I have created an infographic that summarizes the 7 sins of the speaker that I wrote about in an older post on this blog.
The success of a presentation often depends upon your interaction with the people in the room. To create a true dialog between a speaker and his/her audience, it’s important that they both feel comfortable with each other’s presence. Presenters who aren’t capable of building this rapport may fail to communicate their message, lose their audience’s trust, or deter the latter from asking questions or engaging.
As such, body language and non-verbal communication are powerful tools for putting people at ease while helping yourself to relax. Use positive gestures… Make eye contact… Smile…
(image by Semcon)
A few weeks ago, I delivered a keynote presentation at Connected Cars Europe. One of the sessions at the event touched upon the relationship between self-driving cars and pedestrians. Of course the speaker covered the obligatory ethical minefield of the driverless car forced to decide whether it would kill a group of elderly people rather than a woman with a stroller.
The presenter also gave an interesting answer to the question on how autonomous vehicles may interact with humans to enhance their safety perception. Pedestrians crossing the road often engage with motorists – driving towards or waiting at the intersection – by making eye contact to make sure that the driver noticed them. But how would they feel when this driver is reading a newspaper (while the car is doing all the work on his behalf) or even when there is no person at all sitting behind the steering wheel?
Research has revealed that almost than 60% of pedestrians don’t trust self-driving cars. That’s why a Swedish company introduced a concept car with a front radiator grille display that… smiles at pedestrians. Watch the video below.
This smiling car is just one possible way for future self-driving vehicles to communicate with people around them and avoid confusion or accidents. And just like the public speaker and his audience, both the car driver (or driverless passenger) and the pedestrian will enjoy the experience, and feel more at ease when crossing the street.
My wife and I just returned from a refreshing and relaxing city trip to Prague, the marvelous Czech capital. After having visited many beautiful cities and gorgeous historic places, I learnt that you should never keep your eyes glued to the sidewalk. Whether you’re visiting the streets of Prague, London, Venice, or Barcelona there’s always a good reason to look above your head: richly ornamented Art Nouveau house fronts, intriguing baroque facade statues, hidden roof gardens, … Even a frugally flowered window sill, with or without a cat staring at you from behind the glass can turn a modest city sight into a memorable and inspiring picture.
Here’s the link to the subject of this blog: don’t restrict a business presentation to ‘sidewalk’ matters like current products and past achievements. A big part of your audience probably expects to learn more about your vision on and your plans for the future. If your (or your company’s) ambition is to be a technology innovator, a business champion, or a thought leader, then you’d better start acting as one. Give your visitors something to look up (or look forward) to. Provide them with surprising content that lifts their view higher than today’s ceiling.
Note that this doesn’t mean that you can’t look down (or back). Facts and figures from the past, as well as customer case studies may help to prove your point or increase your credibility. As I wrote in an older post, in many companies there’s a role to play for folklorists, evangelists and futurists, and for this one rare bird that can connect the past, the present and the future and deliver the best of all times as a single story.
And if you want to reach even further, beyond the facades, the roofs, and the treetops, then simply follow Stephen Hawking’s advice:
“Look up at the stars and not down at your feet. Try to make sense of what you see, and wonder about what makes the universe exist. Be curious.”
Want to read more posts about (some of) our other city trips?
A panel discussion is one of many approaches to talking about a specific subject. If a picture’s worth a thousand words, a panel’s worth (or could be worth) a hundred speeches. The format gives audience members the opportunity to listen to different points of view on selected topics, and weigh the merits of each perspective.
A moderator has several roles and responsibilities, including being an instigator for the conversation, a champion for the audience, and a timekeeper for the panelists.
Here are a few tips and tricks for moderators:
- First, select your panelist carefully. Invite people with various backgrounds and experiences. Depending on the session topic and objectives, you may e.g. match a visionary leader with a pragmatic technical expert – one with strategic insight with one who knows how to implement this strategy;
- When you’re moderating a session, make sure that you know your panelists. Get in touch with them at least a week in advance, and make sure you know what ideas they stand for;
- Choose a few provocative conversation topics, make sure that your panelists disagree on some of them (otherwise prepare yourself for a boring session), and put your speakers in a comfortable chair or on a cozy couch rather than behind a cold wooden table;
- Introduce your guests with a short bio, tell why you (or the event organizers) picked them to contribute to the conversation, and how happy you are that such authorities are joining your panel;
- Then continue with a brief introduction of the topic of the day, and let each panelist make a short statement or present 1 or 2 slides (not more!) before you address the audience for comments and questions;
- Make sure you prepare a few questions for each topic or speaker for in case the audience is not interactive as you would have expected (or hoped). It’s a good practice is to ask your panelists for Q&A suggestions before the session;
- It’s important for the moderator to have a strong ability to respect timing, handle questions from the audience, and deal with the dynamic of the panelists’ responses. Block long and intricate discussions, product presentations, and commercial messages. Most members of your audience are probably not interested in the nitty-gritty details, your panelists’ company profiles, or hard sales pitches. Also, make sure that you give equal airtime to the different speakers, and don’t let one personality dominate the discussion – not even when he is the most charming or humorous panelist.
Photo: The Muppets panel at the 2015 Disney/ABC Summer TCA Tour
In contrast to giving a public presentation that is one-to-many, a panel discussion is a many-to-many (or at least a few-to-many) conversation. Each panelist is confronted with the challenge of being part of the group, while at the same time trying to stand out from the other speakers.
- Keep in mind that as a panelist you won’t be able to practice your content in the same way you would for a solo presentation. So, make sure you come on stage as a subject matter authority with lots of background information about the topic. Mitigate the risks of having to repeat your fellow debaters. Prepare stories to share with the panel, anecdotes to engage the audience, and facts and figures to spark the debate;
- If you get the opportunity to present a few slides upfront to the Q&A or interactive discussion, please keep it short. The people in the room are expecting a lively conversation (or even more a discussion) amongst the panelist, not a boring monologue by each of them;
- Listen well to what your fellow panelists say, and try to be as reactive to their words as possible. Even when I’m giving a public speech at an event, I’m trying to get in well in advance to listen to the preceding speakers and (if applicable) ad some links to their content in my own presentation;
- I have written a few blog posts about knowing your audience when you are giving a presentation. I also recommend to do similar upfront research on the other panelists, they may be allies or friends, and very often they work for one of your competitors.
If you have other good advice, tips or tricks for moderators or panelists, please share them via the “Leave a Reply” field below.
What’s it like being a (professional) presenter in a business-to-business environment? I’ve given many B2B presentations during my career as a high-tech marketer, strategist and communicator (that’s what I put on top of my LinkedIn profile.) Speakersbase, who were so kind to promote one of my older posts, asked me to share some experience and best practices at their event last night.
First, I must point out that not all speaking engagements are shaped equally, and that one should make a clear difference between a private and public talk:
- Private presentations are usually hosted (and paid) by the company you work for or by a partner you work with. The audience consists of existing customers or business prospects, and they (must) understand they’re entering in a commercial conversation with you – as a representative of your employer or sponsor.
- Public talks are coordinated by a third-party seminar, congress, or event organizer. Most often the audience is putting (quite a lot of) money on the table to attend, and listen to you and your fellow speakers. As such, expectations are quite different from the private case, and organizers and attendees want you to deliver the 3 E’s: education, entertainment, and engagement.
This being said, the 5 recommendations below mainly apply to public speaking opportunities:
1. No soliciting.
The audience is not travelling lots of kilometers, and paying lots of euros of dollars to get a hard sales talk, a product pitch, or a promotional speech for your company. Just imagine yourself spending a night at an expensive hotel, when a sales rep, a Jehovah’s witness, or a Mormon missionary knocks on your door to bring you his gospel…
Talk about your audience’s daily problems, and the questions about the – your! – solutions will follow. And if they don’t, make sure to end your talk with a clear call to action.
2. Mind your audience.
Satisfying your audience should be any speaker’s primary goal. Align your content upfront with the event organizers and/or the session chairperson. Avoid overlap with other presentations at the same conference. Tailor your talk to the audience’s specific knowledge, needs and expectations. Never stop intriguing, surprising, or provoking them.
Also avoid mentioning customers or business relations by their name (or by their logo), unless you’ve got their prior (implicit or explicit) approval. Remember what happened to a presenter who cited facts and figures about one of his clients, who turned out to be the next speaker on the agenda…
3. Storytelling always works.
Though not all content is equally suitable for storification, I experienced many times that storytelling techniques have a real value. Even (or should I say particularly?) for management, business, and technology presentations.
If you’re looking for some extreme cases, read my “Tell them fairy tales” post in which I explain how I narrated “the ugly duckling” and “the emperor’s new clothes” to business audiences of over 200 persons.
4. Don’t feed the chameleons.
There’s nothing as easy as creating a presentation by cutting and pasting slides from existing PowerPoints into yours. But, then you should also not be surprised that your slideshow looks like a chameleon.
If you want to be considered a professional speaker, then make sure that you deliver professional visuals. Look ‘n’ feel really matters! Which also counts for your dress code: your attire can change your image or enforce your message too. Read more about this in my “Dress to impress” post.
5. Break away from picks and shovels.
In the fast-moving hi-tech industry that I’m active in, public events are considered “picks and shovels for the gold rush,” and conference facilitators often generate more revenue than participating (start-up) companies.
IMHO this is one of the reasons for so many poor speakers, violating points 1-4 above, appearing at events. Money makes the world go round. But, dear event organizers, try thinking of speaking and sponsoring as two mutually exclusive topics. There are many great speakers who aren’t able to sponsor a show. And, reciprocally, many of them may be eager to deliver a top-notch presentation without getting paid for their gig.
Bonus. Think visual.
Finally, a picture says more than a thousand words. For the people who were in the room last night, here are the new traffic signs that may help you not to forget the 5 tips I presented…
More than three years ago, I wrote about Robert Cialdini’s 6 principles of persuasion, and what it takes for business presenters to appear convincing, credible and trusty in front of their audience. The six principles are labeled: reciprocity, liking, authority, social proof, commitment, and scarcity.
When asked in an interview, 30 years after publication of his list, if he still thought that it was complete, or whether there was room for adding a number seven and number eight, Dr. Cialdini replied that
“… the majority of the most effective [practices] seem to fall into one or another of those categories.”
Well, never say never. About six months ago, in Cialdini’s latest book “Pre-Suasion: A Revolutionary Way to Influence and Persuade,” the author writes:
“But now I believe that there is a seventh universal principle that I had missed – not because some new cultural phenomenon or technological shift brought it to my attention but because it was hiding beneath the surface of my data all along.”
And the newborn principle is called… unity!
“[Unity] is about shared identities. It’s about the categories that individuals use to define themselves and their groups, such as race, ethnicity, nationality, and family, as well as political and religious affiliations. A key characteristic of these categories is that their members tend to feel at one with, merged with, the others. They are the categories in which the conduct of one member influences the self-esteem of the other members. Put simple, we is the shared me.”
Photo: Where’s Wally World Record by William Murphy
Thinking back of most of the B2B conversations I’ve participated to throughout my professional career, I must admit that unity has always been present in some way. When I discuss job-related issues with my colleagues, or when I present to an audience of technology people, product marketers, or business decision makers, we’re (almost) always sharing a common technical background, a mutual understanding of our industry’s challenges and opportunities, as well as a common jargon and visual language – with lots of subject-specific acronyms, architecture diagrams, and data visualizations.
So, yes, unity has always been, and will continue to be part of my marketing toolbox. A means to tell my story, to make my arguments more credible, and to persuade my audience.
Research by the BBC and the University of California Berkeley has found that watching nature documentaries makes people feel happy, while it reduces stress and anxiety. Overall, a majority of 7500 participants from the US, UK, Singapore, India, South Africa and Australia experienced significant increases in positive emotions including awe, joy, curiosity, contentment, enthusiasm, and amusement. The study also found a substantial decrease in emotions such as nervousness, anxiety, fear, stress, and tiredness.
In a BBC media release about the study, Prof. Dacher Keltner of UC Berkeley commented:
“The shifts in emotion demonstrated in the BBC study as a result of watching this powerful natural history [Planet Earth II] series are significant as we know that wonder and contentment are the foundations of human happiness. If people experience feelings of awe, they are more likely to display empathetic and charitable behaviours and have been shown to be better able to handle stress.”
Reading this article about the positive influence of natural images on humans made me think of one of my all-time favorite movie scenes: the euthanasia of Sol Roth in Richard Fleischer’s 1973 science-fiction film Soylent Green.
The movie plays in a starving New York City of the future (well, if you still can call 2022 “the future” …) that’s severely suffering from overpopulation, environmental pollution, and global warming. With the help of elderly academic, Solomon “Sol” Roth (played by Edward G. Robinson in his final role), NYPD detective Robert Thorn (played by Charlton Heston) investigates the murder of an executive at Soylent Corporation, the company that manufactures the high-energy Soylent Green food rations.
At the film’s conclusion, we see Sol Roth in one of New York’s euthanasia centers. He’s put to rest (aka “going home”) with orange-hued lighting, classical music (Tchaikovsky’s “Pathetique” symphony No. 6, Beethoven’s “Pastoral” symphony No. 6, and Grieg’s Peer Gynt), and a video projection with wild flora and fauna. And then, Sol reveals Soylent Green’s major secret: [spoiler alert!] the nutritious green wafers are made from human remains, before choosing assisted suicide with a lethal drug.
The fact that I consider this one of my favorite movie scenes, is not because of the actors’ performance – there’s little dialog or action in this specific scene – but because of the emotion that’s concentrated in these less than five minutes of video. With color, music, and nature images acting as amplifiers.
Maybe the above content can look a bit exotic for a post on a blog that’s labeled “business storytelling,” but I decided to share the article and the video clip as they show the power of emotion in fiction, non-fiction and science-fiction. Same is true in everyday life and business. I truly enjoyed every single episode of Planet Earth II. And, isn’t there a bit of Sol Roth in each of us?
While on my evening stroll during a recent business trip in London, I came across a small specialty shop in Burlington Arcade. Located in the posh part of town, about 200 meters away from the iconic Ritz hotel (note to my financial controller: I was staying in a somewhat cheaper place a few blocks away,) the boutique is called “the Vintage Watch Company.” As you can see on the photo I took, the shop window is decorated with an impressive collection of antique Rolex watches.
I must admit that the closest encounter I had with the Rolex label to date came via unsolicited emails, and through colorful street hawkers in a Far East country trying to sell me a genuine “Lolex”. But what I saw lying behind the glass certainly triggered another experience. This window display was all about emotion and brand love!
Even by just reading the texts below the many watches on display, I learned that there are rare Rolex species with an all red date, a thunderbird bezel, or a semi bubble back (whatever these may mean). And that I probably didn’t have enough cash on me to take one these vintage bling-bling chronometers home with me.
Fascinated by the subject, I went doing more online research from my hotel room. So I found on the shop’s website (with not very common, but probably very lucrative language options English, Arabic, Chinese, Japanese, and Russian) that the Vintage Watch Company owns a collection of over 1000 vintage timepieces (with some of them eve, dating back to the 1910s), has a team of 6 full-time Rolex trained watchmakers, and delivers workshops to support the collection. Wow!
Rolex is often referred to as the Rolls-Royce of watches. I don’t consider myself a connoisseur of either brands, but looking at the sales prices listed on the Vintage Watch Company’s web pages, Rolex must have a special place in the hearts (and the wallets) of many watch lovers. The appreciations from fans around the world, like the ones I found on lovemarks.com, don’t lie: “Rolex it is not only about telling the time, it is a label of luxury you carry on your wrist,” or “this brand is my dream and inspiration,” or “I wouldn’t trade it for any other kind of watch.”
Some of their advertising campaigns were iconic too. Already in the early 1900s Rolex ran newspaper advertisements claiming that the wristwatches were for both men and women. In the 1920s they published a photograph of Mercedes Gleitze, the first British woman to swim across the Channel, to promote their first waterproof watch. But my favorite ad is the one with Sir Edmund Hillary and Reinhold Messner, the first men to summit Mount Everest – respectively with and without oxygen, but both of them with a Rolex on their wrist.
And what timekeeper do you think that James Bond was wearing in movies like Dr. No, From Russia With Love, and Goldfinger? – until Omega started supplying 007’s watches in 1995 (the first one worn by Pierce Brosnan in GoldenEye.) No surprise that there’s an Omega Vintage Boutique in the shopping arcade too, almost next door to the Rolex one.
So, here’s the lesson I took from my close encounter with Rolex in London. Every business has a unique value proposition and a compelling story to tell. So, find your niche, create your brand, tell your story, and seduce your (in this case, wealthy) customers!
Some complementary reading about Rolex and brand love:
- How Rolex Became Rolex (by Stephen Watson)
- Why Does The World Love Rolex (and Why Do They Cost So Much)? (post on highsnobiety.com)
- The Eight Phases of Brand Love (by Tim Halloran)
- This Is Why You Fall in Love With Brands (by Hans Villarica)
- How to Make Your Customers Fall in Love with Your Brand (by Marla Tabaka)
I have never used this blog as a channel to promote my company, its activities, or its people (thought I have referred a few times to my own and my colleagues’ business presentations to illustrate some prominent public speaking do’s and don’ts) but today I’m going to make an exception for our chief executive. Not because he’s my big boss, but because he delivered such an outstanding presentation at one of the world’s most important tech industry events.
If you have about 20 minutes, take a look at the video recording of Nokia president and CEO Rajeev Suri’s keynote at the Mobile World Congress 2017. He speaks about the Fourth Industrial Revolution, which is the next wave of technological evolution or the “automation of everything,” and how the world needs to create a new 5G network that will act as a global nervous system to orchestrate this revolution.
Over the past 4½ years, I have written more than 160 articles about best practices in corporate storytelling and, while preparing this new post, it came to my mind that our CEO used almost every presentation technique I have written about. His presentation is compelling, credible, concrete, clear, consistent, customized, and conversational. Taking “the 3 P’s of a professional public presenter” as a checklist, I could only come to the conclusion that the head of my company is a smart orator, a skilled speaker, and a stylish presenter.
With his opening words “It’s a pleasure to be here at such a moment of change. We have the good fortune to stand on the threshold of one of history’s greatest leaps forward,” he’s playing the prelude to a visionary pitch, in which he talks in concrete terms about the possible outcomes of the technology revolution: “making our lives better, our industries more efficient, our planet more sustainable.” Note that, throughout the whole speech, he’s generously using the rule of three and illustrating his technological vision with appealing use cases, such as 3D printing, self-driving cars, an entire factory floor of robots, or millions of drones hovering our skies. And when the Nokia CEO says that “we need technology in the service of humans,” he is reciting the company’s mantra, “expanding the human possibilities of technology.” A theme that is also repeated in a strong ending: “Ultimately however, what matters most is how we put this technology to use. … We can do both good business and do good. Because that is the promise, the possibility, what we can do together.” Your story is your brand (and vice versa), isn’t it?
Rajeev also uses compelling metaphors, like “hotspots on steroids” and word symmetries like “hyper-local, hyper-mobile, and hyper-scale,” while his visuals are simple and clean, with few words on the slides, supported by proper graphics. And, within a (relatively short) twenty-two-minutes time slot, he even manages to show an animation video and – how audacious! – to include two interactive demonstrations. The video streams of the monster trucks race and the industrial robot demo, wrapped in live conversations with the exhibition floor, turned out to be great means to walk his talk, connect with his audience, and lead people to the Nokia booth.
Doing a live demo is always a risky undertaking, as the demo devil may be just around the corner, but knowing my marketing colleagues that contributed to the event I’m sure that everything was well-prepared.
Three years ago while I was attending a previous edition of the Mobile World Congress, I wrote a blog post “about storytellers, storydoers and storymakers,” in which I stated that only great personalities can combine these three roles. They not only have great ideas, but they also have the capabilities to execute them, and engage their audience – and as such create or change an industry. Listening to and analyzing his 2017 MWC keynote address have made me conclude that Rajeev Suri deserves a spot in this hall of fame.
You can replay the video recording of the presentation here:
- Keynote 8: The Fourth Industrial Revolution – Rajeev Suri (on Mobile World Live)
Four years ago, I wrote a blog post “Obama and the rule of three“, in which I analyzed the previous American president’s re-election speech and praised his public speaking skills. Incidentally, over the past months – guess why? – this article has become one of the most frequently visited titles on my B2B Storytelling pages. Since then, an awful lot has changed, and the US as well as the rest of the world are getting used to living in the new, Trumpian reality.
I honestly admit that I’m not a fan of the 45th President of the United States. Neither of the person, nor of his political doctrine, nor of his deeds since January 20. But as Donald Trump was elected by kind of democratic process, he also deserves kind of credit.Tomorrow he will deliver his first State of the Union address. An occasion to zoom in on the newly-on-duty POTUS’ presentation skills.
Surely, Mr. Trump isn’t the eloquent orator that Barack Obama was, though in my honest opinion he is definitely not a bad communicator. Note that from the writing perspective of this blog, I’m only assessing his communication style, not his content nor his use of (alternative) facts and figures – which would put me on too thin ice. When analyzing his public talks, I think I’d rather associate him to a “rule of one” than to a rule of three: as a speaker, he systematically puts his one-self in the center; his person seems to be more prominent than his words or his audience.
There are common practices that seem to come back in every speech the president delivers. Some of them are so striking that they have become fodder for effective Trump parodies:
- He has a clear and strong voice and uses simple, often sloganesque, language with short and declarative sentences. This is an appropriate habit, considering DJT’s target audience and key messages. His one-liners like “make America great again” and “let’s build that wall” have the same magnitude of emotional impact as Obama’s “yes, we can”.
- The words he uses are congruent with his message, and he consistently repeats them. After analyzing 95,000 words used in campaign speeches, the New York Times concluded that “the most striking hallmark was Mr. Trump’s constant repetition of divisive phrases, harsh words and violent imagery that American presidents rarely use…”
- The new US president (figuratively and literally) tries to take a maximum amount of space. His alpha male body language, facial expression, and hand gestures are compatible with his overall message. Take, for example, his index finger pointing in the air while putting his second finger and thumb together (accentuating he’s right and the others are totally wrong), his thumb-and-forefinger pinch (that signals precision and control), and his pneumatic drill movements (to hammer the point he’s making home.)
Donald J. Trump has only been on duty for six weeks. Probably we ain’t seen or heard nothing yet. But, whether you agree with his politics or not, you can’t argue that he isn’t a good communicator.
More opinions and analysis:
- Donald Trump’s unique speaking style, explained by linguists (by Tara Golshan, Vox)
- Too much ‘my,’ not enough ‘we’: Pro speakers grade Donald Trump’s oratory skills in GOP convention speech (by Michelle Maltais, the Los Angeles Times)
- Trump’s repetitive rhetoric is a trick used in advertising (by Sean Rossman, USA Today)
- We noticed Donald Trump says a lot of things twice. He says a lot of things twice. (by Peter W. Stevenson, the Washington Post)
- Five Reasons Trump’s Communication Strategy Is Working (by Ira Kalb, the Huffington Post)
- Five Public Speaking Takeaways From Donald Trump’s RNC Speech (by Nick Morgan, Forbes)