So What?: How to Communicate What Really Matters to Your Audience

CHAPTER 6WHO YOU ALWAYS WANTED TO BE—YOURSELF

"WHEN I JOINED THE PROFESSIONAL GOLF ASSOCIATION TOUR IN 1967, I WAS A NOBODY. AND WHEN I TOLD MY JOKES, NO ONE LAUGHED. THEN IN 1968, I WON THE U.S. OPEN, AND AFTER THAT WHEN I TOLD THE SAME JOKES, EVERYONE LAUGHED LIKE HELL."—LEE TREVINO

Lee Trevino can afford to laugh. In the world of professional golf, his swing has been the subject of many discussions—almost none of them flattering. He developed his now-famous inside-out swing as he taught himself to play golf.

Even so, Trevino won 29 times on the PGA Tour, including six majors, and he was named Sportsman of the Year by Sports Illustrated. I often use Lee Trevino as an example of authenticity in my role as a presentation coach. I say to my students, ...