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“Mr. Day-Lewis is startling, unsettling, and entirely convincing as Lincoln.”—A.O. Scott, the New York Times

So the first two words in a Crystal Clear Objective (CCO) are “to convince.”

Now it’s up to you to finish the phrase for your own CCO:

to convince [ my audience ] that [ my main point ]

Here are a few examples:

to convince faculty that Saturday classes will raise test scores

to convince journalists that today’s news business is volatile

to convince my wife that I deserve a motorcycle

Almost all executives I’ve worked with find this challenging, even when they’re attempting to craft it for a presentation they’ve already given many times.

Having a CCO when presenting to a CEO is critical. CEOs have no time to waste. They’re listening for the single reason you’re there. When that CEO is Steve Jobs—my client when he was at NeXT Computer—the clarity of my CCO is a matter of career life and death; the difference between Steve listening to my presentation or walking out of the room.