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Viewpoint from BusinessWeek.com
By Carmine Gallo
How to PowerPoint like a Pro
Also see Carmine Gallo Site
Carmine Gallo is a former Emmy
award-winning journalist for CNN, CBS, CNET, Paul
Allen’s TechTV and Fox. He has covered business news for
Lou Dobbs at CNN, California events for the CBS Early Show, the
Arnold Schwarzenegger administration for CBS affiliates in San
Francisco and Los Angeles, as well as having worked as a television anchor
and host during his television career. Gallo leverages his extensive
broadcasting experience to create dynamic, inspiring and compelling keynote
speeches and media interviews.
Click one of the links below to play video:
Books
10
Simple Secrets of the World’s Greatest Business Communicators
Articles
Grading the CEO Speech:
http://www.carminegallo.com/nyt.htm
Passion Sells the Product:
http://msnbc.msn.com/id/7406329/
When Speaking in
Public, It’s All in the Eyes:
http://www.msnbc.msn.com/id/9763281/
Business Week:
http://search.businessweek.com/SearchsearchTerm=carmine+gallo&skin=BusinessWeek
The Great Communicators:
http://images.businessweek.com/ss/06/01/best_communicators/index_01.htm
The Great Communicators
What good are ingenious ideas or a grand vision if you can't convey
their fabulousness to your audience? Take some pointers from these leaders
You have an extraordinary story to tell. But let's face it -- some people
are better than others at telling their stories. Some men and women stand
apart. They grab more attention, close more deals, and persuade more
employees, customers, and colleagues to follow their vision.
The following individuals were profiled in the book 10 Simple Secrets of
the World's Greatest Business Communicators, by Carmine Gallo. Our slide
show features contemporary business execs considered among the top speakers
in Corporate America. These men and women have leveraged their powerful
communications skills to build such companies as General Electric,
Starbucks, and Apple.
They look different, sound different, and come from different generations,
but they all command attention and connect to their audiences -- whether
they consist of one or 1,000. They are charismatic, persuasive,
inspirational, and simply magnetic. Best of all, we can learn something from
all of them. By adopting their best traits, business professionals in a
variety of industries will learn to craft and deliver a story that's clear,
concise, and compelling.
By Carmine Gallo
Gallo is a Pleasanton (Calif.)-based corporate-presentation coach and
former Emmy-award-winning TV journalist. He is the author of the new book 10
Simple Secrets of the World's Greatest Business Communicators. Visit him
online at
carminegallo.com
Jack Welch
Cutting Out Corporate Lingo
Former Chairman and CEO
General Electric
The former head of General Electric was legendary for demanding simplicity
in written and verbal communications. "Insecure managers create complexity,"
Welch once said. He was a master at crafting a vision and passionately
articulating that vision in simple, broad-based terms that everyone could
buy into.
Clutter and jargon had no place in a Welch business meeting. He would ask
his managers to pretend they were talking to high school students -- to
focus on the basics. Eliminating jargon isn't an option. Great business
communicators speak in clear and simple terms.
Best communication asset: Simplicity
Tip: Eliminate jargon
Steve Jobs
Real-Life Dramatist
CEO and Director
Apple Computer
Chairman and CEO
Pixar Animation Studios
Apple founder and CEO Steve Jobs radiates a charisma that captivates
thousands of the "Mac faithful" as well as customers, employees, and
colleagues. The key to his success as a communicator: his nearly messianic
zeal to change the world. People find it intoxicating. In 1983, Jobs turned
to 44-year-old Pepsi President John Sculley and asked: "Do you want to spend
the rest of your life selling sugared water, or do you want a chance to
change the world?" Great business communicators want to make history, and
they're not too bashful to admit it.
Best communication asset: Charisma
Tip: Create and articulate a bold vision
Meg Whitman
Feedback Welcomer
President, CEO, and Director
eBay
As president and CEO of the world's largest online marketplace, Meg Whitman
has built one of the most trusted, admired, and successful brands in
corporate history. Since she accepted the lead role in 1998, Whitman has
acted as a strong advocate for soliciting customer feedback. She listens and
takes action to improve the experience for buyers and sellers.
BusinessWeek once recounted a story about Whitman flying to meet with
a veteran seller who had protested a particular policy. After conferring
with him for an hour, Whitman took pages of notes and changed the policy two
days later. Great business communicators listen before saying a word.
Best communication asset: Penchant for listening
Tip: Seek feedback
John Chambers
Winning Through Rehearsals
John Chambers
President, CEO, and Director
Cisco Systems
Watching Cisco's CEO give a presentation to employees, investors, analysts,
or customers is an astonishing experience. With hardly a glance at notes,
Chambers fills his presentations with volumes of information about his
company's products, facts, and figures.
He owes it to meticulous preparation. Before a talk, he reviews and
rehearses his presentation, memorizing the slides and the flow of content.
He even knows when and where he's going to walk into the audience or put his
hand on someone's shoulder. Great business communicators prepare diligently
for every major meeting, interview, presentation, or speech.
Best communication asset: Preparedness
Tip: Review and rehearse your presentation
Michelle Peluso
Reaching Out to Workers
President and CEO
Travelocity.com
As President and CEO of Travelocity, Michelle Peluso is one of Corporate
America's rising stars. Peluso understands that employees will care more
about their work when they know their leaders care about them. She makes it
a point to respond personally within 24 hours to every e-mail from one of
her employees, even if she's traveling or on vacation. It's how she
motivates her far-flung staff of more than 5,000 employees spread around the
world. Great business communicators respond to employee concerns by
answering e-mails, holding lunchtime chats, or sending out weekly
companywide correspondence.
Best communication asset: Responsiveness
Tip: Be there for your employees
David Neeleman
High-Flying Tales
Chairman and CEO
JetBlue Airways
When David Neeleman launched Jet Blue in 2002, the ex-Southwest Airlines
exec embraced his former employer's model of discount fares but one-upped
Southwest by adding perks like leather seats and DirecTV on all flights.
Neeleman dedicates himself to finding and keeping the most enthusiastic
employees in the airline industry.
He champions the culture by flying JetBlue to a different city each week. He
appears at nearly every first-day orientation for new hires and leads
sessions titled: "Why are you here?" An excellent storyteller, Neeleman
likes to recount anecdotes about employees who exceeded expectations. Great
business communicators cultivate an enthusiastic staff passionately
dedicated to providing exceptional customer service.
Best communication asset: Talent for storytelling
Tip: Tell tales that inspire
Howard Schultz
Percolating Passion
Chairman
Starbucks
Howard Schultz loves coffee. And the Starbucks founder is fervent about
creating a workplace in which people are treated with dignity and respect.
He conveys that message to employees, customers, and investors.
"When you're around people who share a collective passion around a common
purpose, there's no telling what you can do," he says. Schultz understands
that Starbucks' competitive advantage lies in its people. Because its entire
organization communicates its values so effectively, Starbucks has built a
reputation as one of the best places to work. Great business communicators
identify their enthusiasms and convey that enthusiasm through all levels of
the organization.
Best communication asset: Passion
Tip: Identify and share what you're passionate about
Suze Orman
Debt Detractor
Author, TV Host
Financial guru Suze Orman stands out among the more than 650,000 financial
planners in the U.S. Orman is on a mission, a crusade to help people avoid
the crushing debt and financial problems that caused so much pain for her
family as she was growing up.
Orman freely admits that very little of her advice is groundbreaking. "It's
not the material that I know, but how I communicate the material I know that
sets me apart," she says. She delivers financial information using clear,
concise, and direct language. Great business communicators use simple
language to discuss complex issues.
Best communication asset: Clarity of expression
Tip: Break down complex information into easy parts
Rudy Giuliani
Eye-Contact King
Chairman and CEO
Giuliani Partners
The former New York City mayor became a hero for maintaining his composure
after the 9/11 attacks. He exhibited courage, stamina, and grace --
everything people look for in a leader. But long before Giuliani became an
American icon, he appreciated the emotional connection of a great
presentation.
In his book, Leadership, Giuliani says he began preparing for his
annual State of the City address five months early so he wouldn't have to
read the presentation from notes. Great business communicators use eye
contact to make an emotional connection with their audience.
Best communication asset: Ability to make eye contact
Tip: Spend 90% of the time looking at your audience
John Thompson
Relentlessly Upbeat
Chairman and CEO
Symantec
For more than six years, Symantec CEO John Thompson has built the company
into the leading antivirus software brand, despite competitive threats from
Microsoft. Thompson uses big, bold, and optimistic language in his
presentations and speeches.
Last year, Thompson pulled off a $13 billion acquisition of storage-software
maker Veritas, despite investor criticism. During the acquisition, Thompson
said: "We'll prove one more time that our long-term vision is where the
industry is going, and what we need to do to respond to it is right." Great
business communicators transmit a positive, upbeat vision during times of
change.
Best communication asset: Facileness with optimistic language
Tip: Employ powerful and positive words
Klaus Kleinfeld
Getting Fresh
President and CEO
Siemens
As CEO of Siemens, Kleinfeld oversees some 460,000 workers. He has impressed
many an employee with the way he sets clear goals and communicates his
vision. The key: Kleinfeld's insatiable curiosity about his people, his
industry, and the world in which he does business.
Kleinfeld feels at ease whether talking about the newest hip-hop star or the
latest strategic management theories. His upbeat tone, energy, and curiosity
keep him fresh, dynamic, and contemporary. Great business communicators
teach their listeners to stay topical and current. By doing so, they leave
their listeners with something new.
Best communication asset: Ability to reinvent
Tip: Stay fresh, remain current
Larry Ellison
Playing the Anti-Geek
CEO and Director
Oracle
The billionaire founder of Oracle is no stranger to the media. Whether he's
engaging in a hostile takeover of a competitor, risking injury racing
yachts, buying up nearly $200 million in Malibu property, or piloting jets,
Ellison lives life on a grand scale. When Ellison walks on stage, he looks
the part of a successful leader.
Not content to dress in geek chic like many of his counterparts in Silicon
Valley, Ellison wears finely tailored Italian suits and walks with
commanding body language. Great business communicators know that packaging
counts.
Best communication asset: Looking like a leader
Tip: Pay attention to what your wardrobe says about you
Richard Branson
Lavisher of Praise
Chairman
Virgin Group
Whether donning a wedding dress for the launch of a Virgin Brides shop,
attempting to fly a hot-air balloon around the world, or building a company
to take people to the moon, the billionaire entrepreneur behind the Virgin
brand likes to have fun and encourage his staff. Branson believes in
lavishing praise on his employees. Like flowers, he once said, people will
grow if watered -- but shrivel if left to dry. Great business communicators
go out of their way to make sure their employees feel valuable.
Best communication asset: Generosity with praise
Tip: Lavish appropriate praise on employees, customers, and colleagues
More Presentation Guides:
The 10 Worst Presentation Habits
The 10 Worst Presentation Habits
Speakers can be their own worst enemies. Here are our expert's tips on
how to make a presentation sing
By Carmine Gallo
As a communications coach for some of America's most admired companies, I
work with business professionals who want to engage their listeners --
whether they are addressing employees, customers or colleagues; whether they
are speaking to an audience of one or one thousand. In my book, 10
Simple Secrets of the World's Greatest Business Communicators, I
identify bad presentation habits that impose barriers between speakers and
their listeners. Here are the worst habits and how to overcome them.
Gallo is a Pleasanton (Calif.)-based corporate presentation coach and
former Emmy-award winning television journalist. He is the author of the new
book, 10 Simple Secrets of the World's Greatest Business Communicators.
Visit him online at
www.carminegallo.com
Bad Habit #1
Reading from notes
Great communicators do not read from scripts, notes, or PowerPoint
slides. While it's acceptable to refer to notes from time to time, reading
directly from prepared notes is a no-no. It breaks down the rapport between
listener and audience.
Do this instead:
Review your material to the point where you have so completely absorbed the
material, you can deliver it without notes. Business Week recently
profiled Apple CEO Steve Jobs, whose magnificent presentations are the
result of hours of grueling practice.
Bad Habit #2
Avoiding eye contact
Great communicators understand that eye contact is critical to building
trust, credibility, and rapport. Far too many business professionals have a
habit of looking at everything but the audience -- a wall, a desk, or a
computer.
Do this instead:
Maintain eye contact with your listeners at least 90% of the time. It's
appropriate to glance at your notes or slides from time to time, but only
for a few seconds and only as a reminder of where to go next. You are
speaking for the benefit of your listeners. Speak to them, not the slides.
Bad Habit #3
Dressing Down
Great communicators look the part. Have you ever seen Donald Trump
dressed in anything less than a classy suit and tie? Even on the golf
course, he looks like a million -- okay, a billion -- bucks. Many business
leaders tend to dress beneath their position. They show up with a cheap
suit, worn shoes, and ill-fitting clothes.
Do this instead:
Find a clothing store and salesperson whose recommendations you trust.
Always dress appropriately for the culture, but a little better than
everyone else.
Bad Habit #4
Fidgeting, jiggling, and swaying
Great communicators eliminate small, annoying gestures or mannerisms.
Fidgeting with your hands, jiggling coins, or swaying back and forth all
reflect nervousness or insecurity. These habits inspire no confidence in the
speaker.
Do this instead:
The solution is simple. Don't fidget, jiggle or sway! Videotape your
presentations or rehearsals from time to time to catch your flaws.
Bad Habit #5
Failure to rehearse
Great communicators always rehearse important presentations. Most bad
presentations are the result of failing to practice talking out loud.
Do this instead:
Take a cue from Cisco CEO John Chambers. He spends hours rehearsing every
component of his presentations, from the material to the flow of slides to
when and where he's going to walk among the audience. It's preparation to
the extreme, but it works.
Bad Habit #6
Standing at attention
Great communicators are not stiff. Standing at attention like a soldier
waiting for orders might work for the army, but it makes presentations
tedious.
Do this instead:
Move, walk, use hand gestures. Great speakers are animated in voice and
body.
Bad Habit #7
Reciting bullet points
Great communicators assume the audience can read. Many speakers read the
bullet points on their slides word for word. Slides (or any visual) act as a
complement to the speaker, not the other way around.
Do this instead:
Don't write too many words on the slide. A good rule of thumb is no more
than four words across and six lines down. For slides with more content, do
not recite the slide word for word. Include a story, anecdote, example to
add color to the content. Trust that your audience can read the slide for
themselves.
Bad Habit #8
Speaking too long
Great communicators know that leadership requires the ability to
articulate a message that's passionate, clear, and concise. Studies show
that listeners lose their attention after approximately 18 minutes. Many
leaders think that the longer they speak, the more important they sound.
Nothing could be further from the truth.
Do this instead:
Edit everything you say. Do you spend five minutes saying something that you
could otherwise say in 30 seconds? What can you cut out? Be thorough, yet
concise in all manners of communication, including phone conversations,
emails and formal presentations.
Bad Habit #9
Failing to excite
Great communicators grab their listeners' attention right out of the
gate. Audiences remember the first thing you say and the last. But don't
worry -- if you're struggling to compose an opening, there is a solution.
Do this instead:
Tell your listeners why they should be excited about your content. Give your
audience a reason to care.
Bad Habit #10
Ending with an inspiration deficit
Great communicators end their presentations on an inspiring note. Most
presenters believe the middle of their presentation contains the really
important content. It might, but most listeners will walk away from a
presentation remembering what was said at the end.
Do this instead:
Go ahead and summarize what you just said in the presentation, but leave
your audience with one key thought -- something they didn't know that makes
their jaws drop in collective awe.
Best Business Communicators
Dress the Part of a Leader
To Be a Leader, Talk Like One
To Be a Leader, Talk Like One
The five essentials you should use when speaking in business situations
-- straight from the mouth of a pro. Listen and learn
By Carmine Gallo
One of the qualities that all great speakers have is the ability to
electrify their listeners simply by the way they use their voices. They have
an engaging vocal quality -- a quality that you can master for your own
professional business communications. In this audio slide show, I've
outlined what I consider the five key qualities of dynamic vocal delivery.
As examples, I've chosen excerpts from John F. Kennedy's inspirational "Man
on the Moon" speech delivered at Rice University in September, 1962. I read
each excerpt two different ways, so that you can hear the difference between
static vocal delivery and dynamic vocal delivery.
Excerpt: "We meet at a college noted for knowledge, in a city noted for
progress, in a state noted for strength, and we stand in need of all three,
for we meet in an hour of change and challenge, in a decade of hope and
fear, in an age of both knowledge and ignorance. The greater our knowledge
increases, the greater our ignorance unfolds."
First Key: Vary Your Tone. Dynamic speakers vary the pitch and tone of
their words. Dull speakers are monotone, reciting all words in the very same
tone of voice.
Excerpt: "Despite the striking fact that most of the scientists that the
world has ever known are alive and working today, despite the fact that this
nation's own scientific manpower is doubling every 12 years in a rate of
growth more than three times that of our population as a whole, despite
that, the vast stretches of the unknown and the unanswered and the
unfinished still far outstrip our collective comprehension."
Second Key: Punch Key Words. Dynamic speakers punch the important words
in every sentence to add emphasis.
Excerpt: "So it is not surprising that some would have us stay where we
are a little longer to rest, to wait. But this city of Houston, this state
of Texas, this country of the United States was not built by those who
waited and rested and wished to look behind them. This country was conquered
by those who moved forward -- and so will space."
Third Key: Raise and Lower Your Volume. Dynamic speakers raise and lower
the volume of voice during a talk, something Kennedy did in his speech that
I've used as an example.
Excerpt: "We choose to go to the moon. We choose to go to the moon in
this decade and do the other things, not because they are easy, but because
they are hard, because that goal will serve to organize and measure the best
of our energies and skills, because that challenge is one that we are
willing to accept, one we are unwilling to postpone, and one which we intend
to win."
Fourth key: Pause for Impact. Dynamic speakers know that nothing is as
dramatic as a well-placed pause.
Excerpt: "Many years ago the great British explorer George Mallory, who
was to die on Mount Everest, was asked why did he want to climb it. He said,
'Because it is there.' Well, space is there, and we're going to climb it,
and the moon and the planets are there, and new hopes for knowledge and
peace are there. And, therefore, as we set sail we ask God's blessing on the
most hazardous and dangerous and greatest adventure on which man has ever
embarked."
Fifth Key: Vary Your Speed. Finally, dynamic speakers speed up and slow
down, often in the same sentence or paragraph.
7 Ways to Captivate an Audience:
http://www.askmen.com/money/successful_100/146_success.html
5 Leaders Who Inspire Everyone:
http://www.askmen.com/money/successful_100/144_success.html
7 Body Language Killers:
http://www.askmen.com/money/successful_100/143_success.html
7 Tips From Charismatic Leaders:
http://www.askmen.com/money/successful_100/142_success.html
The Truth? Your Employees Can Handle It:
http://www.entrepreneur.com/article/0,4621,321939,00.html
Simple Secrets to Successful Communications:
http://www.prweek.com/us/thisissue/article/525809/simple-secrets-successful-comms
They Can Handle the Truth:
http://www.aol.entrepreneur.com/aolsb/article/0,4558,322148,00.html
Take Charge of a Presentation in 30 Seconds:
http://management.itmanagersjournal.com/article.pl?sid=05/03/16/2220238&tid=117
Business Leaders Reveal Successful Presentation Secrets:
http://www.wsradio.com/internet-talk-radio.cfm/shows/Entrepreneur-Magazine--Radio/archives/date/selected/06-10-2005.html
Three Keys to Inspiring Your Listeners:
http://interview.monster.com/articles/inspiring_listeners/
10
Simple Secrets Review:
http://www.americanventuremagazine.com/articles/229
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