Several years ago, after a presentation to professional speechwriters, John, the head of corporate communications at a large technology company, walked over and said, “I am going to set up a conversation with my boss, an executive with a Fortune 500 company. He is a good speaker. However, in six weeks, he has the biggest speech of his career. After hearing your presentation, I know he will want to meet you.”
John introduced me to his boss, Brian, a newly promoted executive preparing for his major speech at the Moscone Center.
John asked, “Patricia, please tell Brian how you work with executives.”
I did not.
Instead, I turned to Brian and asked, “I read you turned around the division. How did you do it?”
For the next 25 minutes, he spoke. Confidently. Clearly. Passionately. He outlined a five-step process that transformed his division’s performance.
When he finished, my comment was, “That is brilliant. Is that going to be your framework for the presentation?”
Then I asked the question that changed everything:
“Is anyone else speaking on the program?”
Brian replied, “I have five direct reports who could speak. However, they are not seasoned presenters.”
I validated him. “Yes, you could do it all. And you would do it marvellously.”
Then I shifted the focus.
“If I were in the audience and being introduced to my new boss, I would want to hear from them.”
That one audience-centred reframe multiplied the opportunity.
Instead of coaching one executive, I ended up working with six leaders.
This relationship lasted for many years.
Here is the lesson.
My first presentation principle is this:
People care more about themselves than they care about us.
When you:
- Focus attention on them
• Ask thoughtful questions
• Listen long enough for them to reveal what matters
You do not have to sell.
The opportunity surfaces naturally.
In executive communication, persuasion begins with curiosity.
If you want your ideas to be remembered, repeated, and acted upon, begin by making the other person feel heard.
That is not manipulation.
That is leadership.
If you would like to transform your senior leaders into powerful, persuasive presenters, message me. I would be honored to help.
“Fripp coaching measurably improved presentation skills across our leadership team. The feedback was always direct and immediately actionable. Presentations became more specific, the ‘why it matters’ clearer, and messages landed with confidence. I saw one colleague’s internal presentation transform from ‘just okay’ to ‘blown away’ with a few critical tweaks learned in a Fripp session.”
Jason Burns, Director, NCI TMM, Nutanix
“Fripp coaching for our conference presenters delivered outstanding results. Every participant performed at a higher level and commented on how valuable the preparation had been. Louie’s keynote segment, sharpened with this coaching, was superb.”
Robert Hamilton, Senior Director, Product Marketing, Rubrik
