Technical and Other Experts
Talk about how customers love the results of your work –that’s where the transformation is
“We might possess every technological resource…but if our language is inadequate our vision remains formless, our thinking and feeling is running in the old cycles; our process may be “revolutionary” but not transformative.” Adrienne Rich
Sound familiar? Your slides are stuffed with technology jargon; you list pages of specs; show illustrations of products that would never be mistaken for eye-candy—and your audience stays stuck in that rut with you.
What’s a tragedy is that the technical experts I’ve worked with are brilliant, committed, imaginative and visionary in conversation. Yes, that’s opposite of the stereotype of the ‘techie’ as inarticulate.
Technical experts flourish when released from narrow expectations held by others. Give them guidance and they turn their technical expertise into stories about helping people solve important problems. This is especially true for Orals delivered to government audiences. Give them the benefits first, then show them at a high level how you’ll deliver.
Customers don’t really care about how it works, what it looks like and how you build it
- They do care about how they benefit from it.
- They do care about how technology helps them achieve their own visions.
- They do care about folding it into their own lives so they can get on with the business of serving their customers.
While technology is very left-brained, your audiences need right-brain food too…
Left brain friendly content
- Research
- Statistics
- Case studies
- Surveys
- Quotes
- Articles
Right brain friendly content
- Popular culture
- Sounds
- Exciting visuals
- Participation
- Stories
- Quotes
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