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A lack of focus on the presenter’s part is obvious. It confuses the audience, creates frustration, and causes them to tune (or walk) out. And they don’t tune back in. If you pretend that every person you present to is Steve Jobs, you won’t risk wasting his or her time because you didn’t do your homework

Boil your CCO down so it doesn’t contain a single extra word, and build your presentation from there. It’s your foundation. Everything in your presentation must serve your CCO. If it doesn’t, get rid of it.

EXERCISE

Write down your CCO. Your goal is to have one simple phrase without buzzwords or jargon or a single extra word:

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

If you aren’t crystal clear about your objective within the first 90 seconds of a presentation to Steve Jobs, he might get up and walk out.

exercise