What’s the drill – July 5: Three questions to help you know your audience

What’s in it for them?

Are you asking this question enough…and is this the first thing you lead with at the start of a program or a pitch?

To successfully market and reach your participants, and those who decide whether or not to give the go-ahead to your program, we have to not only say, but show what’s in it for them… all the while using their language to get the message across.

What does success look like for them?

How you market a program to an engineer will be different from a sales executive.  It can be a different language altogether. There will be biases and assumptions and expectations you can’t always control.  To help break through, seek out what success looks like for them, while being as specific as possible. Don’t be afraid to ask questions.

What is their objective?

Everyone has an objective. Is it just compliance – or something deeper? Let’s hope for the latter. Here, Seth Godin provides helpful reminders on learning the worldviews of your participants. Are they batman types or superman types?

It’s nearly impossible to sell an idea or a concept to everyone at the same time. Adjust your story and approach to fit your audience, speak their language and always focus on what’s in it for them.

But, says Godin… “Instead of trying to delight everyone in Gotham City, it pays to find people who already resonate with the story you want to tell”. Yes, AND to that!

Know Your Audience

It’s not new advice, but here’s a gentle reminder to marketers, advertisers, sales teams and yes, even stand-up comedians…know your audience.

Tonight my dad was one of several comedians performing at a venue in the San Francisco Bay Area. As an observer, I scanned the crowd and took in the scenery. We were in a slightly upscale Bistro which hosts comedy nights. It was early on a weeknight, and the dinner crowd was mostly Baby Boomers and folks who seemed to like PBS instead of TBS, and Newsweek instead of Rolling Stone.

The lineup for the evening included 6 comedians. Most were in their 60’s, but the first two performers were some thirty or forty years younger which turned out to be a disadvantage for them. Instead of playing to their audience (or pointing out the obvious age difference), the twenty-somethings stuck to jokes made for a younger crowd – drug use, pop culture references, sex. It was an example of a one-size-fits-all approach to comedy, or “selling material”. What could work for one crowd, certainly didn’t work for this one.

Now, the next few comedians fared much better. They told stories, they identified with their audience and had a “hey, I’m just like you!” tone. Guess which group got the bigger laughs and head nods?

As a comedian, facilitator, or salesman – check in with your audience. If you’re not receiving the head nod from the beginning, adjust your approach. Improvise. Say the obvious. And most of all, remember to tailor your message to your audience. It could be the difference between a yawn and a laugh, or a sale and a lost lead.

Here’s a great article on the subject (geared towards Presentations)

Presentation – The Power of “Yes, And”

In November of 2011, I had the privilege of presenting to Rotary Club International. My topic was “The Power of Yes, And”.  My goal was to present a new mindset to 70 professionals, and to have them assess their own tendencies in communication.

In addition to my power point presentation below, I utilized some experiential activities and storytelling techniques to engage the participants and help them feel the difference between “Yes, and”, and blocking – or “Yes, But”.

I am happy to report my presentation was widely praised for its originality, relevance, and humor.

I welcome the opportunity to present on “The Power of Yes, And” for your company, lunch function, or professional organization!


Spontaneity. It’s what we pay for?!

In the world of cell-phone camera, Twitter, Facebook, YouTube, etc… anyone can instantly experience and enjoy their favorite music act or live performance artist, sometimes without paying a dime. Or, if you’ve bought tickets to a concert for example, it’s not unusual to know the set list and see videos of what you can expect before you step foot in the auditorium. So, why do we still attend a show? And where does our enjoyment of the experience come from – besides enjoying the music and time with our friends.

I would argue, it’s for the spontaneity of the experience, and the connection with the performer that comes as a result of that spontaneity and vulnerability. We want our experience to feel special, and anything but just a part of the routine for a performer. We’ve all rolled our eyes when (insert rock stars name) screams, “Hello (insert city name). Maybe they incorrectly pronounce your city, or make it seem like they are just going through the motions.

So, how can learning to be more spontaneous, vulnerable, and more in touch with our audience help sales, word-of-mouth, or your overall impression of your favorite performer? I’d argue it’s why we enjoy the Golden Globes more than the other stuffy awards shows. We have the expectation that “anything can happen!”, instead of a formulaic train-ride of presentations and awards. Mistakes are exciting, not knowing what’s going to happen is thrilling, and being able to say you were part of a night unlike any other night is pretty fulfilling as a fan.

Set the target, know the rules of your performance, but enjoy some improvisation in the middle.

Practicing what I preach

“Happiness comes from the intersection of what you love, what you’re good at, and what the world needs”….

On January 3rd 2012 I set off on an adventure, off into the world of following my passion and my purpose. This blog will document this journey along with useful tips and tricks in the world of professional development and Applied Improvisation. I’ll share some of what I’ve been working on and working towards. My intended audience is anyone interested in how experiential learning, play and Improvisation can aid adult learning and development. Maybe you are a prospective client, or a friend, or an Improviser. Maybe you are Oprah?? If so, Oprah let’s talk!

So how is the process going so far? I’d say so far it’s all very exciting, scary, invigorating, motivational, risky, freeing, and perfect. And, thanks for asking!

First, let me answer your questions (Mom).

Why this, and why now?

I have been on a lifelong search for passion and purpose, with an almost (ok, real) obsession towards finding it. I knew there could be a way to get paid to do what I love and to find a fulfilling job,career, calling. There were points where I thought I had it figured out, but it turns out I was confusing passion with a hobby, or purpose with ego.

But looking back and trying to connect the dots looking backwards (as Steve Jobs says), it all makes sense. This world combines social psychology, human behavior, play, humor, transformative learning, positive change, challenge, and business. It’s part coach, facilitator, writer, marketer, curious learner, cheerleader, funny person, and pure heart-felt passionate difference-maker.

And so, when I took my first Improv class in 2007 a new passion formed. I’m pretty good at finding passions, but some are fleeting (sorry, Acoustic Guitar, cooking and soda can top collecting from my childhood). This was a passion that aligned much more with who I am and who I hope to become. It brings me so much joy and challenge and ever-lasting learning opportunities.


I was fortunate enough to spend the last two years investing most of my spare time into becoming as close to an expert on this field as I could. I also happened to work in Learning and Development at a Fortune500 company. I poured myself into reading books, talking with pioneers in the field and starting on the path to this new career. It became my unofficial job. It didn’t feel as unnerving and painful like a career change could – but instead a melding of skills from jobs past, life experiences and loads of practice. I taught, gave presentations, and talked up total strangers. I experimented, documented and built up binders worth of information and research. I studied not just Applied Improv but adult learning theory, conflict resolution, leadership development, facilitation, and the list goes on. I wanted to be ready for when opportunities arose. I worked hard to gain credibility and a solid reputation. I looked before I leaped, you could say.

This practice and a career in this field constantly pushes me out of my comfort zone. In fact, I never thought I would take such a risk – but maybe that’s why I in fact, needed to. Things have a way of working out I believe. I’m learning to trust my gut, and stay focused on the goal…


What do I want to accomplish? In Improv we say –  set the target, stick to the basic rules and enjoy the journey. And that’s exactly what I hope to do. I’m searching for more opportunities to teach, facilitate, coach, present and train in adult learning arenas – whether that’s corporate environments, schools, professional organizations, etc. I want to infuse play back into our work, and to teach us to collaborate and communicate better.

Maybe it’s a full time job in People Operations, L&D or HR at a company, and maybe it will continue to be freelance work. I’m open to it all!

So… this is what it feels like to follow your passion. Day 12 and I’ve never been happier.