Conceptual + Actionable Content
Standard presentation content defaults to the conceptual over the actionable for multiple reasons, but always leads to the same single outcome: Nothing changes, for the listener or for the speaker. Without a specific set of directions and clear vision of how to achieve what’s being described, an audience has to work out that how for themselves. More often than not, they don’t.
Presenters are most comfortable focusing on a theory they want to share, neglecting the details an audience needs to translate that theory into application. Here’s what you should be doing and Here’s how you actually do it are two very different messages. But they partner well.
Turning high-level strategy into specific execution is hard. Especially with limited talk time and audiences made up of experts, mid-levels, and novices. Alignment with a group can be even harder when each individual faces different budget constraints, timelines, and team bandwidths. How can we tell 30 unique people the best one way to get something accomplished?
The Curse of Knowledge
It starts with altering our strategy of information overload. Most speakers try to cover too much ground in their sessions, resulting in broad, high-level overviews rather than deliberate next steps.
Because we know so much about our topic, and believe it’s vital to include every piece of our story, we saturate the listener with so much extra detail they don’t need or can’t hope to retain. We’re so busy hyping and describing, we leave no time to convert the description into achievement.
The fix is simple: Show, don’t tell. Avoid lengthy explanations of why something is great, or too many promises of what’s possible without obvious steps to get there. After 90 seconds of talking about a goal, shift up into showing precisely how to reach that goal. Make it simple, accessible, with minimal effort and a short time investment. A listener that hears a great idea might be interested; but a listener that sees a clear target and knows they can accomplish it is activated.
Create the Confidence to Get Started
Matt Abrahams of Stanford Business gives a simple 3-step framework to assure audience proactivity following a breakout or team meeting:
What? So What? Now What?
What? Open with the big picture, core challenge, and value-rich outcome.
So What? Follow with the new opportunity, transformation process, and argument for why the stakes are so high and demand serious consideration.
Now What? Bring it home with how to take instant action, using current skills, applied at whatever level, budget, and bandwidth the listener has available to them.
Lather, rinse, repeat with each segment or idea across the full presentation.
Speaking of segments, monitor your story as you speak to assure every idea stands alone, with its own clear process to turn that idea into success. Create breaks in your content so one concept doesn’t overlap with the next. Use those breaks to demonstrate what action the audience should take on that one concept the moment the meeting ends to add it to their daily practice. Then move on to the next.
Clear direction at each step removes the burden of figuring it out for themselves. You’re giving your listeners the confidence they need to get in gear toward their next big win.
Bottom Line
Conceptual content establishes the "why" and "what" by exploring theories, ideas, and abstract frameworks. Actionable content provides the "how" and "when" by delivering step-by-step instructions, practical tools, and immediate solutions to solve specific problems. Use each for its purpose, and apply both in equal amounts.
First, establish the conceptual: “Sleep hygiene is vital for cognitive function and long-term health."
Second, add the actionable: “Set a silent alarm for 10:00 p.m. tonight, turn off your phone, leave it in another room, and read a physical book for 15 minutes before turning off the light."
Concepts open the listener’s mind to a new approach, alter their perspective, share a fresh philosophy, and establish high-level understanding. We explain the purpose for and mechanics of how a system or topic works, ideal for strategic brainstorming, academic research, or building foundational knowledge before starting a project.
Actionable steps, processes, and implementations drive specific behaviors to reach desired results. We tell our audience what they can do to solve their pain points, work smarter not harder, or achieve great value outcomes.
