Jim always found public speaking relatively easy. As an executive, whenever he delivered a presentation, the right words seemed to flow from his mouth without much preparation. His composure, posture and voice all communicated extreme confidence to every audience. Today, however, he would coast on his natural skills and go down in flames. The audience of first-line employees was not a bit impressed by Jim's reputation or style. They came to this meeting very angry and frustrated by the way a recent layoff was handled and would not be easily placated. During the Q & A portion of his presentation he lost his legendary composure, became defensive and eventually ended the meeting prematurely.

What went wrong in this scenario? How could someone so gifted fail so miserably? Like many leaders before him, Jim didn't understand that, "Preparation trumps talent every time." Corporate audiences don't expect leaders to be slick, stand-up comics or motivational speakers. They do, however, expect leaders to be prepared and authentic. By authentic I mean more than a talking head or a "suit." They want to know that we have taken the time to know their fears, struggles and doubts. It is difficult, however, to be authentic when we are not prepared. Please understand that not every presentation requires the extensive preparation described in this article. However, when we are faced with high-stakes presentations, like the one in the above story, there is no excuse for a lack of preparation.

The purpose of this article is to encourage those of you who are not "natural born speakers," to believe that you can be highly effective every time you step to the lectern. I am convinced that charm and charisma are overrated. Instead, what people hunger for is candor and authenticity. They will forgive our stumbling over words and a certain amount of nervousness as long as we are prepared and believable. So what type of preparation is required to succeed in high-stakes presentations?

1. Examine your motives and objectives

   Before crafting your message, it is critical that you define what you want from the presentation. What is the desired bottom line result? Is it to inform, dispel rumors, encourage change or resolve conflict? It is equally important that we "get our head straight." This is no time to show people who's the boss or to flex our intellectual muscles. If we expect people to buy into our ideas, then we must communicate in a style that is centered, calm and positive. I recommend that you develop routines that help you be at your best for these high-stakes presentations. These routines might include deep breathing exercises, visualizing success and/or mixing with the audience prior to your presentation.

2. Know your audience

   A high percentage of your effectiveness will depend on understanding the audience. How much do they know about your topic? Are their attitudes about the topic positive or negative or mixed? Who in the audience will be particularly challenging? What questions might audience members ask and how will you answer these questions (write out the questions and your answers)? Describe the worst-case scenario and how you will respond to it. Which informal leaders should you meet with before your presentation?

3. Designing your presentation for maximum success

   If your presentation is intended to inspire high performance or introducing change, then you as the leader should be the star, not PowerPoint. People are burnt out on PowerPoint. Over use of this medium will numb their brains and cause eyes to glaze over.

   First - Start at the end by writing out the conclusion to your presentation and make it memorable. Present a challenging call to action, summarize your key points or tell a story of what the organization will look like once your plans are implemented. You want the last thing that people hear from you to stay with them for days and weeks to come.

   Second - Create your opening statement. Most corporate audiences have been conditioned to expect bland presentations. As professional speaker Patricia Fripp says, you want to "come out punching." Hit them right between the eyes with a relevant story, a startling statistic or a quote from a well-respected expert. But don't stop there; deliver the opening with passion and enthusiasm.

   Third - Keep to three main points (The Rule of Three) and use stories, examples and comparisons to reinforce these points throughout the body of your presentation.

Now it's time to practice your presentation, especially the opening and conclusion. Remember, "Practice makes up for a lack of experience." The natural born speaker will often be tempted to ignore this preparation, but you will pay the price of preparation and earn the ultimate prize of confidence, respect and success.

Finally, you don't have to look like you came from central casting in Hollywood or sound like the anchor person on the six o'clock news to be an outstanding speaker. All you need to do is remember, "Preparation trumps talent every time."

Applying the Gift of Generosity to Your Presentations

In my book, The Five Gifts of Insightful Leaders, I discuss how the gift of generosity distinguishes outstanding leaders. One of the secrets to delivering great presentations is to focus on your audience more than yourself. Think about information you can give them that will help them be more effective. Try using names of audience members in your presentation and leave sufficient room to answer individual questions. Your "generosity" of attitude and content will define you as a unique leader and motivate your audience to new levels of achievement.

The following resources from M. J. Campbell Associates are recommended for your professional development:

• Article:

  "Why Presentations by Leaders Often Fail" - Newsletter Archives

• Workshop:

  Successful Business Presentations

• Consulting Service:

  Virtual Presentation Coaching

• Presentation by Mark Campbell:

  "Sweaty Palms, Butterflies and Bucks: How to Accelerate your Career Through Public Speaking"