CHAPTER 2
The Key to High-Engagement Presentations
Ben had shared his message many times before, but few people were listening. Their body language seemed to say, “yeah, yeah, yeah.” He knew he needed another way to break through and communicate with them. He decided to take a risk and do a creative demonstration.
Ben brought in two drinking glasses, two bottles of water, and, curiously, a package of assorted food coloring. His audience immediately took notice. He carefully squeezed one drop of red dye into a glass, and one drop of blue dye into the other glass.
As he slowly poured water into the glass with red dye, he told a story about the bank’s high net-worth customers. He filled it halfway, and explained that these customers had a burden of tax liability. He filled the glass more and explained how the new changes in tax law would add further angst for these customers. He then set the glass aside. All eyes fixed on the brilliant red water.
Ben picked up the glass with the blue dye, and placed it strategically on the other side of the U-shaped table. He poured water in the glass and the color swirled to life. He talked about the estate tax law changes and what problems the changes would create for their customers.
Ben then did the unexpected. He brought both colored water glasses—one red and one blue—to a circular table in the middle of the room. He told his audience that their job was to advise and assist their customers with these tax challenges, and if they failed to do their jobs well, then— Ben paused for effect, and then silently poured both glasses of colored wa
