The Articulate Executive

Anytime I have to make a big presentation I typically spend some time working on my professional communication skills.

One of the most helpful books I've ever used to prepare and keep on my bookshelf as a constant reference is "The Articulate Executive," by Granville N. Toogood. In the book the author uses several formulas I've found extremely helpful. One of them I'd like to share with you is called....

The 4 A's to a Great Presentation:

1. Assemble--Bring All the Relevant Data Together

For your project gather all your facts. Tell us about your company, look at the competition, establish some goals. Begin with the end in mind...what do you hope to accomplish and how would this accomplishment or series of accomplishments ultimately serve the company.

2. Align--Make Sure All the Facts are Headed in the Right Direction

Since this is a pitch you don't have time for a long spill about the company. Gather facts that ultimately support your argument. Facts combined with effective story telling is a one--two punch for persuading your audience.

3. Apply--Explain How All these Facts Together Tell a Story

People generally respond better to stories. They capture the entertainment factor and they help your audience draw a visual in their minds. This can really persuade others to get behind you.

4. Assign--Take the Information and What it's Telling you then Project it Into a Highly Probable Future Reality.

Simply put how will your promotion change things. Why is it worth the expense or the effort? Will they experience an strong increase in sales, attract a new demographic, accelerate their conversion rate? People love a sneak peak into the future. Make the future appealing and exciting as a result of your promotional effort.


The most important thing I've learned about presenting is that confidence is key. When you're prepared you provide yourself the luxury of connecting with your audience on a conversational level.

Speak as if you are having a conversation with one person. The part of a presentation that makes us all nervous is the "public speaking," part of it. However, we all do public speaking everyday in our conversations with our friends, family and peers. Release the "crowd factor" from your mind and communicate with the same confidence you have on a personal level.

My expectations are great...and I can't wait to see what you come up with!!!

See each of you in the practice sessions. We'll knock out the kinks there, so you're fully prepared to give it all you've got....

R Harvey