133: Know Your Target - a podcast by Dr. Greg Story

Know Your Target

I was at a speech recently, given by a very prominent  person, an extremely experienced speaker, to a very prestigious audience.  It should have been a triumph, but it was a fizzer. There were two particular problems with the speech.  One was it was set for 25 minutes but the speaker finished in 8 minutes.  The second problem was that the most interesting part of the speech was not readily accessible for the audience.  Both issues stemmed from a lack of homework before giving the speech.  Given the experience of the speaker, I found this rather surprising, but it highlights that no matter how comfortable you are or how experienced you are, always do your homework before giving the talk.

 

Japan is a very formal country.  If a speech is scheduled for 25 minutes, it has to last that long or otherwise it upsets the timetable.  It creates a gap and organisers here in Japan are not renown for their flexibility and capacity to ad lib.  It also sends a subtle negative message to the audience, that they are not worth preparing a 25 minute speech for.  It comes off as being disrespectful and flippant. 

 

I was sitting in audience the listening to the proceedings audience and was surprised to hear the speaker wrapping things up.  Looking at my watch, I realised we were barely out of the blocks.  Another audience member caught my eye, as we both realised this was coming to an abrupt and rather shocking end.  He gave me a quizzical look that said “is this speaker serious?”.  It certainly didn’t leave the right impression with the audience.  They felt cheated and that they had not being respected enough, given how self important they are.  This was the right crowd to win over too, so a real opportunity gone begging.

 

I have often been asked to speak to Japanese groups from 4.00-6.00pm.  It is late in the day, when people are already tired from the morning and early afternoon sessions.  The length of a two hour speech is taxing for an audience to stay connected with the subject and with the speaker.  I wondered why they would want to put the audience through that ordeal?  I asked, “Can’t we just make it an hour, tops?”. I was told, “Oh no, Dr. Story, it has to be two hours”.  Listening to a foreigner speaking Japanese for such a long period is also tiring because of the extra concentration needed. 

 

After doing a number of these long speeches, I eventually realised that I was the filler, between the end of their own programme and the party.  The food and drinks were ready for a 6.00pm start and I needed to keep tap dancing until that time.  If I had quit after an hour, the organisers would lose face, because people would be lost with what to do for that single unscheduled hour.  If they were Aussies, they would just start the party earlier!

 

So before you speak, carefully check on how long they want you to occupy this part of the programme.  The organisers usually have very little interest in the quality end of the experience.  They just need the slot filled and you need to understand that is your role sunshine.  Knowing this will help you in your preparation.  You can structure the presentation to make it interesting over a two hour period.  One way to do that is by employing visuals.  I don’t mean detailed, heavy duty graphs and tables of statistics, like a lot of Japanese presenters seem to love.  I mean photos with no words on them, which you then proceed to talk about. 

 

Now our big name speaker in my example, actually had some really intriguing photos with him, but he hadn’t thought to put them on slides and show them to everyone.  He just waved them in the air effortlessly and ineffectively.

 

It is not hard to ask the organisers if there is an opportunity to use a screen and a projector.  Most venues in Japan have these types of equipment.  Why that relatively simple task wasn’t checked on before the speech was a complete mystery to me.  He could have really wowed his audience because the content of the photos was really dynamite.  Waving the actual photos around from the podium isn’t quite as exciting, as projecting them up on a huge screen and then telling everyone the back story.

 

The point here is do your homework in Japan before you speak. Check on the logistics, the reasoning behind the schedule, the equipment availability at that venue for what you need.  Who will be in my audience, what are they interested in, what is their knowledge of the subject, how can I impress them, will there be consecutive or simultaneous translation going on if you are doing it in English?  No one prepares to fail, but we do fail to prepare, don’t we.

 

 

 

Further episodes of The Cutting Edge Japan Business Show

Further podcasts by Dr. Greg Story

Website of Dr. Greg Story