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Chapter 16: Speak in Headlines

Chapter 16: Speak in Headlines

Strong presenters help the audience navigate; they don't assume the judges will automatically understand how every idea connects. They use verbal signposts. For example:

  • "There are three reasons this matters."
  • Now the audience expects three ideas. Then:
    • "The first is financial."
    • "The second is strategic."
    • "The third is implementation."

The audience always knows where they are.

Give the Audience a Map

Imagine driving somewhere unfamiliar without road signs. Even if the road eventually takes you to the correct destination, the journey feels uncertain. Presentations work the same way. Useful signposts include:

  • "There are three things you need to know."

  • "The headline is..."

  • "The key insight is..."

  • "So what does this mean?"

  • "This brings us to our recommendation."

  • "There is one major risk we need to address."

  • "Financially, there are two numbers that matter."

  • "Our implementation has three phases."

  • "Let me bring this back to the original problem."

These phrases reduce the effort required to follow your thinking.

Signpost the "So What?"

Transitions should do more than announce the next Slide.

  • Weak: "Now I'm going to talk about alternatives."
  • Stronger: "Because retention, not acquisition, is driving the profitability problem, we evaluated three strategies focused on improving customer lifetime value."

The transition connects the analysis to the alternatives.

  • Weak: "Now we'll move into implementation."
  • Stronger: "The economics support the investment. The next question is whether the organisation can execute it."

Now the transition advances the argument.

Use Contrast

Headlines become particularly powerful when they create contrast. For example:

  • "Revenue is growing. Profitability isn't."
  • "The opportunity is large. Our initial target should be small."
  • "The technology is not the problem. Adoption is."
  • "This is not a cost-cutting strategy. It is a productivity strategy."

Contrast helps the audience remember the insight.

Number Your Ideas

When you have several important points, tell the audience how many are coming. For example:

  • "There are three reasons we recommend Option B." Then clearly identify:
    • "First..."
    • "Second..."
    • "Finally..."

This gives the audience a mental structure. It also makes the presentation easier to remember.

Transitions Belong to the Team

Transitions become particularly important when speakers change. Avoid: "And now I'll pass it over to Sarah." That tells the judges who is speaking next. It does not advance the argument. Instead: "The strategy creates an attractive opportunity. The question is whether the economics support the investment. Sarah will take you through that analysis." Now the handoff has a purpose. The presentation remains one story even though the Speaker changes.

The Audience Follow Test

One of the best tests of communication requires no slides. Ask someone who has not worked on the case to listen to your presentation. Afterwards, ask:

  • What was our recommendation?

  • What problem were we solving?

  • What were the three most important insights?

  • Why did we choose this recommendation?

  • What will it accomplish?

Do not ask: "Did you like it?" That is not useful. Ask what they understood and remembered. If they cannot explain the argument, your presentation may be analytically sound but poorly communicated. Good coaches ask these questions during your debriefs.

The No-Slides Test

Take the test one step further. Rehearse the presentation without displaying the deck. Can someone still follow: Problem → Insight → Decision → Recommendation → Implementation → Impact? If so, your speaking carries the argument; if not, you may be relying too heavily on the slides for structure.

Discover Your MAD Skills Principle

Never make the audience figure out where you are going.

  • Tell them.
  • Guide them.
  • Then take them there.

The Bottom Line

Speak in headlines. Use:

  • signposts;

  • numbers;

  • contrasts;

  • transitions;

  • verbal summaries.

Help the audience understand not only what you are saying, but how the ideas connect. A strong presentation should be easy to follow even when the judge looks away from the screen.

MAD Skills Drill

For this section, I would make the practice exercise a little different from the previous parts because these skills need to be heard and observed, not just reviewed on paper.

The No-Slides Rehearsal

Deliver five minutes of your presentation without showing the slides. Have someone unfamiliar with the case listen. Then ask them:

  • What is the problem?
  • What is our recommendation?
  • Why are we recommending it?
  • What is the most important evidence?
  • What will the recommendation accomplish?

If they cannot answer, work on the communication before working on the deck.

The Speaker Audit

Have a teammate observe each presenter and look specifically for:

  • Interpretation: Are they explaining the "So What," or reading the Slide?
  • Eye Contact: Are they speaking primarily to the judges?
  • Voice: Do pace, pauses, emphasis, tone, and energy change appropriately?
  • Signposting: Can the audience hear the argument's structure?
  • Transitions: Do speaker handoffs advance the story?
  • Ownership: Does the presenter sound like someone who understands and believes the recommendation?

Then rehearse again. The goal is not to eliminate personality or make every team member sound the same. In fact, you want each person to remain natural. The goal is to make four individual presenters sound like one team telling one story. Don't rehearse until you can recite the presentation. Rehearse until you can communicate the argument.

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