Step 1: Set a goal for your speech

Your goal should be specific, realistic, and articulated through changing the audience. Remember that there are three types of local goals: informational, persuasive, motivational.

Do not use: Inform, Tell, Share….

Use: Convince in…, Motivate to…, Help to…

Step 2: Analyze the audience

Think about who will listen to you, what is important to them, what they want. Segment your audience and their needs using the Key Message Matrix, which will help you make a list of messages and meanings to talk about in the speech.

Step 3: Choose a structure

When choosing a structure, you should be guided by the purpose of your speech and focus on the audience and key messages.

Hierarchical (pyramidal) structure

Perfect for informative and persuasive speeches with a lot of content. It's based on the principle of decomposition: break down and group ideas so that it's easier for the audience to follow your message.

For example, a hierarchical structure might look like this:
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Rational argumentation: statistics, data, graphs, figures

‍Emotional argumentation: stories, quotes, pictures, artifacts

Linear structure

A linear structure is great for presentations that address “pain points.” It's not a full-fledged case study yet, but a way to show how you can concretely solve a problem that the audience understands.
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Contrasting structure

A very simple but effective structure. Great for speeches where there are multiple entities to compare.

• Comparison by criteria: evaluate each object in turn, across all criteria, and compare the objects to each other, drawing a conclusion at the end of the speech.
• Object comparison: consider the comparison criteria in turn, and evaluate all objects against each of them, drawing a general conclusion at the end.
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Contrast in speech should be emphasized visually — use different colors, icons, etc. Particular attention should be paid to conclusions after each semantic block, as if summing up the overall comparison.

Step 4: Story boarding

The point of this tool is to introduce an infographic approach to creating a presentation, to go from meanings to the visualization that best illustrates those meanings.

Describe the outline of the presentation like a table of contents in a book, determine the optimal time, think about what will be on the slide and why you are even saying it.

Step 5: Rehearse

Rehearse, try things out, edit your presentation if you can't keep up with the timings.

Remember that the presentation should be done in one style, stock images should preferably not be used. Headings should reflect the main essence of the slide, slides should be connected and help you to restore the logic of the narrative.

Do not forget about the conclusions, do not memorize the text by heart, as this will only interfere, and use rituals for your own peace of mind and confidence, if necessary.