42 Resonate
The second transition, the call to action, clearly defines
what you’re asking the audience to do. Successful
persuasion leads to action, and it is important to clearly
state exactly how you want the audience to take action.
This step in the presentation gives the audience discrete
tasks that will help bring the ideas you convey in your
presentation to fruition. Once this line is crossed, the
audience needs to decide if they are with you or not—
so make it clear what needs to be accomplished.
Whether a presentation is political, corporate, or
academic, the audience consists of four distinct types
of people capable of taking action: doers, suppliers,
influencers, and innovators.
Because of differences in temperaments, every audi-
ence member will have a natural preference for one
type over another. Providing each type with at least
one action that’s suited to their temperament allows
them to choose the action they’re most comfortable
performing. When audience members see how they
can help, it leads to momentum and quicker results.
Most people are equipped with the ability to carry
out at least one of the four types of actions effectively.
A truly passionate revolutionary for your ideas could
embody all four of the action types.
Call to Action
Sample calls to action that can be requested of
an audience:
The doer can be asked to assemble, decide, gather, •
respond, or try.
The supplier can be asked to acquire, fund, provide •
resources, or provide support.
The influencer can be asked to activate, adopt, •
empower, or promote.
The innovator can be asked to create, discover, •
invent, or pioneer.
Be sure to identify actions that are simple, straight-
forward, and easily executed. The audience should be
able to mentally connect their actions with a positive
outcome for themselves, or for the greater good.
Present all the necessary actions and make sure the
most critical tasks for success are emphasized.
Many presentations end with the call to action; however,
ending a presentation with a to-do list for the audience is
not inspirational. So it’s important to follow up the call to
action with a vivid picture of the potential reward.
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Lessons from Myths and Movies 43
WHO THEY ARE
WHAT THEY
DO FOR YOU
HOW THEY
DO IT
Instigate Activities
These audience
members are your
worker bees. Once
they know what has
to be done, they’ll
do the physical
tasks. They recruit
and motivate other
doers to complete
important activities.
DOERS
Get Resources
These audience
members are the
ones with the
resources—financial,
human, or material.
They have the
means to get you
what you need to
move forward.
SUPPLIERS
Change Perceptions
These audience
members can sway
individuals and
groups, large and
small, mobilizing
them to adopt and
evangelize your idea.
INFLUENCERS
Generate Ideas
These audience
members think outside
the box for new ways
to modify and spread
your idea. They create
strategies, perspectives,
and products. They
bring their brains to
the table.
INNOVATORS
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