Art's Seven Customizing Steps
"I've never worked with a speaker so in synch with who we are. The pre-program research you did was the same as other speakers, but the way you used what you learned was unsurpassed."
Scott Roemhildt, Corporate Communications, Agstar
1. Determine the desired impact. Discuss Program Synopsis outline with meeting planner to determine high impact points based on meeting's purpose, current challenges facing the audience, and my position on the program.
2. Research company and industry reviewing newsletters, annual reports, and industry magazines, Harvard Business School Case Studies, web research insures the program is customized based on the most current issues and solutions.
3. Listen to them. Conducting 4-6 interviews to involve all levels of the audience (typically using a pre-program survey) allows anticipation and planning for the audience's likely reactions.
4. Audience book reviewers. Four respected audience members read Art's book followed by interviews to determine best adaptations fo the material for their specific business situations.
5. Site visits and "day in the field" with an audience member to provide original insights as to how a particular role might be adjusted to bring added value for customers.
6. Original research. When appropriate, I often do a mini-survey to document the group's thinking on hot issues. I can then share up-to-the-minute original research on customized slides and handouts which establishes standout credibility.
7. Apply Art's material. Practical examples and application of my ideas to their business challenges, eases translation and application where it counts -- back at work. 8. Design for delivery The program is designed to flow minute by minute with humor, information, and motivation insuring their attention is constantly engaged. Consideration is given to: audience state of readiness to listen to a speech, learning styles of audience members, varying program formats--including interactive exercises, and original recommendations for solving pressing strategic issues.
"Does the Speaker Customize?"
The term "customization" is thrown around without much rigor in conversations between bureaus, meeting planners, and speakers. This article describes 4 levels of customization as a guide to accurately portray a speaker's qualifications in this increasingly important decision criteria.
