HBR Guide to Persuasive Presentations (HBR Guide Series)

Find Common Ground

Whether you evoke frenzied enthusiasm or puzzled stares or glassy-eyed boredom depends largely on how well your message resonates with the audience.

Resonance is a physics phenomenon. If you tap into an object’s natural rate of vibration, or resonant frequency, it will move: It may vibrate, shudder, or even play a sympathetic musical note—think tuning forks. The same is true, metaphorically, when you present to an audience. If you tap into the group’s resonant frequency, you can move the people listening to you.

But how do you resonate deeply enough to move them toward your objective? Figure out where you have common ground, and communicate on that frequency. Think about what’s inside them that’s also inside you. That way, ...