Tips for creating engaging
presentations from the world
of competitive intelligence
BY HAMUTAL SCHIEBER
Almost 200 years ago, British Prime Minister Benjamin Disraeli said, “Talk to people about themselves and they will listen for hours.” In my experience, this
adage still holds true today, perhaps even more so.
I’ve worked in the world of competitive intelligence (CI)
for more than 20 years, consulting for hundreds of clients
across a range of business sectors and speaking regularly at
conferences, business schools, and government agencies.
Competitive intelligence is all about gaining a deep understanding of a particular group or business and then turning
that knowledge into insights that support strategic and tactical decisions. Much of these same skills can be applied to
understanding a particular audience and creating powerful
presentations that resonate.
First and foremost, connecting with an audience requires
that you tell them something about themselves—preferably
starting with something they don’t already know. That
could include trends that are affecting their industry, new
technology, a competitor’s planned initiative, or changes in
a key client’s activity.
Data can be gathered using external experts and market
researchers. However, I’m going to share some key search
tips and tricks to help you efficiently gain insights into your
listeners’ challenges and to use those insights to take your
presentations to the next level.
UNDERSTAND YOUR LISTENERS
To customize your presentation to your listeners, first try to
gather as much information as possible on your listeners and
their mission. Who are they? Why are they coming to listen to