Mau tieu luan

John von Neumann Institute, Vietnam National University Ho Chi Minh City

Tutorial:

Keys to Effective Communications

Prof. Vu Duong Director & Chair of Systems Science

John von Neumann Institute, Vietnam National University HCM

Keys to Effective Presentations

Copyright (c) John von Neumann Institute, VNUHCM 2014

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Structure

Delivery

Visual Aids

1. Strategy

Analyzing The

Situation

Purpose Audience

Credibility Cultural Context


2. Structure

Organizing The

Presentation

Indirect structure •  start with question, and end with

recommendation •  more typical in academic and

technical settings

Direct structure •  start with recommendation,

support it then reiterate it •  more typical in business settings,

and to managerial audiences


3. Delivery

Conveying Your

Message

Vocal channel • How you sound to the

audience

Non-verbal channel • How you look to the

audience

Copyright (c) John von Neumann Institute, VNUHCM

2014

Vocal Channel

How You

Sound

Strive for natural variation in tone, pitch, rate

Use pauses for emphasis

Convey enthusiasm

Avoid filler words (um, uh, ah, …)


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Nonverbal Channel

How You Look

Show confidence and knowledge

Connect with the audience

Leverage nonverbal tools •  Posture and stance •  Gestures •  Movement •  Facial expressions •  Eye contact


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4. Visual Aids

Enhance Your

Presentation

Purposes

Checklist

Important Design Considerations


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Enhance Your Presentations

Purpose

Clarify structure

Emphasize important ideas

Illustrate relationships visually

Enhance and maintain interests


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Important Design

Consideration

Maintain consistent & simple template

Keep uncluttered & readable

Title appropriately

Limit use of colors

Avoid distortion of special effects


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Checklist

check equipment and room in advance

Have alternatives in case of equipment failures

Avoid blocking audience’s view

Interact with visuals effectively

Focus on audience, not the visuals

State transitions aloud


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Creating Visual Aids

Choose Appropriate

Medium

Flip Chart

Overhead transparencies

Computer projections

Slides

Video


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Checklist For

Visuals

Consistency

Appropriate Titles

Purposeful use of colors & effects

Clear and uncluttered


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Use Consistent Template

Create a simple, clear template

Test for effective projection; test handouts for note taking

Use sharp color contrast

•  Computer projection: consider white or yellow against dark background

•  Transparencies: consider dark color against clear background


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Use Appropriate

Titles


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TO FOCUS AUDIENCE’S ATTENTION, e.g.

THIRD QUARTER LOST


Other Considerations

Use color to focus vs. decoration

Avoid distortion from special effects

Use clear, concise texts

Don’t overload


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Managing Q/A

Before During After Plan, anticipate and rehearse

Listen before you answer

Summarize main points – Regain the floor for final word

Set rules about timing (during or after)

Answer using tips


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Managing Q/A

Use Q/A To Hone

Your Message

Listen actively and answer the question!

Restate, paraphrase and clarify

Empathize

Turn question to audience or questioner

Answer honestly

Look at entire audience – not just questioner

Reinforce main points


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Managing Q/A

Attributes of Giving

Effective Feedback

Concrete and specific

Helpful

Descriptive

Relevant

Timely

Desired Copyright (c) John von

Neumann Institute, VNUHCM 2014

Managing Q/A

Accepting Received Feedback

Take a moment before responding

Restate or paraphrase back

Clarify

Evaluate feedback later

Try to understand speaker’s point-of-view

Take notes


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Presentations: Summary


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Develop Strategy/Structure •  Context: Purpose, Audience,

Credibility •  Structure: Direct/Indirect

Owning Delivery •  Tone, Fluency •  Confidence, eye contact

Create Visual Aids •  Uncluttered, purposeful •  Well titled, consistent

Handling Q/A •  Plan •  Listen, Answer •  Summarize

Effective Presentations

Steve Jobs’ Secrets


Observation 1


1. Plan the Talk

A Steve Jobs presentation has all the elements of a great movie—heroes and villains, stunning visuals, and a supporting cast. And, like a movie director, Steve Jobs "storyboards" the plot.

Before you go digital and open PowerPoint, spend time brainstorming, sketching, or white-boarding.

Remember, you’re delivering a story. Slides complement the story.


Observation 2


2. FOCUS ON BENEFITS

Steve Jobs sells the benefit behind every new product or feature—and he’s very clear about it:

• Why buy an iPhone 3GS? Because "it’s twice as fast at half the price.” • What’s so great about Time Capsule? "All your irreplaceable photos,

videos, and documents are automatically protected and easy to retrieve if they’re ever lost."

Your listeners are asking themselves one question: why should I care? Nobody cares about your product or service. They only care about how your product or service will improve their lives.


Observation 3


3. Sell Dreams, Not Products

Steve Jobs doesn’t sell computers. He sells the promise of a better world.

•  When Jobs introduced the iPod in 2001, he said, "In our own small way, we’re going to make the world a better place." Where most people see the iPod as a music player, Jobs presents it as tool to enrich people’s lives.

Of course, it’s important to have great products. But passion, enthusiasm, and a sense of purpose beyond the actual product will make the difference.


Observation 4


4. Create Friendly headlines

Steve Jobs offers a headline, or description, for every product and each headline can easily fit in a Twitter™ post. •  For example, when Jobs introduced the MacBook Air™ in January

2008, he described it simply: "The world’s thinnest notebook." That one sentence speaks volumes.

•  Jobs will fill in the details during his presentation and on the Apple Web site, but he finds one sentence to position every product.

Can you describe your product or service or problem in 140 characters?


Observation 5


5. Draw a Roadmap

Jobs outlines the story—the narrative—at the beginning of every presentation. •  At the Sept. 9, 2009, music event, Jobs told the audience

he would be talking about three products: iPhones™, iTunes™, and iPods™. Along the way he provides verbal guideposts such as "iPhones. The first thing I wanted to talk about today. Now, let’s move on to the second, iTunes."

Help your listeners follow the storyline.


Observation 6


6. Create Visual Slides

There are no bullet points in Job’s presentations. Instead he relies on photographs and images. Where the average PowerPoint slide has 40 words, it's difficult to find seven words on 10 of Jobs' slides.

•  The technique is based on the idea that information is more effectively recalled when text and images are combined.

•  For example, when Steve Jobs unveiled the Macbook Air™, Apple's ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila envelope. That image was worth a thousand words. "Simplicity is the ultimate sophistication," Jobs once said.

Be sophisticated. Keep it simple!


Observation 7


7. Demo

In addition to stunning visual backdrops (his slides), Steve Jobs brings props for show and tell.

•  After introducing new products or features, Jobs will often sit down at a computer or pick up an iPhone and demonstrate how it works. These demos are simple, but often very dramatic.

•  When Jobs introduced Macintosh in 1984, he walked to the center of a darkened stage and slowly pulled the computer from inside a black bag. He pulled a floppy disk out of his pocket, slowly inserted it into the computer, and walked away as the computer came to life.


Observation 8


8. Plan “water cooler” moments

There's always one moment in a Steve Jobs presentation that is the water cooler moment, the one part of the presentation that everyone will be talking about.

•  These showstoppers are completely scripted ahead of time. For example, when Jobs unveiled the MacBook Air™, he removed the computer from an inter-office envelope to show just how thin it was. It's the one moment from Macworld 2008 that everyone remembers.

Plan a showstopper.


Observation 9


9. Obey the 10-Minute Rule

Neuroscientists have found that the brain gets tired after 10 minutes of any presentation. •  In other words, no matter how engaging the speaker,

audiences will tend to tune out after approximately 10 minutes.

•  A Steve Jobs presentation lasts about 1.5 hours but every 10 to 15 minutes, he breaks up the content with video, demonstrations or guest speakers.

Don't give the audience time to get bored.


10. Use “Catchy” words


11. Practice – A Lot


12. Dress Appropriately


13. Make Numbers Meaningful

In every Apple presentation, big numbers are put into context.

•  On Sept. 9, 2009, Apple Vice-President Phil Schiller said that 220 million iPods had been sold to date. He placed that number into context by saying it represented 73% of the market.

•  He broke it down even further—and took a jab at the competition—by saying Microsoft was "pulling up the rear" with its 1% market share.

Schiller learned his technique from Jobs who always puts large numbers into a context that's relevant to his audience.


14. Share the Stage


16. One More Thing … HAVE FUN!


Persuasive Presentation Exercise

Reminders

Make a presentation about your team (discussion and prep 20mn)

Persuade the class that you have the best team for “your project”

Don’t forget strategy, structure, context

Timing: five minutes + 2 for Q/A


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