Episode 17: Building Communication Mad Skills: Some of the Basics

October 26, 2024

Over the past few weeks, I have had the privilege of watching students present pitches in both an international case competition and a class assignment. During this time, I engaged in thoughtful discussions with Samie Ly, MBA, Ph.D about how we can better equip students for success in the business world. We began exploring the concept of "Mad Skills," particularly those related to effectively communicating ideas to an audience.

This week, we will focus on the essential communication skills I identified as needing improvement during my observations. It's crucial that you harness these Mad Skills to thrive in competitive environments. You'll also notice exciting changes in the newsletter as we shift our emphasis toward "Discovering Your Mad Skills" and providing you with the tools necessary to enhance your soft skills. Let’s learn together to build a brighter future and build the skills needed to communicate solutions to messy and wicked problems!

What was missing? To answer this, I am going to focus on the 3 things that came up most from the judges and advisors in the sessions over the past few weeks.

Positioning of the Audience

The concept of positioning the audience so that you can tell your story from their perspective, or even better, narrate the audience’s story through their viewpoint, is a valuable skill. This approach enhances connection and engagement with your audience. Over the past few weeks, I observed students on two different assignments that incorporated a positioning strategy in the assignment.

In the first session, executives from a lab-grown meat company were tasked with making a pitch to a citizens' advisory panel appointed by the Arizona Governor. In the second session, entrepreneurs presented their ideas to potential investors and advisors. When executed effectively, this approach allows the pitching team to centre their narrative on the audience’s needs, concerns, and desires. This connection not only fosters engagement but also makes the story easier to understand. As mentioned in previous newsletters, one of the first steps is to decide on positioning. When building the presentation, it is crucial to inform the audience about this positioning.

The Storyline

"The best story wins" is a message I emphasise with my case-solving teams. In both sessions, teams needed to identify the problem and articulate how their solution or idea addresses it. The task revolves around crafting a narrative that conveys how the solution solves the problem, ideally framing it in a way that connects personally with the audience. It’s about integrating the information on your slides into a cohesive narrative rather than treating each slide as an isolated thought. Consider how to link the key messages on each slide. The story should guide the audience through your thought process, helping them understand how you arrived at your solution and why it is the most effective one.

The Technical Issues

Another key issue I observed involved the technical aspects of the presentations. One session consisted of live in-person presentations, while the other required short (3-minute) pitch videos. Both formats faced similar challenges, as many presenters did not focus on their audience. Maintain eye contact with your audience, and when presenting virtually or on camera, look directly into the lens. Be conscious of your surroundings—what is happening in the background? Consider both visual and audio elements. Is the audio level consistent among all presenters? Is background music interfering with the audience’s ability to hear clearly? In videos, ensure that the audio is synced with the presenter’s movements.

Additionally, think about the acoustics of your presentation space. In videos, consider whether to include a visual of the speaker; if so, what should the speaker be doing? Is it appropriate for the speaker to simply be a talking head, or should they have a more dynamic presence? Make effective use of the space; speakers frequently hide behind the podium during live presentations. While presenting in person, also be mindful of the judges’ personal space—encroaching on it can intimidate them and negatively impact your score.