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Last Friday, I attended the IMCNE (International Management Consultants New England) ThoughtLeader Conference as both a learner and a presenter. I learned much more than I expected. The key to my learning, or -- better yet -- my remembering, happened at the general session entitled Speaking to Different Audiences.
It was presented by the well-known experts Tom Kennedy, former Boston on-air celebrity and current Executive and Communications Coach and Suzanne Bates, former Boston on-air celebrity, author of Speak Like A CEO and current President & CEO of Bates Communications. During an exercise, Suzanne presented a worksheet with "My Agenda" atop the right column and "Their Agenda" atop the left column. Of course, the lesson learned is that as consultants it is never about our agenda; it is always about their agenda.
After lunch, I presented on Traditional vs. Social Media: Which Work Best for Promoting Your Ideas? About 10 minutes into my presentation, someone raised their hand to ask a question (I thought). But to my surprise, she had no question. Instead, she said: Your presentation is really good. But we already know we have to embrace Social Media. What we need to know is how.
So, without any hesitation, I tossed away the presentation that had been advertised and the one I had been asked to make (and had rehearsed for weeks), and transitioned into the one my audience wanted to hear. At the end of the session, attendees came up to thank me, to praise the presentation and to ask for assistance in launching their social media efforts.
Thank you, Suzanne, for reminding me that my agenda matters not at all. It is always about their agenda. And thanks to the attendee who had the wisdom and courage to tell me what their wants and needs were. Without her, I would have given the presentation I prepared for; instead, I gave the one they wanted. And isn't that what we should do?
P.S. Here is what the presentation's promotion materials said: What are the pros and cons of promoting your ideas and business via traditional media vs. social media?
They didn't care about the pros and cons; they wanted to hear about the what and how. I suspect more that a few of us have became frustrated with speakers who don't want to be interrupted with questions and comments and won't change their prepared remarks no matter the audience and its comments or body language. Those speakers are intent on delivering the presentation they prepared. And they do.
Interesting... but what would have happened if instead they turned their power over to the audience?
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Comments
Lewis, at least your audience treated you with the due respect you deserve instead of what happened in Michael Rubin's "SXSW: Rude is Rude, Enough is Enough.".
Sometimes our companies --like these conference organizers-- "think they know" what their attendees (customers) want to hear. It's great you were bold enough to change your presentation on the fly.
Posted by: Paul Barsch | 03.31.08
Thanks Paul. Yes, I would not be so pleased if the audience kept their unhappiness with my presentation to themselves and 10,000 of their closest Twitter friends. That was cowardly and rude.
Posted by: Lewis Green | 03.31.08
Lewis,
Your statement: "Of course, the lesson learned is that as consultants it is never about our agenda; it is always about their agenda", is a very important one. We all need to remember that what we do as marketers, is all about our clients' agendas; not our own. Thanks for reminding us that while we may think we know what our customers need better than they do, it's important to stop and really listen to what they're saying. Then we need to have the courage to switch gears as you did in your presentation, to give them what they truly need and want. Sometimes that means overcoming our deeply held convictions and prejudices, doesn't it?
I'm with Paul. Kudos to you for listening and really hearing what conference attendees were asking for, and delivering it with grace.
Posted by: Claire Ratushny | 03.31.08
Claire,
It is really hard as a consultant to let go of what we might think is best for our clients, and instead listen to their wants and needs. Sometimes, after we have listened, some of what we thought was best remains on the tool or strategy lists; sometimes not so much.
Posted by: Lewis Green | 03.31.08
Yes,it`s very important.Exactly
Thanks for reminding us that while we may think we know what our customers need better than they do, it's important to stop and really listen to what they're saying.
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Gayashani
Did anyone out there give a try to Wide Circles or WideCircles. They are new word of mouth advertising platform, apparently they can push massive amount of messages through social network mediums like forums,blogs,wiki's and so on. They say that they only bill for posts active for minimum of 5 days and price seems pretty affordable. I am going to give Wide Circles aka WideCircles a try since I am tired of PPC fraud. http://widecircles.com
Posted by: Gayashani | 04.05.08
Lewis:
Being able to walk away from your prepared presentation and deliver the next generation (the how instead of whyt is extremely powerful. To be able to pull that off seemlessly and provide useful content on the fly is the mark of an accomplished speaker/presenter. My hat's off to you.
Chris
Posted by: Chris Brown | 04.06.08