Posts Tagged ‘commencement speeches’

What CEOs Should Learn From Commencement Speeches

Spring is my favorite part of the work year, because I really enjoy writing commencement speeches. Working on one last month, and thinking about what makes these speeches special, I realized that a good commencement address can do more than inspire graduates and their families. Commencement speeches can also teach most CEOs could learn a lot about public speaking from too. In particular:

Know Your Audience

The best commencement speeches are closely attuned to the concerns and interests of the audience. Good speakers not only connect with the graduating class but their parents and other loved ones, as well. In fact, the best speakers (or their writers) research the graduating class so they can highlight at least a couple of key events that happened during the school year.

CEO’s who want their speeches to have an impact should also take the time to learn what their audience is thinking. And, they should make sure key parts of their speech resonate with what’s on the minds of their listeners.

Make it Personal … and Funny

If you scroll through any list of best commencement speeches, you’ll find that the speakers shared personal details from their lives. Moreover, every one of them used humor — most of which was self-deprecating.

For CEOs, getting personal is a great way to connect with audiences, to show them you’re a human being just like they are. Granted, humor can be risky, but with a little work and practice, making gentle fun of yourself can be an effective way to get the audience on your side, too.

Inspire ‘Em

And in conclusion…. every, and I do mean every, good commencement speech ends with a bang! A rousing close that calls on the graduates to do great things, be the best they can be, refuse to let haters hold them back, and so on.

CEOs should remember that every audience wants to feel inspired at the end of a speech. Every corporate leader should try to end each speech with a vision for the company, a call to action for all employees, a dramatic new proposal for change, etc.

Try to be as inspiring at the best commencement speakers, and your speeches will get the results from the audiences most crucial to your success.

Learning from Great Commencement Speeches

microphoneI admit it, when it comes to the use of analytics, I’ve been a skeptic. I know the use of sophisticated statistical analysis has yielded important insights in many fields. But in some areas, like being a sports fan, it seemed to squeeze out the fun, and in other areas, like speechwriting, I was convinced it really didn’t have much of a useful role.

Well, I may have to give up some of my Luddite ways. Quantified Communications is doing really interesting work to (in their words) “combine data science and human expertise to improve the way people communicate.”

One blog post in particular caught my eye. QC used a proprietary analytical tool to see what CEO’s could learn from the 13 best commencement speeches of all time (as selected by Business Insider.) In particular, key characteristics of the commencement speeches were compared to important elements of the average executive keynote.

Every CEO and speechwriter for a CEO should pay heed to the findings.

First, the outstanding commencement speakers were much better at building trust through confident, authentic language than the average CEO. The commencement speeches came “across as 42% more authentic and 15% more confident.”

However, where the CEOs really lagged behind was in using “clear and engaging language to keep the audience’s attention.”  The great commencement speeches were a stunning 81% clearer and 86% more engaging than the average executive keynote.

Now, as someone who has heard and read a lot of executive presentations, I must say this finding doesn’t surprise me. I just hope these analytics will give communication pro’s ammunition they can use to encourage clients to do a lot more to build audience trust and engage listeners.