TL;DR
Your prospect cares their problems first and your product second. Stop presenting like you're defending a thesis and start thinking like their trusted advisor. This chapter rewires your brain from content-first (what you want to say) to audience-first (what they need to hear). Master this mindset shift and you'll stop being just another vendor demo.
Before rolling up our sleeves, it is helpful to run a pre-flight check on our presentation mindset. Some common orthodoxies can diminish our ability to connect more deeply with our audiences. Let's take a moment to reflect on these assumptions and how they can inadvertently shape our approach, then uncover opportunities to avoid the challenges they present.
Audience-First, Not Content
Think about a recent series of meetings you attended and mentally rewrite the agenda, leading with the "why" of each section rather than the what. This would likely influence how you frame and deliver each section, improving people's ability to quickly understand the value within.
To deliver the highest level of engagement, step back from your content and think through the lens of your audience . The content serves them, not the other way around. Make it accessible .
Break the "Book Report" Habit
The first time most of us presented to an audience was likely in school. These experiences rewarded the correctness of content - there were seldom points for audience engagement and retention. There was also an implicit expectation that our teacher and classmates would listen to what we were sharing - quite the opposite from the world of business .
In today's content rich world, we need to assume that everyone is sharing the correct content and to stand out, we need to reach beyond .
Share at the Right Depth
Small adjustments transform a conversation from "smart person with interesting ideas" to "helpful guide to success."
Take time to ensure that the depth of what you share is aligned to your audience's perspective . They will be most interested in how your solution helps them succeed with what they are responsible for. Make sure that your materials relate directly to their specific challenges and goals and if you mention lower or higher level details, tie them back to the goals of the people you are sharing with .
Use an empathetic approach to place yourself in the shoes of those you are sharing with and if you believe that your idea, product or service can help them, start with their perspective in order to open the door to a better path. If this door isn't open, they cannot walk through.
References
Behavioral science research supporting this chapter