322 Structure Counts In Presentations

The Cutting Edge Japan Business Show

It is a bad sign when a presentation makes me sleepy, especially if it is at lunch time. It is very common to have speakers address a topic over a lunch to a group of attendees. After lunch, you might explain away a bit of the drowsiness, but during the lunch is a warning sign. The speaker had good voice strength, so nobody was struggling to hear him. He was knowledgeable on his subject having worked in this area for a number of years. He was speaking about what his firm does everyday, so he is living the topic. So what went wrong?

Thinking back to the talk, I wondered whether his structure was the issue? When a speech doesn’t flow well, the audience has to work hard. Actually, they choose not to work hard and instead just drop out and escape from you. This was one of those cases.

If we think about giving a speech, we have to plan it well. In his case, he had prepared slides, but the style of the lunch and the venue meant it was a no slide deck presentation. He had some side notes written down on his laptop screen to follow. That is fine for the speaker, because it aids navigation through the topics. The problem was that the points were not ordered or structured well. This made it hard to follow, as it tended to jump around, rather than flow.

We design our talks from the idea spark. In one sentence, we need to isolate out what is the key point we want to make to our audience. This is not easy, but the act of refining the topic gives us clarity. We create the opening last, because its role is to break into the brains of the audience and capture their full attention for what is coming.

The middle bits between opening and closing is where the design part comes in. Think of the sections like chapters in a book. The chapters need to be in a logical order that is easy to follow. They need to link to each other so that the whole thing flows. To create the chapters we take our central conclusion and ask why is that true? The answers will come from the points of evidence or our experiences. We need to get these down and then get them in order.

It might be a simple structure like “ this is what happened in the past, this is where we are today and this is where we are going in the future”. We could use a macro-micro split. This is the big picture and here are the details of the components. It could be advantage-disadvantage. We investigate the plusses and minuses of what we are proposing. It could be taking the key points of evidence and breaking them down to make each a chapter in its own right.

The key is in the sequencing. What is the logical flow here to move from one chapter to the next? We need a bridge between chapters to set up what is coming next and to tell our audience we are changing the focus. We need to constantly loop each chapter back to what is the central point. We can’t just put out evidence and leave it there, expecting the listener to work it out themselves. We have to tell them why this is important, what it means for them and how they can use it.

Visuals on screen do assist in this process. It does make it easier to follow because we are hitting more points of stimulus with our audience. When we don’t have slides, we need to use word pictures to draw the audience into our topic. I am struggling to recall any stories he told about the topic, which is the best place to create those word pictures.

So break the talk up before you go anywhere near the slide construction. What is the point you want to make? What are the reasons for that and turn them into chapter headings. Check that the flow of the chapters is logical and easy to follow. Then create a blockbuster opening to grab attention. If our speaker had spent more time on the design then the talk would have been more accessible to the audience. Get that wrong in this Age Of Distraction and you have lost them immediately.