Chapter 3. Articulating the Audience's Business Problem and Your Proposed Solution to It
Step 3: Identify a Problem Your Audience Has That Your Presentation Will Contribute to Solving
If you want to capture and keep your audience's attention every time, then make sure that every presentation you make focuses on helping them to solve an important problem of theirs. This is critically important: if you're not helping to solve a problem for your audience, then why are they listening to you?
The problem that you choose to focus on must be a real one, one that is likely going to cause pain for your audience, professionally and perhaps personally, if it is not solved. Ideally, there should be clear risks and real dollars at stake; for example, their business ...