Personal presence offers personal competitive advantage, and it distinguishes the business presentation as a unique form of communication.

It’s the source of its power.

I should say potential power.

For much of the potential power of presentations has been forfeited in a shameless squandering of personal competitive advantage.

Forfeiting Personal Competitive Advantage

That potential has been squandered out of corporate fear, ignorance, egotism, conformity, and simple habit.

Lynda Paulson describes the unique qualities that a business presentation offers, as opposed to a simple written report.

What makes speaking so powerful is that at least 85 percent of what we communicate in speaking is non-verbal.  It’s what people see in our eyes, in our movements and in our actions.  It’s what they hear through the tone of our voice.  It’s what they sense on a subliminal level.  That’s why speaking, to a group or one-on-one, is such a total experience.

Here, Paulson has described the impact of Personal Presence.

It’s the tangible contribution of the messenger to conveying a convincing message.  A skilled speaker exudes energy, enthusiasm, savoir faire – the speaker becomes part of the message.

Here is where you become part of the message and bring into play your unique talents and strengths.

Naked Information Overflow

But modern technology has swept the speaker into the background in favor of naked information overflow and pyrotechnics that miss the entire point of the show – namely, communicating with and persuading an audience.

Lots of people are fine with becoming a slide-reading automaton swept into the background, into that indistinguishable mass of grays.

And they’d be happy if you faded into the background, too.

Most people don’t want to compete in the presentation arena.

They would just as soon compete with you for your firm’s spoils on other terms.

If you become an automaton, you cede important personal competitive advantage.

You forfeit an especially powerful opportunity.

The true differentiating power of a presentation springs from the oratorical skills and confidence of the speaker.  That, in fact, is the entire point of delivering a presentation – a project or idea has a champion who presents the case in public.

Without that champion – without that powerful presence – a presentation is even less than ineffective.  It becomes a bad communication exercise.

It becomes an infuriating waste of a valuable resource – time.

Rise of the Automatons

Today we are left with the brittle shell of a once-powerful communication tool.

Faded is the notion of the skilled public speaker.  Gone is the especially powerful presenter enthusiastic and confident, articulate and graceful, powerful and convincing.

Absent is Quintilian’s ideal orator:  “The good man, well-spoken.”

We are left with an automaton slide-reader in a business suit.

This is surely a far cry from how we imagine it ought to be – powerful visuals and a confident presenter, in command of the facts and delivering compelling arguments using all the tools at his or her disposal.

This vast wasteland of presentation mediocrity presents you with a magnificent opportunity.

Your choice is to fade into that gray background as yet another corporate mediocrity mimicking the herd.  Or to seize the moment to begin developing your presention skills to lift yourself into the rarefied atmosphere of the High Demand Skill Zone.™

Isn’t it time you decided to become an especially powerful business presenter and seize the personal competitive advantage it provides?

For  more on personal competitive advantage through business presenting, consult The Complete Guide to Business School Presenting.