About Stanley K. Ridgley

Stanley K. Ridgley, PhD is one of the country’s foremost experts on delivering Business School Presentations and is the author of the award-winning 2012 book, “The Complete Guide to Business School Presenting.” He is also the faculty instructor for the course “Strategic Thinking” in the DVD series TheGreatCourses.com. Dr. Ridgley brings to bear the most powerful instructional techniques from one of America’s great business schools and combines them with the lessons of military leadership and high strategy learned on the front lines of the Cold War as a Military Intelligence Officer.

A Great Business Presenter . . . the Best of All Time?

May 20, 2013 By Stanley K. Ridgley

Quintilian -- a Great Business Presenter

Who is a Great Business Presenter?

Quintilian was the greatest presentation coach to ever stride the streets of Rome during the reigns of Nero, Vespasian, Titus, Domitian . . . and was a great business presenter.

Of course, Rome had many presentation coaches at the time, because public speaking – oratory – was considered an art.

But Quintilian was the undisputed master of the 1st Century, and he penned one of the most important presentation works in all of history.

It was published in 95 AD and was called . . .

The Institutes of Oratory.

But like so many literary works in the ancient world, it disappeared in subsequent centuries as the dark ages engulfed Europe.

Only fragments remained . . . and the legend of Quintilian.

Lost to History?

It was thought lost forever . . . but a Benedictine monk by the name of Poggio Bracciolini discovered a complete manuscript of Quintilian in a dungeon at the Abbey of St. Gall 13 centuries later in present-day Switzerland.

Quintilian was a great coach and great business presenter

Quintilian was a Superb Coach and Great Business Presenter

Bracciolini had established a reputation as a master copyist.

He was elated to have discovered the ancient manuscript, and he wrote to a friend about his find in the year 1416.

There amid a tremendous quantity of books which it would take too long to describe, we found Quintilian still safe and sound, though filthy with mold and dust. For these books were not in the Library, as befitted their worth, but in a sort of foul and gloomy dungeon at the bottom of one of the towers, where not even men convicted of a capital offense would have been stuck away . . . . Beside Quintilian we found the first three books and half of the fourth of C. Valerius Flaccus’ Argonauticon, and commentaries or analyses on eight of Cicero’s orations by Q. Asconius Pedianus, a very clever man whom Quintilian himself mentions. These I copied with my own hand and very quickly, so that I might send them to Leonardus Aretinus and to Nicolaus of Florence; and when they had heard from me of my discovery of this treasure they urged me at great length in their letters to send them Quintilian as soon as possible.

Today, the manuscript that Poggio found still exists and is housed in Zürich’s Central Library.

Why should we care about Quintilian except as an historical figure? What could he possibly say to us of worth?

Timeless Secrets of a Great Business Presenter

To begin with, he was a great business presenter, one of the greatest of all time.

And business presenting hasn’t changed in 2000 years.

Not really.

It’s still a presenter before an audience. The good news is that Quintilian solved for us almost every pathology that plagues the modern speaker.

His work influenced orators for centuries and, through the adoption by the great rhetorician Hugh Blair in the 19th Century, continues to influence us today in ways we are completely unaware of.

Here is a small sample of the wisdom of Quintilian, this from Book 7.

Let him who would be an orator be assured that he must study early and late; that he must reiterate his efforts; that he must grow pale with toil; he must exert his own powers, and acquire his own method; he must not merely look to principles, but must have them in readiness to act upon them; not as if they had been taught him, but as if they had been born in him. For art can easily show a way, if there be one; but art has done its duty when it sets the resources of eloquence before us; it is for us to know how to use them.

The treasures housed in the Institutes of Oratory are vast. It remains only for us to delve into this trove of wisdom produced by a great business presenter to pluck the nuggets that can transform us into . . . well, into much better presenters than we are today.

In fact, if Quintilian would have his way, he would transform you into an especially powerful presenter, worthy of pleading from the law courts of ancient Rome to the boardrooms of modern New York City.

For more on the powerful history and techniques of presenting and secrets on how you can become a great business presenter, consult The Complete Guide to Business School Presenting.

Filed Under: General, People Tagged With: business hero

Presentation Magic . . . YOU Provide it

May 14, 2013 By Stanley K. Ridgley

There are no presentation magic pills to rescue a lame effort

For your presentation, do you ever throw together a half-dozen makeshift slides cut-and-pasted from a written report, larded with bullet points, and then rely on some sort of last-minute presentation magic to save your butt?

Wishful thinking that maybe PowerPoint pyrotechnics can save the day?

Perhaps the bravado of phony self-confidence to get you through a painful experience?

Guilty as charged?

Most of us are at one point or another.

And the results can be heinous.

Software “Presentation Magic” Cannot Save You

The results are slides that confuse the audience rather than reinforce your major points delivered in awful, mind-numbing presentations.

There is a cost for serving up what designer Nancy Duarte calls “bad slides.” Nancy says in her book Slideology: The Art and Science of Creating Great Presentations:

“Making bad slides is easy, and it will negatively impact your career. Invest in your slides, but invest in your own visual skills as well. The alternative is to inadvertently commit career suicide.”

Absent specific instruction, you might believe that it’s acceptable to simply cut and paste graphics from a written report directly onto a slide.

Why not?

Who says this is a bad idea?

After all, the professor wants to see certain material on the screen, doesn’t he? Well, I’m giving it to him. ’nuff said.

This is awful for the reason that the slide presentation sometimes doubles for a written document. This is an incredibly stupid mistake.

One . . . or the Other

Your PowerPoint can serve admirably one or the other purpose . . . but not both.

You Create the Presentation Magic . . . not the Software

The presentation – or show – is an entirely different form of communication than the written document that is meant to be reviewed later.

Never let one serve in place of the other.

Prepare two separate documents if necessary, one to serve as your detailed written document, the other to serve as the basis for your show.

When you commit the error of letting a written document serve as your public presentation, here’s what usually happens: You project a parade of abominably cluttered slides onto the screen while you talk about them. Usually prefacing what you say with the words “As you can see . . . .” [this is called As You Can See Syndrome, or AYCSS]

The results are quite often poor, if not downright ugly and embarassing for all concerned.

It’s a roadmap to disaster.

But the insidious part is that no one tells you the results are disastrous.

And they do not tell you what makes your creation an abomination.

So let’s discuss the types of issues you face in assembling your show.

No Presentation Magic in Your Slide Deck

Start by recognizing that no slide show can substitute for a lack of ideas, a lack of preparation, and lack of a story to tell.

Nifty slides cannot save you.

PowerPoint cannot rescue you with its colors, sound, and animation. This is akin to Hollywood filmmakers who spend millions of dollars on dazzling special effects and neglect the story. They bomb miserably.

On the other hand, you can craft a winning film with a superb story and drama, but with minimal special effects: See the classic Henry Fonda film 12 Angry Men. You cannot craft a winning film with no story.

Or a bad story populated with people you don’t care about.

Forget the notion that slides are somehow the backbone of your show. They have no special properties. They can merely enhance your show . . . and they can most assuredly help destroy it.

Presenting coach Aileen Pincus makes this point in her 2008 book Presenting:

“Slides are not a magic pill; they won’t organize a disorganized presentation; they won’t give a point to a presentation that doesn’t really have one; and they never make a convincing presentation on their own.”

So is there a reasonably easy way to get around this busy-slide pathology?

Of course, and this leads us to one solution to the problem of overburdened slides. Remember three words when you prepare your slides, and you can eliminate 90 percent of your PowerPoint pathologies.

Orient . . . Eliminate . . . Emphasize

First, orient your audience to the overall financial context.

If you take information from a balance sheet or want to display company profit growth for a period of years, then display the sheet in its entirety to orient the audience. Tell the audience they view a balance sheet.

Walk to the screen and point to the information categories. Say “Here we have this number” . . . “Here we have this category.”

Great Speakers like Malcolm X bring their own Presentation Magic to performance . . . and so should you

Second, eliminate everything on the screen that you do not talk about. If you do not refer to it, it should not appear on your slide. Strip the visual down to the basic numbers and categories you use to make your point.

Third, emphasize the important points by increasing the size, coloring them, or bolding the numbers. You can illustrate the meaning of the numbers by utilizing a chart or graph.

When you orient, eliminate, and emphasize, you polish your meaning to a high sheen, and you are on your way to an especially powerful presentation. You dump distractors that leech the strength and from your presentation.

And, consequently, by substraction you infuse your presentation with power. You provide your own presentation magic that arises from your skill as an especially powerful presenter.

Want more on providing your own presentation magic? Consult The Complete Guide to Business School Presenting.

Filed Under: General, Slides, Structure, Technique Tagged With: business presentation, PowerPoint slides, presenting, presenting technique

Presentation Practice – How to do it Right

May 10, 2013 By Stanley K. Ridgley Leave a Comment

The Right Presentation Practice can Yield Competitive Advantage

One of the keys to successful and confident performance is presentation practice.

The right kind of practice for your business presentation.

This is even more the case with a team presentation with more moving parts and variables in the mix.

But you know how to practice your presentation already, right? Practice is easy. You just . . .

. . . do it. Right?

Powerful Presentation Practice Yields . . . What?

First, not everyone practices. Some practice not at all.

Those who do practice, usually don’t practice nearly enough.

Given how important the business presentation is to your corporate success, this creates an incredible career opportunity for you, should you take the presentation enterprise seriously . . . an engage in the right kind of presentation practice.

Here is why . . .

The good effects of the right kind of diligent rehearsal is twofold: 1) your material is delivered in a logical, cogent fashion without stumble, and 2) the practice imbues you and your team with confidence so that stage fright is reduced to a minimum and your team’s credibility is enhanced.

Practice strips away the symptoms of stage fright as you concentrate on your message and its delivery rather than extraneous audience reaction to your appearance.

But you only reap the benefits of practice if your practice makes sense.

This means that you practice the way you perform and avoid the two biggest rehearsal mistakes.

Mistake #1

First, do not start your presentation repeatedly, as almost all of us have done at points in our presentation careers.

Something in our psyche seems to urge us to “start over” when we make a mistake. When we stumble, we want a “do-over” so that we can put together a perfect rehearsal from start to finish.

But when we do this, what we are actually practicing is the “starting over.” We become experts at “starting over” when we make a mistake.

Presentation Practice for added power and impact

But is that what we plan to do when we err in our actual presentation? Start over?

No, of course not.

But if we have practiced that way, what will we do when we do stumble during our performance? We won’t know what to do or how to handle the situation, since we have never practiced fighting through an error and continuing on.

We have practiced only one thing – starting over.

Instead of starting over when you err, practice the gliding over of “errors,” never calling attention to them. Practice recovering from your error and minimizing it. Perform according to the principle that regardless of what happens, you planned it.

Mistake #2

The second big mistake is practicing in front of a mirror.

Don’t practice in front of a mirror unless you plan to deliver your talk to a mirror. It’s plain creepy to watch yourself in the mirror while talking for an extended period of time.

There is nothing to be gained by rehearsing one way . . . only to do something entirely different for the actual event.

Of course, you will observe yourself in the mirror as you adjust your stance and appearance to ensure that what you feel is what people see while you present on all occasions. But you do not practice your finished talk in front of a mirror.

Why would you want to grow accustomed to looking at yourself present, only to be faced with an entirely different situation for the actual presentation? That’s just bizarre.

Instead, conduct your presentation practice in front of your roommate . . . or go to the classroom where you’re scheduled to present . . . in short, create as much of the real situation as possible.

To ensure an especially powerful presentation every time, practice hard and repeatedly . . . but practice the right way.

For more on especially powerful presentation practice and the development of personal competitive advantage, consult The Complete Guide to Business School Presenting.

Filed Under: Practice, Preparation, Professional Presence, Technique Tagged With: practice, presenting technique

Bad Presentation Tips can Sabotage Your Business Presentation

May 6, 2013 By Stanley K. Ridgley

The Zombies of Bad Presentation Tips Never Die . . . That’s why they’re called Zombies

When Armageddon finally comes, cockroaches and the zombies of bad presentation tips will be the only survivors.

I say this because I’ve learned that the zombies of bad presentation tips never die.

No, we can’t eradicate bad presentation tips completely. These zombies are impervious to every remedy known to 21st century civilization.

But let’s give it a shot anyway.

Bad Presentation Tips

The process of becoming a great presenter is not so much prompting students to do something the right way. It’s getting you – yes, you – to stop doing things the wrong way.

And this is much tougher than you might expect, given that 1) people generally dislike the idea of change, and 2) most folks tend to think that the presentation is something that exists outside of themselves . . . in a PowerPoint software package, or in notecards, or in a book.

The notion that the presenter actually has to change his behavior is not welcome news.

Accordingly, I instruct students to stop what they’re doing now as a result of bad habits and bad presentation tips.

Just stop.

And I do not entertain or engage in lengthy discussions of various opinions of what constitutes good presenting or how people want leeway granted for their own tics or habits. All it takes is one film session to disabuse people of the notion that a bad habit is somehow acceptable.

Once they stop engaging in bad habits and misconceptions about presenting, they become de facto reasonably competent presenters.

That’s right.

Just stop the bad habits, and what remains can be downright decent.

But Bad Habits Die Hard

Bad habits can be perpetuated by exuberantly following bad advice.

The problem is recognizing what constitutes bad presentation tips.

This isn’t easy, because much bad advice paradoxically masquerades as good advice, and lots of these bad presentation tips zombies stalk the land.

Here are some of the most common examples of awful, vague, or incomplete presentation advice you invariably hear during your business school career from the most well-meaning of folks.

ZOMBIE #1 “Don’t Put your hand in your pocket . . . it looks ‘unprofessional.’”

This is absurd and carries the stink of oral tradition about it. From presidents to preachers, the hand in the pocket – if done properly – conveys assurance and confidence.

For many speakers, it also removes one hand from the equation as an unnecessary distractor. Put that left hand in the pocket and you keep it out of trouble.

No more strange finger-play. No more tugging at your fingers. No more twisting and handwringing.

It leaves your right hand free to gesture, and those gestures themselves appear more decisive.

ZOMBIE #2 “Make eye contact.”

This advice is insidious in that it actually carries a large kernel of truth. It sounds reasonable. But it doesn’t tell you how to do it.

And, yes, there is such a thing as bad eye contact.

Too long, and you come across as creepy. Too short, and you come across as untrustworthy.

Make eye contact with people in your audience long enough to ascertain eye color, then move on.

ZOMBIE #3 “Move around when you talk”

This gem was given to me by a student, passed on from one of his other professors. It’s one of the worst of bad presentation tips. This advice suggests that you wander aimlessly about the stage in hopes that it will improve your presentation in some unspecified way.

Or it might mean to roll your shoulders as you step side-to-side. It actually can mean most anything, and as such, it is terrible advice.

In this case the bad advice is worse than no advice at all. See my previous posts on movement for ideas on how to incorporate movement into your talk . . . and how to incorporate pauses for effect.

ZOMBIE #4 “Just the facts.”

Really? Which facts are those?

What does it mean, “Just the facts?”

Folks believe that this phrase makes them appear no-nonsense and hard-core. But a more pompous and simultaneously meaningless phrase has yet to be devised. Again, it means nothing and is arrogance masquerading as directness.

“Facts” must be selected in some way, and context must be provided to give them meaning. “Facts” must be analyzed to produce alternatives and to render a conclusion. This is a euphemism for “I don’t like what you’re saying . . . tell me what I want to hear.”

ZOMBIE #5 “The numbers tell the story.”

This is a favorite of finance folks, who seem to believe that the ironclad rules of presentations do not apply to them.

“ We’re special,” finance majors like to say. “We don’t deal with all of that soft storytelling; we deal in hard numbers.”

There is so much wrong with this, it is difficult to locate a reasonable starting-point.

Not only do numbers, alone, tell no story at all . . . if the numbers were conceivably capable of telling a story, it would be a woefully incomplete story, providing a distorted picture of reality. Numbers provide just one piece of the analytical puzzle, important to be sure, but not sufficient by themselves.

Moreover, the business presenter who elects to serve the god of numbers sacrifices the power and persuasiveness that go with a host of other presenting techniques. Underlying this myth is the notion that you “can’t argue with numbers.”

You certainly can argue with numbers, and you can bring in a host of analysis that changes completely what those numbers actually mean.

ZOMBIE #6 “You have too many slides.”

How do you know I have “too many” slides?

Say what? Oh, you counted them, did you?

I assure you that you don’t know.

You can conclude nothing about my presentation by looking only at the number of slides in it.

You will hear this chestnut from folks who believe that the length of a presentation dictates the number of slides you use.

Absurd on its face, people who use this believe that every slide will be shown a fixed amount of time. They likely do some sort of calculation in their heads, dividing the time available by the number of slides to yield a number they believe indicates there are “too many” slides.

This is because they usually deal with folks unschooled in Business School Presentations methods.

If you follow the presentation principles laid down here in Business School Presentations, you will learn the glorious method of crafting frugal slides that pulse with power, surge with energy . . . slides that people remember, because they are smartly crafted and snap crisply, and they carry your audience along for an exciting and joyous ride.

And no one can tell anything about this by the number of slides in your presentation.

Bad Presentation Tips Zombies – these are just some that will come after you.

It’s probably not a good idea to argue with folks who give this sort of advice. What’s the use? Just ignore it and replace it in your own work with enduring and especially powerful presenting principles.

You can’t eliminate the zombies, but you can outrun them and outfox them.

And continue your upward trajectory toward becoming a superior business presenter. And on that upbeat note, I leave you with several positive tips from the creator of the Prezi presentation package. Peter Arvai, Prezi founder and CEO, offers sages advice here.

If you are interested in dispensing with all of these bad presentation tips and, instead, learning powerful presentation skills, I suggest you consult The Complete Guide to Business School Presenting.

Filed Under: General, Movement, Slides, Technique Tagged With: movement, PowerPoint, PowerPoint slides, presenting technique

Hand in Your Pocket is Just Fine

May 4, 2013 By Stanley K. Ridgley

Filed Under: General

Know your Audience . . . for an Especially Powerful Presentation

April 29, 2013 By Stanley K. Ridgley

Know what it means to really Know Your Audience

“Know your audience” is an hoary folk-wisdom kind of phrase that we’ve all heard and said at some point.

But what does it mean?

It’s almost like an incantation, similar to that trusty chestnut make eye contact!

So what’s this mysterious . . . know your audience?

Many of us in the presentation enterprise define it to our taste to mean what we want it to mean.

And that’s where we go wrong.

Hector that Audience! Show ’em Who’s Boss!

“But the audience should want to learn this.”

Invariably I hear this lament, or something akin to it. A plaintive whine, really.

“The audience shouldn’t care how I dress/sound/gesture/move/squint/laugh inappropriately/show bad slides. The audience should adapt to my style . . . which, frankly, is just fine.”

“The audience ought to appreciate a gender-enlightened method of speaking!”

I have actually heard this.

Elaborate explanations follow as to why the audience should do this or be that, or simply doesn’t appreciate what the speaker has to offer in the way it’s offered. Self-righteous and even haughty explanations follow.

And of course, all of this springs from premises as rotten as a plank in a 19th century waterfront pier.

The Audience Marketplace Judges You

The marketplace is a wondrous place with much power seething below the surface.

It gives feedback with ruthless honesty.

It doesn’t give a damn what anyone learned in a philosophy course as a grad student. It thumbs its nose at the idealism of what “ought” to be.

If you have a product that nobody’s buying, no amount of hectoring will change that.

Knowing that marketplace means know your audience.

And know your audience means inspiring your listeners, not hectoring them. It means giving them a chance to be a hero. Every audience wants and needs that, and it’s your job to give it to them.

Not to lecture them on their sins and on your supposed superiority.

They don’t want to hear from Indiana Jones. They want to be Indiana Jones.

Many sources are ensconced on the web that address the issue of know your audience . . . in different ways and to different purposes. Here’s one for engineers, for example. Here’s another for marketers. And here is yet another for general communication purposes.

A Powerful Example of Know Your Audience

One of the greatest public speaking instructional films available is A Time to Kill, based on the novel by John Grisham. The film is filled with presentation examples and powerful scenes that illustrate great presentation techniques.

“Know your audience” is exemplified in a powerful scene toward the end of the film, the night before the closing arguments are to be made in a murder trial. The defendant, Samuel L. Jackson, urges his lawyer Matthew McConaghey, to get inside the heads of the jurors.

Jackson reveals to McConaughey the key to the case – emotional involvement of the jury, and this means know your audience.

Here is the powerful Jackson monologue, urging McConaughey to know your audience when the stakes are life itself:

America is a wall and you are on the other side. How’s a black man ever going to get a fair trial with the enemy on the bench and in the jury box? My life in white hands? You Jake, that’s how.

You are my secret weapon because you are one of the bad guys, you don’t mean to be but you are – it’s how you was raised. Nigger, Negro, black, African-American, no matter how you see me, you see me different, you see me like that jury sees me, you are them.

Now throw out your points of law Jake. If you was on that jury, what would it take to convince you to set me free? That’s how you save my ass. That’s how you save us both.

View the entire film for a powerful lesson in speaking and in knowing your audience. The trailer appears here . . .

For more insight on how to analyze and to know your audience, consult The Complete Guide to Business School Presenting.

Filed Under: Audience, Story, Video Tagged With: audience, business hero, stories

Your Personal Career Strategy can yield Competitive Advantage

April 23, 2013 By Stanley K. Ridgley

A Personal Career Strategy for Competitive Advantage

You must develop a Personal Career Strategy, or you’ll find yourself buffeted by chance and the caprice of the market.

Here’s why.

Corporate Recruiters have their pick of recent graduates with similar backgrounds, similar experience, similar ages, and similar education.

That’s the group of undistinguished candidates clustered at the bottom of the graph to the right.

Nothing makes these candidates stand out . . . they all look the same.

Same age, same experience, same education.

None of them appear in the High-Demand Skill Zone, where corporate recruiters seek their stars.

The High Demand Skill Zone

The key to career success for every graduate is to position himself or herself in the High Demand Skill Zone. You do this by crafting a prudent personal career strategy and then implementing it over a prolonged period.

A personal career strategy is a plan – a blueprint – that charts your course and explains not just where you want to go, but how you will get there.

The idea of incorporating strategy into business was broached more than 40 years ago and was defined as “the goals of the firm and the pattern of policies and programs designed to achieve those goals.”

Likewise, your personal career strategy can be loosely defined as “Your goals and the patterns of policies and programs you design and implement to achieve those goals.”

So what advantage do you gain by crafting a personal career strategy and then pursuing it?

The Advantage of a Personal Career Strategy

Well, first understand that you must determine your mission and your objectives in life. These are issues that require deep thought and consideration. Then, and only then, can you craft a meaningful professional strategic plan.

Whatever your professional goals, recognize that you need a personal career strategy to succeed over the long term. As such, you will find yourself pursuing one of four generic strategies. The details of each, of course, vary from person to person. . . but these four strategies run the gamut of what is available to you.

The four generic strategies are: Low-Cost, Niche Low-Cost, Differentiation, Focused Differentiation. These personal strategies closely parallel the strategies available to businesses competing for customers in the open market.

Low Cost

Differentiation

A Personal Career Strategy Matrix

Focused Differentiation

No single universal strategy satisfies everyone’s career needs and wants.

This is because the same job market presents different opportunities for different people.

Any of the above strategies for business and personal success can be more effective than others in helping you reach your ultimate goals in life, depending on your ambition.

The appropriate personal career strategy must be matched against the type of goal you’ve set for yourself and the type of compensation you believe most appropriate for you, whether money, time, or psychic or spiritual satisfaction.

Let’s plot these four strategies on a 2×2 matrix and combine them with the axes of Supply and Demand. This indicates the types of majors that can be found in each quadrant.

Hire Me . . . I’ll Work for Less.

Most candidates reside in the bottom left quadrant – the Low-Cost Strategy. This is the default strategy that engages many young graduates, who believe they cannot move into the other, more attractive quadrants.

Graduates here compete for positions with other similarly aged, educated, and experienced candidates and thus compete with other candidates on price (salary) . . . someone equally qualified is always available in the recruitment pool who will take less salary.

In fact, that is the implied mantra: Hire me, I’ll work for less.

When you’re trapped in the Low Cost quadrant, you are a commodity. You’re a generic product who differs little from your competitors.

You are like wheat, or cement, or aspirin, or corn, or a cheap watch.

As a commodity, you must compete on price, and this is a terribly unprofitable place to be. Obviously, this is not a strategy that anyone willingly pursues unless you are, as they say, doing what you love to the neglect of every other consideration.

You can move out of the Low Cost quadrant in one of two directions. Let’s look first at the Niche Low Cost Strategy.

Niche Low Cost Strategy: because positions in this quadrant typically pay less, are in less demand, and are tightly focused on a candidate’s specific qualities and skills that uniquely qualify a candidate for the position. Typical majors that fall in this quadrant might be Latin, Ornithology, Greek Philosophy and such like.

Earning potential is not generally increased by such a strategy, but the rewards can be great in other areas.

But doing what you love does not necessarily eliminate the possibility for you to become financially successful. If your goal is to become a competitive candidate and to combine personal and professional satisfaction with the highest possible financial remuneration, then there is a particular strategy that you ought to pursue.

Let’s look at the options.

For you to increase your earning potential, you must change from a Low-Cost strategy. And the first step is to differentiate yourself in some way from your competitors that is also in high demand by our society, particularly potential employers.

You want to re-position yourself in one of the two right-side quadrants by pursuing a Differentiation Strategy. If we were talking about products, you would want to transform yourself from a Timex to a Rolex

What are some ways to move into this quadrant?

Your goal, of course, is to separate yourself from the pack of your competitors and mark yourself as a premium candidate. You want recognition as differentiated in a spectacular way that increases your value to a firm and, thus, your earning potential.

Not just any differentiator will do.

It should be 1) a quality or skill that appeals to you, and 2) a quality that puts you into the quadrant that provides you with the greatest reward, however you define that reward.

But it stands to reason that not all differentiators are created equal. Some skills increase your earning potential. Others do not.

You could position yourself in ways that are unusual but not in great demand by the job market. This means you are pursuing a Niche Low Cost strategy, which is the upper left quadrant. This means that your acquisition of unusual skills does not change your commodity status.

Why not?

Simply because a skill is unusual and rare does not make it, de facto, a high demand skill. A skill may be difficult to obtain, require lots of study and training, be in a state of low supply, and yet still be in low demand.

Examples of this type of differentiating skill or college major might be a facility with Greek Philosophy, Latin, or Ornithology. The supply of candidates with such skills is low, but they also remain in low demand as well.

Again, forms of compensation other than monetary can rightly influence the decision to pursue a Niche Low Cost strategy. The psychic rewards of working for a good cause motivates some people far more than monetary compensation.

Emotional satisfaction or the satisfaction provided by lenient and flexible work hours cannot be underestimated.

From another perspective, military personnel often forego lucrative careers in the private sector and receive compensation in the form of giving sacrificial service.

But if your goal is financial gain as well as the rewards of a particular type of work, then you must pursue a Differentiation strategy or its variant, the Focused Differentiation Strategy. Each strategy arms you with valuable skills possessed by fewer candidates. The Differentiation Strategy puts you into competition with others possessing similarly differentiated skills that are in high demand by recruiters. Your chances improve greatly at obtaining the position you desire at an attractive salary.

But for you to become a highly sought candidate in the rarefied atmosphere of the High Demand SkillZone, you should pursue a Focused Differentation Strategy. The numbers of candidates is few and corporate demand is high. You can do the math.

Your goal is to pursue a course of action that puts you squarely in the corporate recruiter’s High-Demand SkillZone.

Many graduates mistakenly believe that now, at the launch of a career, it’s too late to differentiate themselves. Perhaps even you believe that all of the methods of differentiation are closed to you because of choices made long ago.

Some folks differentiated themselves four years ago by matriculating at a “name” school, which pays off at graduation as a point of differentiation that at least some corporate recruiters believe is important. That choice was made years ago and cannot help you now.

Nor would you want to rely upon it, since its effect dissipates quickly, like ice cream on a hot sidewalk.

Choose your Personal Career Strategy Carefully

Folks who rely on school reputation as a differentiator soon find that school reputation is a superficial point of difference that pales beside other more substantial differentiators such as High Demand Skills and Qualities.

There are ways to differentiate yourself now in meaningful ways. In fact, the most important differentiator is at your fingertips.

And the only obstacle to your acquiring it is you.

You can pursue a Differentiation Strategy right now, because there is one highly sought skill that you can obtain rapidly. And it’s exactly what corporate recruiters want.

Outside of narrow functional specialties, corporate America wants graduates with superior presenting abilities more than any other skill – more than strategic thinking, work ethic, analytical ability, or leadership ability.

The ability to present well is rare in the business world. This is true for many reasons, not least of all ignorance, hubris, and ego.

Put it all aside, open your mind and heart, and you can become the superior presenter you were meant to be.

It’s what this website, and this book, are all about.

Craft a Powerful Personal Career Strategy

Filed Under: Career

Professional Presence . . . for Personal Competitive Advantage

April 19, 2013 By Stanley K. Ridgley

Seize the Power of Professional Presence

Professional presence distinguishes the business presentation as a distinctly different form of communication, and it is the source of its power.

I should say potential power.

For much of the potential power of presentations has been forfeited.

Forfeiture of Power

That potential has been squandered out of corporate fear, ignorance, egotism, conformity, and simple habit.

Lynda Paulson describes the unique qualities that a business presentation offers, as opposed to a simple written report.

What makes speaking so powerful is that at least 85 percent of what we communicate in speaking is non-verbal. It’s what people see in our eyes, in our movements and in our actions. It’s what they hear through the tone of our voice. It’s what they sense on a subliminal level. That’s why speaking, to a group or one-on-one, is such a total experience.

Here, Paulson describes the impact of Professional Presence.

It’s the tangible contribution of the messenger to convey a convincing message. A skilled speaker exudes energy, enthusiasm, savoir faire.

The speaker becomes part of the message.

Here is where you become part of the message.

You bring into play your unique talents and strengths to create a powerful professional presence.

Naked Information Overflow

But modern technology has swept the speaker into the background in favor of naked information overflow. We see pyrotechnics that miss the entire point of the show – namely, persuading an audience.

Lots of people are fine with becoming a slide-reading automaton swept into the background. And they’d be happy if you faded into the background, too.

Most people don’t want to compete in the presentation arena. They would rather compete with you for your firm’s spoils on other terms.

Become an automaton, and you cede important personal competitive advantage.

The true differentiating power of a presentation springs from the oratorical skills and confidence of the speaker. That, in fact, is the entire point of delivering a presentation – a project or idea has a champion who presents the case in public. Without that champion – without that powerful presence – a presentation is even less than ineffective.

It becomes an incredibly bad communication exercise and an infuriating waste of a valuable resource – time.

The Secret of Professional Presence

Today we are left with the brittle shell of a once-powerful communication tool. Gone is the skilled public speaker, an especially powerful presenter enthusiastic and confident, articulate and graceful, powerful and convincing.

Gone is Quintilian’s ideal orator: “The good man, well-spoken.”

We are left with an automaton slide-reader in a business suit.

This is surely a far cry from how we imagine it ought to be – powerful visuals and a confident presenter.

A presenter commanding the facts and delivering compelling arguments.

A presenter using all the tools at his or her disposal.

This vast wasteland of presentation mediocrity presents you with a magnificent opportunity.

Your choice is to fade into that gray background as yet another corporate mediocrity mimicking the herd . . . or to seize the moment to begin developing your presention skills to lift yourself into the rarefied atmosphere of the High Demand Skill Zone.™

Isn’t it time you decided to become an especially powerful business presenter and seize the incredible personal competitive advantage that professional presence provides?

To develop professional presence through business presenting, consult The Complete Guide to Business School Presenting.

Filed Under: Career, General, Personal Competitive Advantage, Professional Presence Tagged With: charisma, confidence, personal brand, professional presence

Sensual Presentation Storytelling

April 16, 2013 By Stanley K. Ridgley

Presentation storytelling, the source of competitive advantage

Presentation Storytelling Sensuality Animates your Business Presentations

If you want to regale your presentation audience with especially powerful presentation storytelling, you must position the audience inside your story with Sensory Involvement.

Sensory Involvement is a powerful technique that imbues your presentation with sensuality.

You engage the senses of your listeners so that they experience the story rather than simply hear it. Where possible, incorporate all five senses in your story.

The more senses you involve, the better.

Presentation Storytelling Engages your Audience

This sensory technique positions the listener inside the presentation. You invite the audience into the story. The audience becomes part of the action.

This is a fiction-writing technique. It draws the reader in by stimulating the audience’s sight, smell, hearing, touch, and taste.

When you use color, aromas, tastes, and powerful sound and visual imagery, your presentation evokes the emotions of your listeners. It captures their interest. You convey a more compelling message.

Presentation storytelling delivers a call to action more powerful than if you recite only facts and figures.

Gain the Presentation Storytelling Advantage

This use of multiple sensory stimulation affects your listeners in ways that they are really unaware of. They find themselves deep inside your presentation and feeling what you want them to feel.

And they respond to your message.

Engage as many senses as you can. The audience should hear your presentation. They should taste it. They should see it. They should feel it.

Smell it.

They become part of your presentation storytelling tool kit.

The sensory technique paints a mind picture. It makes that picture vivid and powerful.

It’s powerful because it pulls the listener inside the story as a living, breathing, vicarious participant.

You position the listener inside the story rather than allowing the listener to loiter outside the story as a bystander.

Engage the Senses!

Use imagery. Stimulate the senses!

The 1999 supernatural film The Sixth Sense illustrate the point.

In this film, the Bruce Willis character – in spirit form – moves about within the story among living people. He can observe and, in a sense, participate in the various dramas around him. Think of Bruce Willis as the audience of your presentation.

Willis feels and senses the angst, joy, anger, sadness of those around him. Yet he is not an actual participant.

Bruce Willis is as close as he can be to the dramas around him without actually being there. Likewise, your story’s vivid sensory stimulation engages your audience in a powerful way.

Position your audience inside the presentation story.

You can place them inside the presentation story, much as the Bruce Willis character is placed into the mini-dramas that unfold around him.

Employ Powerful Writing Techniques

Dean Koontz is a master thriller writer, and he advocates involving as many of the reader’s senses as possible in a story. Koontz does this himself in his own taut novels.

Koontz engages smells, colors, sounds to enliven his descriptions. He does this in unexpected ways. Not only does Koontz involve all the senses, he combines surprising descriptions, crossing from one sense to another.

For example, he describes the glow of a bulb as a “sour yellow light.”

Koontz combines taste with color to evoke a startling and memorable image.

This is the same technique that serves powerful presenters well. It can serve you well and you should do this.

For your own stories, remember to involve all of your listeners’ senses if you can – taste, touch, smell, sight, hearing – and you cannot fail to engage your audience.

Presentation Storytelling is a Powerful Tool

Storytelling has become a powerful tool in 21st century management, and it would do you well to embrace, understand, and utilize that power to advance your personal competitive advantage.

Presentation storytelling is so powerful, in fact, that anti-business folks don’t want you to use it.

Anti-business folks are angered that we in the corporate world have discovered and have begun to harness business presentation storytelling to the ends of wealth creation. See Christian Salmon’s frantic Storytelling: Bewitching the Modern Mind, which claims that business has “hijacked” the creative imagination.

In actuality, storytelling is now no longer the province of the anti-business worldview. Can there exist any better reason to embrace storytelling for your own business ends?

Several of the most effective storytelling books that I recommend are: The Story Factor by Annette Simmons, Around the Corporate Campfire by Evelyn Clark, and The Leader’s Guide to Storytelling by Steve Denning. A business storytelling blog by Gabriel Yiannis is particularly valuable.

Give business presentation storytelling a try in your next business presentation for an especially powerful effect.

To learn more about the use of images and sensuality in your presentation, consult The Complete Guide to Business School Presenting.

Filed Under: Story, Technique Tagged With: corporate stories, corporate storytelling, stories, story, storytelling in business

How to Improve Your Presentation Voice

April 14, 2013 By Stanley K. Ridgley

You can work to improve your presentation voice

Do you bristle when folks suggest that you might improve yourself in some way . . . such as how you might improve your presentation voice?

This is a natural reaction when it comes to highly personal aspects of our personality and behavior.

We bristle.

We reject coaching in certain areas.

Perhaps you kneejerk that “There’s nothing wrong with my ——–!”

Of course, it’s much easier to accept a substandard status quo than it is to opt for improvement.

One example of such an area of improvement is your business presentation voice.

Choose!

To get to the point where we can improve the speaking voice, we first must accept that there’s nothing sacred, sacrosanct, or “natural” about your speaking voice.

Your voice is the product of many years of development from numerous influences. Many of these influences might well have been unconscious acquisitions. Perhaps adaptations of which you may be unaware.

Why not evaluate your voice today?

Film your presentation, then watch with critical eye and listen with critical ear. Listen with an ear to how to improve your presentation voice.

See if it gets the presentation job done for you. Does it?

Does your voice crack? Does it whine?

Do you perform a Kim Kardashian vocal fry at the end of every sentence? Does it tic up at the end of every sentence with a bad case of uptalk, turning your sentences all into questions?

Do you lard your conversation with nonsensical filler such as “whatever,” “umm,” “totally,” and “like” hundreds of times per day?

If you are then pleased with all of this, then carry on. Or choose to improve the communicative power of your voice.

Why not change for the better?

Improve Your Presentation Voice

It’s time to recognize that your voice is not a sacred artifact, nor is it some precious extension of your very being. It’s an instrument with which you communicate.

You can sharpen your communication skills by improving your voice.

Simply thinking of your voice in this way will improve its quality. Working to improve it will improve its quality dramatically and build your voice into an especially powerful skill for personal competitive advantage.

Let’s consider here several things you can do to improve your voice.

Nothing extreme at all. Have a look . . .

For more on how to improve your presentation voice, consult The Complete Guide to Business School Presenting.

Filed Under: Personal Brand, Personal Competitive Advantage, Technique, Video, Voice Tagged With: business presenter, personal brand, presenting, presenting technique, voice

Business Charisma in Your Presentation

April 9, 2013 By Stanley K. Ridgley Leave a Comment

Business Charisma for Power and Impact

One way to infuse your business presentation with energy is to develop your business charisma.

Business charisma?

Can there be such a thing? How might it differ from “regular” charisma?

Yes, there is such a thing as business charisma. And it differs not at all from our generally accepted expectations.

In fact, charisma is a quality accessible to everyone who determines to possess it.

Who would not want to acquire the qualities of personal magnetism, a seeming aura that radiates enthusiastic goodwill, a mesmerizing speaking style, and a kind of restrained hyper-kinetic internal fuel cell that you sense could move mountains if unleashed?

Business charisma is charisma in the service of a particular set of goals outside of the expected set of occupations usually associated with charisma – acting, television personalities, rock stars, flamboyant sports personalities, and effusive lecturers whose material seems more tractable to audience interest.

But Business Charisma?

Business Charisma – Yours for the Taking

The caddish among us might believe it oxymoronic for those of us in business to exude charisma. Or that it’s at least so rare as to be hailed as an outlier when it appears . . . read: Steve Jobs.

But . . . Business is the natural soil for charisma to grow and thrive. We have drama . . . conflict . . . power . . . wealth . . . empire . . . generosity . . . deception . . . good versus evil . . .

The great issues of the day often turn on business. And on its leaders.

Business charisma is yours for the taking, and you can do many things to develop your own charismatic style.

See this fine book by Olivia Fox Cabane, for instance.

Develop Business Charisma for Power and Impact

“I’m just not comfortable doing that. It’s just not me.”

This is what passes for sage wisdom in some quarters in reaction to new ideas, new methods, different techniques, and sometimes just good advice.

Comfortable?

What hokum.

What if we were to apply this to another field . . . say, sports?

Think of players with enormous potential.

Players with the raw material to become great, if they would apply themselves.

Look at the big offensive lineman, who could end up starting for the football team, perhaps even take his performance to the next level of competition.

So the coaching staff schedules his training regimen designed to turn that potential into high performance results. He responds:

“I’m just not comfortable with all these exercises. It’s just not me.”

You won’t hear that comment often in the locker room or on the battlefield, but we hear it all the time in other venues of life.

Hokum, yes . . .

I think you know that the future isn’t bright for the player or soldier or businessman with this kind of precious attitude.

Of course not.

Developing new skills, new abilities, new strengths is uncomfortable. It means changing our behavior in sometimes unfamiliar ways. And instead of meeting the challenge by training hard, we can find ourselves taking a short cut.

Business Charisma yields Personal Competitive Advantage

We redefine our goals to encompass what we already do, so that we no longer have to stretch or strive to meet the original tough goals. We may find ourselves redefining what it means to excel. We lower the bar so as to meet our lower expectations rather than strive to excel to achieve a lofty and worthy goal.

We move the goal posts closer.

Several years ago, I was delivering a lecture on how to develop charisma. A young woman, who was surely not a charismatic speaker offered this gem “What about people who have quiet charisma?”

“I’m sorry. What did you say?”

“I mean people who don’t exhibit these characteristics you’ve been talking about, but show a quiet charisma.”

Those characteristics that I had referred to are personal magnetism, an almost tangible aura that radiates enthusiastic goodwill, a mesmerizing speaking style, and hyper-kinetic energy.

This person expressed that she was extremely “uncomfortable” with the techniques that, in fact, would help her become more charismatic in delivering her presentations. But rather than experience that discomfort, she chose instead to appeal to me to redefine charisma to include her own behavior.

Unambitious Goals . . . and a Lower Bar

Her behavior, of course, was the exact opposite of charismatic. She wanted to move the goalposts closer. She wanted to lower the bar.

Oxymoronic “quiet charisma.” Charisma on the cheap. Easy charisma.

There’s no such thing.

I told her to do what she pleased. But what she described did not constitute charisma, and no amount of wishing or redefining would make it so.

To reach a worthy goal, we may have to step outside of what is sometimes called our “comfort zone.” I prefer to think of it as enlarging our comfort zone rather than stepping outside of it.

Any time we begin to rationalize and redefine our goals, it is time to pause and reflect. Are we selling ourselves short?

Are we fooling ourselves?

Are we telling ourselves that we possess “quiet charisma” instead of doing the hard work and practice necessary to achieve the real thing?

Think about it.

For more on developing an especially powerful business charisma, consult The Complete Guide to Business School Presenting.

Filed Under: Charisma, General, Personal Brand, Professional Presence

Professional Appearance for Competitive Advantage

April 5, 2013 By Stanley K. Ridgley

Professional Appearance Matters

Do you offer a professional appearance to your business presentation audience?

Oftentimes, we don’t consider that our physical appearance transmits messages to those around us. Most certainly, the professional appearance of a speaker before an audience conveys non-verbal signals.

This happens whether you are conscious of it or not.

Your appearance sends a message to your audience. And you cannot decide not to send a message to your audience.

You can’t tell an audience to disregard the message your appearance transmits. And you can’t dictate to an audience the message it receives.

Are you the “Ageless Rebel” Battling the “Man”?

What’s you message? That you don’t care?

That you’re confident?

That you’re attentive to detail?

That you care about your dignity, your physique?

Is your appearance one big flip-off to the world because you fancy yourself an ageless rebel, shaking your fist at the “man” and refusing to “conform” to the “rules?” Do you offer an unprofessional appearance to make a statement of some sort? If so, then you err grossly. You pay a dear price for so meager a prize.

That price comes in the form of losing competitive advantage to your peers. To your competitors, who may want to spend their personal capital for more luxurious rewards.

Many young speakers seem unaware of the messages that their appearance conveys. Or worse, they attempt to rationalize the message, arguing instead what they believe that the audience “ought” to pay attention to and what it “ought” to ignore. Here is an example of how important professional appearance can be to an organization.

Professional Appearance for Credibility

You can’t cannot dress for lazy comfort and nonchalance and expect to send a message that conveys seriousness, competence, and confidence. A message that emerges from a powerful presence.

This is the lesson that so many fail to grasp, even into the middle management years.

“I’m a rebel and exude confidence and independence!” you think, as you suit up in the current campus fashion fad. The message received is likely much different: “You’re a slob with no sense of proportion or clue how to dress, and I’ll never hire you.”

The best public speakers understand the power of professional appearance and mesh their dress with their message.

Take President Barack Obama, for example. He’s a superb dresser, as are all presidents. On occasion, you will see the President speaking in open collared shirt, his sleeves rolled up in “let’s get the job done” fashion.

And that’s usually the message he’s trying to convey in such dress: “Let’s get the job done . . . Let’s work together.”

Politics, Schmolitics . . . He’s a Sharp Dresser

You will never see President Obama address the nation from the Oval Office on a matter of gravity with his jacket off and his sleeves rolled-up. Ronald Reagan, the great communicator, was also a sharp dresser. Most presidents are, because image consultants know the power of a professional appearance.

The lesson is that your dress ought to reinforce your message, not send conflicting signals.

Here are basic suggestions for ensuring a minimum pleasing appearance . . .

For more on an especially powerful and professional appearance, consult The Complete Guide to Business School Presentations.

Filed Under: Appearance, Confidence, General, Personal Brand, Personal Competitive Advantage, Professional Presence Tagged With: appearance, personal brand, personal competitive advantage, professional presence

Bad Presentation? It’s Your Fault

April 1, 2013 By Stanley K. Ridgley Leave a Comment

That bad presentation is your fault.

You sabotaged it.

Screwed it up.

All of us sabotage our own presentations more often than we imagine. And we do it through self-defeating behaviors.

These self-defeating behaviors come in many forms, but negative self-talk is one of the chief culprits.

We tell ourselves repeatedly that we’ll fail.

We envision humiliation, embarrassment. Complete meltdown.

We Set Ourselves Up for Bad Presentations

Negative self-talk begins with the most ubiquitous cliche in business school. That cliche is “I hate presentations.” This culprit leads to awful presentations. It undermines everything we strive for in business school presentations.

How can we build a positive presentation on such a spongy foundation?

Negative self-talk translates into bodily reactions of nervousness, trembling, faltering voice. Shaking knees, sweating, and flushing.

Moreover, our sour and weak attitude can infect our teammates if it happens to be a group presentation. The negative spiral down means things get worse before they get better. If at all.

There is, in fact, no greater guarantee of failure. How could anyone succeed at anything with this type of negativity?

Do You Think Like a World-Class Athlete?

The world’s elite athletes train the mind as well as the body. Visualizing success is a technique they use to prepare for competition. I work occasionally with sports psychologists and mental toughness coaches who train athletes in visualization techniques.

All of these experts agree that the mind-body connection – healthy or unhealthy – impacts performance tremendously.

Let’s leave aside the specific techniques and the psychological underpinnings of it that go back more than a century. Let’s just say now that we must at least rid ourselves of the negative self-talk. Let’s give ourselves a fighting chance of success at delivering a good presentation. Even a great presentation.

Stop Negative Self-talk and Fix that Bad Presentation

So why do we talk ourselves down into the morass of self-defeat? It could be the widespread ignorance of how to deliver a powerful presentation. This ignorance means uncertainty of performance.

This ignorance and uncertainty breed fear.

It’s this fear of the unknown that drives up anxiety and can result in a bad presentation. So the key to reducing that anxiety is uncertainty reduction.

And we can reduce uncertainty through preparation and by controlling the variables within our power.

Preparation is the second of the Three Ps of Speaking Technique – Principles, Preparation, Practice. Can we foresee everything that might go wrong? No, of course not, and we don’t even want to . . . instead, we plan everything that will go right, and we focus on that.

We rely on our own adaptability and confidence to field the remaining unexpected 10 percent.

Envision Your Triumph

No one can win by constantly visualizing failure.

Envision this, instead – you deliver a tight, first-rate presentation that hits all the right notes. It weaves a story that grips your audience, that keeps the audience rapt. And it ends in a major ovation and a satisfying feeling of a job well-done.

When we take the stage, we focus. We charge forward boldly, presenting with masterful aplomb and professionalism. With this kind of psychological commitment, we squeeze out the doubts and anxiety. We wring them dry from our psychic fabric.

We eliminate the bad presentation.

The right kind of preparation allows us to deal with unknowns that nettle us.

Positive self-talk is essential to preparing an especially powerful presentation and developing personal competitive advantage.

Find more on how to eliminate the bad presentation in The Complete Guide to Business School Presenting.

Filed Under: Confidence, General, Practice, Preparation, Professional Presence, Technique Tagged With: confidence, practice, preparation

Bookend your Business Presentation Structure

March 29, 2013 By Stanley K. Ridgley Leave a Comment

Bookending is a Powerful Presentation Structure Technique

Bookend your presentation structure to give the audience a satisfying experience.

You can bookend your segment of a group presentation, too.

“Bookend?”

What’s this bookending and why is it so important to audience response?

Bookending brings your audience full circle, in a sense. You first hook your audience with an intense introduction, and at then at the conclusion of your presentation, you recapitulate.

This provides a sense of closure and completion for the audience.

Presentation Structure Begins with This

The First Bookend.

This means to start your presentation with an anecdote, cue, or visual image that hooks your listeners into the narrative. This is your “grabber.”

Your “hook.”

It can’t be a gimmick, or the audience will feel cheated. Your grabber must startle and delight your audience. An interesting fact, a controversial statement, a powerful phrase. And then you follow with your situation statement, which flows naturally from your grabber.

Your clear situation statement of only one or two sentences tells the audience exactly what they are about to hear, start to finish. One of the best grabbers/situation statements I’ve ever heard was this pithy formulation:

“There’s a deal on the table. Don’t take it. Here’s why.”

That grabber is powerful and direct and is almost enough for a situation statement as well.

That’s your first bookend.

The Middle of Your Presentation Structure

Then you offer your major points of your presentation, usually three major points.

Why three? Because of the Rule of Three that I have spoken of in this space so many times. We seem to be hard-wired to receive information most efficiently in threes. Whether it’s a slogan or a fairy tale, when information is grouped in threes, we respond well to it and we remember it better.

“Duty. Honor. Country.”

“I came. I saw. I conquered.”

“Stop. Look. Listen.”

“The Three Little Pigs.”

“Goldilocks and the Nine Bears.”

See how the last sentence jars? Try to craft your presentation to constitute three parts. For instance: Product Concept, Marketing Plan, Financial Analysis. Something like that.

This three-part presentation structure can serve you well as a framework for most any presentation.

As you wind to a conclusion, you then construct your second and final bookend.

Recapitulation of your Presentation Structure

You say these words: “In conclusion, we can see that—” Then . . .

Repeat your original situation statement. Hearken back to the original introductory anecdote, cue, or visual image that launched your presentation.

Finally, say: “We believe that our presentation substantiates this.”

You come full-circle, so to speak, and the audience gains a sense of completeness. This recapitulation of your theme knits together your segment into a whole. Your audience appreciates the closure.

Rather than a linear march, where nothing said in your presentation seems to relate to anything that came before, you offer a satisfying circularity. You bring your audience home.

You bring you audience back to the familiar starting point, and this drives home the major point of your talk in two especially powerful ways: 1) the outright repetition of your theme, cementing it in the minds of your listeners, and 2) the story convention of providing a satisfying ending, tying up loose ends, and giving psychological closure.

It’s an elegant technique that can pay big dividends in terms of audience response.

Try it.

For more especially powerful presentation structure tips like this, consult The Complete Guide to Business School Presenting, your essential companion throughout B-School.

Filed Under: Structure, Technique Tagged With: presentation structure, presenting technique, rule of three

How to Give a Business Presentation

March 27, 2013 By Stanley K. Ridgley Leave a Comment

Do you know How to Give a Business Presentation?

Business students need credible, brief, and direct resources on how to give a business presentation.

You want solid information and best practices, not generic “presentation principles” and certainly not “communication theory.”

You want to know what works and why. You want to know right from wrong, good from bad.

You want to know what is just opinion and what, if anything, is carved in stone.

Think of this place as your Official College Guide to Business School Presentations, because here you’ll find answers here to the most basic questions.

What is this beast – the business presentation?
How do I stand? Where do I stand?
What do I say? How do I say it?
How do I reduce 20 pages of analysis into a four-minute spiel that makes sense and that “gets it all in?”
How should we assemble a group presentation? How do we orchestrate it?Where do I begin, and how?
How do I end my talk?
What should I do with my hands?
How do I conquer nervousness once and for all?
How can I tell “what the professor wants?”
How do I translate complicated material, such as a spreadsheet, to a PowerPoint slide so that it communicates instead of bores?

Business School Presenting answers every one of these questions. It answers many more that you haven’t even thought of yet.

You may not like the answers. You may disagree with the answers.

Fair enough. Let a thousand presentation flowers bloom across the land. Listen, consider, pick and choose your pleasure.

Or not.

2,500 Years of How to Give a Business Presentation

But you should know that I offer here the distillation of 2,500 years of public speaking and presentation secrets. Secrets developed by masters of oratory and public speaking and refined in the forge of experience.

Cicero, Quintilian, Demosthenes, John Adams, Patrick Henry, Daniel Webster, Frederick Douglass, Abraham Lincoln, William Jennings Bryan, John Kennedy, Martin Luther King, Malcolm X, Ronald Reagan, Barack Obama – all find their places in the pantheon of the most powerful presenters of all time. And all of them knew how to give a business presentation.

They all have drawn upon the eternal verities of presenting. In turn, they have each contributed their own techniques to the body of wisdom.

You find those verities here.

In our modern-day world of multimedia extravaganzas, who needs business presentations? It’s all done for us now, right?

The presentation is contained in the software, and all you need do is plug in the specifics. Right?

With all of these high-tech prosthetic presentation devices, anyone can be a presentation hero!

Right? Right?

You may wish it were true, but of course you know that this is wrong. Horribly wrong.

You’ve seen enough endless, boring, unintelligible slide-a-thons to know that something is amiss here.

Why are 99 percent of business presentations so boring? Why is it that only 1 percent of corporate America seems to know how to give a business presentation in a coherent, interesting manner?

The answer’s here, and on this site.

Why Bother with How to Give a Business Presentation?

If you discovered that there was one thing – business presentation skill – you could learn that would immeasurably increase your chances of getting a great job after graduation, wouldn’t that be great?

What would you think of that? Too good to be true?

And what if you discovered that this skill is something that you can develop to an especially powerful level in just a handful of weeks?

What would that be worth to you? Would it be worth the price of a book to get you started?

Think of it – business presentation skills you can learn in 4-5 weeks that can provide you lasting competitive advantage through the rest of your working life. A skill that few people take seriously.

A skill in high demand by America’s corporations.

Companies haven’t nearly enough personnel who can communicate effectively. Nor logically. Comfortably. Clearly. Cogently. This is why corporate recruiters rate business presentation skills more important in candidates than any other trait or skill.

Capable business presenting is a high-demand skill.

This is the Secret Skill You Knew They Kept from You

The Secret Skill – the edge – you’ve always sought.

You, as a business student or young executive, gain personal competitive advantage vis-à-vis your peers, just by taking presenting seriously. You gain advantage by embracing the notion that you should and can become an effective and capable business presenter.

In other words, if you actually devote yourself to the task of becoming a superb speaker and learn how to give a business presentation with competence and confidence, you lift yourself into that rarefied 1 percent of business students and executives.

And the task is not as difficult as you imagine. But it isn’t easy, either.

You actually have to change the way you do things. This can be tough.

Most of us want solutions outside of ourselves. The availability of an incredible variety of software has inculcated in us a tendency to accept the way we are and to find solutions outside ourselves. Off the shelf. In a box.

This doesn’t work. Not at all. You cannot find the secret to great business presenting outside of yourself.

You already carry it with you.

But you will have to change.

But Great Business Presentation Skills Mean Change . . .

This is about transformation.

Transforming the way we think, the way we view the world. Transforming the lens through which we peer at others, the lens through which we see ourselves. Transforming you so that you know how to give a business presentation and deliver power and impact every time.

And it begins with your uniqueness. Each of us applies our own uniqueness to the tools and verities that make for great business presentations. We mark our presentations with our own personal brand.

Your realization of uniqueness and belief in it is essential to your development as a powerful business presenter.

Yes, you are unique, and in the quest for business presentation excellence, you discover the power of your uniqueness. You strip away the layers of modern mummification. You chip away at those crusty barnacles that have formed over the years without your even realizing it.

It’s time to express that unique power in ways that support you in whatever you want to do.

Explore the truths here on how to give a business presentation and begin today to energize your personal brand and gain personal competitive advantage.

For more on how to give a business presentation with power and impact, consult The Complete Guide to Business School Presenting.

Filed Under: Career, General, Personal Brand, Personal Competitive Advantage, Professional Presence, Technique Tagged With: business presentation, Business presentations, competition, personal brand, personal competitive advantage, Presentation, presenting

Business Passion to Fuel your Presentation

March 25, 2013 By Stanley K. Ridgley

Put Business Passion in your Presentation for Power and Impact

Business Passion occupies the core of any great business presentation.

Business Passion is like fuel for your car. Not just any fuel.

High Octane fuel.

Passion captures much of what makes for an especially powerful business presentation.

Business is Passionate, so Capture it

In earlier times, they used the word “Earnestness” to capture the same powerful concept as passion.

Edwin Dubois Shurter was a presenting master in the early 20th Century, and he said way back in 1903 that “Earnestness is the soul of oratory. It manifests itself in speech by animation, wide-awakeness, strength, force, power, as opposed to listlessness, timidity, half-heartedness, uncertainty, feebleness.”

What was true then is surely true today. Michelle Bowden is a presentation guru who embraces presentation earnestness.

And yet, “earnestness” – or business passion – is frowned upon, perhaps, as somehow “uncool.”

If you appear too interested in your business presentation, that puts you at risk . . . you think. If you “fail” then you face utter humiliation. Or so you believe.

Better to pretend you don’t care, eh?

Showing Too Much Interest?

So the default student attitude is to affect an air of cool, so that no defeat is too damaging. Sleepwalk your way through your presentation.

No business passion for you!

And you save your best – your earnestness – for something else.

For your friends, for your sports contests, for your facebook status updates, for your pizza discussions, for your intramural softball team . . .

But this also means that all of your presentation victories, should ever you score one or two, are necessarily small. Meager effort yields acceptable results in areas where only meager effort is required.

Is mediocrity acceptable to you? Do you settle? Do you want to simply muddle through your presentations, part of an ocean of undistinguished colleagues who also seem not to care?

Leave Mediocrity to Others and Embrace Business Passion

Mediocrity is the province of the lazy and nonchalant. Shurter was a keen observer of presentations, and he recognized the key role played by business passion in a successful presentation: “When communicated to the audience, earnestness is, after all is said and done, the touchstone of success in public speaking, as it is in other things in life.”

Wrap your material in you. And recognize that we in business are blessed with the stuff of great stories, epic stories of conflict. Of victory and defeat. Of triumph and tragedy. Of power and business passion.

Seize that power to influence.

This means giving a business presentation that no one else can give. A presentation that no one else can copy. Why? Because it arises from your essence, from your own core.

It means demonstrating genuine enthusiasm for your subject. It means recognizing that the subject of your presentation could be the love of someone else’s life. It could be their business or their product. Or their service. You should make it yours and put business passion into your presentation.

In the process, you craft your persona, your powerful personal brand that differentiates you from the great hoi-polloi of undistinguished speakers. And you achieve remarkable personal competitive advantage.

Embrace your topic with earnestness, and you will shine as you deliver an especially powerful business presentation.

For more on the power of business passion, consult The Complete Guide to Business School Presenting.

Filed Under: Charisma, Passion, Personal Brand, Personal Competitive Advantage Tagged With: charisma, passion

How to Develop Professional Presence

March 19, 2013 By Stanley K. Ridgley

Professional presence in the business presentation is the source of its power.

I should say potential power.

For much of the potential power of presentations has been forfeited.

Forfeiture of Power

That potential has been squandered out of corporate fear, ignorance, egotism, conformity, and simple habit.

Lynda Paulson describes the unique qualities that a business presentation offers, as opposed to a simple written report.

What makes speaking so powerful is that at least 85 percent of what we communicate in speaking is non-verbal. It’s what people see in our eyes, in our movements and in our actions. It’s what they hear through the tone of our voice. It’s what they sense on a subliminal level. That’s why speaking, to a group or one-on-one, is such a total experience.

Here, Paulson describes the impact of professional presence. Entire books have been written on how to develop professional presence, and I reference one here by Peggy Noe Stevens.

Professional presence is the tangible contribution of the messenger to conveying a convincing message. A skilled speaker exudes energy, enthusiasm, savoir faire – the speaker becomes part of the message.

You become part of the message. You exert your unique talents and strengths to create a powerful professional presence.

You become charismatic.

Naked Information Overflow

But modern technology has swept the speaker into the background. Now we have naked information overflow. We see pyrotechnics that miss the entire point of the show – namely, persuading an audience.

Lots of people are fine with this. They don’t mind becoming a slide-reading automaton swept into the background. And they’d be happy if you faded into the background, too.

Most people don’t want to compete in the presentation arena. They don’t want to be compared to you and your extraordinary presentation skills. They would rather compete with you for your firm’s spoils on other terms. Terms other than professional presence.

Become an automaton, and you cede important personal competitive advantage.

You become like everyone else.

The true differentiating power of a presentation springs from the oratorical skills and confidence of the speaker. That, in fact, is the entire point of delivering a presentation – a project or idea has a champion who presents the case in public. Without that champion – without that powerful professional presence – a presentation is an empty shell.

It becomes an incredibly bad communication exercise and an infuriating waste of a valuable resource – time.

The Secret of Professional Presence

We are left with an automaton slide-reader in a business suit.

This is surely a far cry from how we imagine it ought to be – powerful visuals and a confident presenter. A presenter commanding the facts and delivering compelling arguments. A presenter using all the tools at his or her disposal.

This vast wasteland of presentation mediocrity presents you with a magnificent opportunity.

You can fade into that gray background as yet another corporate mediocrity mimicking the herd. Or you can seize the moment. You can develop your presentation skills to contribute to a charismatic professional presence.

Isn’t it time you decided to become an especially powerful business presenter with a premium personal brand? Why not seize the incredible personal competitive advantage of professional presence?

To develop professional presence through business presenting, consult The Complete Guide to Business School Presenting.

Filed Under: Charisma, Confidence, General, Passion, Personal Competitive Advantage, Professional Presence Tagged With: charisma, confidence, personal presence, presenting, professional presence

Respect Your Audience for Presentation Power

March 16, 2013 By Stanley K. Ridgley Leave a Comment

Respect your audience and your earn their respect

Respect your audience and you earn their respect

Always speak to the people in your audience in ways that move them – respect your audience.

Speak to your listeners in their language and to their needs.

Always offer them your respect and your heart.

Does this seem obvious?

“Respect Your Audience” Seems Easy

That’s the paradox.

We often forget that our audience is the other player in our two-player cooperative game. We mistakenly contrive our message in our terms.

We say what we want to say and what we think our audience needs to hear. We speak in language that gives us comfort.

Then we blame the audience if they don’t “get it.”

Too many speakers across the spectrum of abilities never consider the needs of their audience or why folks have gathered to hear the message. Often, a business presenter may offer an off-the-shelf message that isn’t even remotely tailored to the needs of the folks gathered to hear it. She ignores the precept respect your audience.

The Curse of Hubris

Paradoxically, this occurs often when men and women of power and accomplishment address large groups of employees or conference attendees. Infused with the power and sometime hubris that comes with great success, they believe this success translates into powerful presenting.

But it doesn’t.

They don’t prepare. They offer standard tropes. They rattle off cliches. They pull out blandishments. And they receive ovations, because those assembled believe that, well, this fellow is successful, so he must know what he’s doing.

What he says and the way he says it, whatever it was, becomes gospel.

But the presentation emperor has no clothes. He does not follow the precept of respect your audience.

Contempt? Close to It

What we actually witness from presenters of this type is a form of contempt. Presenters from 16 to 60 offer this up too often. The lack of preparation by speakers disregards the audience. It shows contempt for the time of people gathered to listen.

For instance, last year a successful young entrepreneur spoke to our assembled students about his own accomplishments in crafting a business plan for his unique idea and then pitching that idea to venture capitalists. His idea was tremendously successful and, as I understood him, he sold it for millions.

Now, he stood in front of our students wearing a ragged outfit of jeans and flannel shirt and sipping coffee from a styrofoam cup. He was ill-prepared to speak and offered-up toss-off lines.

What was his sage advice to our budding entrepreneurs for their own presentations?

You Call That Good Advice?

“Make really good slides.”

That was it.

Just a few moments’ thought makes clear how pedestrian this is. What does it truly mean? You need a millionaire entrepreneur to tell you this?

“Really good slides” means nothing and promises even less. Did this fellow follow the respect your audience mantra? I think not.

I guarantee that this youngster did not appear in his own presentations wearing his “cool slob” outfit. Likely as not, he developed a great idea, defined it sharply, and practiced many times.

It was presented knowledgeably by well-dressed entrepreneurs, and this is what won the day. And this is the lesson that our young presenters should internalize, not toss-offs from a character just dropping by.

So many of the dull and emotionless automatons we listen to could be powerful communicators if they shed their hard defensive carapaces and accepted that there is much to be learned. Speak to your listeners as fellow hopeful human beings in their own language of desires, ambition, fears, and anticipation.

We gain by following the respect your audience mantra.

Conversely, we all can learn from the people we meet and the speakers we listen to, even the bad ones.

For more on how to respect your audience, consult The Complete Guide to Business School Presenting.

Filed Under: Audience, Confidence, Expression, Professional Presence, Technique Tagged With: audience, business presenter, Presentation, presenting technique, professional presence

The Laser Pointer Presentation – the Self-Destruct Button

March 12, 2013 By Stanley K. Ridgley Leave a Comment

Even Skywalker doesn’t give a laser pointer presentation

Your remote control clicker that advances your slides can have other features allegedly designed to “enhance” your presentation.

The chief culprit among these enhancements is a horrid little device called – the Laser Pointer.

Even the best of us occasionally thumb that laser pointer self-destruct button built into most remote control clickers.

That’s right . . . self-destruct button.

No Laser Pointer Presentation!

But you want to deliver a Laser Pointer Presentation! You’ve waited your entire life for the chance to legitimately use that laser pointer!

Haven’t you?

You’ve pictured yourself be-suited and commanding the room . . . standing back, perhaps with a jaunty posture, as you sweep the screen behind you with the little bobbing speck of red light. The meekest among us is invested with bombast and hauteur by even the most inexpensive laser pointer.

Don’t do it.

Put down the light saber, Skywalker.

The laser pointer is 21st century overkill technology. It distances you from your presentation message at the exact moment you should meld yourself with it.

How so?

If something is so crucially important on your slideshow – perhaps a graph or a series of numbers – that you must direct audience attention to it, then step into the presentation. Gesture to the data with your hand.

Use Cave Man Technology

Merge yourself with the data. Step into the presentation so that you, in essence, become the animation that highlights your points of emphasis. Don’t divide audience attention between you, the data on the screen, and a nervously darting red speck.

Instead, concentrate your audience focus on your major points, touching the screen, guiding us to the facts and figures you want us to internalize. It’s a cave painting, so run your hands over the cave wall. Show us what you want us to see with your hand.

Now, I issue a caveat here. If the screen behind you is so high that you cannot reach it, then you might be justified in using the pointer. But probably not. Instead, if you want to highlight or draw attention to your points of emphasis, then utilize the highlighting animation available on most multimedia platforms.

If you’re uncertain what I mean by this, have a look at this brief video:

Nothing is more gratuitous in modern business presenting than the laser pointer. And few things more irritating than the laser pointer presentation.

Rid yourself of this awful affectation today. Pledge never to deliver another laser pointer presentation in your business life.

For more on Business Presentations, consult my book The Complete Guide to Business School Presenting.

Filed Under: General, Slides, Technique Tagged With: business presenting, laser pointer, presenting technique

Personal Competitive Advantage in Business Presentations

March 8, 2013 By Stanley K. Ridgley Leave a Comment

Cultivate a Powerful Image for Personal Competitive Advantage

Let’s move from the realm of what you do and say in front of your business presentation audience to how you appear to your audience . . . an important source of personal competitive advantage.

Your appearance can cultivate this advantage. So right now let’s dismiss the notion that “it doesn’t matter what I look like . . . it’s the message that counts.”

This is so wrong-headed and juvenile that you can turn this to immediate advantage. You can adopt the exact opposite perspective right now and steal a march on the competition. Most folks your age won’t go that route, particularly those stuck in liberal arts.

It’s much more dramatic to deliver a mythic blow for “individuality” than to conform to society’s diktats, eh?

Take the Smart Fork

Well, let those folks strike their blows while you spiff yourself up for your presentations. Present a superior appearance in both public and private job interviews to gain a personal competitive advantage.

Here is the upshot. Presentation appearance matters a great deal. It’s up to us to dress and groom appropriate to the occasion and appropriate to our personal brand and to the message we want to send.

“Slob cool” may fly in college – and I stress may. But it garners only contempt outside the friendly confines of the local student activities center and fraternity house.

Is that “fair?”

It’s fair for Personal Competitive Advantage

It certainly is fair! You may simply not like it. It may clang upon your youthful sensibilities.

But here’s the deal . . . You’re on display in front of a group of buyers. They want to know if your message is credible. Your appearance conveys cues to your audience. It can convey one of two chief messages, with little wiggle room between them.

First, your appearance telegraphs to your audience that you are: Sharp, focused, detailed, careful, bold, competent, prudent, innovative, loyal, energetic . . .

Or . . .

Your appearance telegraphs to your audience that you are: Slow, sloppy, careless, inefficient, incompetent, weak, mercenary, stupid.

Moreover, you may never know when you are actually auditioning for your next job. So it pays to burnish your personal brand all the time to achieve the much-coveted personal competitive advantage.

That presentation you decided to “wing” with half-baked preparation and delivered in a wrinkled suit was awful. It might have held in the audience a human resource professional recommended to you by a friend. But you blew the deal. Without even knowing it.

Think.

Don’t Eliminate Yourself from Contention

How many powerful people mentally cross you off their list because of your haphazard appearance? How many opportunities pass you by? How many great connections do you forfeit?

Granted, it’s up to your discretion to dress in the first wrinkled shirt you pull from the laundry basket. But recognize that you may be paying a price without even knowing it.

Your appearance on the stage contributes or detracts from your message. So, as a general rule, you should dress one half-step above the audience to convey a seriousness of purpose.

For instance, if the audience is dressed in business casual (sports coat and tie), you dress in a suit. Simple.

Personal appearance overlaps into the area of personal branding, which is beyond the scope of this space, but two books I recommend to aid you in your quest for appearance enhancement are You, Inc. and The Brand Called You.

Both of these books are worth the price. They contain the right kind of advice to propel you into delivering Powerful Presentations enhanced by a superb professional appearance.

For more on developing especially powerful personal competitive advantage by way of your business presentations, consult my own book The Complete Guide to Business School Presenting.

Filed Under: Charisma, Confidence, Expression, General, Personal Brand, Personal Competitive Advantage, Professional Presence, Technique Tagged With: business presenter, business school student, charisma, confidence, personal brand, personal competitive advantage, professional presence

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About Stanley K. Ridgley

Lost to History?

Timeless Secrets of a Great Business Presenter

For more on the powerful history and techniques of presenting and secrets on how you can become a great business presenter, consult The Complete Guide to Business School Presenting.

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Software “Presentation Magic” Cannot Save You

One . . . or the Other

No Presentation Magic in Your Slide Deck

Orient . . . Eliminate . . . Emphasize

Want more on providing your own presentation magic? Consult The Complete Guide to Business School Presenting.

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Powerful Presentation Practice Yields . . . What?

Mistake #1

Mistake #2

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Bad Presentation Tips

But Bad Habits Die Hard

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Hector that Audience! Show ’em Who’s Boss!

The Audience Marketplace Judges You

A Powerful Example of Know Your Audience

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The High Demand Skill Zone

The Advantage of a Personal Career Strategy

Hire Me . . . I’ll Work for Less.

Choose your Personal Career Strategy Carefully

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Forfeiture of Power

Naked Information Overflow

The Secret of Professional Presence

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Presentation Storytelling Engages your Audience

Engage the Senses!

Employ Powerful Writing Techniques

Presentation Storytelling is a Powerful Tool

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Choose!

Improve Your Presentation Voice

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Business Charisma – Yours for the Taking

Hokum, yes . . .

Unambitious Goals . . . and a Lower Bar

For more on developing an especially powerful business charisma, consult The Complete Guide to Business School Presenting.

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Are you the “Ageless Rebel” Battling the “Man”?

Professional Appearance for Credibility

Politics, Schmolitics . . . He’s a Sharp Dresser

For more on an especially powerful and professional appearance, consult The Complete Guide to Business School Presentations.

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We Set Ourselves Up for Bad Presentations

Do You Think Like a World-Class Athlete?

Envision Your Triumph

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Presentation Structure Begins with This

The Middle of Your Presentation Structure

Recapitulation of your Presentation Structure

For more especially powerful presentation structure tips like this, consult The Complete Guide to Business School Presenting, your essential companion throughout B-School.

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2,500 Years of How to Give a Business Presentation

Why Bother with How to Give a Business Presentation?

This is the Secret Skill You Knew They Kept from You

But Great Business Presentation Skills Mean Change . . .

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Business is Passionate, so Capture it

Showing Too Much Interest?

Leave Mediocrity to Others and Embrace Business Passion

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Forfeiture of Power

Naked Information Overflow

The Secret of Professional Presence

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“Respect Your Audience” Seems Easy

The Curse of Hubris

Contempt? Close to It

You Call That Good Advice?

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No Laser Pointer Presentation!

Use Cave Man Technology