The HBR Guides Collection (8 Books) (HBR Guide Series)

27

Defi ne Your

Big Idea

Your big idea is that one key message you must commu-

nicate. 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 fi nancials.” 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 partici-

pate 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’ ...