John Foley is the founder and CEO of Peloton. They produce the worlds most advanced spinning bikes which are linked to online classes. He spoke in September 2017 at the Code Commerce Conference in New York.
We as presenters can learn three things from John:
Use the structure “two”. John uses this great structure element a
couple of times. A “two” adds drama, clears out things and helps you find your viewpoint.
John lays out the history of the fitness category (linked to his own experiences). He ends talking about the huge growth in gym memberships in the last 15 years. Then he comes up with a slide talking about the Americans decreasing confidence in organized religion. What does this have to do with fitness? A lot, according to John in his following words and pictures. A great twist introducing something seemingly disconnected and linking the two.
At min. 11:00 John looks at modern brands versus traditional brands. A comparison in columns we see often. Very straightforward. The effect could be even stronger if John took modern brands to the right. People in the western business world read from left to right. This is where we want to end.
The general idea behind peloton also boasts “twos”, as John explains through his speech. Affluent working people want to be as fit as they were in their twenties. But they have scarce time. People love instructor led classes. But they have no time to go to the gym. Peloton builds physical bikes and delivers online content. Peloton not just sells you a product but brings it into your house. And so on.
Use metaphors. I love metaphors. They help us and our audience
understand our message in simple and memorable ways.
John enters the stage with a bottle of water in his hands. This conveys a healthy life style. He carries it throughout the presentation without even drinking from it. Doesn’t matter. The picture is in the audience’s heads.
At min. 4:30 John uses Diet Coke as a metaphor for an unhealthy lifestyle. He does it with a little story how his wife’s friends will give you a lecture if you drink it.
When talking about the online offer John describes Peloton as “the Netflix of fitness” (at min. 9:00). Easy to get.
Finish in time. This is something John misses to be. But he is
aware of it and you can literally see him feeling uneasy on it.
What could he do to meet the ten minutes? Cut sharper on the story by focusing even more on the big things. Leave the modern brand stuff away. Move out the effects on the slides which he all must click.
If you desire to learn to give speeches like this one, please contact me. I will show you how to shape a clear message, inspire your audience and deliver a speech that makes people act.
Note: John Foley is not a customer of mine.