Guy Kawasaki . . . Genius in Action Part 3,

By Sam Horn, The IntrigueExpert

This is the final post detailing the excellence in action that Guy Kawasaki demonstrated during his keynote for Ruth Stergiou’s Invent Your Future Conference in NoCA.

Guy Kawasaki Genius in Action Part 3, By Sam Horn, The Intrigue Expert

Guy Kawasaki Genius in Action

Actually, there were many more things Guy did extraordinarily well . . . however these blog posts are already long enough.

Want to know what I suggest? Go see Guy in person if you have a chance.

I am a firm believer that our personal and professional impact is directly proportionate to our ability to communicate compellingly and convincingly.

If you’d like to turn no’s into yes’s – if you’d like to win buy-in from the people who have the power to scale your career, buy your products or services or support your message and mission – do yourself a favor and study great communicators like Guy (on the stage) and Seth Godin (on the page).

Then, adopt and adapt (don’t copy) their masterful approaches so you too know how to capture and keep everyone’s attention and respect – from start to finish.

7. Guy featured a kaleidoscopic mix of reference points.

“Let’s give em something to talk about.” – Bonnie Raitt

Hmmm. Let’s see.  Grateful Dead. Check. Steve Jobs. Check.

Personal examples. Professional examples. Check. Check.

United States anecdotes. International anecdotes. Yep.

Fortune 500 success stories. Small business success stories. Yep. Yep.

Some speakers commit the cardinal sin of focusing solely on a few “favorites.” sports. Kids. Corporate life. That leaves some people out. They may not like sports, don’t have kids or work for themselves.

Guy gave everyone something to “talk about.” By using a wide range of “demographically-correct” reference points, he made sure everyone felt included, honored and acknowledged.

The eclectic mix kept us eager for what’s next. Novelists call this a page-turner. The speaker equivalent is a “seat-edger,” as in, “We were on the edge of our seats the whole time.”

One of the most effective ways Guy modeled this was by using “pulled from the headlines” or “signs on the street” slides to prove his points.

For example, he mentioned he was just in New England checking out colleges with his kids. To illustrate how “disenchantment” can be caused by overcomplicating things, he popped up a Smartphone photo showing a sign from an Ivy League university campus that went into great detail on how to . . . (wait for it) cross the street.

Embedding his point in a recent, first-person story lent instant credibility to his case because it had currency. This isn’t
tired shtick – it just occurred yesterday or last week.

And he did this with EACH of his points – providing a “couldn’t see it coming” reference that explored the point in a compelling, convincing and creative way.

If you’re about to give a presentation, go back over your planned remarks. Double check that you have balanced gender, age, ethnic, work-life, geographic and industry diversity.

And, hold up a prop! Make it show not tell. Sharing an article from THAT day’s newspaper that’s relevant to your topic will charm your audience and turn “blah-blah-blah” into “rah-rah-rah.”

8. Guy was in his “Tony Bennett” zone.

“I have found if you love life, life will love you back.” – Arthur Rubenstein

Have you ever had the distinct privilege of seeing and hearing Tony Bennett in concert? If not, do yourself a favor and grab a ticket for his next concert in your area.

Tony Bennett is the consummate entertainer. Not just because he has a voice like “butta” and not just because he’s a great song stylist.

It’s because Tony Bennett LOVES HIS AUDIENCE . . . and isn’t afraid to show it. When singers (or speakers) love what they’re doing, we love ‘em back.

Tony may have sung I Left my Heart in San Francisco a thousand times but you’d never know it. He gifts each audience by singing that song as if for the first time.

What many speakers don’t understand is that our audiences will feel the way we feel.

We won’t have fun if you’re not having fun. If you’re not happy to be up there – we’re not happy to be down here.

We want speakers who welcome the opportunity to add value and who show up fully present with an unapologetic, unabashed personality.

Too many speakers dread speaking. I remember attending a book-author event in Washington, DC , where a famous actress who’d just written a memoir got up and said, “I rather be dead drunk in a gutter than standing up here speaking to you today.”

Yikes. How do you think that made us feel?

Guy brought his A game and his whole self to the party. Guy was in his body, in his element and in the moment. And when speakers invest themselves 100%– we feel lucky to be along for the ride – because it’s a great ride.

9. Guy replaced wah-wah information with real-world WWW stories.

“The world is not made up of atoms; it’s made up of stories.” – Muriel Rukeyser

Actually, as explained in a recent Newsweek cover story entitled Brain Freeze, the world is not made up of atoms; it’s
made up of information. And we’re drowning in it.

We don’t want more information. We want epiphanies.  And we don’t get epiphanies from wah-wah information. We get them from “WWW” stories” that vividly portray Who, Where and What was said.  WWW stories are pulled from real-life – NOT from the internet or from your colleague’s books.

If we wanted stories from the Internet or from your colleagues
books – we’d go online or go buy those other people’s books.

When you speak, we want to hear what you think, what you have experienced, what you have gleaned. And we want you to re-enact those lessons-learned so we’re in the room with you as they happened.

We want you to make your story our story by putting us in the story. You can do this by putting yourself back in the moment
and place it happened and describing:

WHO? Describe the individuals involved with specific physical and emotional details so we can SEE him or her in our mind’s
eye and know what’s going through their mind.

WHERE? Put us in the room, on the plane or in the pool (or as Nancy Duarte – author/speaker on Resonance
did so vividly in her keynote that day – put us on Half Dome). Make us a fly on the wall so we’re standing right next to you.

WHAT WAS SAID? Re-create and re-quote the dialogue so it’s as if it’s happening right NOW.

For example, Guy shared a story where he was speaking for a client in South America and realized, shortly before his talk, that he had a washing machine made by this manufacturer.

Understanding this was an “enchantment opportunity,” he quickly texted his sons and asked them to take a picture of the family washing machine and send it to him so he could incorporate it into his program.

Here’s where Guy got it right (yet again.)

Instead of just mentioning his sons sent him the photos – he put up a slide that showed the actual back and forth texting from his sons. He talked us through the chain of events and turned it into an unfolding mystery that brought it alive and brought it home. Guy’s message had the ring of truth – because it was true. Kudos.

10. Guy created the exquisite state of entrainment.

“What did the meditation teacher tell the hot dog vendor? Make me one with everything.” – poster in yoga studio

Have you ever experienced that lovely peak performance state of flow?

If you’re an athlete, maybe you were immersed in your golf, tennis or basketball game and played out of your head (literally and figuratively).

If you play an instrument, perhaps you lost yourself in the music and weren’t even aware of the passage of time.

If you’re an artist or author, the world slipped away and you were completely absorbed In your painting, dancing or writing.

That flow sate – when we are one with what we are doing – is also called “entrainment.”

And Guy created it. There was no shuffling in the seats. No checking of watches or email. We got swept up in his world.

Everyone who’s experienced this state of flow knows it is a powerful and persuasive high. Everyone was bliss-fully entrained– or as Guy calls it – enchanted.

As The Intrigue Expert and author of POP!, ConZentrate and Win Buy-In, I have studied the art and science of entrainment for the past 20 years.

What I have learned is that while we can’t force it, we can facilitate it.

The ten ingredients above all combine to create entrainment.

The good news is, you can too.

Yes, Guy is a master at what he does. The good news is that speaking eloquently and “intriguingly” is a skill that can be acquired. I know this because I’ve helped many entrepreneurs and executives create more compelling, convincing communications.

We can all get better at this because these are replicable steps.

Do you have a presentation coming up? Use these 10 points as a checklist while preparing your communication so your audience will be seat-edgers.

Get Anyone Intrigued in Anything in 60 Seconds

Get Anyone Intrigued in Anything in 60 Seconds

1. Have us at hello by leaving out the parts people skip.

2. Engage everyone’s head and heart with facts and feelings.

3. Condense your concepts into one-of-a-kind sound bites.

4. Have the courage to be counter-intuitive.

5. Honor your family, mentors and contributors.

6. Use the power of three to create oratorical flow.

7. Feature a kaleidoscopic mix of reference points.

8. Get in your “Tony Bennett” zone.

9. Replace wah-wah information with real-world WWW stories.

10. Create entrainment by getting in the flow.

If you do these things, your audience will care about what you care about. They’ll be engaged and enchanted from start to finish. You will have delivered substantive value and they’ll be more likely to buy into and act on your ideas and initiatives.

And isn’t that a primary reason we communicate?

– – – – – – – – – – – – – –

Sam Horn, The Intrigue Expert, and author of POP! and Win Buy-In, is an award-winning communication strategist who’s worked with clients including Cisco, Intel and NASA.

Her work has been featured on NPR, MSNBC, BusinessWeek.com and in Readers Digest, the Washington Post, New York Times and Investors Business Daily.

She helps people crystallize their strategic, signature message and get it out of their head and where it can make a positive difference for others and a profitable living for themselves. . www.SamHorn.com Sam@SamHorn.com

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Guy Kawasaki . . . Genius in Action Part 2,

By Sam Horn, The Intrigue Expert

This is Part 2 of a 3-part series in which I share the specific things GuyKawasaki did so well in his keynote presentation at the Invent Your Future conference at the Santa Clara Convention Center in California.

You might want to have an upcoming presentation in mind while you’re reading this to get maximum benefit.

Guy Kawasaki . . . Genius in Action

Guy Kawasaki . . . Genius in Action - Sam Horn


What’s a situation you’ve got coming up in which you’ll be asking for approval, funding, support or a yes?

Who’s the decision-maker? Who has the power or authority to give you the green light or the support you need to move ahead with this idea or initiative?

What’s that person’s frame of mind? Or who will be in the audience and how receptive or resistant do you anticipate they’ll be?

Factor that into how you design and deliver your remarks – and use these techniques that were so masterfully modeled by Guy – to increase the likelihood you’ll have them at hello.

4. Guy had the courage to be counter-intuitive.

“Only dead fish swim with the stream all the time.” – Linda Ellerbee

The quickest way to lose an audience is to state the obvious.

The quickest way to engage an audience is to state the opposite.

Think about it. If you agree with everything a speaker says, why listen? The speaker is just confirming what you already know; not stretching you or teaching you anything new.

For example, he made a flat out recommendation, “EVERY ONE should go see the movie Never Say Never with Justin Bieber.”

As you can imagine, that got a “Really?!” response from this high-powered group of entrepreneurs and executives.

He then backed up his claim by saying, “It will teach you everything you need to know about marketing. Watch how Justin goes into the crowd before concerts and gives tickets to little girls who don’t have tickets.
Watch how. . . . “

He then upped the ante by promising, “If you don’t like the movie, I’ll give you your money back.” THAT’s putting a stake in the ground.

We appreciate speakers who have a passionate point of view – who dare to address (vs. tip toe around) the elephants in the room. Speakers who challenge our assumptions and admit the emperor has no clothes cause us to rethink what we “knew to be true.” They serve us at a higher level because we walk out wiser than we walked in.

5. Guy honors his family, mentors and contributors.

I want compassion to be the new black.” – American Idol judge Steven Tyler

Guy began by acknowledging a mentor in the audience, Marylene Delbourg-Delphis, who encouraged him to write. He frequently referenced colleagues including a special shout out to:

Facebook marketing guru Mari Smith in her trademark turquoise

Guy talked openly about his love for his wife, kids and parents and shared several “from the home front” stories of neighborhood hockey games, backyard bar-b-ques, etc.

What’s that got to do with anything? We like people who like their families.  In fact, novelist James Rollins, (NY Times bestselling author of Amazonia, etc.) told me he’s researched the ten best ways to create likable characters. Guess what #1 was? “Being kind to kids and animals, in particular, dogs.”

Simply said, our heart goes out to people who are compassionate.
This wasn’t contrived on Guy’s part. It’s simply who he is.

Many speakers think they have to be “serious” when speaking in business situations. Guy modeled that speaking affectionately about who and what has influenced us “warms up” a talk and establishes that all-important likability. He showed that not can we embody intellect and emotion – it’s more powerful and persuasive when we do.

6. Guy used The Power of Three to create oratorical flow.

“There’s a kind of ear music . . . a rhythmic synchronicity which creates a kind of heartbeat on the page.” – Allan Gurganus

Orators have known for centuries that communicating things in threes sets up a rhythmic flow that makes our message reverberate.

Furthermore, listing three real-world examples fleshes out your points and increases the odds every person will relate to at least one of your samples.

For example, Guy showcased Amazon.com, Zappos and Nordstrom on a slide to illustrate benchmarks of mutual trust.

He then went deeper by citing empirical evidence that showed how each of these companies have created a culture of mutual trust. But giving varied, yet specific examples (instead of one vague, sweeping generalization), we GOT what he meant.

No puzzled looks – no one left hanging.

For example, Amazon has a policy that says you can return an E-book in 7 days if you don’t like it. As Guy said,
most people can read a book in 7 days so that’s trust.

Next Guy asked, “Who would have believed a few years ago that hundreds of thousands of women would buy shoes online . . . WITHOUT TRYING THEM ON?!” What makes that possible is Zappos  visionary policy of paying for shipping both ways. No risk; all reward.

Nordstrom, of course, is famous for pioneering a generous refund policy that has proven over time that most people will honor the “We trust you” policy which offsets the few who take advantage of it.

Want more examples of how Guy Kawasaki hit it out of the park at the Invent Your Future Conference with his Enchantment keynote?

Sam Horn, Guy Kawasaki and Ruth Stergiou at the Invent Your Future conference in Silicon Valley

Ruth Stergiou, Guy Kawasaki and Sam Horn


Check the next blog for the final 4 ways Guy practiced what he taught.

Guy Kawasaki . . . Genius in Action,

By Sam Horn, The Intrigue Expert

 “It’s not enough to be the best at what you do; you must be perceived to be the only one who does what you do.” – Jerry Garcia of the Grateful Dead

I’m always keeping my antenna up for people who are one-of-a-kind at what they do.

I had the privilege of seeing one in action last week.

As The Intrigue Expert and a communication strategist for the past 25 years; I’ve seen and given thousands of presentations. (Really).

So, when I say Guy Kawasaki’s keynote at the Invent Your Future conference in Silicon Valley was one of the best presentations I’ve ever experienced, that’s saying something.

I was compelled to take notes because it’s a privilege to watch a master in action.

I shared my observations with Guy afterwards and am sharing them here so you can learn from his shining example and adopt/adapt some of his approaches so you can enchant (and intrigue) your future audiences.

Here’s why Guy’s keynote Enchantment: The Art of Changing Hearts, Minds and Action was a perfect 10.

Everyone was drawn in (and enchanted) -sam horn

Everyone was drawn in (and enchanted)

Please note: I’ve distilled this debrief of his brilliant presentations into three blog posts. Check back the next couple days to read and reap additional techniques.

      1.   Guy had us at hello.

“You’ve got to be a good date for the reader.” – Kurt Vonnegut

No perfunctory opening remarks. That would have been predictable and predictable is boring.

Guy pleasantly surprised everyone by starting with an amusing riff about how most speakers run long and no one’s ever angry at a speaker for ending early so he was going to jump right into things.

Guy knows people are BBB – (Busy, Bored or Been there-heard that) and that we make up our minds in the first 60 seconds whether someone is worth our valuable time, mind and dime.

He earned our good will in the first few minutes by being a “good date” and by kicking off with humor vs. the old-fashioned “Tell ‘em what you’re going to tell ‘em approach ” which would have had us reaching for our smart phones.

Bestselling author Elmore Leonard gave a keynote at the Maui Writers Conference (which I emceed for 17 years.) During the Q & A, a participant asked, “Why are your books so popular?” “Dutch” smiled and said, “I try to leave out the parts people skip.”

Guy was instantly popular because he left out the parts people skip.

      2.    Guy engaged our head and heart – our left and right brain – with facts and feelings.

“I never developed a plan for where I was going. I just counted on one interesting job segueing into the next. I let the universe do its work.” – Bernadette Peters

Any extreme is unhealthy. Many speakers (think engineers, IT professionals, physicians, professors, etc.) focus primarily on data, theories and facts. This makes for a lopsided speech because it’s long on logic but short on interest.

Other presenters (think motivational speakers) share inspiring stories but there’s no “meat” – no tangible takeaways we can apply to reap real-world results.

Guy was a sublime balance of head and heart. He let us know from the get-go he’d distilled his presentation into ten insights and 45 minutes.

People love top ten lists because it indicates you’ve done the homework for us and edited the superfluous, which means we’ll be hearing only the most salient points, the best of the best.

Anxiety is defined in two words: “not knowing.” If we don’t know how long this is going to take or the format, we may resent the speaker because, in a way, they’re keeping us in the dark and holding us hostage.

Covering 10 points (or 7 steps or 6 keys or whatever) in a specified amount of time builds pace and momentum and keeps a speaker on track because you don’t have time to ramble. Logical left-brainers think “Oh, good. This is clearly going to be bottom-line and a good use of my time because it’s measurable and replicable.”

Furthermore, a 10 point plan provides one of the quickest organizational constructs known to humankind because it provides an easy-to-understand-and-follow pattern. Listeners feel they’re in “the Allstate Plan” (they’re in good hands) and feel well-led as one interesting point segues into the next.

Better yet, Guy balanced rhetoric (words) with photos (senses) throughout his presentation. Everyone was drawn in (and enchanted) because he “peopled his points.” His beautifully produced slides featured intellectually satisfying ideas, visually stunning images and named individuals which produced a holistic sense of symmetry. Well done!

      3.    Guy condensed his concepts into one-of-a-kind sound bites.

“    Remember, you’re more interested in what you have to say than anyone else.” – Andy Rooney, 60 Minutes

“Invoke reciprocity”.

“Conduct a ‘Premortum.”

“Incur a Debt.”

“Frame Thy Competition.”

“Separate the Believers.”

These are just a few of Guy’s featured sound-bites (and chapter titles).

How could you NOT want to know more?

Guy got his ideas in our mental front door because he was not content to be common.

Instead of lazily sharing platitudes and clichés (“Make it a win-win. It’s all about team.”), he coined first-of-their-kind phrases that got our eyebrows up.

(Side note: What’s The Eyebrow Test? It is a technique described in my book POP! that gives you a way to test how compelling your communication is . . anywhere, anytime . . . in 5 seconds . . . for free.

Eyebrow Test? It is a technique described in my book POP!

The goal is to get their eyebrows UP

You don’t have to convene a focus group and spend thousands of dollars to determine whether your idea is commercially-viable.

Simply tell someone your main point (or your elevator speech, business name, book title, the first 60 seconds of your pitch/presentation, or the first paragraph of your marketing copy) . . . and watch their eyebrows.

If their eyebrows knit or furrow, it means they’re confused. They didn’t get it. And if they didn’t get it, you won’t get it.

The goal is to get their eyebrows UP.

Try it right now. Lift your eyebrows. Do you feel intrigued? Curious? Like you want to know more?

THAT’s your goal as a communicator – to get the eyebrows up of busy, distracted decision-makers because it means you just got your message in their mental door.)

Guy’s succinct sound-bites made his content POP! Because no matter how many books we’ve read or seminars we’ve attended, we’d never heard this before.

Comedian Jonathan Winters said, “I have a photographic memory. I just haven’t developed it yet. By developing original take-aways and NURDS (new words like Premortum), Guy made his content memorable and sticky.

Unique sound-bites give his content a long tail of influence. People love “the next new thing” and are more likely to share freshly-phrased ideas around the water-cooler – which means they’ll become Guy’s tribe and take his work viral by becoming his voluntary word-of-mouth ambassadors.

Phrases like “invoke reciprocity” are also monetizable and merchandisable.

People will pay for refrigerator magnets (or coffee mugs or t-shirts) with catchy phrases like this. This keeps you and your proprietary ideas “in sight-in-mind” with your target customers which gives your material even longer legs. It’s all good.

Check the next blog to discover more ways Guy demonstrated
platform brilliance.

For those of you new to this blog, I’ve been sharing some highlights of the INC. 500 conference so you get to vicariously experience this impressive event.

Of the many intriguing speakers (e.g., Seth Godin, Tom Peters, Jim Collins, A. E. Hotchner, Elon Musk), a favorite was Keith McFarland, author of The Breakthrough Company.

Here’s the 3rd reason he received my Edge-of-Your-Seat Speaker Award.

Edge-Of-Your-Seat Speaker Tip 3. He illustrated vs. explained

Instead of simply telling us that Fastenal’s renowned customer service has contributed to their dramatic financial success, Keith illustrated his points with first-person stories and meaningful props.

He told us, “Our research team headed to Minnesota to try the Closing-Time Test’ on a Fastenal store. I’ve found if you show up at a store five-ten minutes before closing, you find out really fast how committed employees are to customer service.”

At this point, Keith walked over to a small table on the stage, picked up a bolt and said, “We walked into the store a few minutes before 5 pm and started wandering the aisles, loitering long enough to become a nuisance. Ten minutes after they were supposed to close, I picked up this bolt, walked to the front counter and started asking a lot of dumb questions.

The assistant manager, Keith Henderson, patiently answered all my questions and acted as if he’d be happy to spend the rest of the night there if that’s what I needed. I finally confessed I was there to do some research for my book and we all had a good laugh.”

What’s the point? Keith created a vivid, word picture so we saw what he was saying. He didn’t just tell us what happened, he relived it. He put us in the scene with a real-life example, complete with back-and-forth dialogue and the actual names of the people involved. We might as well have been there in the store with him.

He did not use, as many speakers do, an apocryphal, made-up story that strained the truth and undermined our respect for him. We all knew this story had actually taken place which added to his credibility. Plus, bringing the bolt with him and holding it up at a pivotal part of the story made his concept concrete and visually punctuated his point. Well done!

When and where will you be asking people for their valuable time and attention? How are you going to keep them on the edge of their seats? Could you keep them intrigued by using an illustrate-don’t-explain example that puts them in the scene? Could you bring a meaningful prop that illustrates your idea to help audience members visually grasp it? Invest some time and effort to keep audience members intrigued and everyone in the room will benefit — including you.

Edge-Of-Your-Seat Speaker Tip 2. Keith kept the audience in suspense with interactive questions.

This is the second posting regarding who stood out in a lineup of impressive keynoters at this year’s INC 5000 conference held recently in Washington DC.

In the previous post, I selected Keith McFarland as an example of a speaker who instantly captured our attention and kept it from start-to-finish. Here’s another reason he was so riveting.

Instead of simply reporting his research, Keith took the audience along for an emotional ride by posing a real-life scenario and asking our opinions about whether we would invest in a prospective company.

Keith said, “Everyone needs nuts and bolts. Wouldn’t it be nice to have a nuts and bolts vending machine so you could buy them whenever you needed them? How about a nuts and bolts store?”

Instead of jumping ahead to the end of this company’s story, Keith turned it into a mystery which kept us guessing.

Why was this so effective? Well, why do people love reading suspense novels? We’re motivated to keep turning pages because we want to know how the story turns out.

Keith used the same principle to keep us engaged by revealing, one question at a time, whether this rather humble idea for a company ultimately turned into a profitable venture.

He wrapped up his story by asking, “Who did stock-rating firm Morningstar select as the Best CEO in 2006? Was it Ken Chenault of American Express? John Chambers of Cisco? No. It was Will Oberton of the billion dollar nuts and bolts company Fastenal, which has tripled its market capitalization over the past ten years.” That’s impressive.

When and where will you be speaking next? What is your main point? Instead of presenting it as a fait accompli (which turns talks into one-way lectures and relegates people to being passive listeners), could you turn it into a mystery and keep audience members engaged with ask-as-you-go questions?

I’m always on the lookout for edge-of-your-seat speakers. I study what they do right and use their examples as benchmarks in my books, blogs, keynotes and Speaker Camps (next one is November 1-2 in the Washington DC area). There’s nothing like real-life role models to show how effective speakers positively influence audiences, leave lasting impressions and motivate people to act.

Who’s an edge-of-your-seat speaker you’ve had the pleasure of seeing in action? What did this presenter do to capture and keep your interest? Did they illustrate their points with memorable props or first-person examples? Did they turn their speech into a mystery by asking questions to keep you guessing?

I’d love to hear from you. You’re welcome to submit your nomination for “Edge-of-your-Seat Speaker for 2008.” Post your nominee to to this blog or email us at Sam@SamHorn.com and explain, in 300 words or less, why you your nominee is an edge-of-your-seat speaker who keeps his/her audience intrigued from start-to-finish.

I will include the most interesting choices in our November newsletter (request it at Sam@SamHorn.com) and will announce the winner in our December newsletter.

The person who submits the winning nomination and the winner of the 2008 Edge-of-Your-Seat Speaker of the Year will receive a free registration for a 2008 or 2009 POP! Your Business and Brand Camp, a $900 value. (The next one is Nov. 7 at Washington’s DC’s historical National Press Club.)

I look forward to receiving your nominations and sharing additional examples of individuals who are positively influencing their audiences with their outstanding speaking skills.

Yet another highlight of presenting POP Your Business and Brand at this year’s INC 5000 conference was having the pleasure of seeing other world-class speakers in action.

One of my favorites was Keith McFarland, author of The Breakthrough Company which is based on a 5 year study of how everyday companies become extraordinary performers.

Keith’s book is based on an intriguing premise: “99% of business advice is written for people working at giant firms. In fact, nearly 50% of Harvard Business Review articles refer to The Big Five of IBM, General Electric, Dell Computer, Wal-Mart and Southwest Airlines.”

He wondered, “What can leaders of small to mid-size firms really learn from studying the ways of IBM? Wouldn’t it be better if business owners studied the success factors of companies more like their own?”

Keith’s book (which he generously gifted to me following our conversation), is, as Stephen Covey says, “Impressively researched, beautifully illustrated and clearly written.”

On top of that, Keith is an edge-of-your-seat speaker. I actually took notes and shared them with him afterwards because he was doing so many things right.

In this blog and the next, I’ll share three of the above-and-beyond platform techniques he used to capture and keep the attention of a sophisticated audience of executives who gave him their rapt, reverent attention.

Edge-Of-Your-Seat Speaker Tip #1. He led the audience in a 60 second stretch.

That may not sound like a big deal, but it was a smart decision on his part. Why? Keith was the third keynoter that morning. If he had not acknowledged the audience had been sitting for almost 2 hours, they would have been inwardly groaning and planning their escape.

The first words out of his mouth were, “I know you’ve been sitting since 9 am. Make you a deal. I propose we all take a 60 second stretch break . . . as long as you don’t take advantage of this opportunity and make a break for the exits.”

Audience members, pleasantly surprised that Keith had read their mind, nodded their heads in amused agreement, stood up, raised their arms to the sky, rocked back and forth on their feet, and then sat back down, re-energized and ready to hear what Keith had to say.

If you’re ever in this situation, if it’s your turn to speak and it’s been hours since people have had a break; realize they won’t really be listening to you, they’ll be waiting for you to wrap it up so they can head to the bathroom.

You will win their attention AND affection if you follow Keith’s example and give them 60 seconds to move around to get their blood flowing and their interest going.

Want to know the other two platform techniques Keith used to keep us on the edge of our seats? Check back for my next blog which will explain exactly what he did to stand out in that impressive lineup of keynoters.