The FOCUS™ Framework
Introducing the FOCUS™ Framework:
For Humans Who Still Talk to Other Humans
Two observations from a guy who talks for a living:
1. In-person communication is more effective than digital communication.
2. We’re getting worse at it.
According to Harvard Business Review, in-person communication is 34 times more effective at persuasion than email communication.
Which makes this even more concerning: A 2024 survey of Canadian Generation Z workers found that 25% reported their verbal communication skills have worsened, citing remote learning or work during the pandemic.
To fill this gap, I’ve developed the FOCUS™ Framework. The principles apply to both in-person and on-camera settings where you’re communicating live with an audience – large or small.
F = Face your audience
O = Own your posture
C = Control your pace
U = Understand your content
S = Serve your audience
If you can execute this approach when you’re with your audience, you will appear to be more confident and competent. And even if you feel nervous, your audience won’t necessarily be aware of it.
And before you dismiss this as overly simplistic, I assure you, when you first watch yourself on a recording, there will be something that you do that you are NOT aware of. The only question is the whether your tendencies are distracting or re-assuring your audience.
F – Face Your Audience
I think of this as squaring up to the basket before you shoot. In western culture, facing our counterpart in conversation and making eye contact is a best practice. It demonstrates confidence and conveys trustworthiness.
When this component is missing, it can appear to our audience that we’re unsure or nervous. The simple act of looking directly at people will greatly enhance your audience’s perception of you as a speaker.
This advice is not new or revolutionary. I probably got similar advice in the first public speaking class I took in my sophomore year of high school.
What I bring to this tactic, however, is a bridge to take you from knowing to doing. Through my experience, I have a feel for how to coach each individual to change their behavior.
Every person brings different tools and tendencies to the table. And the goal here isn’t uniformity. It’s connection.
O – Own Your Posture
Stand up straight, place your feet a little less than shoulder width apart, and don’t move… much…
This one is easy to write. However, it’s not as easy to execute.
I once worked for a training company and observed as a colleague delivered a keynote. They proceeded to take two steps forward and two steps back, pacing erratically, for the entirety of a 30-minute message.
I couldn’t help but be terribly distracted, and I wondered if the audience felt the same way.
Some movement is good. However, I usually recommend against walking and talking at the same time.
When your body is calm but upright, your mind is calm and ready to process.
C – Control Your Pace
One of the most common challenges presenters need to overcome is talking too fast. People often feel they have to rush through in order to avoid boring their audience. Ironically, when they’re speaking too quickly for their audience to clearly understand what they’re saying, that same audience is more likely to withdraw.
Remember, your audience has never heard this before. I often tell my clients: “I don’t mind if you speak quickly… just as long as you add a pause as you go.” (see what I did there <-)
This one requires repetition and practice. There’s a natural cadence that takes some time to develop. But when it does, you gain really valuable insights.
What makes it difficult is the uncomfortable silence. Over the years, gradually, I’ve learned to lean into this discomfort.
One thing I enjoy doing as a facilitator is to put the audience on the spot with a question. Then, I simply wait for them to answer.
Ten seconds feels like an eternity in this moment. But, almost every time, the audience WILL chime in. Someone will raise their hand, because THEY felt awkward. This also reminds us that our audience is on our side. Give them a chance, and they’ll throw you a lifeline.
U – Understand Your Content
Can you deliver the main point of your presentation in one sentence? In my 8th grade English class, we called this a thesis statement.
Often it sounds something like: This is how it is, and this is why it’s that way.
Your presentation supports this point. It’s expanding on “why it’s this way.”
A presentation with structure and flow keeps the audience engaged AND leads them down a path of naturally accepting your point of view.
S – Serve Your Audience
Two primary considerations for your audience:
1. Why is this important to them?
2. What do you want them to DO?
If you’re spending three or four minutes on a subject that your audience may not even care about, they’re going to lose interest. EVEN IF your recommendation will ultimately help them.
And if your call to action isn’t clear, then they’re definitely not going to do it!
In closing, as the skills gap for in-person communication widens, I believe the companies that invest in and reinforce these skills will ultimately outperform their competition.
This framework can exist on top of or in addition to any other strategic initiative, internal messaging, or sales enablement process that already exists.
It will simply help you and your team message more effectively in person or via live video.
Could you or your team benefit from more effective in-person communication?
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