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Its Not The Effort You Put In That Counts, Its The Results You Get Out.“


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Say what you do and
Do what you say.
An idea on how to bring to market & sell your wares, selling what you say and do.

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Its Not The Effort You Put In That Counts, Its The Results You Get Out.“

  1. 1. "Its not the effort you put in that counts, its the results you get out.“The way you can spell out ideas,charm people, seduce them and bring them solutions by communicating clearly & efficiently January 2009 release © E.Pozzolini Available from 1
  2. 2. A messageHe paused and looked over the crowd."You are not all going to die," he saidslowly. "Only two percent of you righthere today would die in a major battle.Death must not be feared. Death, intime, comes to all men. Yes, every manis scared in his first battle. If he sayshes not, hes a liar. Some men arecowards but they fight the same as thebrave men or they get the hellslammed out of them watching menfight who are just as scared as theyare. The real hero is the man whofights even though he is scared.Patton, George General of the 3rd USArmy 2
  3. 3. My question to you is :Are we overcomplicating the means (thecontainer) and oversimplifying themessage (the content) due to the fact that ina short lapse of time we have to get ourmessage through, intelligible, homogenous,pleasant , politically correct, etc, etcetera,etcetera ? 3
  4. 4. ONE POSSIBLE ANSWER In any part of the world, in any language, in any countryyour behaviour, your actions, you yourselfbe it in the business world, a theatre of war, an ONG Will be effective if it is made of a cocktail of elements and follows some elementary patterns as well as loose guidelines such as... 4
  5. 5. beign Direct Endearing to your team Plausible Credible Respected not necesseraly loved Short Legible and transparent in your actions Firmly grounded on earth Real and Factual Intelligible Comprehensible Decisive and determined Out of the box 5
  6. 6.  Sassy (Pétillant et effervesc ent) Sexy Spiffy (Elégant) Jazzy (Exubéra nt) Mastera ble Mustera ble NOT embedde d into mainstre am 6 thinking
  7. 7. In one word repeatable & memorable 7
  8. 8. The magic formula for it to be repeatable then to become memorable Clean & Clear Clear-cut To the point Simple but not stupid URBI & ORBI (Global and Universal) Understandable Unequivocal Idiot-proof (Bac -5 to X Mines) User-friendly but no simplistic babystuff Yes. In one, simple, word: repeatable 8 Imperatively it must be K.I.S.s. not K.I.S.S.
  9. 9. K.I.S.s. What do I mean ?• No cinema, no Hollywood showbiz, no gizmo, no fanfare• No mumbo jumbo, no chaff !• No playing around with the snobbism of argot, lingo, the “intimate” language of the selected few (the shining brigade)• No “lone rider” attitude (riding into the sunset of glory à la John Wayne or Shane) I mean POSITIVE & RESPECTFULL ATTITUDE, INTELLIGENCE IN ACTION, BEING SMART, NOT LETTING YOUR EGO INTERFERE WITH THE MESSAGE, GETTING THE USELESS OUT OF THE WAY Keep It Simple & short. Not Stupid, just simple, K.I.S.s. 9
  10. 10. What you should put into a presentation (my personal good salad mix)a. Creativity and Fantasy (Those who dare to dare, sort out inventive, non pragmatic, brilliant solutions, excel in meetings)a. Know-howb. Preparation (Be one in class when you create and manufacture your presentation)a. Stamina, character, leadership and charismab. Confidence and sense of being in control of the facts, the data, the field, the subject, the topics, the possible issues Evidently I omit knowledge. If you do not possess it….go fishing 10
  11. 11. Keep your feet on mother earth in preparing a presentation However, be always capable of bringing down to Earth up to 20 percent of the Moon (the bright unconventional ideas and solutions) of using an “x” percent of Mars if the tough gets tougher (Si vis pacem para bellum) 11
  12. 12. An example of a great presentation 12
  13. 13. Seductive To the point CarismaticAt times painfull but clear audio 13
  14. 14. Kennedy’s Inaugural Speech January 1961 Full audio and written transcript17/02/08
  15. 15. Vice President Johnson, Mr. Speaker, Mr. Chief Justice, PresidentEisenhower, Vice President Nixon, President Truman, Reverend Clergy,fellow citizens:We observe today not a victory of party, but a celebration of freedom --symbolizing an end, as well as a beginning -- signifying renewal, as well aschange. For I have sworn before you and Almighty God the same solemnoath our forebears prescribed nearly a century and three-quarters ago.The world is very different now. For man holds in his mortal hands thepower to abolish all forms of human poverty and all forms of human life.And yet the same revolutionary beliefs for which our forebears fought arestill at issue around the globe -- the belief that the rights of man come notfrom the generosity of the state, but from the hand of God.We dare not forget today that we are the heirs of that first revolution. Letthe word go forth from this time and place, to friend and foe alike, that thetorch has been passed to a new generation of Americans -- born in thiscentury, tempered by war, disciplined by a hard and bitter peace, proud ofour ancient heritage, and unwilling to witness or permit the slow undoingof those human rights to which this nation has always been committed,and to which we are committed today at home and around the world. 15
  16. 16. Let every nation know, whether it wishes us well or ill, that we shallpay any price, bear any burden, meet any hardship, support anyfriend, oppose any foe, to assure the survival and the success ofliberty.This much we pledge -- and more.To those old allies whose cultural and spiritual origins we share, wepledge the loyalty of faithful friends. United there is little we cannotdo in a host of cooperative ventures. Divided there is little we can do-- for we dare not meet a powerful challenge at odds and splitasunder.To those new states whom we welcome to the ranks of the free, wepledge our word that one form of colonial control shall not havepassed away merely to be replaced by a far more iron tyranny. Weshall not always expect to find them supporting our view. But weshall always hope to find them strongly supporting their ownfreedom -- and to remember that, in the past, those who foolishlysought power by riding the back of the tiger ended up inside. 16
  17. 17. To those people in the huts and villages of half the globe struggling tobreak the bonds of mass misery, we pledge our best efforts to help themhelp themselves, for whatever period is required -- not because theCommunists may be doing it, not because we seek their votes, butbecause it is right. If a free society cannot help the many who are poor,it cannot save the few who are rich.To our sister republics south of our border, we offer a special pledge: toconvert our good words into good deeds, in a new alliance for progress,to assist free men and free governments in casting off the chains ofpoverty. But this peaceful revolution of hope cannot become the prey ofhostile powers. Let all our neighbors know that we shall join with themto oppose aggression or subversion anywhere in the Americas. And letevery other power know that this hemisphere intends to remain themaster of its own house.To that world assembly of sovereign states, the United Nations, our lastbest hope in an age where the instruments of war have far outpaced theinstruments of peace, we renew our pledge of support -- to prevent itfrom becoming merely a forum for invective, to strengthen its shield ofthe new and the weak, and to enlarge the area in which its writ mayrun. 17
  18. 18. Finally, to those nations who would make themselves our adversary, weoffer not a pledge but a request: that both sides begin anew the quest forpeace, before the dark powers of destruction unleashed by science engulfall humanity in planned or accidental self-destruction.We dare not tempt them with weakness. For only when our arms aresufficient beyond doubt can we be certain beyond doubt that they willnever be employed.But neither can two great and powerful groups of nations take comfortfrom our present course -- both sides overburdened by the cost of modernweapons, both rightly alarmed by the steady spread of the deadly atom,yet both racing to alter that uncertain balance of terror that stays thehand of mankinds final war.So let us begin anew -- remembering on both sides that civility is not asign of weakness, and sincerity is always subject to proof. Let us nevernegotiate out of fear, but let us never fear to negotiate. 18
  19. 19. Let both sides explore what problems unite us instead of belaboringthose problems which divide us.Let both sides, for the first time, formulate serious and preciseproposals for the inspection and control of arms, and bring theabsolute power to destroy other nations under the absolute controlof all nations.Let both sides seek to invoke the wonders of science instead of itsterrors. Together let us explore the stars, conquer the deserts,eradicate disease, tap the ocean depths, and encourage the arts andcommerce.Let both sides unite to heed, in all corners of the earth, thecommand of Isaiah -- to "undo the heavy burdens, and [to] let theoppressed go free."¹And, if a beachhead of cooperation may push back the jungle ofsuspicion, let both sides join in creating a new endeavor -- not a newbalance of power, but a new world of law -- where the strong arejust, and the weak secure, and the peace preserved 19
  20. 20. All this will not be finished in the first one hundred days. Nor will itbe finished in the first one thousand days; nor in the life of thisAdministration; nor even perhaps in our lifetime on this planet.But let us begin.In your hands, my fellow citizens, more than mine, will rest the finalsuccess or failure of our course. Since this country was founded,each generation of Americans has been summoned to give testimonyto its national loyalty. The graves of young Americans who answeredthe call to service surround the globe.Now the trumpet summons us again -- not as a call to bear arms,though arms we need -- not as a call to battle, though embattled weare -- but a call to bear the burden of a long twilight struggle, yearin and year out, "rejoicing in hope; patient in tribulation,"² a struggleagainst the common enemies of man: tyranny, poverty, disease, andwar itself.Can we forge against these enemies a grand and global alliance,North and South, East and West, that can assure a more fruitful lifefor all mankind? Will you join in that historic effort? 20
  21. 21. In the long history of the world, only a few generations have beengranted the role of defending freedom in its hour of maximum danger.I do not shrink from this responsibility -- I welcome it. I do not believethat any of us would exchange places with any other people or anyother generation.The energy, the faith, the devotion which we bring to this endeavor willlight our country and all who serve it.And the glow from that fire can truly light the world.And so, my fellow Americans, ask not what your country can do foryou; ask what you can do for your country.My fellow citizens of the world, ask not what America will do for you,but what together we can do for the freedom of man.Finally, whether you are citizens of America or citizens of the world,ask of us here the same high standards of strength and sacrificewhich we ask of you. With a good conscience our only sure reward,with history the final judge of our deeds, let us go forth to lead theland we love, asking His blessing and His help, but knowing that hereon earth Gods work must truly be our own. 21
  22. 22. Glossary from the Inaugural speech of President Kennedy• Deed une bonne action• Foe ennemi• To pledge jurer• Twilight crépuscule• To stay the hand patienter ou se retenir (depending on context)• Anew de nouveau• To belabor se disputer verbalement, insister lourdement sur quelque chose• Forebears aïeux• A hardship épreuve dans l’adversité• To split asunder se fendre/se rompre• Bonds lien/liaison avec qqn• To outpace devancer qqn (to go beyond in action or performance)• To unite to heed écouter/recevoir le commandement, prendre garde• Engulfed se engouffrer• To cast off se défaire de, se débarrasser de• To burden accroître la pression sur qqn• An endevaour une entreprise • Year in and year out année après année• Writ may run• To tap accéder• To shrink ne pas se dérober/reculer devant 22
  23. 23. Did JFK• give his inaugural speech with a Power Point support ? 23
  24. 24. Did JFK• Articulate well his words and create a vivid image in the mind of the audience ?• Master his language, tone, emotions ?• Instil in his audience a vibrant sense of challenge and inspiration, i.e.: “the sky has no limits” ?• Picture a possible dream on earth?• Use roman rhetorical style in his speech?• Inspire with words future deeds ? 24
  25. 25. How did he do that ? 25
  26. 26. Now then What did this speech make you dream of ? Did it give you an imaginific sense and representation of a reality ? Did it make sense ? Would it have encouraged you in joining the JFK team ? Did it make you feel you wished you were there in that cold morning of January 1961 ? 26
  27. 27. QuestionsWould you be able to repeat this message and present it toan audience ?Would words you would employ be so powerful and capableof generating a tangible sense of imagination without the useof images or pictures, the gimmick so often in cinematicpervasive “Kindergarten baby-stuff” presentations?Are you ready to use the sound of an argument andnot the argument of sound?Are you ready for the use & implementation ofDialectics and Positive Rhetoric ? 27
  28. 28. My question remainsAre we overcomplicating the means andoversimplifying the message due to thefact that in a short lapse of time we have toget our message through, intelligible,homogenous, pleasant , politically correct,funny, colourful, etcetera, etcetera, etc… ?A possible answer will follow 28
  29. 29. Step ONE : Say what you doStep TWO : Do what you say, and make the audience know itStep THREE : Bring to market & sell your wares, sell what you say and do. No Sales Ticket = not a successful presentationNo short cuts, take the long way if so required, cover unchartedterritories, build a dream with facts well anchored to mother earth.Pick from the moon a few cobbles of fantastic, ingenuous andconstructive ideas.Not overly crazy mind youYour presentation will then be effective, perceived as such, from theheart, intelligent, well constructed and articulated, informative,inspiring, repeatable, unboring and innovative. 29
  30. 30. Good luck and now on to work 30