Make the Audience the Hero
Frame a leadership story around the audience's job-to-be-done rather than the speaker's activity.
The hero is the person who must act differently after your story. A leader's effort is context. The listener's progress is the plot. Jobs to Be Done helps you ask what the audience is trying to accomplish, what blocks that progress, and how your message helps. Find the Job Name the audience's functional job, social job, and emotional job. Functional: what do they need to get done? Social: how do they need to be seen? Emotional: what pressure or uncertainty are they trying to reduce? Rebuild the Story Move from "we built" to "you can now." Move from activity to…
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