Looking at Language

This article is from the May 2016 edition of the Toastmaster magazine.

Over the years, I’ve worked with many students in MBA programs across Europe. In one of my classes a couple of years ago, a bright young man was giving a formal presentation about his business idea. The presentation—and the idea—were both very good.

At one point, he made an analogy with the movie Titanic. He raised the issue by saying, “Now, we’ve all seen Titanic …”

Besides me, 21 students were in the audience. During the feedback session, I asked the class, “How many of you have not seen Titanic?” Seven hands went up—one third of the audience. This speaker’s comment was a classic example of what not to say to an audience.

I am referring to phrases in which a speaker assumes (or presumes) that everyone in the audience knows, or has done, something. Phrases like:

• We’ve all seen / heard / done …
• As you undoubtedly know …
• As everyone knows …

You should avoid these kinds of phrases because maybe I don’t know / haven’t heard / didn’t realize. Maybe I haven’t seen Titanic. And by presuming that I have, maybe you’ve just unintentionally alienated me.

Instead of presuming that everyone is on the exact same wavelength as you are, say:

• Perhaps you’ve seen …
• As you may know …

The difference is subtle but significant. You are acknowledging that people might not know everything you know. (The reverse is also true, by the way!) Can you ever presume that everyone in the audience knows the particular point you are making? Sure, in obvious situations:

• As you know, sleep is a basic human need …
• As we know, the sun rises in the east and sets in the west …

However, if the situation is obvious, why not dispense with the superfluous “As you know”? Indeed, the phrase can be abandoned, even when the audience might not know the subject.

• Titanic is the story about the only voyage of a fated ship …
• Have you ever wondered why we need to sleep every day?

It is always helpful to anchor your (new) ideas to something with which the audience is familiar. That is why metaphors and analogies are so powerful. Just be sure to introduce the subject in a way that takes into account those who may be unfamiliar with it.

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