Presenting for Persuasion
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Presenting for Persuasion Getting Your Point Across with Sticky Stories and Influential Insights Jeff James, CEO Mythology
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Transcript of Presenting for Persuasion
Presenting for Persuasion
Getting Your Point Across with Sticky Stories and Influential Insights
Jeff James, CEO
Mythology
Why do we make presentations?
Creating Change
The Guide(Intellect, Logic)
The Elephant(Emotion, Desire, Impulse)
The Path(Environment, Structure, Tools)
Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
Structure
Problem – Establish the pain
Personalize – Help audience connect to their lives
Propose possible solutions
Provide evidence pro and con
Promote your recommendation
Structure
Problem Statement
There is an increasing demand for cleaner energy, but rising costs are a serious concern
Personalize In your West Virginia community, you may be facing significant air quality issues. Yet you and your neighbors may have a tight budget.
Propose Solutions
1. Cleaner coal 2. Natural gas 3. Renewable energy sources
Provide Evidence
Natural gas produces 30% less carbon dioxide per unit of heat than gasoline does, and 45% less than coal.
Promote Recommendation
Migrate more electricity plants to cleaner, inexpensive natural gas. Migrate government and corporate fleet vehicles to natural gas.
What Makes an Idea Stick?SUCCESs
Simple
Unexpected
Concrete
Credible
Emotional
Stories
Made to Stick, Heath and Heath © 2007 Random House
Simple
Remember This
When purged of impurities, natural gas (which is more or less pure methane) is the cleanest fossil fuel around.
Natural gas produces 30% less carbon dioxide per unit of heat than gasoline does, and 45% less than coal.
Increasing use of this cheap, clean gas means power stations across the country have reduced their carbon dioxide emissions to levels not seen since 1992.
The Economist, May 2013
30% of electricity in America is now generated by natural gas.
Simple
Remember This
Natural gas is the cleanest fossil fuel around
The Economist, May 2013
Unexpected
Concrete
Credible
“Natural gas is different, but not so different that you can’t figure it out with proper training,” said Erik Neandross, Gladstein, Neandross & Associates, a consulting company that helps clients plan and implement natural gas vehicle deployment.
Diesel: $3.70 CNG: $1.49 LNG: $1.94
Sysco has converted 1/2 of its fleet (185 trucks) to running on liquid natural gas. Other food companies migrating: Albertsons, Core-Mark International, Vons/Safeway, Frito Lay/Pepsi, Golden State Foods, Kroger
Emotional
“What we are doing is we are preserving open space in rural communities.”
Creating Change
The Guide(Intellect, Logic)
The Elephant(Emotion, Desire, Impulse)
The Path(Environment, Structure, Tools)
Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
SUCCESs!
Simple
Unexpected
Concrete
Credible
Emotional
Stories
Natural gas is the cleanest fossil fuel
around
Structure
Problem Statement
Personalize
Propose Solutions
Provide Evidence
Promote Recommendation
SimpleUnexpectedConcrete CredibleEmotionalStories
More Tips
Work the room
Lock on one person at a time for second or two
Show your personality
Bring energy
Entertain
Plan audience interaction
Create ups and downs
Be authentic – Share your weaknesses
Simple, powerful visuals
Very sparing use of words on slides
Watch out for crutch words – “umm” “right?” “OK”
Confidence: Fake it ‘til you make it!
“They may forget what you said, but they will never forget how you made them feel.”
Jeff James
304.553.8314
twitter.com/buildingbelief
linkedin.com/in/jeffjameswv
Carl W. Buechner
