Impromptu

12Make a Compelling Case

It was once said of Mark Twain that “he drew from the ‘divine ragbag’ of his mind whatever it offered and left it to the reader to discern the relevancies and sequences.”¹ Twain was a creative genius and could get away with digressive narratives. But speakers who draw from the “ragbag” of their minds and let their listeners piece together the structure of their remarks risk losing their audience. Clear organization is fundamental, and the Leader's Script will enable you to make a compelling case every time you speak.

The Role of Structure

A sound structure does some heavy lifting for you: It allows you to get your message across. If you say to a colleague, “We need to work on our client pitch,” and you don't explain why, the thought dangles. If you tell an employee, “I am confident you can lead this project,” your listener will expect you to explain the reasons you believe that. Hence the need for proof points. Stating your message is rarely sufficient. You need evidence that encourages listeners to buy into that point of view. So after presenting what you believe, share why you believe it.

Structure your script in advance when you know you'll have to say a few words or field questions. But even when you have little warning, create a set of bullet points—on paper or in your head—that support your argument.

Adeola Adebayo, a principal at OMERS, one of Canada's largest pension funds, told me she has to come up with proof points several times a day. ...