Escolar Documentos
Profissional Documentos
Cultura Documentos
Technology
Department of Metallurgical
Engineering
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As a corollary to #1 above, write with clarity and economy. As a rule, keep all memos to one
page or less. If you feel that you need more space to wax eloquent, write a one-page summary
and include the rest as an appendix. Chances are nobody will read past the first page anyway,
so write accordingly.
3. Let your drawings and models do the talking
It’s true that a picture is worth a thousand words; use this to your advantage. Instead of
explaining all the details, say “as you can see on the model (or in the plan)…” Your drawings and
models will say far more in a glance than you can in an hour, and much more eloquently.
4. Present in reverse
Before starting any presentation, decide what you want the outcome to be, then design your talk
backwards from that. Take as little time as necessary to get to your point. As you speak, trade
places with the audience in your head—be sensitive to how they are responding. Are you getting
good eye contact? Are they paying attention or are they listless? Do they understand what you
are saying? Are they convinced? How do you know?
5. Avoid inconsistency and exaggeration
Don’t say one thing if the drawings or models say something else. Speak the facts plainly and let
the audience draw its own conclusions; they’ll appreciate your confidence in their judgment. And
while it’s OK to be dramatic to make a point, if you blow things out of proportion, nobody will
believe the next sentence out of your mouth.
6. Watch the visuals
Your posture, your clothing, and your presentation material do make a difference. An eloquent
speech can easily be derailed by visual distractions. Remember that presentation is a
performance art—you are literally doing theater. Control what your audience sees as much as
what it hears. Graphics are important. Pay attention to the design of your letterhead, brochures,
drawing layouts, proposal formats, etc. Make sure they’re attractive and easy to read. Like the
clothes you wear, they tell a story about you whether you like it or not.
7. Go for closure
The two main purposes of a presentation are to share information or make decisions. You’ll
never arrive at a conclusion unless the audience says “yes.” Make this easy on them by having
all the relevant and required information at hand— “decision-ready information” —then don’t be
afraid to ask for an answer. If the client can’t commit, find out why. Remember that the largest
part of being a good communicator is being a good listener.
8. Know when to stop
Many a cake has been ruined by being left in the oven too long. If you plan to speak for five
minutes, don’t take seven. Remember Thomas O’Neill’s famous dictum that “when you’ve got the
votes, count the roll.” Your audience will appreciate your brevity and will reward you with their
confidence (and their votes). Over-communicating can be just as dangerous as “under-
communicating.”
Conclusion
Since the art of communicating clearly is so fundamentally important to the practice of good
design, it’s extremely odd that this skill is foreign to most practitioners. To be successful, it’s
essential to understand the client’s goals—what do they really care about and why? It’s also
critical to make sure that all the design team members (including consultants and contractors)
are on the same page, working in concert. Yet, for centuries architects have used an arcane
symbolic language (construction documents) that is so complex and confusing that few practicing
professionals, let alone clients, are fluent in it. No wonder there’s so much confusion in the office
and on the construction site! Because sharing information is so critical to design, success will
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flow to those who know how to communicate well. When all is said and done, the only power the
architect really has is the power of persuasion.
THE END