1: “When I’m working with someone or speaking, I always say, ‘Let’s identify the problem,’ “Hollywood producer Brant Pinvidic writes in his book The 3-Minute Rule: Say Less to Get More from Any Pitch or Presentation.
“Without fail,” he writes, “everyone thinks I’m referring to the problem that their product or service is solving for the audience.”
Because that’s been the typical sales script forever: We identify the problem. Then, we show how we will solve the problem.
But that’s not the type of problem Brant is referring to.
“I’m talking about identifying the problem with our offering,” he writes. “One of the first and most powerful questions I ask every new client or audience is: ‘What do you hope the audience doesn’t find out?’ “
2: With potential negatives, there are only three options:
A: We bring it up and let our audience look to solve it.
B: We wait until our audience brings up the issue, and we attempt to address it.
C: Nobody brings up the negative. The audience believes it, and nobody solves or addresses it.
“By the way,” Brant writes, “there is no option D, where the audience doesn’t notice or think of the negative. In today’s world, our audience is picking apart every statement and is always poised to find the downside.”
Their assumption? If we don’t bring it up, we are hiding it.
3: Focusing on the “value” and the good things we offer is natural. With Brant’s WHAC presentation framework (What is it? How does it work? Are we sure? Can we do it?), we first focus on “the strongest and most impactful information to build our story and lead our audience.
“When we’re in pitching or presenting mode,” he notes, “our minds are trained and conditioned to present the best and brightest and most optimistic and enthusiastic side.”
That’s natural. But it’s also natural for our audience to look for problems, issues, and “gotchas.”
What we don’t want? The entire time we are speaking, they are thinking of what could go wrong.
“But if it’s all sunshine and roses, that’s what happens,” he writes.
How what do we do?
More tomorrow!
___________________
Reflection: How do I deal with potential negatives when preparing a presentation? What are the benefits of being proactive about raising these issues?
Action: Discuss with my team or with a colleague.
What did you think of this post?
