Steve Jobs on communication
During the planning phase of your presentation, always remember that it’s not about you. It’s about them. The listeners in your audience are asking themselves one question—“Why should I care?” Answering that one question right out of the gate will grab people’s attention and keep them engaged.
I was preparing a CEO for a major analyst presentation and asked how he
planned to kick it off. He offered this dry, boring, and confusing
introduction: “Our company is a premier developer of intelligent
semiconductor intellectual property solutions that dramatically
accelerate complex system-on-a-chip designs while minimizing risk.” I
was dumbfounded and suggested he take a page from the Steve Jobs
playbook, eliminating all of the buzzwords such as intelligent and
solutions and simply answering one question: Why should your customers
care about your product?