Nancy Duarte's Blog, page 19

7 Questions to Ask About Your Audience Before You Present

There’s a saying, “people don’t care what you know until they know how much you care.” That’s excellent life-advice, and it can also help you when you’re trying to write an audience-centric presentation. If you put the effort into considering your audience (a.k.a. “care”) you can give people information that truly matters to them. If [...] continue reading

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How to Really Craft Audience-Centric Presentations

There’s a saying, “people don’t care what you know until they know how much you care.”

That’s excellent life-advice, and it can also help you when you’re trying to write an audience-centric presentation.

If you put the effort into considering your audience (a.k.a. “care”) you can give people information that truly matters to them. If it matters and it helps, they’ll be engaged. Basic human interaction principles, right?

It’s the same whether you’re talking to your partner, your boss, the seven people who came to your meeting, or the crowd you’re addressing at a conference.

There is one simple guiding principle that you should keep in mind as you’re creating your presentation. Your audience is not you. Once you accept this, you’ll find many new possible ways to position your content.

I find it helpful to print out this “Audience Needs Map” as I’m writing a presentation. It poses seven questions that I like to answer before I start writing and then glance at occasionally, especially if I’m stuck. These answers help shape and guide my content and presentation style. Better yet, these questions help me prepare for objections.

In this blog post, I’ll dig a little deeper and show you ways to think about how to answer each question.

1. What is Your Audience Like? 

Statistics are a great place to begin exploring the make-up of your audience. Where did they go to school? What departments do they work in and at what levels? How old are they?

But, your audience isn’t going to be moved solely because they’re from the West Coast or work in HR; demographics are only part of the story. It’s important to get personal (like business-personal).

For example, imagine you’re a marketing executive tasked with presenting an advertising campaign to the data-driven accounting department. Instead of diving right into a flashy, cinematic pitch, you might want to sit down with someone on their team. Find out about their learning and communication styles, and how much they already know about you, your goals, and what you’re presenting on. You might find they’re skeptical of cinematic presentations, or they like to discuss ideas as they come up, or they’re sticklers for statistics.

That simple information can help you shape your content in a way that’s more likely to resonate with them.

Move away from what they do for work and acquaint yourself with who they are as people. Look for similarities, even if they’re unexpected!

Commonality fosters connection and a connection is the first step to engagement.
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2. Why is Your Audience Here?

We’ve all been forced to go to meetings we’d rather not attend, and we’ve also all paid good money to listen to lectures on topics we care about. So, what’s the case with your audience? Are they mandatory attendees or willing participants?

When you understand the “why” behind their attendance—even if it’s simply to “appease their boss”—you can leverage that information. What do they think they are going to get out of this presentation? Why did they come to hear you? Did they have a choice?

A unique example of this is Virgin America’s in-flight safety video. The information presented is crucial to the safety of the passengers but can be tedious to explain and listen to. Recognizing the audience (passengers) are effectively captive to their seats, and they’ve seen similar presentations many times, the Virgin team realized they’d need to work harder to hold their attention. The safety video is peppered with humor, music, pop-culture references, and is downright entertaining! Seriously, it might be the first in-flight safety presentation you’ll want to watch more than once

When you recognize why the audience is present you can craft a presentation that speaks to their needs in a meaningful way.
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3. What Keeps Your Audience Up At Night? 

This question builds upon the first one, “what are they like?” but takes a more in-depth view of specific pain points.

For starters, do your due diligence – are you speaking to a group of millennials saddled with student loan debt? Or an executive team preparing to move across the country for a corporate relocation? What are the fears associated with those questions?

Even if you’re not addressing their specific issue, it’s essential to realize that presentations, like people, don’t exist in a vacuum. Take the time to understand the nuances of your audience; it can provide context as you develop the tone of your presentation.

4. How Can You Solve Your Audience’s Problem?

What’s in it for your audience? How are you going to make their lives better? How are you uniquely positioned to address their needs?

Provide meaningful, concrete insights and make sure you back them up. In Cheryl Hamilton and Bonnie Creel’s book, “Communicating for Success,” they remind would-be presenters, “no matter how much you already know about your subject, your audience will find your presentation more credible if you can back up your ideas and claims with materials from outside sources.”

The audience didn't come to see you, they came to learn from you. So give them what they came for.
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5. How Can You Best Reach Your Audience? 

What tools can you use to make sure your message is received?

Perhaps you’re not giving an in-person presentation but a virtual one. Presenting remotely comes with unique challenges. In these situations, the best way to reach them might be utilizing slide-docs to provide your key points ahead of time.

If you’re presenting in person, think about how to best set up the room and which materials to provide in advance or after the presentation.

People vary in how they receive information, once you’ve answered the preceding questions and understand how your audience best receives data you’ll be in a position to give the audience what they want, how they want it.

6. What Do You Want Your Audience to Do?

As you’re writing your presentation, consider actual best-case outcomes. Would your audience sign-up for follow-up program? Recommend your product to a friend? Buy your book? Would your boss sign-off on a larger budget?

Offering a “thirty-thousand-feet view” and painting a picture of “what could be” is a great start. However, as motivated as your audience might be, any momentum will quickly fade if they leave without tangible action items.

This is where the art of the call-to-action comes in.

It’s crucial to not overwhelm the crowd with too many action items, but ending your presentation with one or two tangible steps can be a powerful way to ensure forward motion.

7. How Might Your Audience Resist?

Change is hard, no matter the circumstances. So, in this case, the question shouldn’t be “how might they resist?” but rather, “how will you respond when they do?”

Organizational change is inherently difficult. Ask yourself, what will keep them from adopting your message and carrying out your call to action?

The challenges associated with change become especially pronounced in cases of a corporate merger. M&A news can be painful for everyone involved because often the two organizations were competitors with distinct brands, values, and cultures.

However, this resistance can also be an opportunity to leverage empathy and foster unity.

Last year, AT&T announced their intention to acquire Time Warner. Realizing the hurdles both inside (organizational culture, employee morale, etc.) and outside (bureaucratic and regulatory issues) investor Mark Cuban went straight for the emotional appeal. He claimed the merger would both increase consumer choice and allow the consumer’s the freedom to nostalgically enjoy TV the old-fashioned way, “on the couch, cold beverage in one hand and remote in the other.”

By leveraging the power of empathy, Cuban united various stakeholders around the common threads of freedom of choice and nostalgic appeal.

Another strategy that can be especially helpful in situations of resistance is to face the audience’s concerns head-on. If possible, take questions to allow the attendees to address lingering concerns. It can be extremely valuable to give them an opportunity to ask you to clarify anything that might not have been clear.

Ultimately the goal of these questions and this exercise is to figure out what your audience cares about and link it to your idea.

Your role as the mentor is to influence the hero (audience) at critical junctures of their lives. But, it’s tough to influence people you don’t know, which is why utilizing a tool like the “Audience Needs” map can be so helpful.

So take the time to get to honestly know the faces of the crowd! When your audience knows you care about who they are not just what they do or where they’re from, your message will not only be more impactful, but you might find yourself with some new friends along the way.

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Dreamforce 2017: Ushering in the 4th Industrial Revolution

“Every industrial revolution is defined by trailblazers. We’re in the Fourth Industrial Revolution, a wave of innovation and technology, radically transforming our economies, societies, and lives.” These words opened Salesforce’s Dreamforce 2017 as 171,000 live attendees and 10 million online viewers sat in awe taking in the video of trailblazers and the technologies they created [...] continue reading

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Dreamforce 2017: Ushering in the 4th Industrial Revolution

“Every industrial revolution is defined by trailblazers. We’re in the Fourth Industrial Revolution, a wave of innovation and technology, radically transforming our economies, societies, and lives.”

These words opened Salesforce’s Dreamforce 2017 as 171,000 live attendees and 10 million online viewers sat in awe taking in the video of trailblazers and the technologies they created that shaped the world forever. Dreamforce is a home for trailblazers, and Salesforce CEO and Chairman, Marc Benioff, welcomed them back in his opening keynote.

Benioff set out to persuade the audience that the Fourth Industrial Revolution will be where artificial intelligence, robotics, and the Internet of Things (IoT) transform the customer experience. You can already see this change every day: shopping via voice command, autonomous cars, and smart devices that keep you connected and always-on.

In the Fourth Industrial Revolution, artificial intelligence will help businesses connect to their customers in a whole new way. Benioff sought to instill in the audience, that they, the “Trailblazers” were the drivers behind this movement.

Salesforce users from 21st Century Fox, T-Mobile, adidas, and more took center stage during Benioff’s keynote—highlighting Salesforce’s customer-centric emphasis and these companies’ key role in the Fourth Industrial Revolution.

The Fourth Industrial Revolution wasn’t the only thing front and center in Benioff’s keynote. Salesforce was nominated by the Human Rights Campaign as one of the Best Places to Work 2017 for LGBTQ Equality as well as Fortune’s #1 Workplace for Giving Back. Salesforce sees this as being important because while the Fourth Industrial Revolution is going to bring progress, it also increases the chances that there may be more inequality in this world, and that is something we all as individuals and as businesses need to be mindful to address.

Last year Salesforce spent $3 million to close the gender pay gap and this year they spent another $3 million to raise pay for 11% of employees, proving that Salesforce is a true trailblazer in setting the standard for equality in the workplace.

Benioff, who sees Dreamforce as a big family reunion, always brings things back to the idea of Ohana — the Hawaiian word for “family,” which includes Salesforce’s employees, customers, partners, and community.

This was Duarte’s seventh year working with Salesforce on Dreamforce, and we certainly feel like family. The experience of working on this always incredible event, which is in a constant state of reiteration and change, is nothing short of rewarding.

Benioff brought to light how The Fourth Industrial Revolution is bringing unprecedented change to our lives, but also unprecedented opportunity for growth and deeper customer connections. As Salesforce scales and prepares for the future, this year’s Dreamforce encouraged attendees to be on the lookout for ways that they, too, can blaze a trailblazer.

Duarte is proud to have worked with the Salesforce team on executing yet another amazing Dreamforce keynote. Now, we blaze a trail onwards towards Dreamforce 2018…  

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How Communication Training Leads to Superstar Teams

I’ve spent much of my life working in sales. That’s meant lots of time flying or driving on the way to meet a client. Typically, we’d meet in conference rooms; if things went well, we’d do dinner. No matter what, we spent time face-to-face. If I made a meh first impression (it happens), I’d sometimes get [...] continue reading

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How Communication Training Leads to Superstar Teams

I’ve spent much of my life working in sales. That’s meant lots of time flying or driving on the way to meet a client. Typically, we’d meet in conference rooms; if things went well, we’d do dinner. No matter what, we spent time face-to-face. If I made a meh first impression (it happens), I’d sometimes get the chance to make a better second or third impression.

In today’s digital world, however, it’s rare that I fly or drive to meet clients in-person. In fact, most of our communication happens via digital platforms, like email, text, conference calls, and video conferences. This doesn’t just apply to clients or prospects. Given the distributed nature of our teams, I’m more likely to email my colleagues, send them a slidedoc, and follow up with a conference call where we can really talk. And I’m not alone:

2.4 million emails are sent every second (source)
781 billion text messages are sent per month (source)
66% of older managers prioritize in-person communication rather than remote, but millennials prefer digital communication (source)

The rapid growth of tech has made transmitting information easier and faster than ever before. But the unexpected consequence is that in-person communication is both more rare and higher stakes. That’s one of the many reasons organizations should put be putting a premium on communication training.

Communication skills training can teach people to craft and deliver better presentations. At the core of both those skills is the art of connecting with people, which isn’t something we all do naturally. That ability to relate and resonate can make or break your career. Managers can better motivate employees. Sales and account teams can read the room and determine how to persuasively present your products and services. Why? Because they know to think about who they’re talking to and what matters to that audience. Let’s dive into how communication training can help a variety of your teams.

Communication Training Helps Your Analytical Types Articulate Ingenious Ideas

I spent years working with customer experience analysts who were so good at analyzing numbers they could get lost in their own data. Their analysis showed how they could improve the customer experience, but they often forgot that those numbers (on the surface) meant very little to anyone else.

To help them communicate their brilliant findings to company leaders, we’d work together to turn those numbers into meaningful insights. Then, we’d use those insights to tell a story about the impact on one individual customer. This type of story, about one person’s experience, moved people’s minds and hearts – and inspired action.

Your team of analysts is probably stacked with numerical geniuses who can slice and dice data.

But they might not know that data alone doesn’t inspire action, stories do.

If those analysts aren’t trained to communicate what that data means to your audience, your company could miss out on an incredible opportunity.

Communication Training Helps Your Sales People Sell

I recently talked to a company that had decided the best way to build their reputation was to hit the speaker circuit.

But, just because someone can design product, doesn’t mean they can sell it.

Great ideas can be the foundation of companies, but a company can’t grow if nobody understands what it does. Building common ground with an audience, delivering facts with a story structure, and presenting confidently will arm your people with the tools to explain how your solution works and why people should care.

Communication Training Helps Your Execs Navigate A Crisis

An organizational crisis can be extremely trying for a business. Clear, empathetic communication is the most critical tool to guide your team through it and help them emerge stronger.

In our most recent book, Illuminate, there’s a great example of a company that was able to steer away from impending disaster when execs learned how to better communicate.

During the early 1990s, IBM began to slip behind its competitors and bankruptcy loomed. Facing a crisis, the company hired their first new CEO from outside its ranks – Louis Gerstner Jr. He faced not only a failing company, but also a team of resistant colleagues.

Gerstner knew he had to create an internal shift. He first went on a “listening tour,” making sure all employees felt heard. Then, he shaped a communication strategy based on what he learned. Finally, Gerstner went all in with “Operation: Bear Hug.” Execs and managers learned to directly address customer and employee dissatisfaction and recap those conversations in a memo. Then, they bear-hugged their colleagues.

It may sound a little silly, but this change in communication strategy created a drastic shift in IBM’s culture. It helped reinvigorate the company and direct it toward becoming the market-driven innovator it is today.

Communication Training Helps Managers Get The Most Out Of Their Team

Poor communication is at the root of many in-office productivity issues. In fact, studies have shown that 28% of people that believe poor communication is the primary reason professionals fail to deliver projects on time. Also, in a survey by HR Magazine, 46% of employees said that they often receive unclear directions from bosses and managers – at least 3 times per day.

That’s a lot of miscommunication.

Poor communication doesn’t just impact productivity – it also impacts morale. Studies show that companies with effective communications practices have turnover rates 50% lower than their industry average – which means that if your company has poor communication practices, it may have a hard time with keeping employees happy and retaining them.

Train your managers to be fantastic communicators and they’ll lead a happy and productive team.

When Starbucks was struggling in 2008, CEO Howard Schultz knew that he had to create a shift within Starbucks retail locations in order to rescue the company. He decided to host a conference in New Orleans for thousands of Starbucks store managers.

During the conference, Schultz spoke frankly with the managers about the company’s financial woes. He then had the managers help undertake re-building and charitable projects. He gave out t-shirts with positive, empathetic messages on them – like “Onward” and “Believe in the Power of 10,000.” He also held interactive exercises, teaching managers to use empathy, compassion, and positivity when running their teams and stores.

By the end of the conference, he asked each manager to sign his or her name on a wall of commitment – committing to running their retail location with the new empathetic communication skills they acquired. After the conference, Starbucks as a whole experienced a cultural shift – and the company climbed back to profit.

The Power of Communication Training

I recently had the pleasure of attending a client event at Irvine Company. This company understands the importance of communication training, and they have embedded presentation training, or what they call Executive Presence, into their management training program. Individuals are nominated by their boss to attend an extensive 8-month program, and Duarte is fortunate enough to be a part of that program. Each of the team members learns the core concepts in our VisualStory® and Captivate workshops. At the end of the program, they present what they took away from the training to their boss, peers, and senior executives. This last event literally shows the importance and power of effective communication and the presentations I saw were stellar.

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A Case Story: Teradata | The Edge of Next

Does the future live only in the greatest minds? That is the question posed at the opening of the Teradata PARTNERS Conference 2017, followed by cinematic and awe-inspiring images of technological advancements over times like Stonehenge, the Egyptian pyramids, and the Great Wall of China. Audience members were transported through the ages as thunder cracked, [...] continue reading

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A Case Story: Teradata | The Edge of Next

Does the future live only in the greatest minds? That is the question posed at the opening of the Teradata PARTNERS Conference 2017, followed by cinematic and awe-inspiring images of technological advancements over times like Stonehenge, the Egyptian pyramids, and the Great Wall of China. Audience members were transported through the ages as thunder cracked, lightning flashed, and interpretive dancers took the stage, only to be taken in flight and suspended in mid-air.

If you simply think “hardware” or “data warehouse” when you think of Teradata, you need to think again. During the Teradata PARTNERS Conference in Anaheim, California on October 22-26, 2017, Teradata EVP and Chief Product Officer Oliver Ratzesberger unveiled how Teradata plans to succeed in “The Edge of Next.” With close to 3,000 of the brightest and most innovative minds in data and analytics in attendance from 500+ companies in 45+ countries, Teradata showcased significant enhancements to its Teradata Everywhere strategy, Teradata IntelliSphere™.

The event used cutting edge visual techniques as Ratzesberger’s keynote was displayed across seven different screens simultaneously, highlighting the four benefits of Teradata Everywhere…

#1 Analyze anything: Enables analytic users throughout the organization to use their preferred analytic tools and engines across data sources, at scale

#2 Deploy anywhere: Provides analytic processing across flexible deployment options, including the Teradata Cloud and public clouds, as well as on-premises on Teradata hardware or commodity hardware

#3 Buy anyway: Empowers companies to purchase software in more accommodating ways based on specific use cases through simplified pricing bundles, subscription-based licenses, and as-a-service options

#4 Move anytime: Future-proofs buying decisions by taking advantage of our software license portability that provides flexibility to run analytics across deployment options

Ratzesberger’s book, The Sentient Enterprise: The Evolution of Business Decision Making further addresses the data concerns of today’s enterprise, and explains a way to help enterprises achieve the success they seek.

Through visually captivating scenes paired with a compelling narrative, Teradata portrayed how its products, supported by an independent consultative approach, can be used to actually use your data for better business outcomes.

Duarte helped Teradata turn this idea into a visual story so that they could go above the functionality of the product and explain what “Teradata Everywhere” means.

The animated model that moved across each of the seven screens visually guided attendees through each of the product components, while instilling in the audience’s mind that Teradata has their fingertip on the future of artificial intelligence and automation.

Attendees left the event knowing that Teradata is truly a partner for helping companies use their data to make decisions, with an understanding of today’s best practices and a clear vision for tomorrow.

Duarte is proud to have worked with Teradata on such a visually groundbreaking project, helping them turn a complex idea into an easily digestible and motivating visual storyline.

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10 Ways to Interact With Audience Members While You Present

Presentation expert Clif Atkinson tells a great story about a 2009 education conference where two speakers got very different reactions from their audiences. The first speaker started off with interactive exercises, he was entertaining, and overall, he was a hit. The second speaker launched in with a more traditional powerpoint, and he… didn’t go over quite so well. [...] continue reading

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The Right Story at the Right Time: Motivate Your Team when They’re In a Slump

It’s an all-too-common scenario: you’re looking at your numbers, and you’ve finally realized that your team just isn’t performing well. Marketing leads are down, sales numbers are off, and customer satisfaction scores are flagging, too. This time, it’s not just a fluke or a blip caused by some outside factor that you can’t control. You’ve [...] continue reading

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