The Articulate Executive: Learn to Look, Act, and Sound Like a Leader [Paperback]

Jack Llewelyn, who was the CEO of Ocean Spray Cranberries, described Granville N. Toogood's The Articulate Executive (1995), as a "... required reading for every board room, class room, and living room in the country." When reading Toogood's book reviews, I was astonished that a book about public speaking could be so highly touted. Haven taken public speaking courses before, I wondered if The Articulate Executive could possibly "cure" my fear of public speaking. After reading the book's introduction, I realized that I was not the only one who fears a public audience. Not only developing college students, like myself, but also well established CEO's, corporate managers, and important individuals from all walks of life share in the popular fear of speaking in public. "Polls tell us that public speaking for some people can actually be scarier than death" (Toogood, p. 7). Therefore, I wonder, can a book help reduce an individual's fear of public speaking and aid in his or her quest to become a better public speaker? In this book Granville Toogood helps the reader become a more effective communicator and overall the book educates the reader about the steps each individual should take to present a good presentation.
In today's business world, public speaking can be a key to success. The author describes how most people would prefer having a root canal rather than speaking in public. Toogood says, "that people who view public speaking as a bad thing...are amazed to find that public speaking can actually be fun-and well worth the time and effort" (Toogood p. 3). The author describes how public speaking is to be viewed as an opportunity rather than an unpleasant and tedious job that has to be done. Furthermore, Toogood emphases in the first chapter of The Articulate Executive that an advantage in any business relationship will usually go to the "articulate, well-organized, and thoughtful" business player (p. 7). Consequently, "seizing opportunities" is the first concept that Toogood presents as a potential key to business success.
The author also talks about controlling the presentation. Toogood states "The presentation should always be an opportunity rather than an obstacle or chore. When you are in command of your presentation, you come across as a leader" (Toogood, p. 167). The author introduces the reader to the POWER formula. Which is essential to follow; this formula ensures that the speaker has the groundwork of a good presentation. The presenter should also give the speech the way he or she speaks, making the presentation conversational and easy to follow for the audience. The author also introduces us to the "18-minute Wall", i.e., the audience will only be able to pay attention for 18 minutes. It is also important to remember the "18-minute Wall" when organizing the presentation to meet the timing requirements. There is also the "8-second rule", this rule will help the speaker come up with the theme of the presentation. This rule will also help the presenter remove any unnecessary clichés and come across as being straightforward. After the presenter has the making for a great presentation, it is essential to make good use of body language and to dress appropriate for the occasion. Finally, the correct use of visual aids is essential for any presentation, and they should not dominate the presentation. In my opinion, Toogood has given me the correct set of guidelines to follow, and his advice will help his readers to come across as leaders and become better public speakers.

Toogood covers all the bases, from basic public speaking, to presentation, to handling the media. His POWER formula offers a simplified approach to effective speaking that's approachable by all of us. He offers real-world advice - such as time your speeches to be no longer than 18 minutes - that is often missing from other books.

Most importantly, his book is easily readable. It features short chapters with a lot of punch. And although some chapters build on contents of previous ones, it's easy to read the book a chapter at a time, or even find just the chapter the deals with the topic you need. While written for the beginning communicator, most non-professional speakers will find a lot of value in this work. It was an excellent book, and I highly recommend it.