The magic of skillful spokesmanship
We were tasked with developing a vibrant, emotional, brand-focused message that would inspire and communicate authenticity and personal investment.
challenge
A Fortune 500 EVP on a short list for CEO had a lackluster message and a stiff, impersonal delivery. He was perceived as robotic and unapproachable and lacked influencing confidence.
His confidence in delivery and
captivating an audience is solid.
solution
We designed a three-part program comprised of message development, intense media training and speaking skills. First was a content discovery session with four communicators and an expert media trainer, former news anchor, to extract how the product lines he managed impacted and extended value to consumers. Breakthrough happened several hours into the session when the executive declared the company’s products brought “magic” to people’s daily lives. Building on the “magic” of the products, we created layered message maps and storylines targeting a few consumer archetypes. Media training reviewed tactics, message consistency and presentation. The final session was a storytelling workshop and delivery practices. This was an important investment of time over a few months of the executive’s very busy schedule.
Breakthrough happened several hours into the session when the executive declared the company’s products brought “magic” to people’s daily lives.
His confidence in delivery and
captivating an audience is solid.
Less than six weeks after the start of the program, the executive was the sole guest on the highest profile business show in the USA.
result
Less than six weeks after the start of the program, the executive was the sole guest on the highest profile business show in the USA and held his own with four reporters including the country’s top business anchor and host, live on camera. His confidence in delivery and captivating an audience is solid. He has even applied communication tactics to customer pitches and client meetings.
