I am frequently asked how I work with executives who are exceptional at what they do and have never had the time, opportunity, or need to improve their presentation skills.
Until.
A new position.
Higher visibility.
And a mandatory 45-minute presentation to senior leadership and the board of directors.
Now the stakes are high.
The pressure is real.
And suddenly, being brilliant is not enough.
That is usually when they meet me.
Meet Sandy: Smart, Capable, and Under Pressure
Sandy is a new client. She is not a seasoned speaker and is understandably anxious. Her next presentation to the board matters personally and professionally.
Her boss was direct. She told Sandy she needed the Fripp Edge:
- Audience-first language
- Strong structure
- Persuasive message
- A close that lingers
In our very first coaching session, we worked directly on her script. Not theory. Not platitudes. Precision.
That is where transformation always begins.
The Executive Presentation Shift: What We Changed and Why It Worked
- From “Agenda” to Invitation
An agenda slide often sounds like a warning label: Here comes a meeting.
Even if the slide must stay, the language must change.
We reframed it to:
“This is what you can look forward to hearing.”
That single shift moves the board from endurance to attention.
- From Speaker-Focused to Audience-Focused
Executives often open with:
“I’m excited to share…”
That centers the speaker’s feelings, not the board’s priorities.
We replaced it with:
“You will be pleased to know…”
Boards assume enthusiasm.
They need confidence.
- Anchoring to the Last Board Meeting
Board presentations are never standalone events. They are chapters in an ongoing story.
We tied her opening line to the previous meeting, reinforcing continuity, context, and credibility.
- Making the Speaker the Value, Not the Slides
Here is the rule: If you read your slides, you become optional.
We reduced slide text and elevated what Sandy would say out loud:
• Meaning
• Interpretation
• Implications
• Priorities
Slides support. The executive leads.
- Adding “Why” and “How,” Not Just Categories
She already had strong categories and outcomes.
We made them persuasive by explaining what makes them possible.
Without why and how, emerging topics like AI can sound like magic.
Leaders invest in strategy, not mythology.
- Building Credibility Before Claims
Senior audiences listen differently. They want context before conclusions.
We added credibility builders such as:
“Based on my experience with…”
That is not ego.
That is relevance.
- Making Language Executive-Ready
Vague words weaken authority.
We eliminated non-specific words like things and replaced them with:
• Initiatives
• Value
• Outcomes
• Impact
Specificity builds credibility.
- Strengthening Transitions and Strategic Repetition
We removed unnecessary transition slides and replaced them with decisive language:
“Now that you understand X, let’s move to Y.”
Key ideas were reinforced multiple times, in different ways, because executives must remember and repeat what matters.
- Making the Plan Tangible Through People
Boards relate to people.
We kept the human element in the visuals, named the team, and added one bold line to elevate conviction:
“Together, we are an unbeatable combination.”
- Engineering the Close
We ended with:
• A rhetorical question tied to the premise
• A crisp recap
• Genuine appreciation
• One final “Remember…” line
That last line is designed to linger, because hallway conversations often reinforce decisions.
How I Coach Delivery, Not Just Content
- Understand that great executive presentations are not only well-written. They are delivered with authority.
- Here is additional advice I gave Sandy that is practical, executive-tested, and immediately usable:
- Separate major ideas with clear pauses. Treat them like paragraphs.
- Start with a good-news expression. Smile before the first line.
- When wording disappears, pause. Silence signals confidence.
- Make it about them, not you.
- Give the reason to care before the details.
- Use fresh language, not clichés, like “Thinking outside the box.”
- Give credit to others while strengthening your authority.
- For SWOTs, speak only to the top priorities.(S – Strengths W – Weaknesses O – Opportunities T – threats)
- Avoid slides that invite unhelpful, in-the-weeds debate.
- Use transitions that clearly signal structure.
- Learn the crafting process. Great talks are built, not improvised.
- Anticipate difficult questions and rehearse composed responses.
- Pre-wire sensitive topics with your sponsor.
- Ask for help as a strength, not a weakness.
- Set expectations that reflect collaboration, not control.
- Protect credibility by building in a buffer.
- Close with a callback that reinforces the central premise.
- Schedule a focused alignment meeting with your leader. Coffee counts.
My Role as an Executive Speech Coach
My job is to help brilliant executives turn complex content into communication that is clear, concise, and credible, with a dash of flair.
In other words:
• More clarity
• More confidence
• More impact that inspires action
Because when visibility rises, communication must rise with it.
And that is where the Fripp Edge makes all the difference.
“Patricia Fripp is amazing. As a speech coach, you’ll never find anyone with her wisdom, experience, and ability.”
Bhavin Shah, CEO & Founder, Moveworks
“Your presentation skills program was just what we needed. The breakout sessions were especially impactful, engaging, insightful, and energising. Our post-event survey results were the best we’ve seen. Thank you for your incredible support. We’re already looking forward to our next collaboration!” Jake Power, Senior Director, Extreme Networks
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