Part VII

PART VII: Communication and Speaking

Chapter 13: Speaking Is Not Reading

One of the most obvious presentation weaknesses is reading the slides. If the slide says: “Revenue increased 14% from 2024 to 2025”, and the speaker says:  “Revenue increased 14% from 2024 to 2025”, the audience has learned nothing from the speaker. Instead, the speaker should explain the significance: “The headline is that revenue is growing, but the growth is coming from lower-margin customers. That means the company has a growth problem that looks positive on the surface but is actually reducing profitability.” The slide provides the evidence. The speaker provides the meaning.

The Slide + Speaker Rule

Think:

SLIDE = WHAT

SPEAKER = SO WHAT

The slide shows the evidence. The speaker interprets it.

Chapter 14: Speak to the Judges, Not to the Screen

Your default eye contact should be with the judges. Look at the audience. Then occasionally use the screen to reference something specific. Don’t turn your back and talk to the slide. Your body should remain oriented toward the audience as much as possible.

Eye Contact

Eye contact communicates:

• confidence;
• credibility;
•  engagement;
• ownership.

Don’t stare at one judge. Move naturally around the room. Connect with different judges. When making an important point, look directly at the audience.

Chapter 15: Your Voice Is a Visual Tool

Speaking isn’t only about words. Judges hear:

• pace;
• volume;
• emphasis;
• pauses;
• tone;
• energy.

If every sentence is delivered at the same pace and volume, the presentation becomes difficult to follow.

Pace

Slow down when making an important point. Speed up slightly through familiar or lower-value information. Do not confuse speed with confidence. Speaking faster doesn’t make the presentation more impressive. It makes it harder to understand.

Pause

A pause can be powerful. Use one before:

• an important recommendation;
• a major number;
• a key insight;
• the final sentence;
• a transition.

Silence gives the audience time to process.

Emphasis

Don’t emphasise every word. Choose the important words. For example: “This is not a growth problem. It is a retention problem.” The contrast creates emphasis.

Chapter 16: Speak in Headlines

Judges should be able to follow your argument without remembering every detail. Use verbal signposts.

Examples:

• “There are three reasons this matters.”
• “The first is financial.”
• “The second is strategic.”
• “The third is implementation.”

Or:

• “So what does this mean?”
• “This leads us to our recommendation.”
• “There is one risk we need to address.”

These statements help the audience navigate your thinking.

The Audience Follow Test

Ask someone who hasn’t seen the presentation to listen to it. Afterward ask:

• What was our recommendation?
• What were the three most important points?
• Why did we choose that recommendation?

If they cannot answer, your presentation may be logically sound but poorly communicated.