Page 228 - The New Articulate Executive_ Look, Act and Sound Like a Leader

TEST YOUR NEW ARTICULATE EXECUTIVE IQ 219

◆ Fundraising effort
◆ Marketing or sales campaign
◆ Team conference
◆ Investors meeting
◆ Awards dinner
◆ Job interview
◆ Employee assembly

These are all rich opportunities for competitive advantage, advance-
ment, profit, and growth—as long as we know how to unleash our

new knowledge and skills to make things happen and get measur-
able results with all these different audiences.
For instance, let’s say you have a speech to an important industry
audience coming up next month. Last year the same assignment
might easily have become an ordeal and source of anxiety. But not
today. Because today you’ve got POWER and the BASICS working
for you. You’ve got the rocket and the necklace and you understand
the 18-minute wall, among other things.

The first question you’ve got to ask yourself is: What is my theme,
what is my message?
So what is your theme?
Don’t know? Take a look around at what’s going on in your
business and in the economy and then think about what you see.
Still not sure? Sit down with associates or partners. If you set out to

find your voice, or your theme, you will fi nd it.
Try to come up with an interesting viewpoint or original
approach to an old problem—or any angle that might allow you to
claim a leadership position.

Still can’t find it? Then try the 8-second drill. Pick a subject that
you think is the sort of thing you might want to talk about it. Give
yourself three minutes; then work your way down to eight seconds
(see Chapter 15). The eight seconds you wind up with are by defi ni-
tion your theme. The 8-second drill automatically produces your
message because those eight seconds are a pure distillation of every-
thing you started with.