The Three Practices of Powerful Presenters: A Guide to Using Presentation Skills for Career Growth

Effective presentations captivate audiences, inspire action, and leave a lasting impact.

But what separates powerful presenters from the rest? According to the book Clear,

Concise & Compelling: How to Present to Change Minds and Influence Outcomes, the answer lies in three critical practices. Let’s explore each of these and see how they can support your presentation skills for career growth.

Start with a Deep Understanding of Your Audience

Before crafting any presentation, and even before opening PowerPoint, the most

powerful presenters start by asking: Who is my audience? Why are they giving me their

time? What return on time invested (ROTI) are they expecting?

Audience-centered presentations are far more engaging because they directly address

the needs and expectations of the people in the room. Consider these questions:

• What does your audience already know about your topic?

• What do they need to know in order to act on your message?

• How will your presentation provide professional and personal value?

For example, if you're presenting a new strategy to senior leadership, they’ll likely want

to understand how it aligns with company goals, mitigates risk, and delivers measurable

outcomes. A team of new hires, on the other hand, may need a more foundational

message that outlines clear takeaways. If you’re speaking to a working team about a

new process, they’ll want to know how it affects their day-to-day responsibilities, what

tools they'll need to adopt, and how their success will be evaluated.

When you begin with a strong understanding of your audience, you can tailor your

message to their needs. This makes your presentation more relevant, engaging, and

effective.

Begin with the End in Mind: Have a Clear Objective

Every strong presentation starts with a defined purpose. Ask yourself: What do I want my audience to know, feel, and do by the time I finish?

Know: What key points or information should your audience walk away with?

Feel: What emotional response are you trying to evoke: confidence, urgency,

excitement?

Do: What specific action do you want them to take?

For instance, if you're trying to persuade stakeholders to approve a new initiative, your

audience should leave knowing the financial benefits, feeling optimistic about the

potential impact, and ready to approve funding or take the next step.

Having a clear objective also makes it easier to evaluate your success. Did they retain

the information? Did they respond emotionally? Did they take action? When you begin

with the end in mind, you create a purposeful structure that guides your audience

through the presentation and increases its overall impact.

Design Your Presentation to Connect Logically and Emotionally

Powerful presenters don’t rely solely on facts or emotion. They use both to connect with

their audience. This balanced approach makes presentations more memorable and

persuasive.

Logical connection: Use structured, evidence-based content. Support your ideas with

data, case studies, and examples to establish credibility.

Emotional connection: Weave in personal stories, analogies, or compelling visuals

that make your message more relatable and human. Research shows that stories are

22 times more memorable than facts alone.

For example, if you’re presenting a budget proposal, you can use charts and projections

to make a logical case while also sharing a story about how that funding could improve

team morale or customer experience. The combination reinforces both understanding

and connection.

Build Presentation Skills That Drive Career Growth

How many of these practices do you already use in your presentations? Which ones

could you start applying more intentionally? Each of these skills not only improves your

communication but also supports your broader career growth. Strong presenters are

often viewed as leaders, and their ability to connect with others helps them stand out in

competitive environments.

Let’s connect. I’d love to hear how presentation skills have impacted your career or

what steps you're taking to improve. Are you ready to make a change? Let’s get started.