Page 26 - The New Articulate Executive_ Look, Act and Sound Like a Leader

FIRST, UNDERSTAND YOUR AUDIENCE 17

abandon the flawed notion that presentations are desirable—and
then put the idea of presentations out of your mind altogether (you

will find out how shortly).
-

Great presentations, masked as conversations, always get you
closer to your audience. The closer you get, the better the chance
you get what you want.
-

The more natural and true to yourself you are, the more likely
even skeptical audiences will warm to you. Instinct Man, always
vigilant, will probably accept you if just do him the simple kindness
of not coming across as totally unprepared, scared to death, or a
complete phony.
Steve Jobs is always prepared, comfortable with himself and his
message, and seen as the genuine article every time. Moral: the real
deal is more likely to land the deal.

THE END RUN

Next, how do we do an end run around the head and go straight to
the heart? By appealing directly to whatever issue is presenting itself.
What is the issue? What is the source of pain, frustration, anger,
dissatisfaction? Do you see a problem? Do you see a solution? What
is the need? Identify the need, and you can take a position. Take a
position, and you can provide an answer. Provide an answer, and you
can enlist support. Enlist support, and you lead.
If you are a great leader, sometimes you lead people to think for
themselves. For example, say you run a blanket factory for a big
textile company. Your entire industry is struggling, the company
itself is not doing very well, and you know the factory is failing in