Here is an interesting collection of things we say that makes one wonder why we say it this way .....
Enjoy ....
When looking to hire a person, you are likely to have to make tradeoffs, since it is very unlikely that you are going to find the ideal candidate that meets all your requirements. I work in the Mechanical CAD industry, where finding a candidate that meets all of our requirements is remote. So when I have had to make hiring decisions as a manager in the Product Definition group or when asked to interview candidates for Product Management position, I have had to make tradeoffs.
Can you think of a recent presentation that you have attended where Powerpoint has not been used. I don't know about you, but I have not gone to one. I regularly attend conferences and listen to a lot of "so called" subject experts. There is no doubt that the speakers that I have listened to are very good at what they do. They indeed are experts in their subject matter. But what about their presentation skills. That is another story. In my perspective, presentation skills of even these experts are very low. It continues to amaze me as to how many presenters just read off the slides, have nothing more to say than what is on the slide. So why do even people who are very good at what they do, struggle when it comes to presenting? Public speaking after all is not an easy task. I would not be surprised if even the best speakers get nervous speaking in front of a large audience. The fear of "what if I forget what I have to say", "what if I say the wrong thing" is there in most of us mortals.
To fight this fear, we have found a perfect savior in Powerpoint. It lets us write all of our thoughts into slides and then read them out. We no longer have to remember anything, we no longer have to fear saying the wrong thing or ever having to forget what we want to say. It is all there right on our powerpoint slides. But with this has come a mammoth shift. Presenters no longer fear anything, but it is now the audience who fear having to survive Powerpoint presentations. The problem folks is we have gone from speakers to readers. Speakers, by the very nature of the word, have to think about what they have to speak about. Readers seem to want to read what they have written on the slide. Readers have now conveniently forgotten about the audience - why are there here, why should they listen to us, what is in it for them?
I took presentation training myself and before this, my presentations probably would have stood a chance of making into an "How not to do presentations?" article as well. I would by no means claim to be an expert in presentations, but I have picked up some valuable skills through my training that I would like to share with you.
First of all, think of some great speakers you have listened to. Take radio broadcasters for example. Do they use Powerpoint? What about politicians, do they use Powerpoint when they are on the election trail - they in my opinion get it - they know what the audience wants to hear - OK, they will tell you what you want to hear - but at least they think a whole lot about their audience before they get up to speak. Convince yourselves that Powerpoint is not absolutely needed for a presentation.
Here are some tips that you could use for your next presentation:
- What is your message for your audience? What is in it for them? Why would they want to listen to you? If you are presenting at a conference, the audience have likely spend a lot of money and taken time off from work to come to listen to you. You owe it to them to deliver a great presentation. (When I am presenting at a conference, in some cases, I have been able to get a list of registered attendees before hand and through a survey have been able to find out about what they may want to hear. This also helps you to advertise your presentation in a way).
- What are the three things you want your audience to walk away with? Just three, any more and they will likely not remember anything. Start from there, then figure out your introduction (not how you are going to introduce yourself, but your message) and then fill in your supporting visual aids.
- Start with the assumption that you don't need Powerpoint at all and see if you can live without it. You have to convince yourself that without Powerpoint slides you will be less effective in delivering your message, before you choose to include them.
- Text on a Powerpoint slide is your competition - humans can read text faster than they can listen. So unless you are speaking to non-humans, your audience will naturally read what you have on the slides and not listen to you. Use images instead of text. "After all a picture is worth a thousand words".
- Repeat to yourself "Powerpoint slides are not my presentation, they are my visual aids. I am the presentation"
- Practice, practice, practice. No, you cannot wing it. This is not an extempore. You are hear to convince someone with your message. If you want your message to stick, you will need to practice and iterate.
- If you are required to write a speaker introduction (like at a conference), write one that leads into your message. The audience is not really interested in knowing all the degrees you have, where you got your degrees from, how many awards and other accolades you have received etc. The audience is there to take away your key messages and not to become experts on your credentials (Don't get me wrong, credentials help build your credibility, but the intro does not have to be your entire resume).
- Evaluate how well you did right after your presentation. In some cases, I have asked the audience right there and then on how well I did. Tell them you are looking for their honest feedback. It is another way of telling them that you care if your presentation helped them.
When thinking about new products or enhancing existing products, product marketers are always faced with questions such as -
I hope the title got enough of your attention. Yes, I mean it. If you want to develop great products, solutions, services that will solve your customer's problems, don't talk to customers. Listen to them. Your customers are tired of being talked to. They would love if someone listened to them for a change. Your sales people are talking to them, your competition is talking to them, everyone is touting to them about their greatest products since sliced bread. If you take the time to stop talking and instead listen, there is a strong chance that you would be able to find what the customer is exactly trying to tell you.
Folks, finally I pulled the trigger. Ordered my iMac via the Apple store on Sunday (after the horrific Patriots loss to the Fins) and I was thrilled to see the box at home when I arrived from work today. I just finished setting it up folks. I am speechless, I feel like a kid in a candy store.
Last month, I visited the local Yankee Candle store to buy some gifts for our friends. I walked in and I was greeted by a very friendly sales person. I told her that I was a looking for a candle jar. She said "Oh you mean a housewarmer". I was confused or I should say a little embarassed. I thought I probably did not know what this thing is called. I went on to tell her that I was looking to give these as gifts to my friend. She then asked me if I needed a housewarmer or tarts or votives or a combination of these. I thought she was speaking in Greek to me. To me they were big candles, small candles, even smaller candles. I left the store after making my purchase thinking that I was not probably the market segment that Yankee Candle was targeting?
I had forgotten about this incident, until I ended up at the Voice of the Customer conference here in San Diego. Yankee Candle was a sponsor at the conference and they had one of these small so called housewarmers for everyone in the audience. Rick Ruffolo, their Vice President was a featured speaker and I listened to him speak about how Yankee Candle listens to their customers. So I decided to do a test.
I picked the "housewarmer" candle I had and asked many women who were in the audience as to what they would call this thing (after all, if my hypothesis that men are not the target market segment for Yankee Candle, why not ask the women). Does anyone want to guess what they called it - Candle Jar or Jar Candle. Now I know I was on to something.
So I decided to Google "Candle Jar" and see whether Yankee Candle would be listed. Not in the first 5 "natural search" listings and not in the first 5 sponsored links.
So here is a company that is supposedly listening to customers, missing out on customers who are now doing business on the web. Their competitors are listed at the top of the search and they are winning business away from Yankee Candle.
Why does this happen? For a simple reason - even well established companies forget to speak the customer's language. It is not enough to listen to customers just at the front end of market research. You ought to have the voice of the customer guide you in everything you do. Even naming your products or features in your products should follow the customer's language. This has become more important with the advent of the internet because the way people buy has changed. If your product does not get found when customers search on the internet, they will not buy.
A company can sure choose to brand something, but it takes millions of dollars to create a brand. What would you rather do - spend those millions to create a brand or choose to speak the language of the customer and have your products found. Hope Yankee Candle Company marketing folks are listening !!
Well, I have been silent for a few days primarily because I am busy attending the Voice of the Customer conference here in San Diego. The weather is nice in the upper 60s, it is sunny during the day. But the conference is really good that I have not had the chance to go outside other than for dinners when it is dark.
There have been some great presentations and some bad ones as well. There was a very good presentation by Heather Crothers from Intuit on how they immerse themselves in the life of the customer. Intuit seems to get it and no wonder they are so successful in selling a product that we all have used - TurboTax.
But one thing I learnt from the conference is the concept of shared interpretation vs. sharing data. We live in a world where most of the communication happens over email. We share data that we have gathered from customer visits, experiments that we have done with others in the organization and our conclusions. All this is good, but not sufficient. If you want to make a change based on what you have learnt, then you need your organization to have a shared interpretation. Sharing data alone will not cut it. It will be interpreted in multiple ways. You need to make sure everyone is interpreting the data in the same way - hence the name, Shared Interpretation. Sounds common sense, but hey who was it that had said "Common sense is not that common"
Next week, I am going to be at the Voice of the Customer conference in San Diego. This would be my second trip to San Diego. I was there just for a night last time I was there and I was impressed by the city. I will be there for 5 days this time and hopefully will get to see more of the city.
I am going to be speaking at the conference on a topic that I remains my passion - listening to customers to solve their needs. The topic of my presentation is "Voice of the customer: Who is listening?". I am on the third (or was it the fourth or the fifth) draft of my presentation and I don't think I am there yet. I will post the slides once I am done. But if you need the presentation, then you need me. I am looking forward to my presentation and also in learning from other presentations.
