When you start to Brainstorm about your very important presentation to your very important client, do you want to start by thinking about what you'll wear? I doubt it. Do you want to start by thinking about the rest of your schedule on the day of your important presentation? I don't think so. Attire and calendar are related to the presentation, but only peripherally. You needn't include them in your Brainstorm. Before you begin the Brainstorming process, you must first tighten your focus past the peripheral. To do this, begin with the tool I call the Framework Form . Think of your presentation as a blank canvas within a frame. This is where you will do your Brainstorming. To tighten the focus, you need to set the outer limits, the parameters, of your presentation. They include the following elements: Point BSince most presentations lack a clear point (the first of the Five Cardinal Sins), why not start with it? In other words, start with the objective in sight and work toward it. Once again, this rule incorporates the wisdom of Aristotle and Stephen Covey. AudienceNow that you appreciate the importance of Audience Advocacy, you must analyze what your intended audience knows and what they need to know to understand, believe, or act on what you asking. Use the following three metrics to analyze your audience:
External FactorsThese are conditions "out there," in the world, independent of you and your audience, which can impact your message and how it may be received. Some external factors will be positive, some negative. For instance, when making a pitch for investment dollars for your company, a rapidly expanding market for your product would be a positive external factor, while the emergence of powerful new competitors would be a negative external factor. You must consider all the external factors as you prepare your presentation. In some cases, you may need to change the content of your presentation or alter its structure to respond to unusually powerful factors. SettingThroughout the preparation process, keep in mind the physical setting for your presentation. These factors, too, may affect the content of your presentation. You can analyze the setting by asking and then answering these classic journalistic questions:
You need to ascertain all these factors and define them in writing before you start your Brainstorming. Use the Framework Form shown in Figure 3.2 to assemble and capture all the above information as you develop it. Figure 3.2. The Power Presentations Framework Form.
Define all these factors as clearly and as specifically as possible. There's no such thing as a one-size-fits-all presentation. The idea is to build a presentation tailored to one audience, on one occasion, presented by one set of presenters, conveying one story, with one purpose. A presentation that is less than custom-built will inevitably be less effective and less likely to persuade. Why bother with presenting at all if you are not prepared to invest the time needed to make your presentation all it can be? Does that mean that you need to start every presentation from scratch? Not necessarily . After you've done the process once, the second time will be much shorter, and shorter still for each succeeding iteration. In the nearly 15 years I've been in business, the process has never taken me more than an hour and a half the first time, regardless of the subject, from the most complex biotech company to the simplest retail story. It usually takes 15 minutes the second time, and less each time thereafter. Eventually, you'll be able to click and drag parts of one presentation into another. The secret is to consider each presentation by starting with the basic concepts of the Framework Form. This initializing process will help ensure that your presentation, rather than becoming generic, is effectively focused on the specific persuasive situation you face. Resist any temptation to skip or short-circuit the Framework Form process. Don't take it for granted that everyone in your group knows and understands the mundane who-what-when-where-why details of your presentation. Lay out these facts in black and white; they will have a positive impact on what should and should not appear in your presentation, and in what form. Now that you've set the context and focus, you're ready to begin developing potential concepts. Now your right brain output, instead of considering attire or schedule, can focus on more relevant ideas. You'll want to capture those ideas as they emerge, and that's where we turn to Brainstorming. |