Gina London: If corporate jargon is boring you silly, imagine how boring it is to them?

This week, I’m supporting a team that aims to raise their department’s profile following a recent reorganisation.

They need to engage both their internal organisation and potential external market customers.

When we speak, our audience needs to grasp our message quickly

Their biggest hurdle? How to simplify and make sense of a 20-page, jargon-filled slide deck that’s more likely to induce yawns than excitement.

One frustrated participant summed it up perfectly: “Nobody talks like this.”

Indeed, he was right. The narrative spelled out on the slide deck, though I’m sure it was carefully crafted by the communications team, was just way too lengthy and laden with clunky jargon.

My solution wasn’t to discard the comms team’s hard work, but to help the real people tasked with delivering the talk to distil it into more engaging pieces.

​We don’t speak the way we write

First, let’s agree that spoken language differs significantly from written language.

When we write, we have the luxury of constructing complex sentences, using technical terms, and embedding dense information.

But when we speak, our audience needs to grasp our message quickly and clearly or they’ll tune out.

Practice out loud

My favourite advice and one that is obvious but so often over-looked, is to practice out loud.

This not only helps you become comfortable with the material but also lets you identify what feels natural to say and what doesn’t. #

Also, as you practice, you’ll build muscle memory, making it easier to recall key points during the actual presentation.

Personal stories make abstract concepts real

Another powerful tool is the personal story. Abstract corporate concepts like “enabling global experiences” are so nebulous.

But when you share a personal anecdote illustrating this concept, it can become tangible and relatable for your audience.

Describe how you helped a client navigate the complexities of expanding into a new market. Use first names and make it interesting.

Show energy and authenticity

Don’t forget to speak with enthusiasm and use gestures to emphasise your message points. Your passion will be infectious, helping to draw your audience in.

Remember, your audience is not just listening to the narrative; they’re also engaging with you as a person. Bring your authentic self to the presentation.

Consider your audience’s perspective

Before you utter a word, consider your audience.

Whether speaking to internal colleagues or external clients, consider their hopes, dreams, and fears. What do they care about? What challenges do they face?

Tailoring your message to address these aspects will make your presentation more relevant and impactful.

Keep It concise

As always, brevity is key. Even if the comms teams prepared 20 pages, you don’t have to say everything. Certainly not all at once.

Don’t overload your audience with information. Focus on the most critical points.

Give your audience time to respond. This keeps them engaged and also provides you with valuable feedback and the opportunity to address specific concerns.

Practical example: bringing the corporate narrative to life

Let’s put these principles into practice with a simplified version of a corporate narrative.

Suppose the original narrative reads: “Our department leverages synergistic methodologies to enhance operational efficiencies and drive value creation across global markets.”

What? Instead try: “In our team, we find better ways to work together, helping our company operate more smoothly and successfully around the world.”

Now, layer your personal story: “Last year, I worked with a team in Japan to streamline their processes.

"I met with their MD Hakuro and we had some great discussions in Tokyo over tea and eventually were able to reduce their turnaround time by 20pc, which had a huge positive impact on their operations.”

This approach is shorter, clearer, and more engaging. It also includes a personal story that makes the concept of “enhancing operational efficiencies” concrete and relatable.

Connecting with your audience when presenting the corporate narrative involves more than just reciting prepared text.

It requires translating complex ideas into clear, spoken language, practicing out loud, sharing personal stories, showing energy and authenticity, considering your audience’s perspective, and keeping your message concise.

As I continue my work here in Vienna, I’m inspired by the leaders who are embracing these strategies to tell their story. Whether you’re speaking to colleagues or clients, remember that the key to effective communication is not just in what you say, but in how you say it.

So, go ahead, pick those nuggets, sprinkle them like cinnamon on a latte, and watch your audience become truly engaged.

There are so many different ways to convey the same story. Don’t forget to bring yourself to every communication event!

You can write to Gina care of SundayBusiness@independent.ie