Ep 14 Public speaking: Understanding your audience, the aftermath and keeping it sold

Show notes

Introduction & Updates

 

Milestone Thanks:

• The show climbed from the Top 200 to regularly ranking in the Top 40 design podcasts on iTunes.

• Stephen thanks listeners for their support, recommendations, and reviews.

 

Upcoming Events:

1. Designer Hangout Live Q&A

   • Date: September 20, 2016

   • Topics: Form factor storytelling, design thinking, and scaling design globally

   • Replay available afterward at designerhangout.co

    

2. Adobe MAX 2016

   • Dates: November 2–4, 2016

   • Three sessions, seven hours of content

   • Two workshops (with Jeff Stout of Adobe) already sold out

   • One session left: Success is a Choice – on leadership

    

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Section 1: Why the Audience Matters

 

The Two Halves of a Presentation:

• It’s not just about the presenter and their content.

• The audience is a variable that must be actively managed and understood.

 

The Golf Bag Metaphor:

• Just as a golfer uses different clubs for different shots, presenters must adapt their style and delivery for each unique audience.

• Recognizing whether your audience is conceptual, literal, skeptical, or passive is key to tailoring your presentation.

 

Audience Familiarity is an Advantage:

• If you’ve worked with an audience before, you can anticipate their needs and expectations.

• New clients require closer observation and tailored communication.

 

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Section 2: Engaging the Room

 

The Power of Proximity (12 Feet vs. 4 Feet Rule):

• 12+ feet: Disconnected space—audience may tune out.

• 4 feet or less: Personal space—can be either intimate or intimidating.

• Ideal presenting zone: Between 4 and 12 feet.

 

Why Stephen Always Stands:

• Standing allows seamless physical movement to control attention.

• Standing lets him subtly approach disengaged or disruptive attendees without drawing attention.

• Pacing during a presentation helps normalize movement and disguise intentional proximity shifts.

 

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Section 3: Dealing with Difficult Audience Types

 

1.  The Silent Cynic

• Disengaged, distracted, or quietly judgmental.

• Solutions:

  • Eliminate distractions: no phones or note-taking.

  • Give them a role (e.g., note-taker, whiteboard writer).

  • One-on-one conversations outside the meeting to uncover the root cause of their behavior.

   

2.  The Certainty Craver

• Needs all the answers before they’ll engage; derails meetings with questions.

• Solutions:

  • Ask them to write down questions and wait until the end.

  • Involve them directly in the process to build trust.

  • Use one-on-one conversations to reduce fear and reinforce team dynamics.

  • Put them on the spot: “If you don’t like this, what’s your alternative?”

   

3.  The Spotlight Hog

• Enthusiastic, insecure, and often derails meetings to gain validation.

• Solutions:

  • Acknowledge their knowledge early to reduce outbursts.

  • Redirect attention by cold-calling others.

  • Give them a productive role (e.g., lead part of the meeting or brainstorm).

   

4.  The Tangent Taker

• Entertaining but easily distracted; always veering off-topic.

• Solutions:

  • Ask bounded questions—don’t leave openings for tangents.

  • Use a “parking lot” to set aside tangents for later discussion.

  • Have them write down ideas or sketches first.

  • Use time limits to rein in wandering responses.

   

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Section 4: Managing Your Response in the Moment

 

Tactical Language Use – “Yes, but…”

• Avoid saying “no” to minimize defensiveness.

• “Yes, but…” validates their input while allowing redirection.

 

Handling Vague, Emotional Objections:

• Use counter-questions: “Why don’t you like it?”

• Use reflective clarification: Repeat their objection back to them to reveal specifics and reduce emotion.

• Embrace objections—they signal engagement and opportunity.

 

When You Don’t Have the Answer:

• It’s okay to say you’ll follow up later.

• Never make up answers; credibility matters more than instant responses.

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Section 5: The Aftermath – Keeping Your Ideas Sold

 

Why One Presentation Isn’t Enough:

• Your client has to resell your idea to their boss or stakeholders.

• Your concept is only as strong as their ability to explain and defend it.

 

Create Two Versions of Your Deck:

1. In-Room Deck:

   • Visually minimal

   • Designed for voiceover and storytelling

   • Focused on controlling attention

    

2. Leave-Behind Deck:

   • More detailed and self-explanatory

   • Includes context, narrative, and rationale

   • Reduces dependence on client to resell effectively

    

Evangelizing Your Work:

• Give clients tools to tell your story (catchphrases, analogies, simplified language).

• Avoid jargon and explain your work like you’re speaking to your mom—clear and understandable.

• The final mile of selling often happens when you’re not in the room—plan accordingly.

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Final Thoughts

• Great ideas often die not from lack of quality but from poor selling.

• Creativity is a team sport, and managing the people side of presenting is as important as the idea itself.

• Presenting is a critical business skill in the creative economy. Learn it, practice it, and teach it to your team.

• Don’t let your ideas get watered down because you didn’t plan for the audience, aftermath, or emotional dynamics of presenting.

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Listener Call to Action

 

Support the Show:

• Leave a rating or review on iTunes.

• Reviews help others discover the show and keep the momentum going.

 

Show Notes & Contact:

• Full notes at: podcast.stephengates.com

• Email questions or feedback to: ask@stephengates.com

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Closing Reminder:

The creative world doesn’t suffer from a lack of ideas—it suffers from a lack of people who can present, defend, and keep those ideas alive. Stay committed, stay sharp, and above all, stay crazy.

Tagged as:
audience engagement client presentations client relationships creative presentations design pitch effective communication post-presentation strategy presentation skills professional d securing buy-in storytelling in design The Crazy One podcast