What’s the biggest problem when presenting data or analysis? The presenter lacks of clarity around his message and what needs to change. The best way to solve the problem is to plan and present a clear thesis to open the presentation. Let’s find out what it is, and how to do it.

A thesis has a three part formula:

1. It states a problem
2. It suggests solution
3. It poses a question.

All good business writing begins with a good thesis. Take this opening paragraph from an article in the economist magazine.

‘WHY is it so many manufacturers cannot leave well alone? They go to great pains to produce exquisite pieces of technology. Then too often, instead of merely honing the rough edges away to perfection, they spoil everything by adding unnecessary bells and whistles and unwarranted girth. In the pursuit of sales, they seem to feel they must continually add further features to keep jaded customers coming back for more. It is as if consumers can’t be trusted to respect the product for what the designers originally intended.’ Economist August 2009.

This is a good example of a thesis, it starts by posing a question, defines the problem and hints a solution.
Business presentations should be no different from business writing in that they should

1. Open with a problem, to get the clients attention
2. Suggest the direction of a solution, to pique curiosity
3. Pose some questions by means of setting an agenda.

Let’s examine each in turn.

1. Open with a problem:
If you’ve done your analysis well then you should be able to state, with pinpoint accuracy, the nature of your client’s problem. Do this right and it’s as if you’ve grabbed the client by the lapels and shouted “Hey you’d better listen up, this is important.”
2. Suggest a solution:
Rather, you state the direction of the solution. You don’t want to show all your cards at once, because you haven’t sufficiently built the problem. If you show your hand too early you are likely to get objections.
3. Pose some questions:
Though what you are really doing is giving the client an agenda for the rest of the meeting. But you are doing it in a more elegant way, posing questions that need an answer.

Finally once you have planned your presentation thesis commit it to memory. This guarantees that a) you will open strong, and b) should the client ask you to cut to the chase, you can give your thesis therefore demonstrating yourself as a clear thinker worthy of another meeting.