When creating a business presentation, how do you determine the core message that will strongly connect with executives and stakeholders?

When creating a business presentation for executives and stakeholders, determining the core message involves a careful balance of both hard elements—such as data and facts—and soft elements—like empathy and storytelling. Here’s how I approach it:

1. Understand the Audience’s Goals and Perspectives
The first step is to understand the priorities and motivations of your audience. Executives are often driven by numbers, growth, and ROI, while other stakeholders may value impact, customer satisfaction, or long-term vision. To determine the core message, I ask myself: What matters most to them, and what do they need to make informed decisions? Understanding these priorities helps in shaping a message that speaks directly to their goals.

For example, if presenting to a CFO, I might focus on financial benefits like cost reduction or revenue potential. However, for a Head of HR, the focus might shift to employee engagement or cultural impact. Recognizing the different lenses through which stakeholders see the presentation allows me to tailor the message accordingly.

2. Identify the Value Proposition with Hard Data
Once I understand the audience, I focus on the value proposition. This is where the hard elements come into play—data, statistics, and key metrics that demonstrate the benefits of what I’m presenting. For executives, these need to be clear, concise, and tied directly to their strategic objectives. I determine the core message by distilling the value into a straightforward, compelling statement that answers: What’s in it for the business?

For instance, instead of simply saying, "This solution will improve productivity," I might say, "This solution will reduce production time by 25% within six months, resulting in a potential cost saving of $500,000." Hard numbers give credibility and weight to the message, which is crucial for this audience.

3. Weave in the Emotional and Human Element
While data is vital, soft elements are equally important to create a strong connection. I aim to understand the human impact—how does this solution make the stakeholders' lives easier, or align with the company’s vision? By including this layer, I make the core message resonate on an emotional level.

For instance, if I am pitching a new software solution, I might say: "Beyond saving costs, this platform will give your teams the time they need to focus on strategic initiatives rather than mundane tasks." This connects with a shared desire for improvement and empowerment—something that resonates with both executives and employees.

4. Structure Around a Unified Narrative
A core message is most effective when it's part of a cohesive story. I use storytelling to connect the dots between the hard facts and the human element. For instance, the core message might be: "This initiative will lead to a 20% revenue boost while also allowing our teams to innovate more effectively." The narrative around this message involves outlining the challenge, showing the solution, and demonstrating the transformation. This blend of data with storytelling helps me capture both logical and emotional buy-in.

5. Test and Refine the Message
Finally, I test the message by considering the potential questions or concerns stakeholders may have. If the message answers key questions succinctly—like How will this benefit us? How will it impact our goals?—it’s likely to resonate well. I refine the message by balancing the precision of hard elements with the relatability of soft elements, ensuring it speaks to both the strategic vision and the human aspect of the business.

In sum, determining the core message that connects strongly with executives and stakeholders requires understanding their unique perspectives, aligning it with clear and impactful data, adding an emotional element, and structuring it within a compelling narrative. This balance of hard and soft elements ensures the message is both convincing and meaningful, making it more likely to resonate and drive action.

You will know the core message because a) you're the one who is giving that message because you want change or action, b) you've been asked to give that message and have discovered exactly what the core message is from discussion with and deep questioning of the person who has asked you to deliver the presentation.

A core message said simply, with few filler words, backed by data and design, will always win. Timing is everything as well. If you try to communicate the heart of your message too early, you'll lose people. They'll stop listening or viewing your work. Like building a house, you want to make sure the structure is sound first.

Finally, try to recall what worked well last time (your last win). History has an uncanny ability to repeat itself and be cyclical; rather, learn from the past and make sure you apply those winning elements in the new presentation.

When designing a business presentation for executives and stakeholders, the first step is determining the core message that resonates with their priorities. I focus on what they need to know most—whether it’s market opportunities, ROI, competitive advantage, or strategic impact. The design must then clearly emphasize this message.

To do this, I keep the visuals clean and focused. I use bold headings to highlight key takeaways and ensure data or insights are presented in clear, easy-to-understand charts or infographics. Executives appreciate efficiency, so the design should guide them quickly to the most important points.

By combining a concise message with a design that enhances clarity and focus, I create presentations that grab attention and communicate value effectively.

First off, know your crowd. Are you talking to number-crunchers or big-picture folks? Tailor your spiel accordingly. You're not just hawking a product; you're offering a solution to their headaches. Make them feel the pain, then swoop in with your brilliant fix.

Now, don't just rattle off facts. Spin a yarn that'll stick. Paint the problem, then unveil your solution like you're pulling a rabbit out of a hat. But hey, don't forget the meat and potatoes – back it up with some solid figures. A good story might hook 'em, but it's the numbers that'll reel 'em in.

Keep it simple, but not stupid. If your pitch is too complicated, you've lost half the room before you've even started. Focus on why your idea is hot right now. You're not just pitching a business; you're selling tomorrow, today. Make it a future they can't wait to be part of. And remember, a dash of humor never hurt anyone – just keep it classy, yeah?.

Clear and impactful messaging is the driving force behind 90% of successful presentations.
(okay, I might have made that up, but it’s not far from the truth).

Now, let’s get serious. 

Know Your Audience

• Who are you presenting to?
• What are their priorities?
• Your message should directly address what matters most to them.

Clarify Your Goal

• Why are you presenting?
• What outcome do you need to achieve?
• This clarity will shape and focus your core message.

Find the Connection

• How does your message align with their interests or needs?
• Make your content relevant and meaningful to them.

Highlight the Value

• What problem does your idea solve?
• How does it create opportunities or drive growth?
• Keep this value at the forefront of your presentation.

Simplify the Message

• Boil down your content to the essentials.
• Executives have limited time—focus on the key points that matter.

Align with Strategic Goals

• Ensure your message supports the organization’s long-term vision.
• Show how your idea fits into their bigger picture.

Back It Up with Data

• Use strong, relevant data to add credibility.
• Make your case compelling with well-supported arguments.

Make It Actionable

• Your presentation should lead to a clear next step.
• Whether it’s a decision, investment, or new direction, ensure the path forward is evident.

The good news is, you don’t have to figure it all out on your own. If you need help refining your message or creating a standout presentation, an expert is always available to step in and support you.