I recently went to a conference where several speakers started with the usual personal details. â€˜My name is â€¦and I have done a lot in my life etcâ€™. You know the stuff.
One speaker didnâ€™t start with this predictable opening. This speaker started with a story about the courage of two people who started a company from a garage in 1976. It was a very different opening and had me wondering from the first words.
The other thing I noticed was that the speaker avoided using the personal pronoun â€˜Iâ€™ and spoke in the present tense. The focus was on the story and the audience.Â HeÂ says to his partner â€˜We need a marketing managerâ€™. His partner repliedâ€™ What about the Marketing Manager of a large multi national company like Pepsi?â€™
Towards the end of the story, the speaker drew us into the story with the use of â€˜Youâ€™. â€˜What you can learn from such a story is that you need to believe in yourselfâ€™.
The lesson I learned was the powerful use of story to get a presentationÂ or conversation started and the importance of using â€˜Youâ€™ to focus on the other person and their needs.
The company is Apple.