He got something right. I didn't.

Know Your Audience: A Lesson from Côte d’Ivoire

One of the most crucial aspects of public speaking is understanding your audience and ensuring your message resonates with them. I learned this lesson firsthand during a talk I gave in Côte d’Ivoire.

The event was well-organized, the audience eager, and I was prepared to deliver my speech. However, there was one major oversight—the organizer had not arranged for a French translator. As I began speaking in English, I quickly realized that a significant portion of the audience struggled to understand me. Their expressions shifted from excitement to confusion, and the energy in the room deflated.

Just when I was wondering how to salvage the situation, an audience member stepped in and offered to interpret my talk. Grateful for the help, I began speaking in short, clear sentences so he could translate. However, I soon noticed something odd—while I kept my statements brief, his translations seemed to go on forever. I had no idea what he was actually saying, and I could only hope he was conveying my intended message.

As a result, my carefully planned 60-minute talk barely covered 25% of the material. The experience was a stark reminder of how crucial it is to research your audience beforehand. Understanding their language, cultural background, and expectations can make or break a speech. Whether it’s adjusting your tone, using relevant references, or ensuring clear communication, connecting with your audience is what transforms a speech from merely informative to truly impactful.

A recent example of a speaker effectively connecting with their audience is Mark Carney, the newly elected leader of Canada’s Liberal Party and incoming Prime Minister. In his acceptance speech, Carney addressed the concerns of Canadians regarding recent U.S. tariffs and emphasized national unity. He stated, “America is not Canada, and Canada never, ever will be part of America in any way, shape or form.”  This resonated deeply with Canadians, as it acknowledged their fears and reinforced their national identity. By directly addressing the audience’s concerns and affirming shared values, Carney exemplified the power of understanding and relating to one’s audience in public speaking.

In both instances, the key takeaway is clear: know your audience. Tailoring your message to their needs and expectations not only facilitates understanding but also fosters a deeper connection, making your speech more effective and memorable.