Great Speaking Coach: YouTube CEO Videos Critiqued

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What do you look like to customers, clients, employees and stakeholders? YouTube videos make it easy for anyone anywhere to watch you speak and form their own instant impressions--good or bad.

Take a look at the CEOs in these short video clips. What do you think? You'll see my critiques below. When you want to ensure that you're giving only the best impression on a YouTube video, get help from the Great Speaking Coach.

http://youtube.com/watch?v=nmXQfPkfJqw

Comcast CEO Brian Roberts unveiled a new DOCSIS 3.0 Cable Modem capable of delivering 160 Mbps using a new "channel bonding" technology. (5/10/07 )

Boring opening: “What you’re about to see is…” He should just get to the story/demo to grab the attention of the audience. He has distracting hand gestures, clasping and unclasping in front of his chest; awkward position of his head and shoulders.

Roberts makes the point about much faster speed of wideband, but doesn’t articulate any benefits or tell any stories that would help the audience imagine how they could use the high speed. What’s the call-to-action? The speaker pales in comparison to the visual examples, especially the turtle video.

http://youtube.com/watch?v=fijMRMjQsg4

Frank Donaghue, the new CEO of Physicians for Human Rights, talks about his vision for the organization. Overall, this is the best one of the bunch.

Tells a great story early that is a springboard story and one that transmits values. Would have been even more effective starting with the story rather than the “tell’ em” approach

Says he “hears their visions and insights. “ He could make the message about “your help” more dramatic

His passion, personal commitment, value, benefits to their clientele come through.

http://www.youtube.com/watch?v=7VPzMPHGXG4

Salesforce.com CEO Marc Benioff speaks about Google OneBox for Enterprise (7/16/07)

He makes too many generalized statements, gives no examples, and there are no narratives. The slides are screen shots—boring, boring, boring. Total disconnect between his product and his words and delivery style.

http://youtube.com/watch?v=NyiVjXzh-dY

Ed Coleman, CEO, Gateway Inc. delivers keynote address at the AeA High-Tech Innovation Awards.

Opening: “Thank you everyone.” “I am new to Southern California.” Lame humor, family story. “ “Happy to be with Gateway.” Too much about Gateway

What about the awards and the audience and the organization? The dinner is about rewarding innovation. He didn’t say the word ‘innovation’ for the first time until 2 min 30 sec into his speech.

At 3:21 he finally began to speak about the (assigned) topic of overcoming global competition. Overall, he is dull, dull, dull which is exceptionally bad because this is a speech about innovation.

http://youtube.com/watch?v=c__CCtFxwYs

Anne M. Mulcahy, the Chairman of the Board and CEO of Xerox Corporation-AeA's Annual High Tech Government dinner 6/8/05. (More than 2 years ago and it’s still around.)

Boring and routine opening comments: “Thank you, I am pleased to be here.” Many ‘ums” and too much time looking down at her notes

She refers to a long relationship AeA but tells no story or narrative that demonstrates what has been generated by this long relationship. What has been the benefit to the company and audience of the AeA-Xerox relationship?

Books that Inspire Me

John Medina: Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School (Book & DVD)
This book was written for business speakers--the 12 brain rules support every BEST public speaking practice and exlpode the worst myths. You'll have no doubt that audiences crave creative and interesting presentations. You'll learn why death by power point is inevitable if you think slides are the only presentation technique you need. The author provides a great example himself--a serious scientist who presents his research and his life's work in a way that keeps you turning the pages. (*****)
Timothy Ferriss: The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich
What I love about this book is the concept of putting a dollar value on your time and skills. Then you ask yourself each time you face a new task: is this work deserving of highest and best value of my time and skills? If the value of the work is less than the value of your time and skills, you MUST find someone else to do it. Otherwise you're losing money and the oppportunity to work on something else that is worth the time and value of your skills. The next time you're asked to give a presentation, perform this valuation exercise: are the benefits you'll derive from the presentation equal to or greater than the cumulative value of the time and skills you'll have to invest in the presentation? If so, go for it! If not, decline the invitation or turn it over to someone else. No hesitation here--Tim would approve. (*****)
David Meerman Scott: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
If you're blogging then you're already applying one of the new rules of marketing and PR. My number one take away from this book is that we must communicate directly with our buyers. Spend time creating detailed personas of your buyers--start with just 2 or 3 and do a great job. Write blog content, news releases and web pages that speak to the characteristics of these buyers. They will be attracted to you and will seek you out. Don't rely on publicists who reject the new rules. They're protecting their turf. Invest your reseources--time and money--working with the new rules and enjoy a powerful return on your investment. Read this well-written, eye-opneing book today! (*****)
Stephen Denning: The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative
Lots of scholarship about problems leaders face and how they devise soltuions. Business stories are an important part of the approach. Not so much a one-time read book as a reference book. (***)
Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
I like the way Gladwell brings viral marketing to life. Just a few people spreading the right words can make a huge difference. That's what Great Speaking is all about. (*****)
Jim Collins: Good to Great: Why Some Companies Make the Leap... and Others Don't
Two important lessons: 1) Good enough isn't good enough 2) Greatness happens with people (****)