Alexey Kapterev is one of the main Russian trainers in the field public speaking and the teacher of the course “” told the site in an interview about the components of effective business communications, people with bright charisma and secret techniques of speechwriters.
— How did you suddenly start doing presentations?
At the end of 2003, I worked as an analyst at consulting company. The firm specialized in strategic consulting. Our clients were Russian ministries, senators, legislators and formerly state-owned and now privatized companies. My job was to write reports that would contribute to the decision-making process. I had virtually no contact with clients, and to be honest, I wasn’t very upset about it. I was quite happy with just writing.
But then that day came. One of the firm's partners (to whom I am very grateful today) decided that it was time for me to look at Big world. I had to “present” to a client of the company a report that I had recently written for him. Note.
I tried to convert my report into a PowerPoint presentation. The result was a bullet point-filled nightmare reminiscent of a teleprompter. This is something you rarely see today.
I remembered that my boss recommended using more pictures. In 2004, “pictures” were taken primarily from the clipart libraries built into Microsoft Office by default. At the same time, I completely lacked design skills, and my taste was very far from ideal. So yes, there were a few pictures, but to be honest, it would have been better not to have had them at all. I spoke for 30 minutes and everything was going well (or at least I thought so).
Unfortunately, it turned out that the client did not fully share my point of view. He did not understand why this report was prepared, what it revealed, and why we spent so much time and money on it. My bosses immediately had to improvise another presentation, which, fortunately, had an effect. The client eventually calmed down, but asked that he never assign me to give presentations again. I was so upset that I promised myself that I would learn how to give presentations within the next few months.
— Is there a continuation of this story?
- Yes, oddly enough, there is - many years later, one of those same dissatisfied clients ordered me another presentation. And this time I was absolutely satisfied.
Between these two events, naturally, there was long work above myself: I read a lot and I copied people a lot. I transcribed Jobs' presentations, gave these presentations, and tried to be more convincing and professional, just like Steve Jobs again.
— Is this the person who inspires you?
— Yes, I respect Jobs very much.
“There is no seed in our computer, but we are taking these specific steps and working on it this way” - this is an example of excellent brand communication from Jobs.
Good brand communication is always built on the fact that you find a problem that worries you and solve it.
— Are there any general life hacks that help develop oratory and the ability to speak in front of an audience? Something like the techniques used in The King's Speech?
- No, no, “The King’s Speech” is a story of psychotherapy, this man had a serious defect and this film is a story about his struggle with this defect.
Public speaking is the story of one’s own problem and overcoming it, the story personal experience and some kind of good news that the narrator brings to his audience - that he suffered, that he understood, what is his conclusion after overcoming.
— And if the product is perfect, and there are no problems, what would you say?
- Then, of course, there is no need for a presentation, the product will sell itself! But, as a rule, there are no products without shortcomings or without a story of overcoming, or, say, if the product is almost perfect, there are stories of neophobia - fear of a new product. Therefore, presentations are, of course, necessary.
- What can’t he do without? good presentation?
— First, the speaker needs to sit down and think carefully about what problem his speech solves, what the main problem is. That is, what do you want to convey to the audience, and why does the audience need it. Then you describe a plan to solve the problem, describe what you are presenting.
You need to immediately decide what the main insight, the big idea, the main news of the speech is that a person will take away after meeting me.
For example, I recently watched Monica Lewinsky's recent TED talk - she talked about how difficult it is when a lot of dirt is thrown at you, and people are ready to destroy you, although, by and large, you have not killed anyone. A speech about tolerance, let's say. And it was supported by her personal story, the story of overcoming her disadvantages and advantages - and thus the performance turned out to be wonderful and very convincing.
— Are there any speech preparation techniques that are useful to a speechwriter?
- Undoubtedly! It is necessary to read your speech out loud, this will help you feel how strong or convincing it is. In the same speech of Monica Lewinsky (which, it was clear, a good speechwriter worked on) there were very strong parts that coincided with her image, and it was clear that this was close to her. And there were philosophical pieces that, rather, are inherent in book reflections, and it was clear that Monica Lewinsky does not speak like that in normal life. That is, the performance should be rehearsed so that such dissonance does not arise.
— Is it possible to somehow develop attractiveness and personal charisma? Can this be learned?
— Charisma, in my opinion, is an external manifestation of internal qualities. Again, the example of Steve Jobs convinces us that charisma is often acquired when a person persistently pursues his goal and how much of a hero he is in this.
Oddly enough, people who have been in prison have great charisma.
Now, if a person is ready to go to prison for his ideas, if they thought about them for a long time in prison - then nothing can break him, the charisma of such a person is visible, it can be read in everything - because the person carried his thought and his idea.
I just wanted to learn how to make slides.
But instead, MIF “slipped” me BEST book from the ones I read in 2014. From 46 books.
Why the best? I'll explain now.
Alexey Kapterev
What is this book about?
- How to give presentations.
- How to speak in public.
- How to prepare material for a presentation.
- How to create an unforgettable story.
- And yes - how to prepare slides.
Passion
The book was written by a man who loves his work. Such things are immediately visible.
…presentations are transformative. This doesn't necessarily mean they're changing audiences. This can also happen, but that’s not what I’m talking about now. Presentations transform you and your own ideas. It's not about them helping you become rich and famous. It's about becoming different the best people. You will become more knowledgeable, more understanding, more sincere and more passionate. Alexey Kapterev
Nowadays the fashionable approach is “read 10 books on the topic, and you are a guru.” You can write your own books, teach people, etc. How different Alexey is!
He read everything that was close to the topic. Attended a bunch of seminars on presentations, screenwriting, acting. Watched hundreds of presentations. He was a participant and organizer of the famous TED conferences, which we love so much here at Lifehacker...
And only then did he write the book.
This is noticeable: erudition just splashes from the pages. But always to the point!
Practical experience
Alexey - practitioner:
- He often speaks in public.
- He stood on stage as a stand-up comedian and as an amateur actor.
- He advises professionally large companies(Yota, Yandex, Skolkovo) regarding presentations.
By format
The format “delivers.”
For example, here's how comments are formatted:
And here are the notes:
But the main thing is examples. A lot of them. How right, how wrong...
Almost all examples are not invented, but taken from real life. For example, Alexey analyzes famous presentations and speeches of Steve Jobs, Bill Gates, Barack Obama, Al Gore, Evgeny Grishkovets and others.
Road map
- books;
- presentations;
- video;
- blogs.
I appreciate it. In the current whirlpool of books and articles, it is as if you have a road map with pointers.
Well, and, in fact, Alexey himself
It would be strange not to show something from Alexey after the “thick, thick layer of chocolate.”
And here he is live at the TED conference in Odessa:
I think it's great!
Total
- Interesting read. Just like an art book.
- Teaches us the philosophy of a great presentation.
- And a large number small tips that you can immediately go and implement into your presentations.
If I decide to write my own training book, I will use Alexey's book as a reference.
Design is the “new writing”. Do you want your ideas to be purchased competitive advantage- become a little designer.
Best Designer your presentation is you.
2. Put the facts into a story.
Storytelling is not making up stories. It is the arrangement of facts in a sequence that gives them meaning.
I'm not just suggesting that you use stories as part of your presentation. I encourage you to carry the story structure throughout your entire presentation.
3. Determine what is opposed to what
No story can work without a dark side.
If you missed the dark side earlier - while expressing all your thoughts - go back one step.
Without conflict, the audience will become bored.
4. Draw the structure
Try drawing your structure as a process and you will feel the difference. As they say, if something can't be drawn, it can't be done.
This means that if you don't have a good visual idea of the project, you'll have a hard time when it comes to executing it.
Let's face it: presentations are usually a cheap, "wholesale" alternative to speaking individually with each audience member. But this doesn’t stop the presentation from being a conversation!
6. Don't force the listener to choose where to look.
Listeners shouldn't have a choice about what to watch. You must direct their attention. At every second of your speech, the audience must be sure that they are looking where they need to look.
7. Rehearse your speech, rehearse your improvisation
First, just say the words out loud - that's the trick. When you feel like the words sound unnatural, it's time to start rehearsing improvisation. Relax and let the flow carry you.
I just wanted to learn how to make slides.
But instead, MYTH “slipped” me the BEST book I read in 2014. From 46 books.
Why the best? I'll explain now.
Alexey Kapterev
What is this book about?
- How to give presentations.
- How to speak in public.
- How to prepare material for a presentation.
- How to create an unforgettable story.
- And yes - how to prepare slides.
Passion
The book was written by a man who loves his work. Such things are immediately visible.
…presentations are transformative. This doesn't necessarily mean they're changing audiences. This can also happen, but that’s not what I’m talking about now. Presentations transform you and your own ideas. It's not about them helping you become rich and famous. It's about becoming different, better people. You will become more knowledgeable, more understanding, more sincere and more passionate. Alexey Kapterev
Nowadays the fashionable approach is “read 10 books on the topic, and you are a guru.” You can write your own books, teach people, etc. How different Alexey is!
He read everything that was close to the topic. Attended a bunch of seminars on presentations, screenwriting, acting. Watched hundreds of presentations. He was a participant and organizer of the famous TED conferences, which we love so much here at Lifehacker...
And only then did he write the book.
This is noticeable: erudition just splashes from the pages. But always to the point!
Practical experience
Alexey - practitioner:
- He often speaks in public.
- He stood on stage as a stand-up comedian and as an amateur actor.
- He professionally advises large companies (Yota, Yandex, Skolkovo) on presentation issues.
By format
The format “delivers.”
For example, here's how comments are formatted:
And here are the notes:
But the main thing is examples. A lot of them. How right, how wrong...
Almost all examples are not invented, but taken from real life. For example, Alexey analyzes famous presentations and speeches of Steve Jobs, Bill Gates, Barack Obama, Al Gore, Evgeny Grishkovets and others.
Road map
- books;
- presentations;
- video;
- blogs.
I appreciate it. In the current whirlpool of books and articles, it is as if you have a road map with pointers.
Well, and, in fact, Alexey himself
It would be strange not to show something from Alexey after the “thick, thick layer of chocolate.”
And here he is live at the TED conference in Odessa:
I think it's great!
Total
- Interesting read. Just like an art book.
- Teaches us the philosophy of a great presentation.
- And also a large number of small tips that you can immediately go and implement into your presentations.
If I decide to write my own training book, I will use Alexey's book as a reference.
