The solution lies in developing tangible proof of that strength. I asked for an example of other applications of this work. Using a mounted version of the story as a prop, we asked the presenter to deliver a simple case history, using the facts of the story. The modesty vanished. A sense of pride, confidence and intelligence shone through and the presentation was both powerful and persuasive.
Technical expertise is a formidable competitive advantage.
But don't hide that powerful difference at the computer or in the lab. Turn your propeller heads into powerful presenters and you'll transform your technical edge into a marketing advantage. Originally published in the September 1998 issue of Presentations magazine.