So, what do you say?

You've been asked to give a speech.  Maybe you're expert in some topic, or you've headed up some organization, or you've done something wonderful recently.  You've got an occasion, an audience, and a duty. 

What do you say?

Here's where it gets ironic.  You've been called upon because of something you possess, but what the audience really wants to hear about is -- wait for it -- themselves. 

If you don't spend a third to a half of the speech talking about the audience's problems, your best efforts will fall flat.

So, here's the way to think about it.  What is the problem the audience has for which your information or experience or wisdom is the solution? 

Once you've got that figured out, you're practically home free.  Spend the first part of the speech talking about the problem, and the second part talking about your now relevant solution, and you'll be a hit every time. 

The reason is that audiences show up to a presentation wondering why -- why is this important, why should I listen, why is this relevant to me?  If you answer that question successfully, they'll start wondering how -- how do I apply your insights, how do I act upon what you're saying, how do I take this experience and make it my own?

There are lots of subtleties, and they can be important, but that's the main idea.  Take your audience on a journey from why to how.  Both you and the audience will be much happier for it.