design:retail - February 2018 - 26

ask judy:

026

ADVICE FOR CREATIVES NAVIGATING THE WORKPLACE

I have been asked to present updates
on my team's projects to large groups
of 100 or more members. Do you have
any tips on how to overcome my
anxiety and develop a captivating
presentation?

- Fearful of Public Speaking

Judy: Congratulations! You have just been handed
a golden ticket to accelerate the upward pace of
your career. There is no better way to emotionally
connect with a large number of team members
in a single event. But do understand that this is
showtime, and it demands committed preparation and practice.
To relieve your anxiety, think small. Rather than
focusing on presenting to a large group, consider
that you make presentations every day, in oneon-one conversations with colleagues, in
discussions at small group meetings, even
when visiting with your family and friends.
While engaging in a routine conversation,
you speak "to" people not "at" people, and
presentations are no different. When you
look at presenting through this lens, it
doesn't matter if you are speaking to one
person or to 1,000; you are simply having a
conversation. The role of your audience is to
respond, hopefully with rapt attention, curiosity and even laughter. When they laugh,
you know they are listening.
My first national presentation was at
a WAVM (Western Association of Visual
Merchandising) event in San Francisco
in the 1990s. It was early in my career at
Target, and I was "bite-my-nails" nervous.
But while backstage, I had a memorable and
inspiring moment. I anxiously asked another speaker, "Are you nervous?" He said, "No,
I'm just excited to present all of the interesting stuff
I pulled together." Hmmm, I thought, that's a new
way to think about this. Am I excited about what
I have to say? My answer was "Yes!" In that moment, I realized that telling my story was all that I
needed to think about. By focusing on my message
and passion for my work, I had more confidence as
I stepped onto the stage. After that experience, I accepted every invitation to present and, in time, the
day came where I had no anxiety whatsoever, only
enthusiasm for my story.
Speaking of story, a book that is bound to
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inspire you is the "Storyteller's Secret," where
author Carmine Gallo asks, "What makes your
heart sing? The answer is the foundation upon
which all great stories are built." At the end of each
of 37 chapters in the book, Gallo shares another of
his secrets. Those I value most are:
* "Leaders don't move mountains with mountains of data. They do it by giving their audience
a piece of their heart."
* "Storytellers who capture the public's heart are
passionate about their message and they share
that content in simple, approachable language."
* "Effective educators serve up serious stories
with a side of funny."
To learn more about specific presentation techniques, visit Barnes & Noble, skim the shelves
on public speaking and pull a few books that
interest you. By studying these resources, you

can build a powerful list of tactics. Then set up a
simple framework with your personal favorites.
As part of my strategy, I like to begin my presentations with an attention-getter. In Gallo's "Talk
Like Ted" book, he dedicates an entire chapter
to the topic-"Deliver Jaw-Dropping Moments"-
and says, "Every performer has at least one...an
emotionally charged event that your audience
members will be talking about the next day. Get
one and use it."
Next, I decide on a few main points I want to
make and think about how I can support them

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JUDY BELL
FOUNDER
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with photos or props. As an alternative to ubiquitous PowerPoint presentations filled with stats and
bullet points, I like to show something tactile, like
a T-shirt with a special message, printed shopping
bags, a new toy, etc. In "Storyteller's Secret," Gallo
says: "Statistical evidence and industry jargon are
the least effective means to educate a general audience on complex topics. Personal
stories and analogies help people make
sense of information and ideas they know
little about."
Finally, I develop a memorable conclusion. I restate my main points in a new
way, sometimes using a metaphor or other
device. Most importantly, I always end my
presentations on time. My intent is to leave
the audience wanting more rather than
overwhelming them with information. I
allow only limited Q&A with the group.
I prefer to invite interested individuals
up after the presentation for one-onone conversations.
When you have developed your own
signature presentation framework, fill in
the blanks with your material and then
practice earnestly. As you do so, think about
your presentation style. Capitalize on your
personal tone, your sense of humor, etc. Don't try
to be someone other than who you are. If you are
generally not funny, don't force a joke. Videotape a
portion of your presentation and check your habits.
Ensure that you are standing tall, not rocking from
foot-to-foot or pacing back and forth. With those
repetitive movements, speakers may relieve their
anxiety, but the audience will undoubtedly focus
on that and not hear their message. Speak "to" your
audience, not "at" them, just as if you were talking
to each one as an individual. Communicate with
passion and always from your heart.

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