Last month, a colleague and I taught an online speechwriting course to 27 military folks. One of the speeches we analyzed was given by Lieutenant General David Morrison, Australian Chief of the Army, in 2013. At that time, the Australian police and Army were investigating misconduct alleging that male service members had distributed material demeaning to women on the Army’s email network.
Each time I re-watch General Morrison’s remarks, I’m reminded -- and impressed -- by his candor in setting clear expectations. His message? The Australian Army won’t tolerate sexism. If you think it’s acceptable to degrade, exploit, or harass women in uniform, then, he says, “get out.” (Then he adds, best of luck finding an employer who’ll allow that kind of behavior!)
Over time, the allegations in this investigation proved true and General Morrison issued disciplinary action. In the meantime, a YouTube video of his remarks went viral. Later the government named him “Australian of the Year” citing his commitment to “gender equality, diversity, and inclusion.”
Here’s the 3-minute video of the General’s speech and below you’ll find an annotated transcript of his remarks. It highlights, among other things, an organizational technique for speaking that I’ve found useful whether giving a speech that’s 2 or 20 minutes long. It’s called Monroe’s Motivated Sequence and includes 5 simple steps:
grabbing the audience’s attention;
stating the problem;
stating the solution;
helping the audience envision the solution; and
a call to action.
There’s plenty written about Monroe’s technique online. You can find detailed explanations here and here. (Or email me and I’m happy to discuss it.) Otherwise, read on for the most compelling case against sexism that I had ever heard in my 20+ years in the Air Force.
Transcript of General Morrison’s remarks on June 13, 3013. [My comments in bold.]
“Earlier today I addressed the media and through them and the Australian public about ongoing investigations in to a group of officers and NCO’s who’s conduct if proven, has not only brought the Australia Army into disrepute, but has let down every one of you, and all of those who’s past service has won them the respect of our nation. [The General’s stern presence on camera grabs our attention, along with this last sentence. He explains that the Army’s reputation has been tarnished without saying why just yet. I can almost envision myself back in uniform, standing at attention, listening to my commander. I can tell you: he’d certainly have my attention.]
There are limits to how much I can tell you because the investigations in to this network by both the NSW police and the ADF investigative service are ongoing. But evidence collected to date has identified a group of men, within our ranks, who have allegedly produced highly inappropriate material, demeaning women and distributed it on the internet and defences email networks. If this is true, then the actions of these members are in direct contravention to every value that the Australian Army stands for. [Monroe’s second step is to describe the problem. In this case, bad behavior in the ranks. He reveals enough while carefully withholding sensitive details of the investigation.]
By now I assume you know my attitude to this type of conduct. I have stated categorically, many times, that the Army has to be a[n] inclusive organisation, in which every soldier, man and woman, is able to reach their full potential and is encouraged to do so. Those who think that it is okay to behave in a way that demeans or exploits their colleagues, have no place in this army. Our service has been engaged in continuous operations since 1999, and in its longest war ever in Afghanistan. On all operations, female soldiers and officers have proven themselves worthy of the best traditions of the Australian Army. They are vital to us, maintaining our capability now, and in to the future. [The General makes the case against sexism not only on a moral level, but on a practical level as well. We need women in uniform and they’ve served with distinction.]
If that does not suit you, then get out. [The 3rd step of Monroe’s model is to offer a solution. If you can’t abide by the Army’s standards of conduct, then leave. In the sentence below, he basically says … and hey, on the way out, don’t let the door hit you on the behind.]
You may find another employer where your attitude and behaviour is acceptable, but I doubt it. The same goes to those who think toughness is built on humiliating others.
Every one of us is responsible for the culture and reputation of our army and the environment in which we work. If you become aware of any individual degrading another, then show moral courage and take a stand against it. [Powerful use of pathos, evoking emotion around the term “moral courage.” You can hear it particularly well in the video. Here he modulates his voice, evoking disgust for those incapable of showing moral courage.] No one has ever explained to me how the exploitation or degradation of others, enhances capability, or honours the traditions of the Australian Army. [This paragraph and the following one are excellent examples of step 4: helping the audience envision the future you, as a speaker, are proposing. He couldn’t be clearer in his expectations.]
I will be ruthless in ridding the army of people who cannot live up to its values. And I need every one of you to support me in achieving this. The standard you walk past, is the standard you accept. [This became one of the most quoted lines of the speech. Nice use of anaphora or repetition at the start of each phase.] That goes for all of us, but especially those, who by their rank, have a leadership role.
If we are a great national institution, if we care about the legacy left to us by those who have served before us, if we care about the legacy we leave to those who, in turn will protect and secure Australia, then it is up to us to make a difference. If you’re not up to it, find something else to do with your life. [Anaphora – repetition of the word “if.] There is no place for you amongst this band of brothers and sisters.” [General Morrison ends his remarks with a clear call to action. You have two options: uphold the standards or get out. In addition, he offers a modern twist on phrase “band of brothers” from Shakespeare’s Henry V. By adding “sisters,” he turns a gendered phrase into a more broader, inclusive one. Ending the speech with this word also underscores his main point: the Australian Army includes brothers and sisters alike.]
Done reading or watching General Morrison’s speech? Share your thoughts with me at rose@rosespeechwriter.com. – Rose