You communicate far more with your face than you probably realize, so you should be aware of how expression in presentations can enhance or degrade your business presentation.
Your facial expressions can reinforce your message, confuse your audience, or detract from your message. Yes, there is something called bad expression, and at its worst, it can generate hostility in your audience.
Look no further than the accompanying photo to absorb the lesson of how our expressions can enhance our presentation . . . or cripple it.
A thorough knowledge of how our expressions can lift our talk or derail it is essential to becoming a powerful business communicator.
The problem of bad expression has plagued speakers for centuries. Some of our earliest writers on oratory lamented the poor expressive skills of the folks who take to the stage to speak.
Quintilian was a great Roman teacher of oratory in his time. He’s influenced many generations of public speakers ince the recovery of his classic manuscripts in the 15th Century.
Perhaps you’ve not heard of Quintilian? It’s time you did.
Expression in Presentation for 1,900 Years
Quintilian published his monumental Institutes of Oratory at the end of the 1st Century AD, and it continues as a powerfully influential treatise on presentations today. It’s rich with insight and practical instruction. Take this passage on expression:
[The teacher] will have to take care that the face of his pupil, while speaking, look straight forward; that his lips be not distorted; that no opening of the mouth in moderately distend his jaws. That his face be not turned up, or his eyes cast down too much, or his head inclined to either side. The face offends in various waysl. I have seen many speakers, whose eyebrows were raised at every effort of the voice. Those of others I have seen contracted. Those of some even disagreeing, as they turned up one towards the top of the head, while with the other the eye itself was almost concealed. To all these matters, as we shall hereafter show, a vast deal of importance is to be attached. For nothing can please which is unbecoming.
Would that our modern instructors of presentations would take a moment to share even the most modest of insights offered by great orators such as Quintilian. He remains relevant and incisive after 1,900 years. On the need for coordinated and thoughtful expression, and a great many other timeless techniques.
That’s staying power. And a heckuva personal brand.
And as he notes with respect to expression, nothing can please which is unbecoming. Your facial expression should reflect your spirit. It should reveal your heart and your soul, and if it does, you will be in no danger of appearing “unbecoming.”
Your face should transmit sincerity and earnestness consonant with your words. So I urge you in your presentations to smile often . . . frown sparingly . . . stare never . . . question occasionally . . . and show sincerity throughout.
Are your “listeners” checking iPhones every few seconds?
Chatting in side conversations?
Do they sit with glazed, far-away looks while you deliver your presentation? This is called the MEGO syndrome . . . Mine Eyes Glaze Over.
The problem is probably you.
No way are you delivering on what should be a passionate, especially powerful presentation.
How to Engage Your Audience in Your Presentation
In this video interview with Concentrated Knowledge Corporation’s Executive Insights Program, Andrew Clancy quizzes Dr. Stanley K. Ridgley on how to engage your audience, an audience that may seem disconnected and disinterested in what you have to say in your business presentation.
Dr. Ridgley identifies a remedy for you. He reveals the secrets of how to hook and reel-in an errant audience. How to engage your audience for power and impact.
He also offers several tips on how to energize your presentation by discarding one of the most common speaking crutches and by moving into the Command Position.
The bar is so low with regard to business presentations that just making a few corrections of the sort discussed here can elevate your delivery tremendously.
Follow this advice to develop an especially powerful presentation.
Concentrated Knowledge Corporation produces Executive Summaries of many of the world’s great business books. You can review CKC’s site at www.summary.com
There is, of course, much more to delivering a powerful presentation. Conscientious presenters attend to all seven dimensions of the presentation – voice, expression, gesture, appearance, stance, passion, and movement. Great speakers also leaven their presentations with poignant stories. Great speakers connect emotionally with their audience.
One of the greatest public speakers – or presenters – of modern times was the late Malcolm X.
His speeches are textbook examples of how to grab an audience, how to mesmerize it throughout the presentation, and then mobilize it with an especially powerful call to action.
The Malcolm X Presentation
Whether you agree or disagree with him is irrelevant to the point that he was a captivating communicator who drew from a deep well of powerful presentation techniques.
Malcolm’s speeches are just that – speeches – and they are written for the ear and not the eye. As such, they are best read aloud so as to absorb the measured beats, to feel the repetition of key phrases, and to learn the effects of certain rhetorical flourishes.
And when you read sentence after sentence, you sense the power and the deep moral outrage emerging. It’s sometimes explicit but most often emerges through a steady recapitulation of ideas using different phrases, but key words.
You gain a sense of the gathering storm, you almost hear rolling thunder in the distance.
A Source of Inspiration and Technique
Today, I mine his speeches for their cadences, their imagery, their use of allegory, anaphora, and turns of phrase.
With respect to grabbing an audience’s attention, too many presentations and speeches begin with routine thank-yous and ingratiation of the audience. You hear a peppering of routine phrases, a gripping of the podium and a squinting at notes or jerky backward glances at an unreadable projection screen.
Put a stop to all of that nonsense with the “grabber” line, a surprising and unconventional sentence or an unusual fact that immediately alerts the audience that its about to hear something special. Not just another canned talk.
Remember that a speech is tremendously different from a written document. Pauses and repetition, tone and inflection are essential with the spoken word.
Let’s look at the beginning of a typical Malcolm X speech and see how he grabs his audience. Read it with his spoken delivery in mind.
This speech – Message to the Grass Roots – was delivered in Detroit on November 10, 1963. Irrespective of the time and place and circumstance, which of course will leaven our approach, note that Malcolm begins his talk by immediately establishing intimacy with the audience.
We want to have just an off-the-cuff chat between you and me . . . us. We want to talk right down to earth in a language that everybody here can easily understand.
We all agree tonight, all of the speakers have agreed, that America has a very serious problem. Not only does America have a very serious problem, but our people have a very serious problem.
In the space of four sentences, Malcolm has captured his listeners and layed out a situation statement that, at that moment, embraced his audience. He establishes a mood of confidentiality and rapport, and then makes a bold statement – “America has a very serious problem . . . We have a very serious problem.”
Who wouldn’t want to hear what comes next?
No Throat-clearing . . .
Notice that he did not engage in throat-clearing and chit-chat.
No “Thank you Mr. Chairman” . . . no “So good to see so many committed activists tonight and familiar faces in the crowd.”
Notice also the use of repetition of key phrases: “Very serious problem.”
Straight to the point, and a bold point it is. See what comes next . . .
America’s problem is us. We’re her problem. The only reason she has a problem is she doesn’t want us here.
And every time you look at yourself, be you black, brown, red or yellow, a so-called Negro, you represent a person who poses such a serious problem for America because you’re not wanted. Once you fact this as a fact, then you can start plotting a course that will make you appear intelligent, instead of unintelligent.
Has Malcolm studied his audience? Is he reaching out with a message that is directly relevant to his listeners?
Most of all, has he grabbed your attention?
He surely has.
Malcolm was expert at executing Presentation Snap, grabbing his listeners in a way that zeroed in on them . . . on their needs, concerns, desires, hopes . . . framing the issue in colorful language, and creating listener expectations that he will offer bold and radical solutions to real problems.
For now, focus on the grabber to seize the attention of your audience. Mull this excellent example from Malcolm’s talk and ask yourself how he crafted it. And how it works.
In subsequent posts, we’ll look at more examples from Malcolm X as he moves through delivery of his presentation, building to his call for action at the end.
I truly don’t mean to be a pain to my long-suffering students, but one exercise that probably elicits more scorn than it deserves is called “Especially Powerful.”
It consists of everyone rising to a standing position and striking a confident stance with feet shoulder-width apart and arms outstretched to either side, palms turned upward.
This is a critical and powerful pose.
Then visalize a slight tilt of the head up and, in unison and in the best tradition of the deep-voiced Darth Vader, everyone repeats after me . . . “I feel especially powerful today!”
“I feel especially powerful today!”
I’m not satisfied until the room reverberates with the appropriate tone and volume, indicating a robust and vibrant embrace of the exercise and what we’re trying to accomplish.
Which is . . . what?
Why do I engage in what, to some, might appear gimmicky or cute?
First, I don’t do cute. Second, the exercise accomplishes several superb physiological goals that improve a range of characteristics associated with business presenting. Voice . . . stance . . . posture . . . confidence . . . poise.
In short, much of what we call body language.
We hear in some circles that nonverbal communication – your body language – comprises more than 50 percent of your message. Some studies contend that it comprises more than 70 percent.
For no other reason than this, we should be concerned with the messages we transmit with our posture, our expressions, our gestures. Yes, body language is critical to conveying your message.But it is essential for another equally important reason.
It’s a reason not generally well-known or understood, and it constitutes a secret that I’ve utilized with my presentation students for years to invest them with confidence and new-found presentation power. Its core idea stretches back well more than a century, to one of the world’s first theories of emotion: James-Lange Theory.
William James and the Danish physiologist Carl G. Lange developed the theory independently of each other in the 1880s.
Here’s a taste of the real thing from Mr. James himself:
“My theory … is that the bodily changes follow directly the perception of the exciting fact, and that our feeling of the same changes as they occur is the emotion. Common sense says, we lose our fortune, are sorry and weep; we meet a bear, are frightened and run; we are insulted by a rival, are angry and strike. The hypothesis here to be defended says that this order of sequence is incorrect … and that the more rational statement is that we feel sorry because we cry, angry because we strike, afraid because we tremble …
Without the bodily states following on the perception, the latter would be purely cognitive in form, pale, colorless, destitute of emotional warmth. We might then see the bear, and judge it best to run, receive the insult and deem it right to strike, but we should not actually feel afraid or angry.”
We generally believe that our emotions affect our body language, and we ourselves have experienced the effects of stage fright. Emotions influence the way you stand, the way you appear to your audience. They influence what you say and how you say it.
So if we feel stage fright and lack of confidence, our body language telegraphs that. Moreover, once we become conscious of the effects of our fears, they worsen, and we get caught in a downward spiral of cause-and-effect.
But what if we could reverse that cause-and-effect? What if we could, say, strike a confident pose and suddenly find ourselves infused with confidence? Impossible, eh?
But James-Lange Theory suggests that very thing, that you can reverse the process.
Turn Negative Energy into Positive
You can use your gestures, movement, posture, and expression to influence your emotions. You can consciously affect body language associated with the emotion you want to experience – namely, confidence – and so gain confidence.
This means that we should lay the groundwork for our emotions to reflect our body language and our posture. Consciously strike a bearing that reflects the confident and powerful speaker you want to be.This may sound too easy and leave you asking “what’s the catch?” No, there’s no catch.
And now that recent research has scientifically confirmed the dynamic I just described, the secret is out. Several theories later and after many attempts to debunk James-Lange Theory, the most recent research at Harvard University and the Kellogg School of Business would seem to give Mr. James and Mr. Lange the proverbial last laugh.
A 2010 Harvard study substantiated James-Lange Theory and found that power posing substantially increases confidence in people who assume them while interacting with others. The Kellogg study early this year yielded the same findings.
In short, the way you stand or sit either increases or decreases your confidence. The study’s conclusion is unambiguous and speaks directly to us.
Our results show that posing in high-power displays (as opposed to low-power displays) causes physiological, psychological, and behavioral changes consistent with the literature on the effects of power on power holders — elevation of the dominance hormone testosterone, reduction of the stress hormone cortisol, and increases in behaviorally demonstrated risk tolerance and feelings of power.
This finding holds tremendous significance for you if you want to imbue your presentations with power.
In our 21st Century vernacular, this means you should stand the way you want to feel. Posing with power – “I feel especially powerful today!” – improves your entire presentation delivery tremendously and in ways you’ve likely not imagined.
Power Posing can flood your system with testosterone and can suppress stress-related cortisol, so you actually do invest yourself with confidence and relieve the acute anxiety that presentations sometimes generate.
The lesson here is to affect the posture of confidence. Square your shoulders. Fix a determined look on your face. Speak loudly and distinctly. Extend your arms to either side and take up lots of space.
Seize the emotional energy flow and make it work for you.
Class had ended, and I was giving final feedback for a group that had just presented their business case . . . and which incorporated not nearly enough business drama.
Not a bad business presentation by any means.
But individual students needed work. I like to give advice that young people can carry with them beyond the classroom and on into the workaday world. And so I held forth on their presentations with advice.
Not just advice, mind you, but nuggets that can confer personal competitive advantage for a lifetime.
As I briefed the presenters, a professor came into the classroom and stood by, listening in. He’s a colleague of mine. Smart man. He has my respect for his knowledge of finance.
A curious fellow, too.
He took in my feedback as I advised students to eliminate a verbal gaffe called the “rising line.” I was demonstrating this awful turn of voice.
The Verbal Up-tic or “uptalk” as it is sometimes called, is a verbal pathology that afflicts at least 50 percent of young presenters. This tic transforms simple statements of fact into questions. The Brits call this the “Moronic Interrogative.”
You can probably guess that it is not a compliment. By eliminating this awful verbal tic, you take a giant step toward presenting excellence.
My students packed up and left, and my colleague stepped up beside me.
“Well! All this drama! It looks and sounds like drama class.”
By now, I’m accustomed to the raised eyebrow of colleagues who look askance at some of the techniques I advocate. It goes with the territory.
There is, after all, a kind of lock-step sameness in the faculty view of business presentations. Deviations from the barebones structure are not appreciated. Nor are they recognized for the value they add.
“Hmmm. I guess you could say that, Roger . . . there’s a big helping of business drama here. It’s much like putting on a show. It’s why I call my presentations ‘shows’ and my students my ‘show-people.’”
Because this, in essence, is what visual and verbal communication is all about and how it differs drastically from written work.
It’s no accident that I use the word “show.” This is what we do when we give a business presentation . . . when we present. We don’t deliver a presentation. We present. The presentation is not something behind you on a screen. The presentation is not on a whiteboard or butcher paper.
It’s not on a flip chart.
The presentation is you.
And a large part of you is how you express yourself – your presence, your expression. We are best when we incorporate business drama into our presentations, and this is the catalyst that provides the grist for our expression and enthusiasm.
By drama, I do not mean the phony excitement and angst of “relationships” gone wrong, the anxiety of the “drama queen” or the pomposity of “King Drama.”
I mean the “dramatic situation.”
Life. Variety. Intensity. Color.
You have drama inherent in any situation where there is conflict or the potential for conflict. And we in business, engaged as we are in competing to provide goods and services to our customers, are blessed with dramatic situations. Corporate stories are some of the most dramatic.
Business cases are chock full of business drama – conflict, suspense, turning points, great decisions, stories that rivet our attention. You simply must learn to recognize business drama and bring it out.
It does not mean exaggerated behavior during your presentation, as noted by one of my favorite Speaking Masters of all time, Grenville Kleiser:
This is not a recommendation of paroxysms of feeling, wild gesticulation, tearing and combing of the hair with the fingers, violent pacing up and down the platform, and other manifestations of old-style oratory, happily now obsolete, but rather to suggest a power which, when properly used, will give life, variety, intensity, and color to the spoken message.
Life. Variety. Intensity. Color. Conflict. Action. You strive for these.
This theatrical aspect of presenting can surely be overdone. But given the staid status of business presenting, the danger of this in today’s business presentations is nil.
You can harness dramatic techniques to your business presenting style, and a number of books delve into this. One of the finest books available on the subject is Ken Howard’s Act Natural. I strongly urge its purchase if you are serious about taking your presenting power to a whole new level.
The speaking secret of expression is an advantage that should be yours and not just restricted as a privilege for those toiling in the theater or in film.
Remember that you have incredible power at your disposal in the form of expression that makes use of business drama.
A curl of the lip.
A raise of one eyebrow.
Sincere furrows in the forehead.
Speaking Master Joseph Mosher gave us one key secret to expression in 1928, and we would be wise to recognize his observation of the importance of the mouth and eyes.
[T]here is no one element of gesture which furnishes as unmistakable and effective an indication of the speaker’s thought and feeling as does the expression of the mouth and eyes. The firm-set mouth and flashing eye speak more clearly than a torrent of words; the smile is as good as, or better than, a sentence in indicating good humor; the sneering lip, the upraised brow, or the scowl need no verbal commentary.
The secret power of expression and business drama is yours for the taking. You need only seize it.
Given the number of long, dull, pedantic, repetitious, boring, confusing – bad – presentations I see both inside and outside of the business school, I suspect there must be.
This dullness seeps into the consciousness. It numbs us, and begins to legitimize itself.
Bad business presentations can be a career-killer. Of course, no one will tell you this.
A conspiracy of silence surrounds bad business presentations and the people who give. them.
And yet, they are everywhere.
Bad Business Presentations are Everywhere
Bad Business Presentations are everywhere . . . and because they are everywhere, we think that bad business presentations must be legitimate.
They must be the norm. They must be bad, because that’s just the way it is. But this is myth.
And this myth perpetuates itself, like some kind of awful oral tradition.
You see a bad business presentation that some people praise as good. It looks like this . . .
Some Vice President from a visiting company stands in front of you hiding behind a lectern. He reads from slides with dozens of bullet points taken from a written paper and pasted onto PowerPoint slides. He alternates looking at a computer screen and turning to look at a projection screen behind him. He rarely looks at you.
A Wasteland On the Screen
Unreadable spreadsheets appear on the screen. Legions of tiny numbers march in cadence. The presenter reads slide-after-slide verbatim, his head turned away from you. You realize, finally, that he is reading the slides together with everyone in the audience.
The slides are unreadable or irrelevant.
It’s a bad presentation, and you can’t remember a damn thing except the three texts you received during the presentation as you checked your iPhone between yawns. You could legitimately ask yourself, “Is this all there is?”
If bad business presentations are the norm, you scratch your chin and perhaps you think “That’s not hard at all.” I can be as bad as the next person.
Just Cobble Together a Bad Business Presentation
Cobble something like that together, and you think you have a business presentation. And why wouldn’t you think that?
It seems to have all the elements: A speaker-reader of slides (you), a PowerPoint display on the screen with writing on it, some numbers, and a five-minute time slot to fill with talk.
But what you actually have is something awful – just awful.
You don’t know what you want to accomplish . . . or why.
You have no idea what you should say . . . or why.
And you don’t view yourself as benefitting from the process in any way. Instead, you see it as something painful. Because it is painful. It’s painful and awful.
Let’s repeat, so there’s no misunderstanding . . . just awful.
It’s a bad business presentation that is painful and awful because of the way it’s been explained to you.
Because the explanations are incomplete. Because you never get the whole story.
Teaching you how to deliver a cogent, competent, powerful business presentation is always someone else’s job.
This can be a problem. A problem because your career often hinges on how well you can present. And if you present badly, you needlessly handicap yourself.
I Feel Your Pain
Sure, there are “presentation”courses. But it seems that the good folks who actually provide you some sort of presenting instruction in school are often disconnected from your business courses.
They teach you “How to give a speech” or “How to introduce yourself.” But you don’t have the opportunity to engage in a complex group business presentation.
Oftentimes, these folks aren’t even in the business school. They can’t show you how to incorporate business content into your presentations – things like the SWOT, value chain analysis, financial analysis, PEST, Five Forces, and such like.
And on occasion, professors in your business courses demonstrate the same malaise that plagues business at-large.
For most of your professors, presenting is secondary. This makes sense, as each faculty has a specialty or functional discipline he or she is charged with teaching. Business “Presenting” is no one’s functional discipline, and so it goes unaddressed, orphaned to expediency and neglect.
It is the same in the corporate world. Your presenting woes are the same woes that scourge the American business landscape.
Boring, dull, numbing . . . all of this is equated wrongly with “serious.” What what we get is the bad business presentation as the standard.
The Malaise in Corporate America
I attended a business conference on the west coast not long ago. I had the occasion to dip my toes into some of the worst speaking I have ever heard coupled with use of incredibly bad visuals. Primarily PowerPoint visuals.
Busy slides with tiny letters.
Listeners shifting in their seats.
Motionless speakers planted behind a lectern.
Aimless and endless talking with seemingly no point.
No preparation and no practice attended these presentations.
Papers shuffling in the audience, because handouts were given prior to the talk.
This is more common than you might imagine. Communications consultant Andy Goodman conducted major research on the issue in 2005, surveying more than 2,500 public interest professionals and asking them to evaluate their presentation viewing experiences.
The average grade public interest professionals gave to the presentations they attended was C-. The average grade given to the visuals that respondents observed in presentations they attended was also C-. When asked to recall presentations they had seen over the last few months, survey respondents said they were more than likely to see a bad business presentation as to see an excellent one.
This is the current state of presentations in corporate America and in business schools. Is it uniformly bleak? No, of course not.
Glimmers of Hope . . . Gigantic Opportunity
Generalizations are just that – general in nature.
I have seen a sufficient number of fine presentations to understand that, somewhere, superb instruction holds sway. Or, at the very least, young people whose early development has trained them for the stage have found their way to the business platform. Good for them. But for the most part, it is as I have described here.
And this presents you with magnificent opportunity.
Now that you understand the situation and why it exists, it’s time for you to join the ranks of superior presenters. Becoming a superior presenter means gaining incredible personal competitive advantage that is difficult to imitate. By investing your presentations with passion, emotion, and enthusiasm, you deliver especially powerful shows with persuasive power. Presentations that are anything but dull. So . . .
It’s time for your debut.
Time to break the Law of Bad Business Presentations.
How can you enrich your presenting in unexpected and wonderful ways so to give an interesting presentation regardless of your audience?
To deepen and broaden your perspective so that it encompasses that proverbial “big picture” we forever hear about?
You must become a 3-D presenter.
Now, this means several things, including how you utilize the stage to your utmost advantage, but a major component is the exercising of your mind.
And I talk about that here.
Three D Presentations
It’s the process of enriching your personal context so that you become aware of new and varied sources of information, ideas, concepts, theories. Yes, it’s a process of becoming learned in new and wondrous ways.
Think of it as enlarging your world. You increase your reservoir of usable material.
And you’re able to connect more readily with varied audiences.
You accomplish this in a pleasant and ongoing process – by forever keeping your mind open to possibilities outside your functional area. By taking your education far beyond undergraduate or graduate school.
Expand Your World
And that process increases your personal competitive advantage steadily and incrementally.
By doing something daily, however brief, that stretches your mind or allows you to make a connection that otherwise might have escaped you.
By reading broadly in areas outside your specialty, and by rekindling those interests that excited and animated you early in life.
Read a book outside your specialty. Have lunch with a colleague from a different discipline.
Dabble a bit in architecture, engineering, art, poetry, history, science.
We sometimes cloister ourselves in our discipline, our job, our tight little world, forgetting that other fields can offer insights. For myself, while teaching in the Fox School’s strategic management department this semester, I am also sitting in on a course sponsored by the History Department’s Center for the Study of Force and Diplomacy – “Grand Strategy.”
What a leavening experience this promises to be: Thucydides, Machiavelli, Clausewitz, Lincoln, and many others . . .
How will this help in preparing my own classes? At this point, I can’t be certain.
And that’s the beauty and potential of it.
I do know that it will enrich my store of knowledge so that my own presentations continue in 3-dimensional fashion, connected to the “real world” – textured, deep, and richer than they otherwise would have been.
It will do the same for yours, and it will likely aid in your developing into an especially powerful presenter, imbued with professional presence.
For more on how to give interesting business presentations, click HERE.
“Earnestness” is a word that we neither hear much nor use much these days, but it sits at the core of what we call presentation passion.
The word captures much of what makes for an especially powerful business presentation.
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.
And yet, “earnestness” is frowned upon, perhaps, as somehow “uncool.”
Showing Too Much Interest?
If you appear too interested in something, and then you somehow are perceived as having failed, then your business presentation “defeat” is doubly ignominious.
Better to pretend you don’t care.
So the default student attitude is to affect an air of cool nonchalance, so that no defeat is too damaging. No presentation 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 victories. Meager effort yields acceptable results in areas where only meager effort is required.
Leave Mediocrity to Others and Embrace Presentation 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 earnestness 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.
This means giving a business presentation that no one else can give. A presentation that no one else can copy . . . because it arises from your essence, your 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, whether it be their business or their product or their service. You should make it yours when you present.
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.