Stop scrolling

Watch someone flick through TikTok reels and you’ll see a repeating pattern:

Lame! -> Flick
Lame! -> Flick
Lame! -> Flick
Oh, what’s that!? -> Stop scrolling !!

Only to discover – usually in a matter of 2-3 seconds – that it’s still kind of lame. So: flick again to continue the loop:

Lame! -> Flick
Lame! -> Flick
Oh, what’s that!? -> Stop scrolling !!

And this time, it’s actually kind of interesting. And before they’ve even noticed it, they’ve watched the reel for 40 seconds.

It’s a very simple principle:

  1. Get their attention
  2. Spark their interest
  3. Only then dive deeper

With presentations it’s much the same, albeit on a very different time scale.

Someone starts their PowerPoint, you think: “Lame!” and tune out to switch your attention to planning your evening.

Another one starts their PowerPoint, you think: “Lame!” and tune out to switch your attention to improving your tennis swing.

Another one starts their presentation, you think: “Oh, what’s that!?” but they land on a generic agenda slide and you go “No, still kind of lame!”

It’s the same principle:

  1. Get their attention
  2. Spark their interest
  3. Only then dive deeper

Your audience’s tolerance to dive deep – and therefore your impact – is limited before you’ve established attention and interest.

Keep lighting the path!

Get Daily Insights on The Art of Communicating for Free

Check out my new book
The PATH to Strategic Impact

Read More

Toxic vagueness

Some people cover everything they say in a fuzzy layer of vagueness so they can never be questioned or challenged. It’s a sign of a

Read »

Becoming a leader

When people transition into a leadership position, they are regularly surprised to learn how much of their job is now communication. And, in turn, how

Read »

Don’t get killed!

When my daughter had to learn the traffic rules for her biking exam, she felt quite overwhelmed by the sheer number of rules. I asked

Read »