Ask any CEO or speaking consultant what the most important aspect of public speaking is, and they will most likely say, “Know your audience.” But according to Thomas P. Mullen and Mala Narain of strategic leadership consulting firm Park Li Group, too much attention has been focused on who is sitting in the audience, and not enough attention is given to how those people engage with the speaker.
In their 2005 working paper, I Understand All That … But What’s the Strategy? the authors draw on survey data from executives and their audiences throughout the world to show that people have distinctly different ways of engaging with presentations about strategy. The authors say that each audience member will emphasize one of four primary focuses — data, structure, vision and the human element — and that effective speakers are those who integrate all four aspects into their presentations.
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