Take Your Audience to the Top of the Pyramid of Meaning

As a speaker, you want your audience to really buy into your messages. This is a tough job. They're not going to believe and trust just because you're saying it.

Audiences are instinctively skeptical. They're from Missouri. Their attitude is, "Show me. Make your case and prove it."

To close the deal, you need to give your audience a whole hierarchy of content. Think of it as a pyramid of meaning.

The four layers of the pyramid are data, information, knowledge, and wisdom.

Each layer is important. But you need to take your audience to the top -- all the way to wisdom. That's where you get solid buy-in.

Here's an example of the pyramid in action. The topic is the next generation DVD format -- and the competition between HD-DVD and Blu-Ray.

At the bottom of the pyramid is data.

(Example) HD-DVD capacity = 30 gigabytes. Blu-Ray capacity = 50 gigabytes.

Specific facts and figures -- but what do they mean?

The next layer up the pyramid is information.

(Example) DVD duplicators can use their existing production equipment to make HD-DVD disks. Blu-Ray disks need an entirely new manufacturing process.

Now we're getting somewhere. This information tells us about capital costs, barriers-to-entry and time-to-market.

The third layer of the pyramid is knowledge.

(Example) Format wars have been around a long time. George Westinghouse’s alternating current beat out Edison’s direct current a century ago. 25 years ago, VHS buried Sony's Betamax videocassette format.

Knowledge gives your audience perspective. You've added depth and substance to your data and information.

At the top of the pyramid is wisdom.

(Example) Protracted format wars usually have more to do with corporate machismo than sound business sense.

Now you’re into things that everybody understands. You're talking about human nature -- the big levers that control behavior.

Data and information are everywhere. Knowledge is a little tougher to come by. But wisdom is rare and valuable. People pay for wisdom.

Take your audience to the top of the pyramid of meaning. Give them pearls of wisdom.