As a leader, perhaps the most important attribute one should possess is the ability to communicate, orally, in a compelling and intuitive fashion. Today’s fast-paced and constantly changing environment doesn’t always lend itself to PowerPoints, consultant-driven messaging or prepared comments. All too often, executives find themselves reading from a script, watching the lines of the teleprompter pass by, as they aimlessly regurgitate words that have been placed before them. Today’s world requires old-world techniques — the ability to “tell the story” of why someone should consume your product or why your offering is key to his or her success.
Knowing one’s products, mission and company values should not require a great deal of preparation and practice. You should be in a position to give the five- to 20-minute presentation, anywhere, anyplace and anytime. The company or organization deserves that kind of leader, one who craves the opportunity to tell the story.
I remember attending a very large meeting several years ago where a new executive was being introduced to the community. He was leaving his position in a private sector company and taking the helm of a chamber of commerce in a large city. After proper introductions, he assumed his place at the podium. Handlers had prepared him with a teleprompter, and I am sure he had practiced many hours making sure this presentation would wow the crowd and convince community leaders that he was perfect for the job. One major problem occurred — none of the equipment worked. He found himself standing before a waiting crowd with the classic deer-in-the-headlights appearance. After taking more than a minute to compose himself and give the technicians a little time to work on the problem, he simply stated, “I don’t need the video to tell you why I think I can make a difference in this community.” Following was one of the most heartfelt and genuine presentations I have ever witnessed.
He capitalized on his more than 30 years in the private sector to tell a story about how his experiences would lend themselves to this new position and strengthen the organization’s ability to carry out its mission and core values. It was genuine, believable and, most important, enjoyed by the consumers. He took a really bad situation and flipped it into a positive one by calling on what he knew and simply told the story to the audience. His options at the time were limited. He could have stopped and waited for the equipment to be fixed, read from notes, with eyes affixed downward for most of the presentation, or simply engage in a conversation with the audience using his talents and skills built over many years.
After giving literally thousands of speeches over the years and enjoying the engagement with audiences of two to 2,000, I can tell you firsthand that there are some core principles every executive should possess:
- Always have a central message that works for any audience. Building on the mission, visions and values of the organization will never fail you.
- Craft a message in story form with a beginning, middle and end. Once you practice this technique, it will become second nature to utilize, on almost any topic before you.
- Build an arsenal of business-related stories and topics that you can use in any situation.
- Rely on your instincts. After all, the audience did come to hear what you think.
- Practice the 20-minute rule. Not only should you be able to communicate your message in that span of time, but the audience doesn’t want anymore than that in most cases.
- Seek out, watch and emulate a great storyteller.
- Try to go with the outline approach to presenting.
- Seek honest and open feedback from those close to you. Hearing about ways to improve will prepare you better for future encounters.
Have you heard any great stories lately?
Gary G. Godsey is CEO of United Way of Metropolitan Dallas. He has more than 30 years experience at the CEO level, managing nonprofit organizations around the United States. Godsey is an accomplished speaker and leader in the nonprofit sector.
