During the planning phase of your presentation, always remember that itâ€^(TM)s not about you. Itâ€^(TM)s about them. The listeners in your audience are asking themselves one questionâ€"â€oeWhy should I care?” Answering that one question right out of the gate will grab peopleâ€^(TM)s attention and keep them engaged.

I was preparing a CEO for a major analyst presentation and asked how he planned to kick it off. He offered this dry, boring, and confusing introduction: â€oeOur company is a premier developer of intelligent semiconductor intellectual property solutions that dramatically accelerate complex system-on-a-chip designs while minimizing risk.” I was dumbfounded and suggested he take a page from the Steve Jobs playbook, eliminating all of the buzzwords such as intelligent and solutions and simply answering one question: Why should your customers care about your product?

Gallo, Carmine (2009-09-11). The Presentation Secrets of Steve Jobs : How to Be Insanely Great in Front of Any Audience (Kindle Locations 479-486). McGraw-Hill Professional. Kindle Edition.