CHAPTER 2ESTABLISHING YOUR MARKET
WHOM DO YOU WANT TO LISTEN?
SPEAKING IS about listening. Remember the tree falling in the deserted forest? If only the squirrels hear it, has it made a sound?
If you’re speaking to an empty auditorium with only the service staff listening (or to a full house that is sound asleep or busy texting because you’re totally irrelevant or insipid), are you speaking?
It’s vital to determine two facts:
1. Who are the members of your audience? Whose actions and behaviors do you wish to improve?
2. Who are your buyers? Whose condition can you improve by appearing in front of those audiences?
Note: None of this is about YOU. It’s about THEM. If they are not improved, you are not successful, no matter how many stories you ...
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