SO YOU’VE FOCUSED ON YOUR AUDIENCE by learning as much about them as you can. You’ve developed a one-sentence summary—the elevator speech—of your intended talk in terms of what it might mean to this audience. And you’ve positioned your talk on the audience’s hierarchy of needs, so you know how important it is to them.
It’s time to begin to shape the content itself. And to do that effectively, you need to decide what story you’re telling.
A great deal has been written about the importance of storytelling, and most presenters today have some sense that they should tell stories during the course of their speeches. But that’s usually as far as it goes. As a result, speeches are filled with anecdotes, some relevant, some ...
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