5. Presentation Advice from Abraham Lincoln: Clarity, Ownership, and Add Value
Ted Sorensen, who was John F. Kennedy’s special counsel and speechwriter, most notably for his historic inaugural address, studied the texts of Abraham Lincoln’s speeches—at JFK’s request—for style ideas. In an article for the Smithsonian magazine, Sorensen wrote that JFK “also asked me to read all previous twentieth-century inaugural addresses. I did not learn much from those speeches (except for FDR’s first inaugural), but I learned a great deal from Lincoln’s ten sentences.”F5.1
The ten sentences Mr. Sorenson referenced are those of the memorable Gettysburg Address, but he also analyzed Mr. Lincoln’s first inaugural address and, in particular, its last line. When Mr. Lincoln delivered the speech on March 4, 1861, the secession by Southern states was threatening to plunge the nation into Civil War. In his desire to conclude his oration on a note of unanimity, Lincoln carefully considered his wording.
“He needed no White House speechwriter,” Mr. Sorensen said. “He wrote his major speeches out by hand, as he did his eloquent letters and other documents. Sometimes he read his draft speeches aloud to others, including members of his cabinet.” In the case of the first inaugural address, Lincoln shared a draft with Secretary of State William Seward, who offered this suggestion for the closing sentence:
The mystic chords, which, proceeding from so many battlefields and so many patriot graves, pass through all the hearts and all the hearths in this broad continent of ours, will yet harmonize in their ancient music when breathed upon by the guardian angels of the nation.
Mr. Sorensen added that “Lincoln graciously took and read Seward’s suggested ending, but, with the magic of his own pen, turned it into his moving appeal:”
The mystic chords of memory, stretching from every battlefield and patriot grave to every living heart and hearthstone all over this broad land, will yet swell the chorus of the Union, when again touched, as surely they will be, by the better angels of our nature.
Presenters can learn a triple lesson:
- Clarity. Mr. Seward’s version of the sentence rambled on in a long, convoluted series of subordinate clauses. In Mr. Lincoln’s rewrite, each clause builds upon the other in a straight ascending arc to culminate on a strong, affirmative note. The lesson for you is not about poetic or lyrical progression, but about succinctness. All too often, presenters ramble on in long convoluted sentences that wend their way into the weeds. Speak in crisp, clear, and brief phrases. Make your points and move on.
- Ownership. Presenters must take responsibility for their own presentations. You cannot and must not attempt to deliver someone else’s presentation, nor can you delegate the creation of your presentation to another person or group. This does not mean that you should write out every word by hand, as Mr. Lincoln did, but do participate in the development of the content. However, you must practice your presentation as Mr. Lincoln did. Speak it aloud—to others or to yourself—several times in advance, because only then will you feel comfortable and be effective when you deliver it.
I realize that this recommendation presents a challenge in the corporate world, where, in the interest of unified messaging, presentations are usually generated by a central marketing group and then distributed throughout the organization. This not to say that you should depart from the company story, but to take that story, tweak it to your style and practice it aloud.
- Add Value. Mr. Sorensen researched diligently on behalf of JFK, and so did Mr. Lincoln on his own behalf. Mr. Sorensen noted that Mr. Lincoln had a “willingness to dig out facts (as his own researcher).” No one knows your own subject as well as you do, but don’t rely only on your knowledge alone; find additional supporting information to add value to your story.
If Abraham Lincoln could do all this and run the country, you can find the time to take charge of your presentation.