HBR Guide to Persuasive Presentations (HBR Guide Series)

Define Your Big Idea

Your big idea is that one key message you must communicate. It’s what compels the audience to change course. (Screenwriters call this the “controlling idea.”) It has two components:

• Your point of view: The big idea needs to express your perspective on a subject, not a generalization like “Q4 financials.” Otherwise, why present? You may as well e-mail your stakeholders a spreadsheet and be done with it.
• What’s at stake: You’ll also want to convey why the audience should care about your perspective. This helps people recognize their need to participate rather than continue with the status quo.

Express your big idea in a complete sentence. It needs a subject (often some version of “you,” to highlight the audience’s role) and ...