How to be a Presentation God: Build, Design, and Deliver Presentations that Dominate!

2.2. A LESSON FROM MR. RON BURGUNDY

In the 2004 film Anchorman, protagonist Ron Burgundy (played by Will Ferrell) has a central message to communicate to a beautiful woman, Veronica Corningstone (played by Christina Applegate): "I don't know how to put this, but I'm kind of a big deal." The irony of the situation is that this is a true statement. Burgundy is San Diego's top newsman—a "god walking amongst mere mortals"—and he wields that authority with a sense of entitlement reminiscent of many businesspeople today. He doesn't realize that as someone new to San Diego, Corningstone cannot rely upon anything other than his presentation of the fact to decide whether or not she agrees. He is shaken by her ignorance of his reputation, unsure how to catch her up to speed, and ultimately arrogant and tongue-tied at the same time. She decides, for obvious reasons, that Ron Burgundy is not a big deal, regardless of the facts.

Nowadays many experts are running around like Ron Burgundy, assuming audiences understand their pedigree—indeed, that the audience knows they are a "big deal." So do something different by bringing a fresh approach to your expertise. Apply excellence across the board, and put an emphasis on proving yourself to an audience that doesn't know you—or one that could stand to be reminded. Learning how to quickly paint a picture of authority in listeners' minds is the difference ...