There Can Be Only One – Objective

There can be only one. One objective of your communication. One that stands out among the rest. Anything more and you’ll risk not accomplishing anything. If you are not clear on what you want to achieve, how can you convince your audience? So before you take a step further down the presentation prep path…define your one objective.

Just one objective, not two, not three. Just like The Highlander – there can be only one in the end. That is why it is important to work on identifying the objective before you begin building your presentation. All other material, all other statements, all other work must support that one objective.

You may have several objectives in mind, but until you have your objectives fight it out — you won’t be able to create an effective presentation.

What is an objective?

The objective is your goal. It’s the purpose of your communication. It’s the target, the destination, the end result. It’s what you want to achieve. It’s why you are there. It’s the reason you are presenting or starting the conversation. It’s the point you want to make.

Examples of typical objectives:

  • Sell an idea to management
  • Increase productivity in your department
  • Sell your product to a customer
  • Get a more important job
  • Educate your team on a new process

How do I identify my objective?

Only you can identify your true objective. If you are unclear, you need to ask yourself a few questions to help bring the objective to the surface. If you find that you answer any two of these questions the same, you have your objective.

  • Why am I going there?
  • What do I want to achieve?
  • Why do I want to have that conversation?
  • Why do I want to write that letter?
  • Why do I want to meet with this person?
  • Why do I want to address this meeting?

Without an objective, your email, job interview, presentation, or conversation will be a waste of time for you and your listener. So before you put pen to paper, have a clear objective.