Our clients often think that when audience members are high up in the industry or in the company, they already know everything.
This is completely wrong.
Yes, they are experts in something you are not. But you are an expert in something that they are not. That’s why they hired you.
They need you to explain your world, and what you’re going to do about it, clearly.
For starters, they probably know 70% of your jargon. But that means they don’t know 30% of your jargon. Explaining things with jargon and theories might work with your buddies back at the office, but it’s not going to work with these people.
What these people are almost always looking for is people who know they have the Curse of Knowledge and know how to overcome it.
Matt’s personal favorite is #6, using stories and specific examples. Click here to read more.
About Matt Krause
Matt began his professional life as an import buyer, and since 2006 has been teaching companies how to connect with their export customers better. His clients work for companies like Allianz, 3M, P&G, Citibank, and Reckitt Benckiser. He also walked across Turkey and wrote a book about it.