A recent discussion in the National Speaker’s Association Facebook Group addresses the problem of the lack of originality in many speeches. The discussion was prompted by a LinkedIn article by Richard A. Moran which highlights the repetitive use of the same case studies by speakers at business events. The author requests:
Let’s broaden the conversation and stop talking about the same companies – usually Apple, Zappos and Southwest Airlines.
Instead of the same old stuff he wants:
…to be motivated, not sorry I don’t work somewhere else. I want to know how I can improve, not how a brilliant leader did it a few years ago somewhere else. And, I want genuine advice that might include some practical tips about how to be better and what pitfalls to avoid.
Professional speakers and speechwriters are in total agreement. Their comments show they understand the importance of delivering content that is unique, different, and ensures their message will be heard above the noise. (Since the NSA Group is a closed one, the names of the contributors have been removed.)
- The problem is a global one – same old stories, same old case studies, same old messages. We need to use our own stories, our own research, and if we must talk about companies, use current news stories.
- It’s best to tell stories from our own experience. It’s what I do in my own talks and it’s what I encourage executives to do when I’m helping them with their speeches. Not only are those stories going to be original, the speaker is going to be more connected to them.
- Speakers must bring us a very different idea or way of doing something we’ve not heard before. I can honestly say few exist per my life’s experience. The same ingredients in a food processor still yield pretty much the same outcome–no matter what order you add them. Real Thought Leaders make us think long after the book, podcast or event. I believe great speeches have a beginning, a middle and a definitive end. I also know there are three presentations happening simultaneously: the one you planned, the one you executed and (most importantly) the one they take away. Our own stories and the lessons we share keep our content fresh and unique, as long as we continue to study how to connect the dots in a way the audience most relates to.
- As a speech writer for others, I want to take their experiences and create a speech based on them, not on what can be found in college business textbooks. Not all case studies are as they seem.
- We live in an age where everything changes quickly — we have so many examples to share.