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CRITICAL ASSIGNMENT

Abstract

After reading Presenting To Win, by Jerry Weissman, one should be equipped to make custom presentations: Presentations that are tailored to a targeted audience and that conveys a strategic message to that audience. The information in this book provides the techniques necessary from conception to implementation of a perfect presentation. Reading this book not only tells one how to approach their presentation, but how to execute it as well. The core concept throughout this book is the WIIFY (What’s In It For You?), which places the focus on the audience. Using the information in this book can help one with presenting in biblical concepts and biblical concepts can be applied in order to overcome obstacles that Weissman proposes may interfere with potential presenters and their ability to excel in their role in front of others. A proposal will be given, which suggests that this text is applicable to more than just presenting to large groups and supports that it may also help with one on one communication among pears. In conclusion, this text is relative to an educational application and equally to that of a professional nature. Communication is always relevant, though ever changing. This text conveys the importance of knowing one’s audience, which could be one person, or a room full of millions of people. Thus, a biblical connection could be argued by establishing that being empathetic and tolerant of others’ needs and differences is very much necessary to interact with society as a whole.

Key words: WIIFY, MEGO, presentation.

Presenting to Win Review

After reading Presenting To Win, by Jerry Weissman, one should be equipped to make custom presentations: Presentations that are tailored to a targeted audience and that conveys a strategic message to that audience. The information in this book provides the techniques necessary from conception to implementation of a perfect presentation. Reading this book not only tells one how to approach their presentation, but how to execute it as well. Perhaps the strongest concept throughout this book is the WIIFY (What’s In It For You?), which will be further explained later. Everything is covered under one book for someone who wishes to figure out their message, learn about their audience, get through to their audience, and even how to overcome their fear of public speaking too.

According to the text, Jerry Weissman (author) owns and operates Power Presentations, Ltd; a company that he founded. “His private clients include executives at hundreds of the world’s top companies, including Yahoo!, Intel, Cisco Systems, Intuit, Dolby Laboratories, and Microsoft.” (Weissman, 2009). Also mentioned in the About the Author section of the text, was how Cisco, one of Weissman’s first corporate coaching clients, attributed much of their success to the presentation strategies that Weissman empowered them with (Weissman, 2009). As noted by the biography from ieconsulting’s guest biography, Weissman has a Masters in Speech and Drama from Stanford University, and is the author of another book; In the Line of Fire (Insight on Coaching - Guest Bio, 2008).

The Importance of WIIFY

What’s In It For You? That is the question of the moment. Weissman professes that the key to any presentation is figuring out what is in one’s presentation for their target audience. How should someone connect with their audience in order to show them why they should listen and take note of what is being told to them? This is what Weissman referred to as the WIIFY, or “What’s In It For You?”. The change from the “What’s In It For Me?”, according to Weissman, is because it “emphasizes the ultimate need for all communicators to be focused outward, on the needs of their audience (‘you’), rather than on their own needs (‘me’).” (Weissman, 2009).

This idea is not just important for establishing the topic being presented and does not simply end there. WIIFY is something that must be incorporated throughout the entire presentation. To explain, WIIFY only works if you keep it going: It does not do any good to catch a fish if one is not going to reel it in; right? In order to instill continuity of the WIIFY in one’s presentation Weissman provided examples of what he called “WIIFY Triggers”, which are like: 1) “This is important to you because….”; 2)”What does this mean to you?”; 3) “Why am I telling you this?”; 4) “Who cares?”; 5) “So what?” and; 6) “And…?” (Weissman, 2009). Those are all transitions throughout a presentation that will allow the presenter to reconnect with the targeted audience periodically so that they do not lose their fish.

How to Know One’s Audience

According to Weissman, one can only create an effective presentation once they know his or her audience. He said that meant that they must know “what they’re interested in, what they care about, the problems they face, the biases they hold, the dreams they cherish.” (Weissman, 2009). So how does one go about learning these intimate things about their audience? Unfortunately, there is no easy answer here, but Weissman gave an example of a sales representative and how it was “imperative” that sales representatives get to know their customer(s). Weissman explained that in such a scenario, the representative would need to find out “how and why they could use your product, their financial constraints, their competitive issues, and how your product can help them achieve their personal or professional goals.” (Weissman, 2009), which are easily adaptable to many target audiences at the rudimentary level.

Once the presenting party has figured out how to get into their target audiences’ shoes, they can come back to the idea of WIIFY. Knowing about the audience is the best way to bridge the gap between their wants and needs and how your presentation can relate to them. Failing to key in on one’s audience will result in what Weissman referred to as MEGO syndrome, which stands for “Min Eyes Glaze Over” (Weissman, 2009). Starting out with the goal intended and them figuring out how to relate that to the WIIFY of the audience can greatly support the outcome of the presentation(s). Once that has been addressed, it is time to work on methods of getting the attention of one’s audience and keeping their focus; this must be early at the start.

Methods for Capturing an Audience

At the very foundation of one’s presentation, it is imperative that they grab their audience quickly: They should consider tactics that might best relate to their target(s). The WIIFY is still crucial to this aspect of a presentation; but it in itself is not the answer. When people are gathering into the meeting location where the presentation is to take place, it is not likely that everyone is going to sit down and stare at the podium and quietly wait for the show to begin; especially when it is a large group of individuals who know one another or have similar reasons for attending in the first place. There is always going to be a point where the presentation must begin, but one cannot gradually begin and expect that they immediately have the floor. It is useful to transition into the presentation so that everyone is aware that the spectacle has begun, without missing the opening act.

To aid with a smooth transition, Weissman gives what he calls the “Seven Classic Opening Gambits” (Weissman, 2009), which are: 1) a question; 2) a factoid or “striking statistic or little-known fact”; 3) retrospective/prospective; 4) an anecdote; 5) a quote; 6) an aphorism or “familiar saying” and; 7) an analogy. A relevant question is perfect because it “evokes an immediate response, involves the audience, breaks down barriers, and gets the audience thinking about how your message applies to them.” (Weissman, 2009). This may be one of the best methods because it not only opens up the connections with one’s audience, but is perhaps the easiest to incorporate and adapt to a wide range of presentable topics and audiences. Another interesting way to capture one’s audience could be through the incorporation of a quote or parable from the Bible; something that parallels and compliments the message within the presentation. For example, one could use Luke 6:39-41, which states “He also told them a parable: ‘Can a blind man lead a blind man? Will they not both fall into a pit? A disciple is not above his teacher, but everyone when he is fully trained will be like his teacher. Why do you see the speck that is in your brother's eye, but do not notice the log that is in your own eye?” (Luke 6:39-4 ESVBible.org, 2014); as long as the parable/quote can be connected to the target audience and the intended message to them. Perhaps that parable could be used to transition into a presentation about education of the subject matter in order to see the light.

How it Applies to One’s Education or Career

Regardless whether someone is a college student working with peers to complete an assignment, or a working professional going about the daily grind with their team, Presenting To Win has something for either of them. Presentations can be as simple as speaking to one person, so having the skills to understand one person is no different than understanding an audience filled with a great many persons; the principles learned in the text are easily pliable to any interaction with someone other than one’s self.

By reading the text, one does not only learn how to be a miracle presenter, but also how to understand their position(s) in the eyes of the opposition. At the end of the day, a presentation is to sway someone to your intended goal. Talking one on one with a business partner or a fellow student is equally important to presenting a case to a crowded room. Thus, having the ability to understand the WIIFY for any communication one broadcasts to another human being is going to be significant no many how grand or petty.

In my professional life, I see so much potential for the techniques that were learned from the material passed down to me from Presenting To Win because I cherish the ability to SPEAK to people, by every context of the word; both literally and definitively. Five years from now I desire to be in a position of influence that allows me to deal directly with the public on behalf of the County of Riverside. More than that, I am passionate about presenting to large audiences and teaching others. So much of what I have learned from Weissman’s book flows throughout my daily duties at work and the concepts that I took away from it have made my job so much easier.

Important Lessons Learned

Presentations are not just about the designer; they are about the audience. But, it is not just the message, rather the way one goes about promoting it that truly matters. The lesson here is that we are not the world and no one individual makes the mold. In order to truly be empowered with the skills of relaying one’s message, it comes down to openness and a willingness to accept that the thoughts and perceptions of others matter in a unified world. This is crucial because one cannot hope to relay their message to a recipient if they do not attempt to reach out to their beliefs and their foundation.

Another powerful lesson was the idea of conquering fear in order to become a stronger speaker. This is great, because so many individuals struggle with fear. Fear has its place in life, but it is manageable. Proverbs 28:14 says “Blessed is the one who fears the LORD always, but whoever hardens his heart will fall into calamity.” (Proverbs 28:14 ESVBible.org, 2014). This is important with this context because the only thing one must fear is the LORD and nothing else. “fear not, for I am with you; be not dismayed, for I am your God; I will strengthen you, I will help you, I will uphold you with my righteous right hand. (Isaiah 41:10 ESVBible.org, 2014) Once one realizes this, an audience of frail and fragile people should be no matter at all.

Putting It All Together

Jerry Weissman had a strong foundation in educational and professional experience with presentations and in coaching business executives by the dawning of his book Presenting To Win. His knowledge and insight of the communication process and business world of presentations filled the book from cover-to-cover: After reading his book, that much is clear. As a student, a working professional, a father, and a participant within the community, I find myself in a position to apply Weissman’s approach to presentations regularly. By applying the core steps within the chapters of this easy to follow guide, one can become the presentation superstar that they likely have always wanted. In the end, it is all about the audience; “What’s In It For You?”.

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