CHAPTER 1
The Most ImportantElement of All
You’ve got to start with the customer experience and work back toward the technology, not the other way around.
When I conduct executive-level presentation coaching programs aimed at persuading tough decision makers, I often begin by waving a crisp $100 bill around the room and asking the participants, “Who would like to win this?” Several hands shoot up in the air, folks sit up a little straighter in their chairs, and all eyes are fixed on the green oval portrait of Benjamin Franklin. Once I have their attention, I continue, “In the next thirty seconds, you’ll win $100 if you can answer this question correctly: What is the most important element of every presentation?” I set a thirty-second ...
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