Resonate

1. Presentations are powerful tools for change and persuasion

Presentations are most commonly delivered to persuade an audience to change their minds or behavior.

Presentations drive change. They have the unique power to transform audiences, spark movements, and alter the course of history. Unlike static reports or one-way communications, presentations create a dynamic, human connection that can profoundly influence beliefs and actions.

Resonance is key. To truly persuade, presenters must create resonance with their audience. This means tuning into the audience's frequency - their needs, desires, and values - and crafting a message that vibrates in harmony with them. When done effectively, this resonance can ignite enthusiasm and move people to adopt new perspectives or take action.

Contrast creates interest. Great presentations leverage contrast to maintain engagement. This includes contrasting:

• What is vs. what could be
• Analytical vs. emotional content
• Traditional vs. innovative delivery methods

2. Story structure enhances presentation impact

Stories strengthen presentations by adding meaning.

Harness the power of story. Human beings are hardwired to respond to stories. By incorporating story elements into your presentations, you can make your ideas more engaging, memorable, and persuasive. Key story elements to leverage include:

• A relatable hero (your audience)
• A challenge or conflict to overcome
• A journey of transformation
• A satisfying resolution

Use the presentation form. This structure, inspired by mythological and cinematic storytelling, includes:

1. Beginning: Establish what is
2. Call to adventure: Create an imbalance between what is and what could be
3. Middle: Present contrasting content
4. Call to action: Articulate what the audience needs to do
5. End: Describe the new bliss that results from adopting your idea

Create emotional peaks and valleys. Like a great story, your presentation should have moments of tension and release, building to a climactic ending that leaves your audience transformed.

3. Understand and connect with your audience as the hero

You are not the hero who will save the audience; the audience is your hero.

Shift your perspective. Instead of viewing yourself as the hero of your presentation, see yourself as the mentor guiding the audience (the true heroes) on their journey. This humble stance allows you to:

• Connect more authentically with your audience
• Empower them to take action
• Increase their receptivity to your message

Know your audience deeply. To effectively guide your audience, you must understand:

• Their current situation and pain points
• Their desires and aspirations
• Their potential objections and resistance
• The risks and sacrifices they may need to make

Create common ground. Build trust and rapport by:

• Sharing relevant experiences and values
• Acknowledging their perspective
• Demonstrating how your idea aligns with their needs and goals

4. Create a big idea and plan the audience's journey

A big idea is that one key message you want to communicate. It contains the impetus that compels the audience to set a new course with a new compass heading.

Craft a compelling big idea. Your big idea should:

1. Articulate your unique point of view
2. Convey what's at stake
3. Be expressed as a complete sentence

Map the audience's journey. Plan how you will move your audience:

• From their current state of being and doing
• To a new state of being and doing

Address resistance and emphasize rewards. Anticipate and acknowledge:

• The audience's potential objections and fears
• The sacrifices they may need to make
• The compelling benefits of adopting your idea

5. Balance analytical and emotional content

Facts alone fall short.

Blend logos, pathos, and ethos. Effective presentations incorporate:

• Logical appeal (logos): Evidence, data, and sound reasoning
• Emotional appeal (pathos): Stories, imagery, and emotive language
• Ethical appeal (ethos): Credibility, character, and shared values

Move beyond pure data. While factual information is important, it's not enough to persuade on its own. Transform dry facts into meaningful content by:

• Providing context and relevance
• Illustrating with vivid examples and metaphors
• Connecting to human impact and emotion

Adjust the balance for your audience. Consider your audience's preferences and expectations when determining the right mix of analytical and emotional content. Highly analytical audiences may require more data-driven content, while others may respond better to emotionally resonant material.

6. Structure your presentation for maximum impact

Structure is greater than the sum of its parts.

Create a clear framework. A well-structured presentation:

• Helps the audience follow your thought process
• Enhances the clarity and impact of your ideas
• Makes your content more memorable

Use contrast to maintain interest. Incorporate various types of contrast:

• Content contrast: Alternate between what is and what could be
• Emotional contrast: Vary between analytical and emotive material
• Delivery contrast: Mix traditional and innovative presentation methods

Arrange for maximum impact. Consider:

• Opening with a strong hook to capture attention
• Placing your most important points strategically
• Building to a powerful conclusion that reinforces your big idea

7. Deliver memorable moments and continually improve

S.T.A.R. moment should be a significant, sincere, and enlightening moment during the presentation that helps magnify your big idea—not distract from it.

Create S.T.A.R. moments. These "Something They'll Always Remember" moments can include:

• Memorable dramatizations or demonstrations
• Shocking statistics presented in a vivid way
• Powerful visuals that evoke emotion
• Repeatable sound bites or catchphrases
• Emotive storytelling

Continually refine your skills. Great presenters:

• Rehearse extensively
• Seek honest feedback from trusted critics
• Review recordings of their presentations
• Make iterative improvements based on what they learn

Pay attention to first impressions. Consider:

• Your entrance and opening remarks
• Your body language and tone
• The initial slides or visuals you present

8. Use presentations ethically to transform your world

If you can communicate an idea well, you have, within you, the power to change the world.

Embrace the responsibility. Recognize the profound impact your presentations can have on individuals, organizations, and society. Use this power ethically to:

• Promote positive change
• Share valuable ideas and insights
• Inspire others to action

Be transparent and authentic. To truly connect with your audience and effect change:

• Be honest about your motivations and limitations
• Share your unique perspective and experiences
• Stand firm in your convictions, even when it's difficult

Persist in the face of challenges. Remember that world-changing ideas often face initial resistance. Stay committed to your vision and continue refining your message and delivery to maximize its impact.

Last updated: January 23, 2025