Using Trans-Derivational Searching (TDS) for Better Persuasion and Improved Communication


Sometimes we find that even though we have used simple words and phrases to put our argument across, the audience still got the wrong end of the stick, our message did not come across the way we intended.

Misunderstandings on basic words and phrases causes our audience to devalue what we are trying to say, and leads them to "tune out" or not pay us any more attention for the rest of our discussion.

We need to make sure we are being clear and that our meaning (in the words and phrases we use - our chunks) is understood in the manner we want it to be understood.

The following article explores how our meaning sometimes gets lost in what we are delivering.

Trans-Derivational Search - TDS is a technique that the human mind is commonly believed to use in order to make sense of a communication (speech, phrase, picture, sound etc).

Whenever you come across some information, your brain tries to make sense of it based on knowledge you have already gained. Your brain will scan for data is has already stored over the years and apply it to this new information (or experience).

TDS Trans-Derivational Searching forces (unconsciously) the audience to apply personal meaning to a statement. CHUNKMAPS take full advantage of TDS. Although a single statement (chunk) might have been made - each audience member applies it to themselves each in a different way.

Before we continue, please consider this:

"You did it again yesterday didn't you!"

Each person reading the statement above will personalise the message and try to make sense of it. Most will find something they did yesterday (using a trans-derivational search) and consider that to be the thing being referred to in the statement, even when it may have nothing to do with that actual situation!

This nature of TDS can be used to your advantage in your own discussions, essays, presentations, debates, persuasion, mediation etc

As you give your audience new information, details, facts etc, you immediately add to their knowledge and that immediately affects their TDS. Chunk Maps allow you to visualise your information and create a Journey of Persuasion which will appeal to your audience's own TDS and influence how their TDS operates as your are talking, presenting etc.

TDS and CHUNKS are linked:

  • A Chunk is a word or phrase which represents a deeper meaning for each audience member
  • TDS is the way each audience member will process and and place meaning on that Chunk
  • Some Chunks will be very easy to process and allow the audience to remain in "up-time" and totally aware of their surroundings while understanding the Chunk (state of awareness)
  • Some Chunks will require more effort/concentration to process putting the audience in "down-time" where they may not be aware of their surroundings (state of deep thought or trance like)
You, the author/presenter, can take advantage of this and influence "how your audience processes chunks", "what "state" they process the Chunks in" and "how long they stay in that state".

When influencing an audience, you will want to ensure that the audience TDS results in agreement with your proposition/idea. This means creating a Journey of Persuasion which links your new Chunks of information (your ideas/propositions) to their existing core body of knowledge and experience (held in their long term memory). Obviously the links need to be links of agreement.

That is to say, your proposed new idea or concept must compliment your audience's existing knowledge and experience - Getting your Journey of Persuasion right is key.

The CHUNKMAPS Method teaches you the rules and techniques for effective spoken and written communication, you will develop skills which maybe used effectively in conversations, essays, reports, presentations, mediation, debates etc



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