10 Simple Secrets of the World's Greatest Communicators

The types of speakers

• C Speakers: Do No Harm
• B Speakers: Make People Care
• A Speakers: Change the way they see the world

Passion

• Figure out what you're truly passionate about
• It's usually not about the widget, but the great things the widget will do for your customers

Inspiration

• Paint a picture of a world made better by your product, service, company, or cause
  • Kathy Sierra's corollary: Paint a picture of how your users can use your p/s/c/c to make their world better
• Sell the benefit (a picture of a world that does not yet exist...but could)
  • "The Internet is changing the we way we live, work, play, and learn."
  • "Do you want to sell sugar water your whole life, or do you want to save the world."
  • "We create a sense of community--a third place between work and home."

Preparation

• Great communicators prepare and rehearse. Steve Jobs reheases for days.

Know your audience

Three key questions

• What does the audience need to know?
• Why should they care?
• What action do I want them to take

Start strong

• Grab their attention IMMEDIATELY
• "Salespeople, our Wal-Mart deal is going to make this the best year in company history."

Start strong and end strong

• People always remember how you start and how you end

Clarity

• Cut through the jargon in your language

Make your message easy to follow

• Tell stories
• Use examples, facts, figures, analogies, and metaphors
• Flag key points ("If you're going to remember anything from this presentation, remember this."

Brevity

• At most, 15-18 minutes
• Use short words
• Use short paragraphs
• Cut ruthlessly

Dynamic Delivery

• Vary tone
• Vary speed
• Pause for impact
• Punch key words

Command Presence

• Convey authority, confidence, and control (e.g. Larry Ellison's body language)
• Good posture
• Eye contact
• Open posture
• Hand gestures
• Dress the part
  • Dress well: "Leaders dress a little better than everybody else."
  • Dress appropriately for the culture--e.g. Steve Jobs and his turtleneck

Reinvention

• Bring up something new--show that you are learning
• Madonna!