I was working with an executive on an important presentation last week.
He’s facing cuts to his budget, and wants to use the moment to transform the way he provides his service.
Unsurprisingly, his leadership team are unsettled and dubious.
This would be a big change to the ways they've been used to working.
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To try to help persuade them of his vision, the exec wanted to offer a quotation.
It’s a famous one, by Nelson Mandela:
– It always seems impossible until it's done.
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Which, I think we would agree, is a magnificent quotation from a great leader.
However! My instinct was not to use the words.
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Why? Well, for two reasons:
The logical one is that this was the executive’s time to talk to his leadership team.
What he had to say should be his words, his vision, his beliefs.
Not borrowed from anywhere else, no matter how impressive the source.
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My view is that you can find a quotation to justify just about anything with a few minutes googling.
Better usually to think of your own way to express something.
That tends to be more original, heartfelt, personal, and thus effective.
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There is also a more powerful reason, which is all about emotion, rather than logic.
I had no problem with the executive mentioning Nelson Mandela, if he wanted to.
But, rather than just offer a quotation, how about recapping on his story?
His remarkable sacrifices for a free nation, and his extraordinary achievements in changing South Africa.
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Something I have said many times in teaching, writing and consultation...
And will continue to say, as it’s one of the most important principles of powerful communication:
– Facts fade, but stories stick.
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How much more effective would it be to reflect on the story of Nelson Mandela…
And point out that, no matter what the odds may seem, you can win through to make your vision a reality.
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So, as often in the creative land of communication, it’s a matter of preference.
But mine is not to use quotations in presentations and public speaking.
With just one lovely exception:
- When they refer to you, your product or service.
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Which brings me to the end of this blog, and a lovely twist in the tale.
Well, that’s storytelling.
We’ve just finished another run of my Compelling Communication Skills course.
As part of each, we ask the learners, at the end, to sum up their experiences…
And here's the catch...
In no more than six words.
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I always love this exercise, as it produces some fascinating results.
But now I have a new favourite.
Courtesy of a brilliant contribution from Maddie Colin, Governance Manager at Oxfam International, which will keep me smiling for weeks:
- A new aha! moment every week.
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Now that's the sort of quotation it's well worth considering when you're giving a presentation.
