What Is The One Key Thing When Presenting?

I was talking with a friend, while we were having lunch at this very nice Italian restaurant he frequents, near his office.  Between dishes, we were talking about how he has to go to his US headquarters and join all the other representative Country Heads from around the world and give his report on how the business is going in Japan.  I was thinking that that must be a very high profile and pressure presentation.  So I mentioned how great our High Impact Presentations Course was. In my own case, I wish I had done it 20 years earlier, because it would have changed my career trajectory.  Anyway, my friend was patiently listening to all of this and then asked me a very profound question,  “What is the one key thing when presenting?”.

What he was getting at was that if we had to boil it all down, what is the one most critical skill we need to be effective as a presenter.  This is a major question in business. After all, this is our personal and professional brand we are putting out there on show for all the world to see.  This is not something we want to get wrong.  I had no hesitation in telling him “focus on your audience”.

Great. What does that mean, because aren’t we all focusing on our audience when we present?  Definitely, yes, we should be focusing on our audience, but often we are deluding ourselves.  If we break down the presentation and analyse it, we can see that focusing on your audience has major ramifications for your degree of success when talking in front of others.

We may have what we want to say in our mind when preparing the talk.  We may be an expert in our field and have a whole bunch of stuff we want to share because we are excited by the content.  However, we may have not taken the trouble to think about what the audience would be most interested in?  Why would they turn up?  What will they be expecting to hear?  We may have not bothered to research who would be in the room.  What would be the age range, the gender mix, the degrees of expertise on the subject.  Did we do our research so we could focus the topic down to the slant most likely to impress our audience?  Or did we just talk about what we were interested in?

Who were we thinking about when we got up to speak?  We may have started our talk focused not on the audience but on ourselves. We were thinking how nervous we were feeling.  We feel captured by our high pulse rate, our sweaty palms, our dry throat, our weakness in the knees.  The focus is 100% inward not outward.

We may have been very deeply engrossed in the notes we were reading, such that we didn’t even look up at the audience.  Or if we did, we used one of those fake eye contact approaches, where our eyes look in the direction of the audience but we are not really looking at anyone. We may have decided to ignore half the crowd and only talk to one half of the room or maybe only the front row or maybe no one, because we are staring over all the seated heads at some spot on the back wall.  Or we may be skimming across the room looking at everyone for one second and therefore looking at no one.  We cannot engage anyone in the audience with a fleeting one second glimpse but we can try to give the impression of an attempt to engage with our audience.  This is not a talk focused on the audience.  Do the audience members sitting there feel that we are talking directly to them individually and not to an amorphous mass.

We may have decided that the audience was pretty dumb, so we need to read the text on the slides to them.  We might even do that by turning our back on the audience and staring up at the text on the screen.  We are so focused on the text and the content and not on those listening to us.

Just to drive home the lack of focus on the audience, we cram so much information on each slide, that they becomes impenetrable.  Analytical types love jamming ten graphs on the one slide or throwing up the entire text document on screen.   We may hit up the slide with five different colours in a florid mess.  Or we may have gone crazy, like an example I saw recently, where the presenter used four or more different fonts in the text.  This made it super hard to read for the audience members.   Where was the focus?  It was on the presenters “cleverness” to showcase so many fonts on each slide, even though it was a disaster. Not to really rub it in, but the Japanese presenter was delivering a two hour lecture to a local Chamber of Commerce on presenting skills.

We may be rambling, because we have a poor structure for the talk, so we are hard to follow.  We may not have applied a logical flow to the talk to make it easy for the audience.  “Don’t make your talk hard to follow” is a fundamental rule.     Or we may speak in a monotone to see how many people we can put to sleep.  By hitting key words we can emphasise key messages we want the audience to take away with them.  We may be umming ahhing like a legend, to really distract the audience from the message.  We have not done any work on polishing our presenting skills, because we are not focused on the audience but selfishly on the most friction free, time efficient approach.  That means no extra effort being made.

We may have spent a total time of zero minutes practicing the talk before we gave it.  We may have spent our time instead working on the slide deck.  It takes time to cram ten graphs on the one slide, with five different colours and four different fonts for the text.   This major effort will just suck up any potential rehearsal time before the presentation.  So where were we focused after all?

Even though we may imagine we are focused on the audience, we may in fact be missing the opportunity or actively working against that aim.  Take another look at whether you are actually focused on your audience or whether you are just imagining it.