The purpose of almost every presentation is to change, or at least influence, what our audience does, thinks, believes or feels. There’s no other reason to speak.
It an obvious point to me, but many speakers seem to be uncomfortable with the thought. Some feel it is manipulative or underhanded. Some lack the courage of their convictions. Some just don’t want to rock the boat or draw undue attention to themselves.
So they stick to the safe, pre-approved message. They qualify every position they take. They make sure to present both sides of the issue. They avoid doing anything that might cause dissension, conflict or ill-feeling. And in their caution, the only thing their presentation accomplishes is to waste everyone’s time.
That’s not why your audience is there.
They’re there for a fresh perspective, a contrary conclusion or an alternate viewpoint. They’re there to be challenged, provoked or unsettled. They’re there to hear why your product is better, why your approach will be more effective or why your data demands their attention.
That means you’re going to have to step on the toes of those with a vested interest in the status quo; the bosses, the experts and the old hands. There’s really no way around it.
So the issue isn’t whether you’re going to irk, anger or alienate some people. You are. That’s your job.
The issue is whether you’re going to present a strong enough case, and present it with enough conviction and skill, to overcome the objections, silence the detractors and bring a working majority of the people that matter over to your way of seeing things.
They came to hear you make your case for change, so do it.
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