaper, I had a more formal process to document
and share stories of human interest. When I graduated to the world
of work at the local television station, my interest in how people
communicate grew, and so did my list of questions:

• Do individuals recognize the overwhelming impact that

communication has on all aspects of work—and life?
• Are people aware they have different styles of
communicating?
• Do they grasp how others perceive their messages and
intended meaning?
• Is there a way to document the impact that communication
has on employees, customers, teams, and an organization’s
bottom line?
• Is it possible to help individuals, teams, and organizations
achieve their full potential and be their best by focusing on
communication?

These are just some of the many questions I had on my mind

throughout my personal life, but more so, in my career.
 At the TV station, I had the privilege of working with a diverse
group of talented individuals on our core team. Allow me to
introduce you to a few of them and their styles of communicating:

• JOHN WAS THE NEWS ANCHOR. He was outgoing and

friendly and talked enthusiastically about everything. He was
persuasive and able to convince almost anyone into giving an
interview. All about action, he really lit up when a viewer
stopped him on the street to compliment a broadcast. John
was the ultimate collaborator and mixed in well with almost
everybody.
• JUDY WAS THE ADMINISTRATIVE ASSISTANT. She was
patient and understanding, methodical in her work, and
dedicated to doing whatever she could to help the team. She
took time to explain every detail and asked a lot of questions.
I don’t think she ever met a person she didn’t like, and she
certainly never had an enemy. She confided to me that she
felt constantly under pressure and had a sense of urgency
that others didn’t seem to get. “They never have gotten me,”
she said, “and I wonder if they ever will.”
• BRIAN, THE CAMERAMAN, WAS PRECISE AND
ACCURATE IN EVERYTHING HE DID AND SAID—you
could always depend on Brian. He admitted to being a bit of a
perfectionist and wanted to get it right the first time. He tried
hard to fit into the fast-paced, mostly unpredictable cycle of
news breaking and reporting but said he was more
comfortable with a consistent, stable environment. He was
dedicated to finishing what he started (which wasn’t always
possible) and sometimes felt like he was letting the team
down. “I like to follow rules,” he would say with a smile, hiding
what I sensed was unease.
• SIMONE, THE PRODUCER, WAS ALL ABOUT RESULTS.
She began every staff meeting with a new idea, a new story, a
new angle. She set the bar high for the team and was full of
positive things to say—as long as the members of the team
 were meeting her goals. When they weren’t, she could be
direct and didn’t sugarcoat her displeasure. “Why can’t they
pick up the pace, and why can’t they follow the game plan?”
she would ask. “We have a news show to put on!”

Even though I really enjoyed working with all these people, I

struggled much of the time for them to understand what I was
trying to communicate. At work, I wanted to be a more effective
team member. As I looked around the studio, a line from the 1967
Academy Award–winning movie Cool Hand Luke came to mind:
“What we’ve got here is a failure to communicate.” One of the more
serious implications of the lack of communication is the lack of trust,
especially a misunderstanding that has occurred multiple times. We
all know it’s difficult to repair the damage that a lack of trust does to
relationships in our personal and business lives. So, I started to ask
myself, “Was this just the way it has always been in every workplace
and was always meant to be?”
Jeff Weiner, CEO of LinkedIn, says that communications skills are
the number one skills gap in the marketplace, which means that so
many people have, indeed, always struggled with communication.
This is not going to change anytime soon in the world of work today
unless we take steps to change it.

THE MISSION—COMMUNICATION
INTELLIGENCE
It wasn’t long before my passion for Communication Intelligence
became a mission—to create a system for individuals, teams, and
leaders at all levels to achieve their full potential when it comes to
interacting. The foundation would be a survey to identify
communication style strengths. It would be efficient, effective,
accurate, and easy to navigate. Ultimately, the Forté Survey would
take less than eight minutes to complete; and the Forté
Communication Style Profile would be immediately available, and it
would be easy to understand with clear, actionable suggestions to
get the message across. Especially today, who has 30 minutes to
complete a survey, let alone longer than that? The point is for the
Forté Survey to be as convenient and impactful as possible.
My aptitude for research and technology, and my academic
background in business administration and psychology, kicked in. For
over a decade, I reviewed more than 200 communication
instruments and the works of the founders and pioneers in
communication theory and assessment. These included Peter Mark
Roget (as in Roget’s Thesaurus), Francis Galton (the founder of
psychometrics), Raymond Cattell (the British expert on intra­personal
psychological structure), Hans Eysenck (the German-born expert on
intelligence and personality), Carl Jung (the founder of analytical
psychology), Albert Allport (a pioneer in personality research), and
more. While their contributions were invaluable, the technology
existed to make the ease of use exceptional and the validity high,
and I felt the skills were in place for me to develop what is now
Forté.
Building on the work of these giants, and with the help of friends
and colleagues along the way, I developed a statistically validated
communication style profile survey that was years in the making and
remains a process improvement effort to this day. Bottom line: Life
goes on, and technology has evolved, so it seems with the speed of
light. Every day, we receive and review Forté Validation Reports from
our users. The day after a Forté Survey is completed, the users
receive a validation request email, asking them to rate the validity of
their Forté and add any additional comments or suggestions they
may have. So just as we evolve over time, so does Forté. (If you’d
like to learn more about the research and development of the Forté
Communication Style Survey, please see the Forté monograph at
https://www.theforteinstitute.com/wp-
content/uploads/2018/03/Forte_Monograph_Final_2017.pdf.)

LIGHTBULB MOMENT
In 1981, the Forté Communications Style Survey was launched.
Forté, of course, is the French word for “a thing at which someone
excels,” or in this case, a person’s communication style strengths. As
the Forté system was rolled out, both the business and the
development model included and sought ongoing feedback from our
users so the science would remain current and relevant and not the
product of a time gone by. Soon people began telling us how the
system was a game changer for individuals, teams, and
organizations.

“This helped us to identify, improve, and strategically use our

communication style to lead with more excellence,” said Dr.
Benny Rodriguez, a clinical psychologist and master coach.

“Providing clarity and building trust, choosing commitment to

strategy and effective communication techniques that
promote productive dialogue, better decision-making, and
being able to effectively influence others are just a few of the
behavioral changes we have seen in our clients and teams,”
reported Lori Harris of Harris Whitesell Consulting, LLC.

“There is no better way to assist with the process of

improving communication and teamwork,” stated Larry N.
Long, PhD, an organizational development advisor with
Berkshire Hathaway Energy.

It wasn’t long before the growing list of qualitative testimonials

evolved into quantitative data on how Communication Intelligence,
as measured and developed by the Forté system, translates into
solid business outcomes—productivity, profitability, engagement, and
retention.
Over more than 40 years, upward of 6,000 businesses and 6
million people have used Forté to bring better communication, better
collaboration, and better results to their business and truly find their
team’s voice. Our story has become part of theirs.
I want the same for you.
 YOUR COMMUNICATION INTELLIGENCE
JOURNEY
First, an invitation to take a free Forté Communication Style Survey.
As noted above, it takes about eight minutes (much shorter than
most surveys or assessments). Simply go to
https://www.fortecq.com/survey and complete the survey. A report
will be emailed to you that details your communication style
strengths and much more. You also will have the opportunity for a
feedback session with a Forté Communication Coach. Please note
that this is optional. This book will lead and guide you whether or
not you have taken the online assessment.

It’s About You

Even if you’ve never invested the time to learn about your
communication strengths and how to be your best at work, you have
picked up this book. Congratulations! Your Communication
Intelligence journey has begun or is entering a new phase. In the
chapters ahead, you will:

• Identify where you rank today on a novice to intermediate to

mastery continuum of Communication Intelligence, and you
will establish your goals.
• Discover your unique communication strengths.
• Develop strategies that will help you to adapt to be your best
at work.
• Document motivators and demotivators that influence how
you communicate on a daily basis.
• Review more than a hundred strategies and tips that you can
prioritize to improve your Communication Intelligence
practices as they become productive and welcome habits.

HOW TO READ THIS BOOK

No matter where you are on your Communication Intelligence
journey today, this book is designed to be a resource and to support
you along the way. Here are a few tips:

• First of all, have fun! You will be learning about yourself and
others and how to communicate more effectively. You will
invest time and energy in your most valuable asset (you!).
This should be an enjoyable experience.
• Invest the time to understand the key points of each chapter,
and consider how they relate to your personal challenges and
opportunities at work, today and in the future.
• Take action by completing the exercises. Research shows that
results occur when you document goals in writing. There are
dedicated spaces in the book to capture your commitments,
thoughts, and outcomes. Of course, you can also keep a
separate journal.
• Consider inviting an accountability partner. This is a person
you can share your goals, progress, and challenges with. It
could be someone you work with, a friend outside of work, or
someone you like and respect inside or outside of work.
Research shows that there are levels of commitment that
increase the probability of your achieving a goal. For example:
If you have a general idea of a goal, you are 10 percent
likely to achieve it.
When you have a written plan, you are 50 percent likely
to accomplish the goal.
With an accountability partner with whom you have
specific check-in conversations, you are 95 percent more
likely to achieve your objectives.
• Don’t be surprised if, as your Communication Intelligence
practices evolve into habits, you start to experience the world
of work and those around you a little differently. For example:
You are likely to become more sensitive to the
communication preferences, strengths, and styles of
those you interact with.
 The way people relate to each other may have more
significance for you.
Your evolution may also begin to influence those around
you. Others not only may start commenting about how
you seem more confident and calmer, but may even
become curious about what you are doing. They may look
to you as a resource for how they can improve their
Communication Intelligence.

As on any journey, there may be hills and valleys and ups and
downs. Each and every step is a learning process that will bring you
closer to being your best and to bringing your best to work through
Communication Intelligence . . . enjoy the ride!
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