What’s Your Point?

I recently attended a networking event where the featured speaker was a former stand-up comic.

He had a lot of points (and tossed out lots of memes and jokes). I think he had about 5 points. Maybe it was 6. Or perhaps 7. Honestly, I couldn't tell where we were going, or if we ever got there.

It was nearly a stream-of-consciousness run-through of basic generalities. That's one way to engage an audience as a comic, but for a business networking event, it's far better to have a clear, singular focus.

I recommend that my clients design their communications (including presentations, but also applies to meetings, classes, and even e-mails) using a very simple formula called the A-to-B Clarity Shift.

Begin with the goal in mind.

My audience (one or many) is thinking, feeling, and acting in certain ways, and I want my communication to spark a change. So, HOW DO I WANT THEM to think, feel, and act after this presentation? What specific change/shift am I seeking?

That is your point. That's the focus. That's what the presentation is driving toward. If you're a leader in business, or a marketer, or a salesperson, or a communicator of any kind, remember that having a clear focus is how you get your point across.

Humor is great in front of an audience, but in a business setting, the audience is not there for stand-up patter. We want fresh insight and some actionable tactics leading to success.

So, do your audience a favor. Have a point. Articulate early on what the point is (the purpose of the communication and the intended result). Make the goal simple and clear, including a specific call to action. Write down your point ahead of time, like putting the destination in your GPS.

In fact, bring that practice all the way down to your next e-mail or meeting, and you'll accomplish the shift I'm seeking with this post. You'll be "doing" clarity!