The Power of Word Congruency: What Oliver North Taught Us at the Iran-Contra Hearings
When it comes to influencing others—whether in sales, leadership, or public service—congruency is one of the most powerful tools you can possess. Word congruency, specifically, refers to the alignment between what you say, how you say it, and how you show up. In other words, do your words match your tone, body language, and emotional intent?
A perfect historical example of word congruency in action? Lieutenant Colonel Oliver North, during the 1987 Iran-Contra hearings.
What Is Word Congruency?
Word congruency is about authenticity and alignment. If you say, “I care about my clients,” but your tone is dismissive and your body language shows disinterest, your words fall flat. People don’t just listen to what you say—they feel it.
Sales professionals, coaches, and leaders who master congruency build trust fast. They seem credible, sincere, and emotionally in sync with their message. Their communication resonates because all elements—verbal, tonal, and physical—are working together in harmony.
The Oliver North Example
During the Iran-Contra hearings, Oliver North faced intense scrutiny and national television exposure. He had every reason to be defensive, evasive, or inconsistent. But what happened instead?
North sat at that witness table—shoulders squared, voice calm, posture confident—and answered tough questions with conviction. His words were precise, measured, and—most importantly—congruent with his demeanor. Whether you agreed with him or not, you could feel that he believed what he was saying.
He wasn’t flinching. He wasn’t searching for the right answer. He was the message. And America saw it.
That congruency is part of why public sentiment shifted. Many Americans, regardless of the politics involved, came away respecting him. They trusted what he said because it felt true—not just in content, but in delivery.
Why It Matters in Sales and Influence
If you’re in sales—or any form of leadership—your congruency is often the tipping point for a decision. You can have the right pitch, the best product, and even great marketing, but if your delivery lacks conviction or alignment, people sense the disconnect. They hesitate. They say, “Let me think about it.”
But when you’re congruent? When your words, tone, and presence match? You cut through the noise.
That’s why I coach real estate professionals, entrepreneurs, and sales teams to develop congruent messaging. It’s not just about what you say—it’s about becoming a living representation of your message.
Final Thought
Oliver North didn’t win America over with charm or charisma. He did it with congruency. He sat in front of the world, aligned with his message, and communicated with clarity and conviction. That’s the power of word congruency—and it’s a skill you can learn, practice, and master.
At John Weber Coaching, I help professionals build this kind of authentic communication. Because in today’s world, people don’t buy what you say—they buy what you believe.
