Writing Conference Presentations

💡 Mapping user research techniques to levels of knowledge about users When doing user research, it's important to choose the right methods and tools to uncover valuable insights about user behavior. It's possible to identify 3 layers of user behavior, feelings, and thoughts: 1️⃣ Surface level - Say & Think This level captures what users say in conversations, interviews, or surveys and what they think about a product, feature, or experience. It reflects their stated opinions, thoughts, and intentions. Example: "I prefer simple products" or "I think this app is easy to use." Methods: Interviews, Questionnaires. These methods capture stated thoughts and opinions. However, insights may be influenced by social norms or biases. 2️⃣ Mid-level - Do & Use This level reflects what users actually do when interacting with a product or service. It emphasizes actions, usage patterns, and observed behaviors, revealing insights that may differ from what users say. Example: Users may claim they enjoy customizing app settings, but data shows they rarely change default options. Methods: Usability Testing, Observation. Observation helps to reveal gaps between what people say and what they actually do. 3️⃣ Deep level - Know, Feel and Dream This level uncovers deep motivations, emotions, desires, and aspirations that users may not be consciously aware of or may struggle to articulate. It also includes tacit knowledge—things people know intuitively but find hard to express. Example: A user might not realize that their preference for a minimalist design comes from the information overload of a current design. Methods: Probes (e.g., participatory design, diary studies). Insights collected using these methods will uncover implicit and emotional drivers influencing behavior. 📕 Practical recommendations for mapping ✅ Triangulate insights by using multiple methods. What people say (interviews/surveys) may differ from what they do (observations) and feel. That's why it's essential to interpret these results in context. For example, start with interviews to learn what users say. Follow up with usability testing to observe real behavior. Use probes for long-term or emotional insights. ✅ Align research with business goals. For product improvements, focus on usability testing to catch interaction issues. For innovation, use probes to generate new ideas from user insights. ✅ Practice iterative learning. Apply surface techniques (like surveys) early to refine assumptions and guide more in-depth research later. Use deep techniques (like probes) for strategic decisions and to foster innovation in long-term projects. 🖼️ UX Research methods by Maze #ux #uxresearch #design #productdesign #uxdesign #ui #uidesign

I've helped over 400 businesses in 9 years. The most successful ones have 1 trait in common: They understand their customers deeply. - They're not afraid to focus on ONE target market; - They study both the company AND its people; - They use surface-level AND deeper insights. But above all, they understand it's an ongoing work. On the other hand, weak businesses do this: - Assume they already know their market; - Stop the research at firmographics; - Don't install a feedback loop. So, they end up saying, 'We've always done it this way.' You want to be on the 1st list, not the 2nd. That's why you should study "The 3 Levels of Ideal Customer Knowledge" 1. Level 1 - Firmographics and job insights Use online tools to gather insights about your customers. Study both the company and the decision makers inside the company. 2. Level 2 - Company’s strategy and person’s role Conduct interviews with decision makers and end users to know more about their problems, goals, and other qualitative insights. 3. Level 3 - Updated buyers' insights Install an ongoing feedback loop with your audience and clients. Continuously collect insights about their current situations. It might sound like a lot of work (it is). But remember, once you know everything about your audience, the rest will be much easier. Follow me, Pierre Herubel, for daily marketing tips and subscribe to my weekly newsletter.

As leaders, we face a perpetual challenge: how do we take complex, abstract ideas and make them resonate with our teams? I've learned that one of our most powerful tools is our ability to draw meaningful connections to experiences we all understand. When confronted with uncertainty, our minds naturally search for familiar patterns, seeking wisdom from past experiences - analogies. This isn't just instinct, it's a sophisticated cognitive tool. Analogical thinking is the art of drawing meaningful parallels between past experiences and new challenges to gain clarity and make better decisions. A very interesting case study comes to mind. When Reed Hastings (co-founder of Netflix) stood at Netflix's crossroads in 2007, he used analogous thinking to navigate the situation. He saw a parallel in the textile industry. In the early days of industrialization, textile manufacturers powered their factories with in-house energy plants. They saw these power plants as critical to their operations. But when centralized electricity grids became available, the manufacturers who clung to their private power sources struggled, while those who adopted the new grid, thrived. The lesson? Generating electricity wasn’t their true strength; producing textiles was. Reed Hastings applied this same thinking to Netflix in 2007. At the time, Netflix was primarily a DVD rental business, but streaming technology was emerging. Hastings realized that, like the textile companies, Netflix’s real strength wasn’t in distributing physical DVDs but it was in delivering entertainment. Just as the most successful textile companies let go of in-house power generation to focus on production, Netflix needed to let go of DVDs and embrace streaming as the future. This analogy helped Hastings and his team make a difficult but transformative decision: prioritizing streaming, even when it meant disrupting their own successful DVD business. This kind of analogolical thinking shows how the richest insights often come from unexpected connections across different industries. The most powerful analogies don't provide ready-made answers. They offer new ways of seeing and understanding our current challenges. When wielded with caution and awareness, analogical thinking becomes a bridge between past wisdom and future innovation, helping us guide our teams through uncertainty with both confidence and humility. What analogies are shaping your leadership decisions today?

How do you prepare for the unexpected? These are my 8 best tips: The best communicators don’t just survive. They thrive under pressure. They’re not just resilient; they’re antifragile. What does that mean? They grow stronger with every challenge, critique, or unexpected curveball. That’s crucial because there is no such thing as a perfect talk, conversation, or presentation: → You get a nasty question → The tech doesn’t work → You are sleep-deprived → The audience looks at their phones and ignores you. What do you do? Training hundreds of CEOs, I always made sure they can excel in any situation, not just when the conditions are perfect. Because they never are. Here are 8 ways to become an antifragile communicator: 1️⃣ Embrace feedback as fuel: Every critique is an opportunity. Seek it out. It’s where growth begins. 2️⃣ Expect things to go wrong: No plan survives contact with the audience. Build mental flexibility. 3️⃣ Remember, don’t memorize: A rehearsed script lacks soul. Create an outline and remember key messages, opening & ending. 4️⃣ Be ready to speak without aids: Tech can fail. Train to deliver without mic, slides or notes. (It’s easy once you understand structures) 5️⃣ Prepare for tough questions: Every question, objection, and interruption is a chance to shine. 6️⃣ Strengthen your core message: Clarity is power. When you know your purpose and message inside out, you can handle anything thrown at you. 7️⃣ Learn bridging: The answer-bridge-communicate (ABC) method allows you to bring everything back to your message. 8️⃣ Speak from peak states: Harness your optimal emotional, mental, or physical state to make your communication more impactful, authentic, and engaging. The best communicators adapt to the moment. What’s your best tip to prepare for the unexpected? ♻️ Please share with your network & follow Oliver Aust for daily tips on leadership communication.

Two things I do to get over nerves of a big presentation or a talk (like my first TEDx coming up) is to rehearse with photos of a crowd in front of me and to power through the entire presentation no matter what distractions happen. Before I had this little multi-monitor set up, I’d actually print photos of crowds and pin them up. There’s a strange but pretty realistic thing that happens when you do this. Like exposure therapy, this brings up very real emotions of what it actually feels like on stage. I’ve learned that I need a mix of photos: ✅ Central image of a crowd being a normal crowd right before you get started. It makes me take stock of the moment right before I start and my energy in the first 30 seconds. This makes or breaks whether people will engage with you. ✅ A side image of an engaged crowd. When I feel like I’m in rhythm, my eyes tend to go to this one more to simulate flow. ✅ A side image of a bored crowd. This one I glance at for two occasions. If I’m feeling lost or nervous, I’ll look at this image to practice getting back on track and back to the engaged audience. Or, if I’m still in a state of flow, I’ll practice NOT getting thrown off by people who appear disengaged. The second thing I do to improve my practice is that I complete my run through no matter what. 🟢 Kids knocking on my office door 🟢 Text message or phone going off 🟢 Dog barking at the Amazon delivery In every real presentation I’ve done, there is ALWAYS some unplanned distraction that comes up. You have to practice getting back on rhythm when sounds and movement distract you. A bonus tip: record yourself and then watch it back as if you were an audience member. Adopt the mindset of someone sitting in the audience and cue up their “What’s In It For Me?” moment. ➡️ I hope this is good ➡️ I need inspiration for ______ ➡️ The last speaker was great/not so great ➡️ A “dementia advocate” is speaking about the future and innovation? Why? The audience isn’t there for you. They are there for them (even when they’re there for you). Serve them. Speakers, what advice would you add for the week prior to your big engagement? Assuming you’ve got the rehearsal of content down, what’s your next focus and why? 👇🏼

Last night, former President Obama and First Lady Michelle reminded us of the power of compelling storytelling in their speeches at the Democratic National Convention. But what’s the secret behind these moments of excellence? Jon Favreau, Obama’s former director of speechwriting, shared five golden rules that are just as applicable to our business presentations as they are to political speeches. Here are five insights you can apply when delivering your next presentation, whether on stage, in a meeting, or in the boardroom: 1. The story is more important than the words Too often, we focus on the right words, but the real question is, “What story am I telling?” Before writing a speech, Favreau would always begin with a conversation, drawing on Obama’s ability to outline a clear narrative first and build the words around it. Always start with the story you’re trying to convey—it’s the backbone of your message. 2. Keep it simple Long presentations may feel thorough, but they are often forgettable. Favreau emphasized brevity: aim for twenty minutes or less. "A speech about everything is a speech about nothing." Narrow your message down to the essential points. 3. Address counterarguments upfront Don’t wait for the Q&A to address objections. In business, as in politics, it's key to acknowledge opposing views and deal with them during your presentation. When Obama delivered his Health Care Reform Plan, he anticipated objections and tackled them head-on. 4. Empathy is key Knowing your audience isn’t enough. You have to step into their shoes. Obama’s speeches resonated because they were written in a language his audience understood. Whether you're presenting to colleagues, clients, or an entire audience, connect by understanding their challenges and perspectives. 5. Persuasion requires inspiration Logic alone won’t motivate. The best way to connect is through stories that touch the heart. In Obama’s 2008 victory speech, Favreau chose the story of Ann Nixon Cooper, a 106-year-old woman who had seen the full spectrum of progress in America. Her story was the perfect reminder that change, though slow, is always possible. Whether you're stepping on stage or presenting in the boardroom, these timeless tips from Obama’s speechwriting playbook can help you connect with your audience, deliver your message effectively, and inspire action. What stories are you sharing in your presentations? #Leadership #PublicSpeaking #Storytelling #Empathy #Inspiration

How CEOs and Leaders Master Thought Structure for Maximum Impact 👇 Ever wondered how CEOs and top leaders consistently communicate with clarity and confidence, even in high-stakes situations? I’ve marveled at their ability to distill complex issues into powerful, actionable messages. Over time, I’ve realized that their success often comes down to mastering the art of structuring their thoughts. Here’s what I’ve observed about how successful leaders organize their thinking for maximum impact: 🌟Start with the Core Message Leaders know exactly what they want to convey before they start speaking. They begin with the main point or conclusion and then build their message around it. This approach ensures that their communication is focused and impactful. 🌟Break It Down into Key Points Once they have their core message, they break it down into a few key points. This “pyramid” structure helps in presenting information in a logical sequence that’s easy for their audience to follow. 🌟Use Stories to Engage Great leaders often weave stories into their communication. They use storytelling to make abstract concepts relatable and memorable. Stories help to illustrate points and connect with their audience on an emotional level. 🌟Emphasize Clarity and Brevity CEOs are masters at stripping away unnecessary details. They focus on clear, concise messaging that gets straight to the point. This clarity helps in avoiding confusion and keeping the audience engaged. 🌟Adapt and Respond Leaders are adept at reading their audience and adapting their message on the fly. They stay flexible, adjusting their communication based on the audience’s reactions and feedback. By incorporating these strategies into my own communication, I’ve seen a significant improvement in how I convey my ideas and connect with my audience. It’s about structuring your thoughts clearly, focusing on what matters most, and delivering it with confidence. What techniques do you use to structure your thoughts like a leader? Share your insights and let’s elevate our communication together! LinkedIn LinkedIn News India

You’ve heard the advice, “Use stories in your presentations because people respond to stories!” Great advice. BUT… Your story won’t grab your audience’s attention and communicate your message unless it has these 6 elements. In fact, it could even have the opposite effect! Every story you use as the foundation of your high-stakes presentations needs to have: 1. A logical structure. A story needs a beginning, middle, and end with clear turning points between each section. Don't just jump between ideas randomly. Map your presentation flow on paper first so you can physically move sections around. The most persuasive structure builds toward your most important point. 2. An Emotional structure. In the middle of your story, create a rise of conflict where tension builds. This might be when your audience realizes their current approach isn't working or market conditions are changing rapidly. Plan moments where this tension rises before providing a cathartic resolve. Your audience will stay engaged through this emotional journey from tension to resolution. 3. A clear goal. The protagonist in your story must have something they're seeking–an objective that drives the narrative forward. In your presentation, position your audience as the hero pursuing something important. Whether it's reconciliation of different viewpoints or finding the solution to a pressing problem, make sure this goal is crystal clear. 4. Meaningful conflict. Every story needs the hero to face obstacles. This conflict might be with themselves, with others, with technology, or even with nature.  When preparing your presentation, identify what's standing in the way of progress. Is it internal resistance? Market challenges? Technical limitations? Acknowledging these conflicts shows you understand the real situation. 5. A resolution. Every narrative needs to resolve the conflict, though resolution doesn't always mean a happy ending. It could end positively (comedy), negatively (tragedy), or be inconclusive, requiring your audience to take action to determine the outcome. For business presentations, this inconclusive ending can be particularly effective as it prompts decision and action. 6. A lesson worth learning. While rarely stated explicitly (except in fairy tales), every story teaches something. Your presentation should leave your audience with a clear takeaway about what approaches to emulate or avoid. The quality of your story often determines the quality of your high-stakes presentations. Take time to really think through the stories you’re using. Hand-selecting the best ones will help you leave a lasting impact on your audience. #Presentation #StorytellingInBusiness #PresentationSkills

90% of people I talk to say they don’t know how to appear confident when sitting in a meeting. 3 powerful body language tactics I use in every seated meeting to feel & appear confident: 𝟭. 𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 • Angle your torso directly toward the person you're speaking with (I love swivel chairs over low couches when given the choice) • On Zoom, position your camera so your entire body faces it (not just glancing over)  • If seated at a weird restaurant angle, physically move your chair to face the other person When your toes, torso, and head all point toward someone, they literally feel like you're on the same page. Physical alignment creates psychological alignment. ____ 𝟮. 𝗢𝗽𝗲𝗻 𝗕𝗼𝗱𝘆, 𝗢𝗽𝗲𝗻 𝗠𝗶𝗻𝗱 • Keep your hands visible on the table  • Never cross your arms (even when cold)  • Avoid any barriers between you and the other person Research is clear: People with crossed arms are rated as closed, distant, and close-minded. More importantly, researchers found that when people try to generate creative ideas with crossed arms, they produce fewer ideas! Closed body = closed mind. ____ 𝟯. 𝗠𝗶𝗿𝗿𝗼𝗿 & 𝗟𝗲𝗮𝗻 • Use physical proximity to signal interest • Lean in when you like an idea or person ("Wow, tell me more" + lean)  • Mirror your conversation partner's energy  • (fast talker = more gestures, slow talker = slower pace) Mirroring shows respect by matching communication styles. People naturally like those who communicate similarly to them. The lean is your nonverbal way of highlighting interest - it's like physically bolding your words. ____ These tricks do more than make you seem confident - they actually change how you think. When I use these in meetings, press, or podcast interviews, I see immediate differences in how creative and engaged I feel. Try them in your next meeting and watch what happens.

This week brought more evidence of the rapidly changing media landscape, highlighted through a fascinating lens: the US political sphere and how its players are engaging diverse, key audiences. As presidential campaigns often serve as harbingers of communication trends, their approaches are worth noting for anyone in the field. In just two days recently, Vice-President Harris appeared on five major media platforms: from traditional outlets like 60 Minutes and The View to podcasts like Call Her Daddy and the Howard Stern Show, and finally, late-night TV with Stephen Colbert. This blend of traditional and newer media points to an essential evolution in how leaders think about audience reach. Harris' appearances on platforms like Call Her Daddy and Howard Stern—channels that skew younger and often different from traditional news outlets—are not accidental. They reflect a deliberate strategy to meet diverse, influential audiences where they are. Former President Donald Trump also has mixed traditional and direct media, in particular when he's been focused on reaching young men. He's showed up on the Logan Paul podcast, as well as Theo Vonn and Tim Pool, and is scheduled for Joe Rogan this week. This is a key lesson for us as communicators: Reaching decision-makers today requires an evolving media mix that includes creators, influencers, and platforms that resonate across generational lines. It’s easy to assume these channels serve only consumer audiences. But let’s remember: Millennials and Gen Z aren’t just consumers—they’re BDMs, developers, and CxOs, as well as customers of products like GitHub Copilot and Microsoft 365. Many of them aren’t consuming traditional media like CNBC or The Times of India daily. So, if we want to reach these future decision-makers, we need to engage them where they already are, from TikTok to niche podcasts. As communicators, it's vital that we continually refresh our media consumption habits to match this new reality. Start conversations about what your audience is listening to, watching, or reading—whether it’s newsletters, podcasts, or even news on social platforms. It’s one of the best ways to understand the shifting landscape and ensure we’re telling the right stories in the right places. Let’s continue to challenge ourselves to think about the evolution of media, ensuring we’re balancing traditional outlets with the dynamic, influential platforms of tomorrow. In communications, evolution isn’t just an option; it’s a necessity.