Rule number two.

Something to remember before you even start outlining your speech.

Rule number two or question number two is what do you want your audience to do at the end of your speech.

The other day somebody said, “Oh you mean, what’s my goal?”

I said, “No, that’s not the question.” What’s your goal is not the question.

The question is what do you want your audience to do.

The reason the question is phrased that way is because a good speech does not happen in your head.

A good speech happens in the heads of the audience members. Before you outline your speech, you need to ask yourself what do I want them to do? What do I want going on in their heads, and what words am I going to choose so that they take that action?


About Matt Krause

Matt began his professional life as an import buyer, and since 2006 has been teaching companies how to connect with their investors and clients better. His clients work in Istanbul, London, and Madrid for companies like Allianz, 3M, P&G, Citibank, and Reckitt Benckiser. He also walked across Turkey and wrote a book about it.