A comprehensive CEO guide to mastering public speaking

Public speaking is an integral part of a CEO’s role, from pitching to investors to motivating employees. This skill has long been heralded as a cornerstone of effective leadership, especially for CEOs who find themselves at the helm of complex organisations.

Mastering this art, however, is easier said than done, and many leaders can stumble. Fortunately, a few key strategies can make a significant difference. Here are four specific areas where CEOs can enhance their public speaking capabilities, examine what commonly goes wrong, and provide concrete ways to improve.

Know your audience

CEOs must be adept at translating their message for the many audiences they interact with – from employees to investors, board members to customers. The ability to make content accessible and meaningful to various audiences is tricky and requires nuanced practice. When you lose your audience, you lose the opportunity to connect and motivate. This can impact everything from employee morale to stakeholder confidence.

To avert this pitfall, take the time to do reconnaissance, reflection, and research about your audience to ensure you understand what they know and don’t know; what they need to know and how they can value from what you are saying. Armed with this information, you can present your content in a clearer, more accessible manner. Mary Barra, CEO of General Motors, is very good at targeting messages for her various constituencies.

Emotion over information

Emotion is the secret sauce that can turn a mundane presentation into an inspiring speech. CEOs often emphasize data and facts but neglect the emotional resonance that can truly engage an audience. To tackle this, employ storytelling techniques to make your speech more relatable and impactful.

Consider leveraging the “What, So What, Now What” structure to guide your narrative. Share a situation (What), explain its significance to the audience (So What), and conclude with actionable insights (Now What). By packaging your content with a structure that includes relevance and action, you speak to emotions and not just information. Brian Armstrong, the CEO of Coinbase, is an expert at leveraging What-So What-Now What to give his comments emotional oomph.

Fostering audience engagement

Another common mistake CEOs make is turning their presentations into monologues. Effective public speaking is a two-way street; the audience is not just a passive recipient but an active participant in the conversation. One way to engage the audience is to ask questions, whether rhetorical or direct, to provoke thought and encourage participation. Interactive technologies like real-time polling can add a layer of engagement.

Finally, you can use analogies and comparisons to help pull your audience in. Elon Musk, for example, frequently involves his audience through direct questions and live demonstrations, creating a dynamic and engaging experience.

Mastering the Q&A session

Q&A sessions are often the most unpredictable part of any presentation, and many CEOs find themselves unprepared for the questions thrown their way. When CEOs give convoluted or evasive answers, it erodes the audience’s trust.

To prepare for these sessions, employ the “PREP” method: Point, Reason, Example, Point. This framework allows you to provide a structured response, which can be particularly useful when tackling complex or controversial questions. Warren Buffet, known for his candid and straightforward approach, excels in this area, providing thoughtful, well-structured answers that resonate with his audience.

General advice for CEOs

    •    Remind yourself that you are in service of your audience. As a leader, your job is to guide your audience to your point of view. It is not about you, but them. Focusing on the value you bring to others will allow you to be more comfortable, focused, and less anxious.


    •    Lead with warmth. Take the time to connect with your audience before diving into details. Ask questions, bring up past interactions, move out from behind the lectern. All of these demonstrate immediacy and care.


    •    Be authentic. It is very easy to assume the role of ‘leader’ and put on a false front – your voice and posture can look and feel forced. Through practice and feedback, you can deliver your messages as yourself. This fosters connection, respect, and reduces imposter syndrome.




Public speaking is crucial business skill that every CEO should strive to master. From knowing your audience to engaging your audience emotionally and intellectually, effective public speaking can significantly impact your leadership and your organization’s success. Next time you take the stage, remember these tips and watch how they transform your public speaking experience.

Matt Abrahams is a lecturer at Stanford Graduate School of Business, the author of Think Faster, Talk Smarter: How to Speak Successfully When You’re Put on the Spot and Speaking Up Without Freaking Out, and the host of Think Fast, Talk Smart: ThePodcast.

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