Page 76 - The New Articulate Executive_ Look, Act and Sound Like a Leader

THE STRONG FINISH 67

longer view—to create something of enduring value that will
continue right into the next century.
Now you shut up. Your job is done and—if done with confi dence

and conviction—done well. To add to that finish would only sub-
tract from the overall effect.
End with an image—an image, say, of a cathedral, to suggest
things lofty—and you give your audience the gift of a takeaway,
some thing they can remember six weeks later.
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Remember: You are talking to people brought up on TV and video
games. When you speak, you yourself must in a sense become that
TV by telling stories and painting pictures.
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At this point, you have armed yourself to take on even the most
challenging speaking assignment. But first, let’s take a look at what

we’ve created:
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PPunch. Strong start (begin with the ending, personal story,
illustration, rhetorical question, quotation, past, future, humor).
OOne theme. One message (plus subthemes linked to main
theme).
W Windows. Specific examples to back up your main theme.

E Ear. Speak conversationally. Avoid business-speak.
R Retention. End strongly (summary, loop, call for action, posi-
tive view, bad news/good news, projection, story).
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You may use as many starting methods as you wish, and the
same goes for your ending. You may start with a personal story fol-
lowed by a strong statement, followed by a rhetorical question, for