We’ve all been there.
Standing in front of a group whether it’s a boardroom, a networking event, or a theatre full of eager faces and feeling that creeping question: Am I really saying what matters?
Too many speakers launch into their talk without clarity. They’re so focused on getting through their material, they forget the audience is silently asking:
“Why should I listen to you?”
That’s where A is for ANSWER comes in. There are three essential questions every speaker must answer before they even open their mouth. Miss them, and your story floats away like smoke. Nail them, and you’ll land your message so powerfully your audience won’t forget it.
The “right now” is vital. It forces you to pinpoint urgency — why this is the moment for your message.
Then, ask yourself:
Why am I the person to speak about it?
Why do I need to say it?
If you can’t answer those questions, your speech risks being generic. And generic doesn’t inspire action.
Solution:
Before you draft a single sentence, take a pause. Ask yourself "what’s burning a hole in my heart to share? What experience, story, or truth only I can tell right now?" That’s where your talk begins.
The vague “my talk is for everyone” is a trap.
Audiences connect when they feel like you’re talking just to them. You need to know exactly who you’re speaking to, and more importantly why they should care.
Solution:
Create an audience profile. Give them a name, a job, a challenge they’re wrestling with. When I’m crafting a talk, I imagine a single person in the crowd and speak directly to them. Suddenly, your message stops being a broadcast and becomes a conversation.
If your audience walks out exactly as they came in, you’ve wasted their time — and yours. Every story you tell should shift something:
Action – Will they do something differently?
Behaviour – Will they adopt a new habit?
Thought – Will they see the world through a different lens?
Solution:
Decide your “after picture” before you even start writing. Picture your listener one hour after hearing you, what’s changed? Build your talk so every story, every image, every pause points them towards that shift.
The magic of public speaking isn’t in the perfect script or flawless delivery, it’s in the connection. When you answer these three questions, your storytelling moves from “polished performance” to “transformational experience.”
That’s the sweet spot where your voice has power, your audience feels seen, and your message takes root.
So, before your next speech, pause and ask:
What must be said by me right now?
Who exactly needs to hear it?
How will my speech change them?
Get your answers, and you’ll have the key to speaking with clarity, authenticity, and impact.