The reason they’re laughing is because 99% of the business presentations they see at work start out just like this. It’s like I’m reading their minds! Is there anything inherently wrong with this opening? NO! Does it sound like every other presentation they’ve heard? YES! And that, my friends, is the problem.
Be different! Here’s why…
Kerry Patterson and his team discovered a 4-step process our brain uses in tough conversations to quickly interpret someone’s words and intent. When your brain hears or sees something, it quickly tells your brain a story. That story generates a feeling inside you. Then, as a result, your brain tells you how to react. Besides the heated one-on-one conversations, I’ve found this same mental process applies to audiences listening to a speaker.
Step One: You see and hear something from the speakerThe speaker says, “Hi everyone. For those who don’t know me my name is John Houser and…”
Step Two: Your brain tells you a story
“O brother… I’ve heard boring presenters like this before. I bet this guy is boring too! Here we go again!”
Step Three: Story generates a feeling
disappointment, boredom, restlessness, disinterest, sleepiness, fatigue, etc.
Step Four: You react to the feeling(s)
“Well, I might as well get some work done. Glad I brought my laptop to this meeting. I’ll just take care of some email and pretend I’m taking notes until I hear something interesting. If it really gets bad I’ll just do the fake phone call and step out.”
Southwest Airlines will often times do a humorous safety briefing prior to taking off. How many times have you listened eagerly, laughed a little, or even applauded when they were done with their humorous announcements or singing? Now THAT is the power of being different! Contrast that type of announcement with every other safety briefing you hear from other airlines. They all use the same words and the same monotone voice. Be honest, are you really listening when it sounds like that? I didn’t think so… neither am I.
But, I can hear you now, “Russ, I’m not going to sing my next project update to my boss just to be different. That is completely unprofessional.” Agreed. Let’s use some common sense here. What we can learn from SWA is that if we’re different from the norm when we communicate we can improve the audience’s attention, comprehension, and retention.
"Nothing improves until something changes." ~Russ Peterson Jr.
I’ll help you get started by sharing with you what I’ve learned from others about being professionally different for better communication. My next three blog posts will each include one communication tool you can use to differentiate yourself from the masses while achieving maximum impact with your audiences this year.
1. March 31, 2025- Start and finish with book ends
2. April 7, 2025- Visual attention
3. April 14, 2025- Stories vs. data
Russ Peterson Jr.
Co-Founder, iSpeak
