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Point B and WIIFY

These are terms I introduced in my previous book, Presenting to Win: The Art of Telling Your Story.

  • Point B. The audience in any communication situation begins at Point A, uninformed, unconvinced, and not ready to act. It is the presenter's objective, goal, or message to move the audience to Point B: well informed, thoroughly convinced, and completely ready to act. This dynamic shift is the fine art of persuasion. Point B is the call to action.

  • WIIFY. An acronym (pronounced “whiffy”) that stands for, “What's in it for you?” based on the more common axiom, “What's in it for me?” The shift from “me” to “you” is deliberate, not just to utilize the power of the “you” word, but to shift the focus from the presenter to the audience. This shift states the benefit to the audience and gives the audience a reason to move from Point A to Point B. People need a reason to act, and it must be their reason, not yours. The WIIFY is the reason.


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