Speech Writing For Leaders

The ‘So What?’ Rule How to Make Senior Leaders Listen You have less than 3 minutes to make an impression. That’s how long senior executives take to decide whether to engage with you or move on. If your message isn’t clear, concise, and compelling, you’re forgettable. Here’s how to command attention in high-stakes conversations with senior leaders: 1. Start with the End in Mind ↳ Before you speak, define the exact outcome you want. ↳ This keeps you focused, prevents detours. 2. First 30 Seconds: Get to the Point ↳ Don’t bury your message - start with the ‘so what?’ ↳ Lead with the key insight or ask, then expand. 3. Structure Your Message Using the 3C Framework ↳ Clear, Concise, Compelling - cut unnecessary details. ↳ Use bullet points, data, short narratives. 4. Frame It from Their Perspective ↳ Senior leaders value impact, risk, and RO - focus there. ↳ Speak their language - align with their priorities. 5. Energy > Words ↳ Confidence isn’t just what you say - it’s how you say it. ↳ Pace yourself, lower your pitch slightly. 6. Anticipate and Address Pushback ↳ Think ahead - what objections might they raise? ↳ Have clear, direct responses ready for challenges. 7. Don’t Over-Explain ↳ After making a key point, pause. ↳ Choose that over nervous rambling. 8. Stories & Data > Opinions ↳ Senior leaders trust evidence - not personal opinions. ↳ Use metrics, industry insights, real-world examples. 9. Handle Pressure Tactically ↳ Need time to think? Avoid filler words. ↳ Instead, say: "That’s a great question - here’s how I’d approach it…" 10. Lead with Solutions ↳ Senior leaders value problem-solvers, not complainers. ↳ Pair every issue you raise with solutions or trade-offs. 11. Close with a CTA ↳ End with clear next steps or a call-to-action. ↳ Avoid vague endings - be specific on what's next. The clearer you are, the faster they trust you. You already have the expertise, now make it impossible to ignore. What’s one thing everyone should do before speaking to executives? Let me know in the comments. ♻ Repost to help your network master executive communication. ➕ Follow me (Meera Remani) for high-impact leadership strategies

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

I've built a lot of slides in 9 yrs at Google. Here are 9 practical tips I've learned: 1/ 𝗔𝗹𝘄𝗮𝘆𝘀 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘀𝘁𝗼𝗿𝘆𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴. Write your headlines first. Figure out your "flow." Don't flesh out your slides until you've nailed the storyline. This will save you hours of wasted effort later on. 2/ 𝗟𝗲𝘀𝘀 𝗶𝘀 𝗺𝗼𝗿𝗲. Most people have way too many slides. Cut it down. The less flicking around you need to do, the more attention you'll get, and the sharper your message will be. 3/ 𝗪𝗿𝗶𝘁𝗲 𝘄𝗶𝘁𝗵 𝗮 "𝘀𝗼 𝘄𝗵𝗮𝘁" 𝗶𝗻 𝗺𝗶𝗻𝗱. Most content is written with no bias towards action. They get presented — and then forgotten — since there's no implied next steps. Do the opposite. Think hard about your calls-to-action and articulate it well. 4/ 𝗗𝗼𝗻'𝘁 𝘄𝗿𝗶𝘁𝗲 𝗰𝗵𝗿𝗼𝗻𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹𝗹𝘆. Writing chronologically means you're burying the lead. You'll lose your audience quickly. Always lead with the conclusion instead. 5/ 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝗱𝗮𝘁𝗮𝗽𝗼𝗶𝗻𝘁𝘀. Don't simply throw big numbers onto a slide and hope it'll impress. It won't work. Instead, help your audience out by thoughtfully benchmarking or indexing. 6/ 𝗗𝗲𝗺𝗮𝗻𝗱 𝗽𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆. Slides make it easy to get away with lazy thinking. So you often end up with colorful boxes with generic buzzwords, or bullet points with incomplete thoughts. Avoid this trap. Challenge yourself to articulate complete thoughts while still achieving brevity. 7/ 𝗨𝘀𝗲 𝘁𝗵𝗲 "𝗱𝘂𝗵" 𝘁𝗲𝘀𝘁, 𝗿𝘂𝘁𝗵𝗹𝗲𝘀𝘀𝗹𝘆. Ask yourself if anyone would read what you wrote and go either "duh!" or "no sh*t!" If so, you're wasting people's time. Sharpen it until there's actual insight. 8/ 𝗕𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝘄𝗶𝘁𝗵 𝗿𝗲𝗮𝗹 𝗲𝘀𝘁𝗮𝘁𝗲. Your use of space always tells a story. Don't give disproportionate real estate to unimportant content. And vice versa. Otherwise you'll undermine yourself. 9/ 𝗦𝗼𝘂𝗻𝗱 "𝗱𝘂𝗺𝗯" 𝗶𝗻 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗼𝗺𝗲𝗻𝘁𝘀. Avoid littering your slides with corp-speak. Be straightforward whenever possible. Of course, this doesn't give you the right to ignore numbers or engage in generic platitudes. It just means that you find the simplest way to anchor your audience. Then you can back it up with detail. __ 𝗣.𝗦. Looking to nerd out a bit more? Grab the 50-page playbook I built for free: 🎯 hernglee.gumroad.com It's what I wish someone gave me at the start of my career. So I built it! __ 👋 Hi! I'm Herng, and I write about my learnings as a strategy manager at Google. Follow for more tips! ♻️ Reshare this post if it can help others!

What makes a keynote truly resonate with an audience? I was recently helping a colleague prepare for his first keynote presentation. He knows that I spend a lot of time on keynote stages and that I enjoy coaching others who do as well. Stepping onto a keynote stage can feel daunting, but managing that adrenaline and delivering a compelling message comes down to preparation. When preparing a keynote, many people focus on gathering information. I encourage them to think instead about building a bridge of comprehension so the audience can clearly follow and connect with the message. One framework I often share is what I call the 5 P’s of keynote preparation. 1️⃣ Purpose. Define your goal. What exactly do you want your audience to Know, Feel, and Do? A clear purpose acts as a filter for what makes it into your keynote and ensures the content is relevant and meaningful. 2️⃣ Prime. Your keynote actually begins before you step on stage. Think carefully about your talk’s title and how it is announced. When you prime your audience well, they arrive ready and eager to hear your message. 3️⃣ Plan. Our brains crave structure. Instead of a wandering list of ideas, package your keynote logically. One framework I often use is “What? So What? Now What?” It keeps ideas concise, establishes relevance, and makes them easier to remember. 4️⃣ Premise. Avoid starting with “I’m glad to be here.” Capture attention immediately with a thoughtful question, a compelling story, or a surprising insight. Make it clear where you are taking the audience. 5️⃣ Presence. How you deliver matters just as much as what you say. Keep your posture strong and balanced, gesture with intention, use the space around you, and vary your vocal tone and pacing. These 5 P’s can help strengthen your keynote and improve any high-stakes communication. Always happy to help in crafting your keynote or delivering one to your firm. A quick glimpse at my keynote address at TiEcon last year, where I used the 5 P’s to prepare my own presentation. 👇

Last night, former President Obama and First Lady Michelle reminded us of the power of compelling storytelling in their speeches at the Democratic National Convention. But what’s the secret behind these moments of excellence? Jon Favreau, Obama’s former director of speechwriting, shared five golden rules that are just as applicable to our business presentations as they are to political speeches. Here are five insights you can apply when delivering your next presentation, whether on stage, in a meeting, or in the boardroom: 1. The story is more important than the words Too often, we focus on the right words, but the real question is, “What story am I telling?” Before writing a speech, Favreau would always begin with a conversation, drawing on Obama’s ability to outline a clear narrative first and build the words around it. Always start with the story you’re trying to convey—it’s the backbone of your message. 2. Keep it simple Long presentations may feel thorough, but they are often forgettable. Favreau emphasized brevity: aim for twenty minutes or less. "A speech about everything is a speech about nothing." Narrow your message down to the essential points. 3. Address counterarguments upfront Don’t wait for the Q&A to address objections. In business, as in politics, it's key to acknowledge opposing views and deal with them during your presentation. When Obama delivered his Health Care Reform Plan, he anticipated objections and tackled them head-on. 4. Empathy is key Knowing your audience isn’t enough. You have to step into their shoes. Obama’s speeches resonated because they were written in a language his audience understood. Whether you're presenting to colleagues, clients, or an entire audience, connect by understanding their challenges and perspectives. 5. Persuasion requires inspiration Logic alone won’t motivate. The best way to connect is through stories that touch the heart. In Obama’s 2008 victory speech, Favreau chose the story of Ann Nixon Cooper, a 106-year-old woman who had seen the full spectrum of progress in America. Her story was the perfect reminder that change, though slow, is always possible. Whether you're stepping on stage or presenting in the boardroom, these timeless tips from Obama’s speechwriting playbook can help you connect with your audience, deliver your message effectively, and inspire action. What stories are you sharing in your presentations? #Leadership #PublicSpeaking #Storytelling #Empathy #Inspiration

I once asked my youngest daughter what she thought I did for work, and she said, "You sit on Zoom and give people your opinion all day." While there's more to my day than that, she's not entirely wrong! As you climb the career ladder, your schedule fills with presentations—some inspiring, others not so much. Here’s how to make sure yours stands out when presenting to senior leaders: 1. Be Specific, Not Overly Detailed: You've probably heard, "Keep it high-level for executives; avoid the weeds." True, but don't swing too far into the abstract. Ground your points with concrete facts and data. For instance, instead of saying, "Some code deployments aren't automated and there are opportunities for improvement," try, "Our analysis shows 25% of code deployments require manual effort, particularly in post-change validations and service restarts." 2. Harness the Power of Storytelling: Transform your presentation into a captivating narrative. Stories make data relatable and memorable. Start with a real-world example, like a customer struggling with your current system, highlight the problem and then move on to your solution. 3. Start with the 'Why': Dive into the heart of your proposal by explaining its significance. Why should your audience care? How does it align with their goals? For example, "By automating these processes, we not only boost efficiency but also advance our strategic goal of enhancing customer satisfaction." 4. Foster a Dialogue, Not a Monologue: Remember, communication is a two-way street. Anticipate your audience's reactions and be ready to engage. Hit your key points swiftly, avoid over-explaining, and focus on insights that empower decision-making. After presenting, ask questions to invite discussion. These strategies can help you tie together facts, emotions, and strategic insights, making your message not just heard, but remembered and acted upon. #presentationtips #careertips #careeradvice

I never set out to be a public speaker but somewhere along the way it became a big part of my work. In that time, I've found a four-part framework that is effective for teaching in a memorable way. I call it the four S's. Most public talks start with some version of “It’s great to be here.” That’s exactly when people start checking out. If you want to speak in a way that actually sticks, try this instead. 1. Surprise Start strong. Say something unexpected, provocative, or even a little weird. The brain is wired to notice novelty—don’t waste the first 30 seconds on pleasantries. 2. Story Once you’ve got their attention, don’t give them a thesis—give them a tale. People think in narrative. Stories are how we’ve made sense of the world for thousands of years. 3. Stats Now that they’re leaning in, show them the receipts. Back your claims with data, studies, or vivid real-world examples. Credibility matters—but only after curiosity. 4. “So what?” Inspiration is nice, but application is better. End with a clear, compelling takeaway that answers the question: What should I do with this information today? Hope this framework helps a bit the next time you're asked to get in front of a crowd!

Most people who want to get paid to speak make the same mistake: they focus on becoming a better speaker. That matters, of course, but it's not what gets you booked. Organizations hire speakers who 1) solve specific business problems for their audience, and 2) have a strong enough reputation that they’re recognized as an expert in their field. I recently hosted a two-day workshop in Miami on the business of professional speaking. In case you’re interested in doing more speaking - including paid speaking! - here are a few of the top takeaways we discussed. 1) Your fee is a positioning signal, not just a price. Too many speakers undercharge because they're afraid of hearing "no." But your fee communicates your credibility before you ever walk onstage. Know your range. You can learn more in my Harvard Business Review article. (It’s from 2018, so you can nudge the numbers up a bit for inflation.) https://lnkd.in/dxndsGD 2) You need a signature talk, not a menu of topics. If you can't articulate what you're known for in one sentence, event organizers can't either. Draft one flagship keynote with a clear promise. Then build 2-3 breakout options around it. Specificity is what makes you memorable — and bookable. Offer a maximum of three main talks. 3) Speaking gigs come from two directions. You can get business in two ways: Top-down: create thought leadership that attracts inbound opportunities — publish, teach, build social proof. Bottom-up: speak for free strategically to earn referrals, pitch associations directly, and build relationships with bureaus. Most speakers only work one side. But working both angles can set you apart. 4) Your talk isn't the end. It's the beginning. The smartest speakers treat every gig as an ecosystem. Capture emails, mention your other offerings naturally, and follow up with organizers. One keynote can generate downstream business for months. I’m grateful to our wonderful and knowledgeable guest speakers Amy Gray and Sara Ross, and a shout-out to the talented people in the room: Leshawnda Larkin, Manbir Kaur, ICF MCC, Margo Boster, MCC, Doug Johnston, Annette Mason, Deborah D. Stine, Eva Klein, Bonnie Speer McGrath, Jessica Stone, Ph.D., PCC, RPT-S, IOC Fellow, Debasis Dutta, Lynn Festa, Tracy Layney, Dr. Moira Somers, Jennifer Lee CDI.D, and Kathryn Valentine. Thank you to Alexis Redding for your incredible help! If you're building a speaking career, here's the thing most people won't tell you: talent is necessary but not sufficient. The speakers who thrive treat it as a business — with positioning, systems, and a long-term strategy. If you’re interested in being notified about our next workshop on the business of professional speaking, comment below and I’ll let you know when it’s announced. ✅ And if you want more on building visibility and getting your ideas heard, I write about it weekly in my newsletter: https://lnkd.in/gV3yKqKX

🌟Behind the Scenes of Public Speaking 🌟 I've often received messages complimenting me on how my public appearances and addresses come across as being effortless. As senior representatives of the larger industry and our organisation, we’re often invited to speak at events and share our insights on stage or in front of a camera. The first time going up on an imposing stage in front of an audience, or the first time facing a camera, can be overwhelming to anyone. But remember, while it may seem like public speaking comes naturally to some, this ability isn’t necessarily innate—it can be practised, honed, and carefully crafted over time. What appears effortless on stage is often times a product of deliberate preparation. Sharing the 5 principles I follow to ensure my presentations are impactful: 🗒 In-Depth Research: Mastering the subject matter is crucial. This is a continuous process and needs dedication. I dive deep into data, trends, and case studies regularly, to make sure I have relevant and compelling insights at my fingertips - and not just for a speaking engagement. ➡ Deliberate Practice: Rehearsing just before an engagement will only take you so far. It’s about refining your delivery style, flow of thoughts and anticipating transitions, over a period of time. Only then will you truly own the material - so that it feels completely natural. 🗣 Personalised Delivery: The best speeches are the ones that mirror natural conversations. So, as you delve into the exercise of learning and practising public speaking, you will find that the best way to structure what you have to say, is to keep it as close as possible to your natural conversation style. This approach fosters authenticity, ensuring the message lands in a way that feels completely you. 👥 Audience-centric Approach: Understanding who you are speaking to —what they care about, what challenges they face, what is relevant to the context of the engagement — will help you fine-tune and tailor your message for maximum impact. 🔄 Continuous Refinement: Actively seek feedback after each and every talk, in order to continuously refine your technique. This cycle of reflection and improvement is key to evolving as a communicator. The magic of public speaking often lies in the unseen hours of preparation that goes before it. What seems effortless in public is, in fact, shaped before and after the actual delivery.

Here’s how I turn one keynote talk into infinite customized talks. It all starts with this: I built my talk modularly. For context: I speak to many different audiences, who have many different needs. Making a new talk for everyone is impossible — but I want to serve every client uniquely. A modular structure fixes that. The intro and outro are the same (and I improvise personalization for each audience). Then the meat of the talk is built on modules. Each module is about 7-12 minutes long. I start each with a big idea, then tell a compelling story to illustrate it, then offer a takeaway and exercise. Over time, I add, refine, and retire modules. I have five active ones now, and maybe 10 that I've retired. When I’m hired to speak, I do an intro call with the client to learn about the audience, their needs, and their interests. Based on that, as well as how much time I have on stage (30 minutes? 45? 60?), I assemble the talk. Maybe I’ll use the intro, plus modules 1, 2, 4, and 5, and then the outro — and no Q&A. Maybe I’ll use the intro, plus modules 2, 3, and 4, and then the outro — and 15 min of Q&A. Or whatever. A talk easily snaps into place. In my notes, I also give myself suggestions of how each module connects to a certain audience need. For example: If they’re going through X, then I can relate that to a point I make in Module 2. As a result, I have one talk that can be used and delivered in infinite ways — giving me more opportunities to work with clients, but with a lot less work. Want to be more strategic about YOUR work? My newsletter can help — subscribe for free at jasonfeifer.com/newsletter (Or want to explore my speaking at your event? Info at jasonfeifer.com/speaking)