Chapter 14

THE PRODUCER

MEET THE PRODUCER

Imagine a rhino roaming the savannah: a creature that demands respect but also gives off a distinct “look but don’t touch” vibe. It’s an impressive sight, but it’s not one you want to get especially close to and snap a few selfies with. Similarly, Producers demand the respect of their audience, but they exude a sense of authority that doesn’t encourage conversation or questions. They are strong presenters who command the stage with the weight of their presence. And perhaps the size of their horns?

One of the reasons Producers are so credible and impressive is that they carefully prepare beforehand. It’s hard to argue with a presentation filled with supporting facts, sourced stats, and proof points around every corner. They also spend time getting to the audience’s needs, ensuring that potential questions are addressed during their talk.

That point is important to remember, that questions are often addressed during their talk. Producers don’t spend a lot of time, or perhaps any time, on group activities, Q&A sessions, and other elements of a presentation that rely on audience participation. This might be because they are used to the traditional idea of a presentation, in which presenters take the stage, deliver their speech, and then step down when they’re finished. But it could also be due to a discomfort with discussion or an unwillingness to hear outside opinions and potential questions.

If you scored as the Producer persona, you may have a range of reasons why you’ve never chosen to encourage discussion after your talk. You may also be surprised to hear that avoiding audience interaction can make you seem a little distant. Sometimes this can work to your advantage, especially if you want to appear like the final authority on the content of your talk. But sometimes, it might be good to hear some outside opinions on your message—even if you’re hearing from a presentation persona assessment.

Another trait that Producers share that makes them so memorable is their ability to shape their message into something that has long-term value. Say, for instance, they have an investor pitch for a product they are developing. Producers are creative enough to think beyond a few initial presentations, and they consider ways that the slide deck can be used well into the future, in front of other audiences. In general, they tend to think big.

Producers are fantastic presenters and “beasts” onstage. But you can always become stronger and work toward making personal connections with your specific audience. Let them know that your horns are merely decorative, and give them an opportunity to speak or interact with you when possible. With just a pinch of improvement, you can become the strongest speaker in the savannah.

HOW YOU SCORED

So how did you score the Producer? These results were calculated using our four-quadrant algorithm in which anything on the outside corner of the specific quadrant is considered high and anything near the main intersection is considered mid-low (Figure 14.1). Here is a simple rundown of your placement in each quadrant and how we arrived at your profile:

Figure 14.1 The Producer

EXPLORATION

Producers score well in this quadrant, landing in the mid- to high range of the plot. If there is a task to be done, you are willing to roll up your sleeves and get to work. Similarly, you aren’t afraid to devote as much time as necessary to ensure that your presentation is a success. Whether it’s collecting powerful quotes, finding important supportive data, or Googling exactly who will be in your audience, Producers put in the extra effort before they step onstage so that they will appear knowledgeable to their audience and feel confident in themselves.

SHARING

With all of their wisdom, preparedness, and authority, it’s not surprising that Producers score in the mid- to high range of this quadrant. You know the points that you want to make, and then you deliver them with conviction. Your audience is never unclear about what the main purpose of your talk is or what they are expected and/or encouraged to do once the talk is finished. Other personas might score high in Sharing because of their conversational and fun tone, but you really score well here because you don’t waste the audience’s time. You say what you mean to say, back it up with proof, and then leave the audience feeling well educated on the topic.

RESPONSE

This is the only area that Producers struggle in, averaging scores in the mid- to low range of the quadrant. Why? A lot of this area has to do with the information that the audience has immediately after the talk is finished and whether you spend time interacting with them. Since there are so many different learning styles and perspectives that may not adhere to yours, it’s important to customize your message in this crucial stage. Mingling with your audience, ensuring that they are engaged, and using relevant group activities are all ways to improve their internal response during and after the presentation.

DURABILITY

Producers like their messages to mean something. They want to create long-term change or significantly alter the way their audience thinks. For most, a speaking opportunity is wasted unless it causes significant and positive change in the world. This instinct is why Producers score in the high range of the Durability quadrant: they are big-idea thinkers with the desire and energy to make their presentation an opportunity for so much more.

SPOTTING A PRODUCER IN THE WILD

Meet Jeff, the CEO of a midsize financial company called X-9 Invest. He’s no backseat CEO but, rather, a hands-on leader who loves his business and works hard to understand his employees’ needs. Every year, he delivers a keynote address to the company to keep everyone informed about new policies, company performance, and other miscellaneous changes that each department needs to know about.

Jeff works hard on this presentation. He locks himself up in his office for a week and writes his speech, designs his slides, and rehearses in front of a mirror. He runs through stories about X-9 Invest employees who have done impressive work during the year, and he even peppers the talk with a few jokes. His goal is to deliver something fast, to the point, yet still fun. He knows that his team will be looking forward to the free catered lunch, and he doesn’t want to waste their time or seem like the kind of CEO who loves to hear himself talk.

Every year, his presentation goes smoothly. He starts and ends in the allotted time, says what he needs to say, and comes across as a credible and thoughtful leader. His team enjoys it, and they remember his main points throughout the year because of the initiatives he establishes.

But there is room for Jeff to improve. At present, these talks are a bit like a doctor’s: clean, sterile, and effective but not somewhere that you would really want to spend a lot of time. Jeff is missing a great opportunity to connect with his team and hear voices from different departments. He might give each of the departments a portion of time to speak, or he could open up the floor to questions. He could also create some group activities or introduce a think tank to present ideas they’ve already been prepped on before the talk.

These annual talks require that every employee attend. This is a huge opportunity to bring the team together in a social way, even if it deviates a little from Jeff’s rigid schedule. Adding in a more conversational feel can also help new employees see Jeff in a different light, as someone approachable.

In a single presentation, a CEO has the chance to break down barriers between what people assume a CEO is like and the kind of guy Jeff actually is at his core. He needs to look beyond time efficiency to consider ways to encourage meaningful interactions between himself and his team.

He is already putting in the necessary work to deliver a presentation that gets the job done. All Jeff needs is a little nudge in the right direction to make his talk more engaging, more interactive, and thus more meaningful. As a Producer, his goal should always be to “produce” a stronger connection between himself and his audience.

YOUR NATURAL HABITAT

What does a rhino have to fear? Group size doesn’t tend to worry you unless you’re concerned your message won’t be heard by the right people. Most Producers are comfortable in a setting large enough that they can end their talk and walk out the door afterward. Elvis has left the building. If this sounds familiar, consider moving outside of your comfort zone and scheduling a brief 10-minute discussion after your talk to leave the audience with a more personal ending.

BRAWN (STRENGTHS)

Clever

Impactful

Knowledgeable

Your messages have long-term impact, and they are ready to stand on a global stage. Why? Producers are excellent at preparing these messages beforehand, and they also have an effective presence onstage. This is due to a crucial combination of the following: natural ability, a perspective that makes you take your assignment seriously, ambition, and the intelligence to take your message to the next level.

The “clever” strength also comes from an inherent knowledge of audience needs. As we mentioned in “Meet the Producer,” you pepper your presentation with exactly what your listeners expect and want to hear throughout your talk. Is this due to past experience as a speaker? Perhaps it’s because of your own expectations of yourself. Either way, you’re a smart speaker who knows how to accomplish your onstage goals.

TRAPS (WEAKNESSES)

Impersonal

Unhelpful

Intimidating

There is a span of time immediately after the presentation that offers the speaker a chance to address concerns, reaffirm the call to action, and network to make important connections. Producers tend to roll their eyes at this crucial step and are instead focused on the next big thing. This can give audiences a chill and also hurt their short-term understanding of the message.

Perhaps even more than this, not spending time to work on the Response quadrant can leave people feeling left out. If you do an excellent job and then flee, your audience may suspect that the presentation was an item on the to-do list. Make sure you reiterate that your audience is valuable and that you are interested in hearing what they have to say.

YOUR NATURAL ALLY

Take a lesson from Befrienders (Chapter 4) either by connecting in person or by observing one in action. They can help you improve your Response.

YOUR PREY

Some people like to chew their food slowly, savoring the flavor and appreciating the quality of the cooking. Those same careful, thoughtful people are the kinds of audience members who will love you. They will understand your message at first glance, and they will follow through in the long term by remembering what you said. You won’t have to worry about interacting with these slow chewers; they can fill the gap of knowledge using just the information provided during the speech.

YOUR PREDATORS

In contrast to the more self-guided members of your audience, there will always be those who need extra clarification and a little bit of hand-holding. Cater to them by eliminating jargon, simplifying your main points and takeaways, and creating some interactive moments even if it kills you. Don’t just aim to come across as powerful and experienced; seek to become more approachable and friendly in your next big presentation.

FIVE DOS AND DON’TS

DOS

1.   You know that your message has long-term value, but you need to also make sure that you convey its benefits for the short term. Your audience will be more likely to act if they can imagine results tomorrow, next week, or even next month.

2.   Add more meaning to your message by editing its underlying purpose. How can your takeaways, research, and hard work all add up to a change in your audience? Keep the word “change” in mind as you revise.

3.   Prevent a zoned-out audience by throwing in a few surprise elements: props, a pinch of humor, or a story.

4.   Group activities don’t have to be a drag. Consider events you’ve gone to that have had fun group activities. Take inspiration from those no matter how unusual or out of the box they seem to be.

5.   Do you schedule time at the end of your presentation to address audience questions? If you don’t, start today. If you already do, stretch out that time to incorporate more audience interactivity. It’s a great way to get your audience personally involved with the message.

DON’TS

1.   Don’t doubt your ability to persuade an audience. You have everything it takes! You put in the research, you have a long-term message, and you have some solid delivery skills. All of this adds up to the ability to turn a “no” into a “yes.”

2.   Don’t hide your main points in a cloud of jargon and technical terminology. The most effective speakers, such as Steve Jobs, use fifth-grade vocabulary to make their points more relatable and clear.

3.   Don’t forget to smile! Producers are often serious, no-nonsense presenters. If you find it hard to come across as personable, include a short story that makes you smile to retell it and open your talk with it.

4.   Don’t neglect to use your presentation as a networking opportunity. Invite people you’ve never met in person and tell them to bring their friends.

5.   Don’t feel like you’ve failed if an audience member asks for clarification on a main point during or after your talk. Use it as an opportunity in the future to edit your content and home in on the right message.

THE IDEAL PRODUCER

There is no such thing as a bad persona. There are only areas to improve on within your range of strengths and weaknesses. With that in mind, what do ideal Producers look like?

1.   They put their audience first, well above their message, in order to break down barriers between them and their audience.

2.   They schedule time after or even during their presentation to accommodate a group activity, discussion, or specific Q&A session.

3.   They ignore the clock and instead aim to finish their presentation when everyone in the room is engaged and satisfied with the message itself.

Let’s revisit Jeff, our thorough CEO who plans to deliver his annual keynote speech. What happens when he takes inspiration from a few of our lessons and applies it to his presentation?

1.   He lets his audience know beforehand that they are encouraged to bring opinions about past initiatives and that he will host an optional Q&A to help the team better understand his thinking and decision-making in the past and future.

2.   He shares the spotlight with team members so that they can tell their own stories rather than try to describe them himself.

3.   He shortens his speech to make time for small group discussions across each department, focused on what they loved and hated over the past year.

Powerful presenters can sometimes be intimidating—like rhinos. Whenever possible, Producers should be aware of ways to humanize their message and allow the audience to speak for themselves. They need to make it clear that the audience is important and that it is not merely about their own clout and purpose. There are so many ways that this can be accomplished and the spotlight can be shared. Also, Producers already have the creativity to ensure that it can work for their own message. Show your audience how empathetic and invested you can be.