I listened to a new client's 'pitch' yesterday. Turns out they have a great story. There are just a few glitches. One in particular is pretty common - and a potential killer.

The client is so brilliant they lose everyone in the process of telling their story.
This team understands their positioning story and Pivot Points; their company value, market/customers and offerings. They have intellectual property that truly is game changing. Their vision for the future is simply jaw-dropping, even to a jaded geek like me. 

But it takes a while, a long while, for customers to 'get' their story.
Why?

Because their solution IS game changing. It's innovative and yet oh-so-simple in its approach. People have a hard time understanding because it is out-of-the-box thinking. It's a new paradigm - and that means the audience has to grasp a new way to think about a known topic.

Many of my clients are so brilliant in their field of focus that they leave the rest of us 'mortals'  behind in the dust. Not intentionally. It's just that their experience has given them knowledge and perspective that others don't have. 

To tell great positioning stories, we need to give everyone the same frame of reference. Before we even get into the story - right up front. We need to place that paradigm shift right there in the middle of the table for all to see, and understand. We have to set the stage for everyone in a very, simple way.

Clients often dig their heels in, thinking that I'm asking them to 'dumb it down.' In fact, I'm simply asking that they  take a few minutes to level set - so that everyone in the room is on the same page.

Here's why.

Each party brings their own history and perspective to the table. What John believes about the state of a market or technology may be different than what his associate Kevin believes. Their beliefs are based on their accumulated knowledge, which comes from experience. That's human nature.

For your audience to get the most out of your story - they have to be on the same page with you.  You have to bring them to your frame of reference.  In novels or the movies they call it building a back story.

It doesn't have to take much time. As a matter of fact, the shorter, the better. The key is to set the stage - simply and clearly - for the story you are about to tell.

I usually focus on three areas:

• What are the challenges/problems you are trying to solve? Begin setting the stage by simply and succinctly telling your audience why you are doing what you're doing.  What's happened in the market that is causing issues for your customers (or holding them back from their potential). What is your focus and why?  The key here is to relate the problems to your audience's world, their business business, their lives. I usually try to do this with one or two slides. The goal is to  create a simple picture of what the customer desires to do and why they can't because they are lacking technology, or because current technology doesn't give them all the benefits they should be enjoying.

• Why are these same problems important to solve? Here's a chance to show that you understand your customer's business.  Take a few minutes and chat with them about what you see is the impact to their business of not solving this problem.  Put your cards on the table, and then ask them for their inputs. FYI, this is a great time to listen, as the customer will be giving you key insights to their current situation.  You can use these insights to frame the rest of your story to match the specific hot button's of this specific customer.

• How you intend to solve those challenges and why it is compelling.  Share the 2-3 key facts that quickly hook them on your innovation. Bait their interest to draw them further into the story. Then use a pertinent example, based on real world customer experience, to help your audience quickly grasp your solution's impact.

Now you've set the stage and you've shown them a wow factor. You have their attention and they understand your concept. So go ahead, dive into the elegance and beauty of your innovation.  Have at it and have fun!!! 

By the way, the same is true of internal folks or partners - or that executive board meeting you're prepping for. Get everyone on the same page before you dive into your idea or innovation.

Your story will resonate like never before - simply because everyone in the room is on the same page.