How to Wash a Chicken Read online

  PRAISE FOR HOW TO WASH A CHICKEN

  “Turning a complex situation into a simple story requires real effort. Tim Calkins makes getting there easy with a playbook that should be in the hands of any successful business leader today. Tim takes the guesswork out of business presentations with simple, no-nonsense tips that will pack punch, infuse energy and win audiences.”

  Sally Grimes, Group President, Tyson Foods

  “Calkins reminds us that there is a process and structure for creating compelling presentations that will advance your ideas and your career. If your job involves selling or persuading, then you will benefit from applying the lessons of this book.”

  Sergio Pereira, President, Quill.com

  “Presenting is perhaps the single most important skill one can learn as an up-and-coming executive. Tim offers great, practical advice on how to radically improve.”

  Tim Simonds, President, Merrick Pet Care

  “A smart, strategic and pragmatic approach for becoming a critical, confident and compelling presenter.”

  Scott M. Davis, Chief Growth Officer, Prophet

  “Thoughtful guidance on how to master effective business presentations. I recommend this book for business professionals who seek to improve their effectiveness and grow their personal brand.”

  Mark Johnson, Vice President, Navistar Corporation

  “Behind every big move in business is an idea that is well-communicated. Tim Calkins’ book provides practical advice on how to prepare and deliver presentations that will make the difference when opportunity meets preparation. A must-read for first-time presenters and business pros.”

  Carrie Kurlander, Vice President, Public Relations, Chick-fil-A

  “Tim Calkins brings to life the art and science of presenting and makes it easy to master one of the most challenging aspects in business. His approach allows professionals to gain alignment and move recommendations forward.”

  Carl Gerlach, President and Chief Executive Officer, Maple Hill Creamery

  “Tim Calkins is known at Kellogg School of Management as one of the best presenters and storytellers. In this new book, he shares some of his secrets on how to make your presentation more effective. His tips are simple, easy to remember and valuable even if you consider yourself a master of presentations.”

  Miguel Patricio, Global CMO, Anheuser-Busch InBev

  “Few individuals can capture an audience like Professor Calkins, and reading through these pages is like being in one of his dynamic and inspiring classes at Kellogg. This book is a powerful tool that will help you prepare and deliver epic presentations, both personal and professional.”

  Lawrence Kim, Vice President, Growth Officer, Taco Bell

  “As Tim so convincingly demonstrates, relevant and engaging presentations are the perfect balance of ‘what we say’ and ‘how we say it.’ By following Tim’s pragmatic approach, all of us will be better equipped to ‘make the sale.’”

  Richard H. Lenny, Non-Executive Chairman, Information Resources, Inc., former chairman and CEO, The Hershey Company

  “Business leaders have to present well if they are going to have an impact. This book is the best one I’ve seen on creating and delivering an effective business presentation.”

  John Anton, CEO, Badger Sportswear

  “My life would have been so much easier if presenters would have practiced what Professor Calkins is preaching in this book. A joy to read and stacked with clear takeaways. You will not regret reading this book—and your business presentations will be so much better.”

  BjÖrgvin Ingi Ólafsson, Managing Partner, Deloitte Consulting Iceland

  “During my twenty-seven years in consulting, I have delivered over 2,000 presentations. I wish somebody would have handed me a copy of this book on my first day on the job! I have now made it required reading for all of our consultants and handed a copy to many of my clients.”

  Fernando Assens, Founder and CEO, Argo Consulting

  “Tim Calkins has absolutely nailed what it takes to deliver fantastic presentations.”

  Craig Wortmann, CEO, Sales Engine, Inc.; Clinical Professor of Innovation and Entrepreneurship, Kellogg School of Management, Northwestern University

  “This book is a must-read for anyone in a corporate or academic setting. If you aren’t a highly confident presenter (and, let’s be honest, who of us really is?) then you will become an increasingly confident presenter, and increasingly successful in your career after each short chapter.”

  Stuart Baum, President and Founder, LargerPond Marketing

  “In the business world, how you show up in front of senior leaders is often more important to your career than what you accomplish ‘behind the scenes.’ This book does a great job boiling successful presentations down to some simple yet critical steps.”

  Eric Epstein, Marketing Director, Mars Wrigley Confectionery

  “Tim offers practical advice, wrapped in compelling storytelling that makes this book a fun read. I will recommend it to both my clients and my colleagues.”

  Jeff Gourdji, Partner, Healthcare Practice Leader, Prophet

  “It is clear from reading Tim’s book that everyone can become a great presenter. Great presenters are not born, they are made through hard work and practice! Applying the lessons in Tim’s book guarantees your presentation skills will soar and your message will hit the bull’s-eye.”

  Dan Jaffee, President and CEO, Oil-Dri Corporation

  “Professor Calkins has captured the art and science of the business presentation and provides important advice for new graduates and seasoned executives.”

  Scott Ward, CEO, Cardiovascular Systems, Inc.

  “Clear and practical advice on the art of presenting, valuable for CEOs, junior employees and everyone in between. Plus, it’s the rare business book that is an incredibly fun read.”

  Eben Gillette, Vice President, Brand Marketing, The Wine Group

  “Tim’s new book provides the art and science for successfully presenting and advancing ideas in any organization. A must-read for all those who desire moving forward and up.”

  Albert Manzone, CEO Flavors Holdings, Merisant, Mafco

  HOW TO WASH A CHICKEN

  Mastering the Business

  Presentation

  Copyright © 2018 by Tim Calkins

  18 19 20 21 22 5 4 3 2 1

  All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the prior written consent of the publisher or a licence from the Canadian Copyright Licensing Agency (Access Copyright). For a copyright licence, visit www.accesscopyright.ca or call toll free to 1-800-893-5777.

  Cataloguing data available from Library and Archives Canada

  ISBN 978-1-989025-03-1 (hardcover)

  ISBN 978-1-989025-22-2 (ebook)

  Produced by Page Two Books

  www.pagetwostrategies.com

  Cover design by Peter Cocking

  Cover photo courtesy iStockphoto

  Interior design by Taysia Louie

  Interior illustrations by Prateeba Perumal and Taysia Louie

  www.timcalkins.com

  Ebook by Bright Wing Books

  PREVIOUS TITLES

  Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth

  Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

  Kellogg on Branding

  CONTENTS

  * * *

  1 How to Wash a Chicken

  2 About This Book

  3 Pick Your Moment

  4 Be Clear on the Purpose

  5 Know Your Audience

  6 Five Things Every Presentation Needs
r />   7 Find the Story

  8 Create Simple Pages

  9 Use Compelling Data

  10 Presell

  11 Prepare and Practice

  12 Set the Room

  13 Present with Confidence

  14 Manage Questions Well

  15 Follow Through

  16 TED Talks and Steve Jobs

  17 Common Questions about Presenting

  18 Five Notable Studies

  19 Twenty-Five Presenting Tips

  Acknowledgments

  Notes

  Index

  Landmarks

  Cover

  Title Page

  Copyright Page

  Table of Contents

  Body Matter

  Acknowledgments

  Index

  1

  HOW TO WASH

  A CHICKEN

  * * *

  “Washing a chicken is not a difficult task,” I said to the audience. “Anyone can do it. If you are taking your bird to a poultry show, you really should give it a bath ahead of time to ensure the chicken looks its best. You just have to remember to keep the bird under control, use a gentle soap and dry the chicken thoroughly so it doesn’t catch a cold.” It was a cool day in March 1973. I was eight years old and giving my first official presentation at a competition sponsored by 4-H, an organization for young people.

  A team of judges listened closely; this group evaluated each presentation, considering things like structure and delivery. At the end of the day, the judges gave each participant a score and some feedback. What went well? What could have been stronger? The panel awarded a blue ribbon to the best presentations, a red ribbon to the average ones and a white ribbon to the weaker presentations.

  Pointing to my poster, I then described the process for washing a chicken in detail. After walking the audience through the steps, I bent down and pulled out a large plastic crate from behind the desk at the front of the room.

  “Now, let me demonstrate precisely how to do it,” I continued. I opened up the crate and reached in. The energetic White Leghorn chicken ran to the far end of the box, just out of my reach. I stuck my head and shoulders into the crate and reached out my hand; I could just touch the bird. Concerned, the hen started running back and forth along the back wall of the crate, clearly upset about the unfolding events.

  If you’ve ever raised chickens, you know that there is a right way and a wrong way to pick up a bird. The right way is to put your hands over the chicken’s wings and gently lift it up in the air. The chicken will quickly realize that it can’t flap its wings, and after a few minutes it will stop struggling and settle down. You can then turn the bird around to inspect it. Or, as in my case, you can give it a bath.

  The wrong way to pick up a chicken is any other method. If you grab hold of a foot, the tail or even just one wing, the situation will quickly deteriorate. You have to have control of the wings, because the chicken—naturally concerned about its safety—will flap them wildly in a bid to escape. White Leghorns, the breed I was working with that day, are particularly nervous and flighty creatures.

  As I reached into the crate, I was a bit anxious about my presentation and eager to keep everything moving along. Each presenter had only a few minutes, and the judges kept close track of the time. So I reached for the chicken and grabbed hold of the white tail and just pulled the bird out of the crate. And the chaos began.

  The Leghorn, certain it was soon to meet its demise as a prop in a presentation on processing a chicken, flapped it wings, batting me in the face and chest. Dust and dirt flew while white feathers filled the room. I held on to the tail with one hand, trying to keep a chicken from getting loose in the middle of my first presentation. My audience, excited to see precisely how this lively scene would turn out, leaned forward. I did my best to calmly continue with my presentation while dealing with the frantic hen.

  “Keeping the chicken under control is really very important. Otherwise it will panic and flap, like this hen is doing,” I observed, as feathers snowed down and the hen cried out in distress. “Sometimes it takes a little while to get the hen settled.”

  The battle went on for what seemed—to me—like hours. It was excruciating. Eventually the chicken grew tired, so I was able to slip my arm over its wings and trap it next to my body.

  Relieved, I continued. “Once you have the chicken under control, you simply place it in the sink,” I explained as I put the (now) subdued chicken in the bucket of warm soapy water in front of me. “Remember to use a very gentle soap.”

  I reached for the soap, and the chicken, sensing its opportunity, rallied and tried again to escape. One wing slipped from my grasp. More flapping ensued: another great struggle. Only this time water was flying around, too. I was drenched.

  Eventually I regained control of the situation, completed the washing and dried the bird using my mother’s hair dryer. “It is important to dry the chicken thoroughly, but be careful when using a dryer,” I cautioned. “It can be too hot. Medium heat works best.” Then, keeping my hands firmly on the wings, I put the hen back in the crate.

  “And that is how you wash a chicken,” I summarized. “Remember the three keys to success: keep control of the bird, use a gentle detergent and dry it thoroughly. It is really a very easy process.”

  I was exhausted, wet and covered in feathers. But I was done and thrilled to put the presentation behind me. People clapped enthusiastically as I picked up my things; it was surely one of the most exciting presentations of the day. I took my seat to watch the next presentation.

  Later that afternoon when the judges handed out the awards, I found myself with a prized blue ribbon and a top score. In their comments, the judges raved about my presentation. They especially loved the demonstration with the chicken.

  I learned three important things that day.

  First, presenting is a thrill. It is scary, exciting and energizing all at the same time. You are the center of attention.

  Second, it helps if you follow some simple rules. Things like an introduction, a conclusion, a clear story and simple visual aids really help. The basics are not too complicated.

  Third, a good presentation can make anything interesting and engaging, and if you want to capture people’s attention, it is always good to have some dynamic props. A flapping, squawking chicken works pretty well. It certainly wakes people up.

  Five Thousand Presentations

  Since that day, I have delivered more than five thousand presentations.1 In some ways, my early experience with that hen set the course for my career.

  In middle school and high school, I did a number of those 4-H presentations. I talked about raising pigs, breeding ducks and collecting butterflies. I never tackled the chicken-washing topic again.

  After college, I spent two years in management consulting with the strategy firm Booz Allen, where I spent much of my time creating and delivering project presentations for clients in the insurance, energy and consumer packaged goods industries.

  I then went to Harvard Business School for my MBA, and I later took a job at Kraft Foods working in brand management. I managed a series of different businesses during my eleven years at Kraft, including Parkay Margarine, A.1. Steak Sauce, Miracle Whip, Taco Bell and Kraft BBQ Sauce. In each of the roles, I spent my time developing and presenting business updates, project recommendations and marketing plans.

  After five years at Kraft, I began teaching a course in advertising at DeVry University’s business school as an adjunct professor. Later I moved to Northwestern University’s Kellogg School of Management. Eventually, I realized I enjoyed teaching more than the day-to-day struggle of shipping trucks of Kraft BBQ Sauce, so when I had the chance to become a clinical professor—which meant I would receive an office and a salary—I left Kraft and made Kellogg my primary base.

  I now spend my time helping people build strong businesses and great brands. I teach a number of courses at Kellogg in the full-time, part-time and executive MBA programs,
including Marketing Strategy, Strategic Marketing Decisions and Biomedical Marketing. I also lead seminars for companies all over the world. In recent years, I’ve worked with firms such as Eli Lilly, Novartis, AbbVie, HP, Hyatt, PwC and Textron. This has taken me to countries including Russia, Australia, Japan, Denmark, Dubai, Jordan, Germany, Switzerland, China and Turkey.

  Along the way, I picked up some teaching prizes. I won the Sidney J. Levy Teaching Award, two Kellogg Faculty Impact Awards, and four Kellogg Executive MBA Top Professor Awards. I also received Kellogg’s top teaching prize, the L.G. Lavengood Outstanding Professor of the Year Award, in two different years, making me one of just five people to have won it twice in the award’s more than forty year history. The MBA website Poets & Quants included me on its list of “Favorite MBA Professors of 2016.”

  All of this has given me an appreciation for the power of a good presentation. I know just how impactful a strong update can be; it can sway a group, gain agreement, secure approval and motivate a team.

  You can have the best idea in the world, but it will only catch on if you can present it well. In some respects, taking a recommendation to business leaders is like taking a chicken to a poultry show. You want to clean it up so that it looks its best.

  2

  ABOUT THIS BOOK

  * * *

  This book has one simple goal: to help you create and deliver an effective business presentation. If you read this book—and apply the lessons—you will present with more confidence and conviction. You will be smoother in front of a group and more in control of the room.

  Becoming a better speaker will lead to other, more important benefits. If you improve your presenting skills, you will almost certainly be more successful in your job. People will be more likely to approve your recommendations, which will help you have a bigger impact on the business. When your work becomes more impactful, senior management will think more highly of you. Your personal brand will strengthen.