133: Know Your Target

<p>Know Your Target</p> <p>I was at a speech recently, given by a very prominent  person, an extremely experienced speaker, to a very prestigious audience.  It should have been a triumph, but it was a fizzer. There were two particular problems with the speech.  One was it was set for 25 minutes but the speaker finished in 8 minutes.  The second problem was that the most interesting part of the speech was not readily accessible for the audience.  Both issues stemmed from a lack of homework before giving the speech.  Given the experience of the speaker, I found this rather surprising, but it highlights that no matter how comfortable you are or how experienced you are, always do your homework before giving the talk.</p> <p> </p> <p>Japan is a very formal country.  If a speech is scheduled for 25 minutes, it has to last that long or otherwise it upsets the timetable.  It creates a gap and organisers here in Japan are not renown for their flexibility and capacity to ad lib.  It also sends a subtle negative message to the audience, that they are not worth preparing a 25 minute speech for.  It comes off as being disrespectful and flippant. </p> <p> </p> <p>I was sitting in audience the listening to the proceedings audience and was surprised to hear the speaker wrapping things up.  Looking at my watch, I realised we were barely out of the blocks.  Another audience member caught my eye, as we both realised this was coming to an abrupt and rather shocking end.  He gave me a quizzical look that said “is this speaker serious?”.  It certainly didn’t leave the right impression with the audience.  They felt cheated and that they had not being respected enough, given how self important they are.  This was the right crowd to win over too, so a real opportunity gone begging.</p> <p> </p> <p>I have often been asked to speak to Japanese groups from 4.00-6.00pm.  It is late in the day, when people are already tired from the morning and early afternoon sessions.  The length of a two hour speech is taxing for an audience to stay connec