15 Successful Communications Lessons (Collection) by FT Press Delivers

Author:FT Press Delivers
Language: eng
Format: epub
Tags: Business, Personal & Professional Development
Publisher: PH Professional Business

Proof of Concept

Proof of Concept is a single telling point that validates your USP. It gives your business instant credibility. The Proof of Concept is optional. Sometimes you can start with the Opening Gambit, link through the USP, and then go directly to Point B without the extra beat.

It is a valuable beat nonetheless, and when you do choose to include the Proof of Concept, you have a number of options. For example, you can use a significant sales achievement: “We sold 85,000 copies of this software the first day it was available”; a prestigious award: “Business Week picked our product as one of the top 10 of the year”; or an impressive endorsement: “When an IBM vice president tried our product, he told me he’d give anything if only IBM could have invented it.”

Think of your Opening Gambit, your USP, your Proof of Concept, and your Point B as a string of connected dynamic inflection points. Once you’ve segued smoothly through each of them at the start of your presentation, the heart of your argument will be primed for your discussion. You will have grabbed your audience’s attention, and they will be very clear about what you want them to do.

When you power-launch your presentation with your Opening Gambit, your USP, your Proof of Concept, and your Point B, your audience will have no doubt about where they’re going. Now it’s time for you to tell them how you intend to navigate them there.

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