The first two: The Message and your 'Point X'
Sandy Linver of Speakeasy Inc provides an elegant distinction between a message and a 'Point X': your message is a description of what your audience should want (once you have presented), whereas your 'Point X' is what you want.
For example, should you present a research proposal, your message may be that new market entrants have adjusted consumers' expectations and that urgent field research is required. However, what you really want - your 'X' - is that they buy into your proposal.
But beware, the most dangerous part of your presentation is not so much the content of your message - after all it's a pretty logical suggestion - but that something will get in your way. And that something is the condition called the 'Hidden X'.
The 'Hidden X' is what you want to accomplish, but is hidden beneath the surface. For example, in the above research presentation, you may want to convince the audience that you're no monkey when it comes to numbers. So what do you do? You put in numbers. Lots of them. The result? You obscure the message and you don't accomplish your 'Point X'.
Or you want to illustrate that the route you are proposing is just one amongst many, and that you are a veritable treasure trove of ideas - but all it does is dilute the message.
We all have our insecurities. Sometimes we feel confident and other times a bit unsure of ourselves. Being obscure, however, is seldom the best defense.
Note: The term 'Hidden X' is taken from Sandy Linver's Speak and get results available in 'The Store' on www.stratplanning.com.
