How would you feel if you had to make a presentation in the near future? You might be a little nervous and not want to do what you can. Many people are not good at presenting.
The authors of this book, Mr. Yoichi Ito and Mr. Sawaen are "God of Presentation" who make about 300 presentations per year. When you hear that, people who are good at presenting may just feel that it is a story of a world different from their own. But in fact, it's not.
Both Mr. Ito and Mr. Sawa have experienced a setback, and they have grown by taking advantage of it, and chose the presentation as a way to convey their feelings. Even the authors, who do a surprising number of presentations, did not start because they were good at speaking in public. And, although the expressions are different, the arguments of the two are basically the same.
We live in a rapidly changing society. In that context, the question of what I want to be and what I should do becomes more important than ever. Beyond that, I think there is a future I want to create. Presentations can be a powerful weapon for realizing that future.
After reading this book, you will have to think about the essential question of what you want to convey and what kind of future you want to create, rather than just knowing the know-how of the presentation.
Main points of this book
Even the authors with brilliant backgrounds have many experiences of feeling frustrated and inferior, and such experiences are the foundation of their current success.
In order to move the other person's heart in the presentation, you need to focus on the listener or the object to be appealed, not the one you want to convey, and think about the way and content of the other person's intention.
In order to guide listeners into action through the presentation, it is effective to talk about the episode in the early stage, raise a problem in the middle stage, show the conclusion in the final stage, and close.
Mr. Ito: With an unforgettable feeling
This book first introduces the failures and frustrations of Mr. Yoichi Ito (hereinafter, Mr. Ito) and Mr. Sawaen (hereinafter, Mr. Sawa), and their beliefs obtained from them.
Throughout his career, Mr. Ito has continued to convey the message that "people change." Behind that, there is a sense that oneself has grown up from a "blank state".
Mr. Ito leaned on the slope and came to live because he was fired in the tennis club when he was in the first year of high school. Mr. Ito, who had been playing hard tennis since junior high school, practiced not only at the tennis club of the school but also at the nearby tennis club, and was strong enough to later play against top professional players. However, because he did not practice much for club activities at school, he was fired. Even though I was playing tennis all the time, it was rejected by a person-feeling that, I just stopped playing tennis.
After that, I skipped classes and went to the downtown area. I didn't study and couldn't go to university. Even during the ronin, he felt it was awkward to study regardless of his pretension, so he continued to pretend to be diagonal, saying, "I can afford Tokyo University." Even after I entered university, I was surrounded by talented people and the number of complexes increased and I became reluctant to interact with people.
When I joined the Industrial Bank of Japan as a new graduate, I was told "failed in training". Only four out of 160 had failed training. Even the distance learning that was imposed after that could not be completed, and he decided to start his adult life as a bad employee.
Partly because of the difficult times in the relationship, going to the company became painful and I could not even sleep properly, so my life became rough. Since depression was not generally recognized, I thought of myself as a “sabo disease”, so I placed a vat at the front door and vomited there every morning before going to work.
At that time, a condominium developer who was looking for a bank to undertake the loan was appointed as the person in charge. I'm glad that I was depended on, but I haven't worked properly until then, so I don't know what to do. Colleagues and seniors around me taught such necessary knowledge to Mr. Ito. This event made me understand the importance of working seriously and living seriously.
Since then, Mr. Ito has been working to convey the message “people change” to as many people as possible. Even now, decades later, there are no days when I don't work at all.
The important thing is to first think about your "invaluable feelings." The vocation is waiting for him to pursue his desire and continue his hard work throughout his life.
Sawa: Anyone you can think of
Living as one "individual"
Mr. Sawa, who is presently energetically presenting on various themes, started presenting at events other than customers and in-house events because he received a global award in 2006. Mari Otani, who had been a candidate for the same award, asked me to serve as a presenting lecturer at an NPO fund raising event. The first time I received money from a person to teach a presentation, I learned the importance of "verbalizing" my experience and the information I have.
Mr. Sawa was a child with low self-affirmation. From the name "yen", parents wanted a girl, thinking they were disappointing. It was only a pain to have a school where people could be forced to do the same things as everyone else in a group life and always be exposed to strong entrainment pressure. He also had a strong dislike for being scored and judged "inferior" compared to others.
Such a life improved when I went to a free school-style high school. Having a homestay in the United States for about a month and being treated as an "individual" by my host family was a major turning point.
Live a responsible life
During college, I devote myself to a part-time job at Disneyland. The Disneyland manual defines "results" but no fixed "approach." The experience that delighted a lot of people with the approach that I thought about and found was the basis of Mr. Sawa's presentation.
After graduating from university, I decided to become an engineer with the intuition that an era in which information-related knowledge and skills would be needed would come. Looking for a company that even beginners are using, join an IT subsidiary of a major life insurance company. A few years after becoming an engineer, the era of the Internet arrived and the intuition proved correct.
Now I am the result of all of these experiences in life gradually becoming a collective body. For example, the feeling of strangeness I had when I was a child. Instead of ignoring it, I've always been thinking about what I want to be. Each of the actions that you choose then shapes you. "Self-branding" is what you want to verbalize yourself, and "living" is what you put into it.
We want our readers to keep everything "at their own risk". You may find it scary to take responsibility for your own life. However, life should be more enjoyable if you leave the trace of your life.
[Must-read point!] Mr. Ito: "Dialogue" to move the heart
The goal of the presentation is to "move" the opponent
In the middle of this book, the presentation know-how of Mr. Ito and Mr. Sawa will be taught.
Some people think that a presentation is to "transmit" some information to a person, but Mr. Ito's presentation is to "move" the other person. In order to move the other person, you have to think about what the listener should be like when the presentation is over. Therefore, before presenting, let's clearly clarify the two points, "who is the other party" and "what the goal is".
By speaking while imagining the goal, you can cook and convey the materials to suit the other person. By talking while seeing the reaction of the other party objectively, it will be possible to change the order of speaking and episodes in a flexible manner (Rinkiohen).
Paint over the opponent's "heart canvas"
For example, suppose you appeal your coffee drink for a presentation. Even if you suddenly put up a description or a sales phrase for the product, the other person would rather be disappointed. We need to approach it more carefully.
What Mr. Ito is trying to do when giving a presentation is to talk like painting on the other party's "heart canvas". First of all, in an easy-to-understand manner, we start with a big story, saying, "I'm talking about drinks today. It's coffee." Prepare a canvas in your heart. Then, "There are 100 yen coffee sold at convenience stores, canned coffee, and bottled coffee," he said. In addition, "There are many types of coffee in plastic bottles now. Of these, the one I recommend the most is this." "There are three reasons…" Go.
We ask our listeners to think of bottled coffee, and tell them the merits of the product one by one. Because the same picture can be drawn in the mind of the person listening to the presentation, the other person will finally understand the merit and “move”.
Mr. Sawa: Present "happiness" as a gift
The presentation is a gift
Many people are not good at presenting. Mr. Sawa thinks that the reason is that many people are not able to "be deeply interested" in the listener or the object to be appealed. In many cases, even if you intend to give a serious presentation, you just don't want to fail and you don't really think about the listener. Those people are interested in themselves rather than the listener. Given that the purpose of a presentation is to get the listener to take some action, there is no point in making a presentation without being interested in the other person.
Mr. Sawa thinks that "presentations are gifts." The presentation is designed by considering the "merits" and "what you want to bring home" for the other party, and calculating backwards. It's just a presentation for the other person, so it doesn't start unless you are interested in the other person.
Designed to guide listeners into action
If the length of the presentation is 40 to 90 minutes, it will be designed in three major parts. The beginning is an episode, the middle is a problem raising, the end is a conclusion and closing.
First is the “episode”. Make the listener's surprise or sympathy episode the first time to attract them, and at the same time "verbalize" the reason and meaning.
Next is "proposing a problem." Invite a little shocking facts to make them aware and focus more on the story.
The last is "Conclusion and closing". Introduce the products and services that you want to appeal in the presentation.
This step-by-step communication is ready for the listener to accept the theme of the presentation as “on your own” when you reach the conclusion. And because I understand the solution to it, it's easy for other people to say, "Do you know this?" It depends on the presentation whether or not the listener can be put into action.
Recommendation of reading
In this book, Mr. Ito and Mr. Sawa look back at the past, and then talk about the attitude of the presentation. In the chapter on presentations, a wealth of concrete know-how, such as frameworks that serve as the framework of presentations and how to make presentations with the intention of the other party, is presented.
After that, we moved to a dialogue between the two people, and under the three themes of "deciding one's own life by myself", "the time when the person who expresses survives" and "everyone becomes the creator of the future" It has been thoroughly discussed up to. You'll get a hint to look again and create a future.
If you are interested in the presentation method and the ideas of the authors, please read this book. You will surely find a hint to create the future.