Get All Access for $5/mo

Own The Stage: Writing A Killer Introduction By Answering A Question In Your Audience's Mind The trick is to answer a question that already exists in the mind of your audience.

By Richard Dean

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media.

Shutterstock

Barbara Minto, author and consultant, argues that the key to a good presentation is a killer introduction– and offers a step-by-step guide for crafting one.

The trick, she says, is to answer a question that already exists in the mind of your audience– either a burning question they're aware of, or something nagging just below the surface that they can't quite put their finger on. It's our job as speakers to put our finger on it. Minto offers a classic storytelling pattern to help us do just that. Minto created a four-step process called Situation, Complication, Question, and Answer. It's best explained with an example, so here's one about how a consultant could use S-C-Q-A to prepare a presentation for the owners of a struggling restaurant.

Situation Begin by stating the status quo: a non-controversial view of the world that your audience can relate to. (Pepper Pot restaurant has won multiple awards and for years has been the busiest, most profitable gourmet restaurant in town.)

Complication Something happens to upset the status quo. (Several Michelin-starred chefs have opened restaurants nearby in the past year, leading to a 30% drop in revenue for Pepper Pot.)

Question State the burning question this complication poses. (What steps must Pepper Pot take to win back that business?)

Answer The answer must offer something bold and concrete in one sentence. (Pepper Pot must stick with its brilliant menu that customers love– but needs a complete overhaul of its dated interior design.) Once we've nailed the "answer," we have our introduction. The next step is to build your entire presentation around it.

This is an edited excerpt from Richard Dean's book, Crowdpleaser: The 100 Greatest Public Speaking Tips of All Time, from Socrates to Steve Jobs. Published by Emerging Markets Leadership Press, Crowdpleaser brings together, for the first time, 100 classic tips, tricks and hacks on the art and science of public speaking. Spread across 362 beautifully designed pages, packed full of illustrations, infographics, and templates, Crowdpleaser is available in paperback at bookstores and online priced at AED110 (around $30), and as an illustrated e-book.

Related: Own The Stage: Here's Why Your Presentation Needs A Twitter-Friendly Headline

Richard Dean

Author, Crowdpleaser

Richard Dean is a journalist, broadcaster, and public speaker. Based in Dubai, he’s best known as host of The Business Breakfast radio show on Dubai Eye 103.8FM.

Previously, he worked for The Economist, Reuters, Financial Times, and Bloomberg. He’s known by colleagues as “The Three Degrees” for his BA in History; Graduate Diploma in Economics; and MA in Mass Communication. For two years, he taught journalism at Middlesex University Dubai.

Richard’s first book, Sink or Swim, analyzed the real estate crash that hit Dubai in the late 2000s. Crowdpleaser is his second.

Richard talks at around 50 events a year as professional public speaker, with credits including tech giants IBM and Facebook, banks HSBC and Emirates NBD, as well as his 2016 TEDx Talk.

A design junkie, Richard is co-founder (with his architect wife Pallavi) of award-winning interior design firm Roar. They live in Dubai with their two sons and two pugs.

Growth Strategies

UAE-Born Startups jalebi.io and Olive Gaea Partner to Tackle $1 Trillion Global Food Waste Crisis

Jalebi.io, an AI-enabled F&B SaaS platform to optimize operations, and Olive Gaea, a climate-tech company leveraging AI to drive decarbonization, have joined forces to provide sustainable, scalable solutions for the global food waste crisis.

Growing a Business

Henry Ford

The Man Who Taught America To Drive

Marketing

He Pitched His First Business at 12 and Sold a Company for 8 Figures When He Was 23. Here's This Gen Z Marketing Expert's Next Big Move.

Griffin Haddrill built a marketing empire working with artists like Justin Bieber and Lil Nas X. Learn how he tapped into Gen Z's digital culture and turned viral campaigns into a business model.

Technology

Breaking New Grounds: Axis Founder Mishaal Al Gergawi

Al Gergawi's startup, Axis, has been accepted into the Winter 2022 startup batch of the internationally acclaimed accelerator program, Y Combinator.

Technology

Future 100 Unveils The Inaugural List Of 100 Companies That Are Shaping The Future Of The UAE

The Future 100 initiative celebrates the private sector's successes in the UAE, recognizing the best 100 emerging companies that significantly enhance the competitiveness of the country's future economic sectors.

Starting a Business

This Sommelier's 'Laughable' Idea Is Disrupting the $385 Billion Wine Industry

Kristin Olszewski, founder of Nomadica, is bringing premium wine to aluminum cans, and major retailers are taking note.