Page 101 - The New Articulate Executive_ Look, Act and Sound Like a Leader
P. 101
92 DELIVERY
As you can see, it is simultaneously your strong start, theme, and
ending.
Once you know the real point you’re trying to make, then you
can also begin and end with that point (leaders often recognize the
advantages of this most basic form of reinforcement and explain
what they want—a plan of action, for example—at the beginning
as well as at the end). Start and finish are by definition the theme.
If we look at the globalization example mentioned a moment ago
and apply the 8-second drill, the “top line” equals the “bottom line”
equals the “last line.” All the lines are one: “Our survival as a nation
may depend on our ability to dominate global markets in the next
twenty-fi ve years.” That’s the hard nut that tells it all: big concept,
few words. From this single line you can build a rocket ship or a
necklace.
