STEP 9
Sketch your outline
Find a natural flow
We once organised a two-day international marketing conference for one of our clients, a large pharmaceutical company. There were numerous international speakers, sharing the latest marketing insights in the pharmaceutical world. And, as the overall organiser, we asked for feedback from the participants at the end of the event. But, instead of asking for the usual evaluation of each speaker, we asked the speakers what the key message was and we asked the participants to tell us what they had learnt. You’ve guessed it! The results were not so good. Less than half of the participants could remember ...
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