Michael Brenner is the CEO of Marketing Insider Group. He spoke at the 2017 Content Marketing World Congress in Cleveland / Ohio.
We as presenters can learn three learnings from Michael Brenner:
- Use humor to nail the point. Michael starts with a task to think about the grumpiest, most skeptical and most cynical executive in the attendees’ organization. He asks to visualize that person. And then he wants participants to call these people. This is on the one hand pure fun and on the other hand pointing at the heart of his content. Michael wants to rebuild current top-down orgcharts bringing customers to the center. For this he needs executives to “be there and understand”.
Tell stories. The presentation is roughly cut into two halves.
Each half is carried by a story. The first half explains the situation and how to change it. Michael tells the story of a content marketing managers’ (i.e. the participants) life in an
ordinary organization. It is very lively as Michael delivers it in a role play way. Very engaging and active. I think everybody can nod their heads and see the similarities to their
In the second half Michael explains what can happen if his concept is brought to life. He tells the (presumably) real story of Lily. She is unwilling to obey to the numerous spontaneous ideas from the top. She always asks what is in for the customers. Michael uses the same format to tell this story as before in the first half. It is already familiar to the audience and can thus be followed easily. The story has a nice wow effect.
- Use audio. A very nice idea of Michael is the inclusion of little jingles. He uses them twice to indicate a “three weeks later” time jump in his first story (at 3:40 Min. and at 4:45 Min.). A chart accompanies the jingle. The music is elevator type. Nothing special. But a little bit funny. And it alerts the audience and brings anybody back to focus who might have been lost.
If you desire to learn to give speeches like this, please contact me. I will show you how to shape a clear message, inspire your audience and deliver a speech that makes people move.
Note: Michael Brenner is not a customer of mine.