There is no right way to talk to execs. But there is a wrong way.

Don’t be wishy washy. Be crystal CLEAR.

I work with Sales and CS leaders every day.

One thing that always comes up…

How do I present confidently to executives?

One lesson I’ve learned the hard way.

There is no ONE way.

Executives are people, and they digest information just like you and me.

–> I’ve had execs that needed the details. They wouldn’t believe a story until they saw it.

— I’ve had execs that couldn’t care less about the details. They wanted a clear story, and a plan. That’s it.

This can be terrifying when you’re new in a role, because you don’t know what kind of executive you’re dealing with.

And it’s especially hard if you’re presenting to a room full of people, that all fall on different places on this spectrum.

But there is one thing everyone values.

CLARITY.

Without it, you’ll never earn anyone’s trust.

Here is a simple framework I wish I had earlier in my career.

Use it to clarify your big idea to yourself.

Then take that confidence into the boardroom.
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STEP 1: What’s the Point?
Clarify your singular critical idea—the one thing you want them to remember.

– What do I believe that others might not see yet?
– What’s the one idea I want them to repeat to someone else?

STEP 2: What’s at Stake?
Frame the urgency and opportunity clearly.

– What happens if we do nothing?
– What will we gain if we get this right?

STEP 3: What’s the Move?
Show the shift you’re proposing—this is your strategy or design.

– What do we need to do differently?
– How will this approach help us win?

STEP 4: What’s the Proof?
De-risk your idea with something real or replicable.

– Where has this already worked (even partially)?
– What signals do we have that this approach is valid?

STEP 5: What’s the Win for Them?
Make the message meaningful for them personally.

– How does this tie into their goals?
– How does this make them look smart for supporting it?

STEP 6: What’s Do You Need?
What is the request you need them to accept now?

– What money, people and resources do we need?
– When do you need them to decide?

P.S. Thank you to ChatGPT’s new update for creating the visual.