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Why you should always deliver the punchline first.

Information World Review

| January 08, 2007 | Tebbutt, David | COPYRIGHT 2007 Incisive Media, published with the permission of Incisive Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: David Tebbutt

Why you should always deliver the punchline first

David Tebbutt

How many times have you heard the phrase "sell the sizzle, not the sausage"? And how often do you resolve to do so to capture interest and commitment for your latest initiative? And do you succeed? If you do, you may not want to read on.

Recently, I participated in a number of workshops and meetings where technically knowledgeable people were trying to securing board, press or venture capital interest. It doesn't matter too much about the audience -- in every case, the fundamental issue was that the audience had a different mindset to the speaker.

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