“I never get an interesting business presentation topic.”
Perhaps you’ve said that?
I’ve certainly heard it.
I hear this lament more often than I would prefer, and it embodies much of what is wrong with individual and group presentations.
There is no such thing as an inherently uninteresting topic. Nor is there an inherently interesting topic.
Interest is something that you generate, combining your unique gifts and training to create something special that appeals to the audience. Whether your audience is the CEO, a potential client, the Rotary Club, or your fellow students.
That’s your job. In fact, that’s what you’ll be paid to do upon graduation.
Interesting? That’s Your Job
Cases are not assigned to you in B-School to interest you. No one cares if they interest you.
That’s not the point.
Whether you find your topic personally interesting or not is irrelevant. It’s your duty to craft a talk that interests the audience, perhaps even captivates the audience.
Persuades the audience.
We all would love to be spoon-fed “interesting” topics, wouldn’t we? But what’s an “interesting” business presentation topic?
I’ve found the following to be true:
The students who complain about never getting an interesting topic actually do get assigned those topics – topics that are rich with potential and ripe for exploitation.
Students don’t recognize them as “interesting” because their store of information and context either is absent or is untapped.
So they invariably butcher a potentially interesting topic and miss every cue and opportunity to craft a great presentation.
It’s time to recognize that you simply want an interesting topic for yourself . . . not so you can do a bang-up job for the audience.
The Tenpenny Nail?
The upshot is that if you don’t take presenting seriously, you won’t do anything different for an “interesting” business presentation topic than you would for a “boring” topic.
The creative challenge is greater, in fact, for presenting on the topic of tenpenny nails than it is for, say, the Apple iPhone. The initial perception might be that the iPhone is more inherently “interesting.”
It’s hip. And familiar.
Students gravitate to the topic like bees to flowers.
But give me a student who gladly takes a business case that involves tenpenny nails and who weaves a compelling, imaginative, and professional presentation, and I’ll show you a future business star.
The best students recognize the drama and conflict and possibilities in every case. They craft an interesting presentation regardless of the topic.
How do you generate interest? How do you mine a case for what is dramatic, different, uplifting, unusual? Public speaking master James Winans provides several suggestions from almost 100 years ago:
[I]nterest is, generally speaking, strongest in old things in new settings, looked at from new angles, given new forms and developed with new facts and ideas, with new light on familiar characters, new explanations of familiar phenomena, or new applications of old truths.
It actually requires thought and a broadening of context.
It requires the extension of horizon, and the expansion of the personal frame of reference.
In short, the learning of new stuff, which is always more difficult than relying upon what we already know – the tried and the true and the comfortable.
The Business Presentation Topic Beast
And as an aside, what would you do with the topic of tenpenny nails if you were assigned the task of demonstrating to the general public, say, their value to the building industry?
Are these the three-inch nails that take their name from the original price-per-100? I always thought so.
But an alternative explanation says the name has nothing to do with price. Instead, it has to do with . . . . Well, when you deliver a presentation on nails, you’ll find the answer.
The name, by the way, dates from the 15th Century, the same century as the invention of the Gutenberg printing method.
Now that’s a “killer app” with staying power.
Sound like an “interesting” business presentation topic?
For more ways to develop your acumen with regard to your business presentation topic, consult The Complete Guide to Business School Presenting.