The Three Levels of Communication

What do you want the audience TO DO?

There is no point speaking to people if you don’t want to effect some change.  If you just want to give them information, send a memo!  You must want your audience to do something, or believe something, or you wouldn't have called them into a room together.

Here are some examples of action objectives.

This is better. Now you have a reason to speak, and a desire to change something in your audience. 

But to really effect that change you must go one step further.  You must understand that your words cannot directly change what people do, or what they believe, they can only change what they feel. Only that change in feeling will bring about a change in behaviour.

So, the key question you must ask before you stand up to speak (long before!) is…
 What do you want them to FEEL?