During a programme, a participant from an Oil & Gas company faced an unexpected challenge. Shortly before the lunch break, he shared with the class that a colleague had to take emergency leave. With little notice, he was asked to step in and present on behalf of his teammate — the client being none other than Aramco. By that point in the training, the group had already been introduced to the concepts of Audience Analysis and Frame. Drawing on what he had just learned, he excused himself to prepare for the presentation.
On Day 2, he surprised the class at the start by saying, “I have something to share.” He recounted how, as he began his presentation, he quickly realised that his audience wasn’t who he had expected. Instead of an IT-savvy group, they came from very different backgrounds — with preferences and perspectives that didn’t align with his original assumptions. And he could feel it. The expected head nods and signals of engagement weren’t there. He had to pivot.
He reframed his content to better align with the audience’s thinking preferences, knowledge levels, and core values — concepts he had only just learned the day before. As he adapted, he began to see a shift. The audience grew more engaged, and the head nods returned.
It was a powerful learning moment — an impromptu application of Audience Analysis and Frame under pressure. Months later, when he met Umayr Dzulkifly, our sales consultant who manages that account, he recalled the experience — still proud of how he had responded in a challenging moment with tools he had only just acquired.
Dr. Kavitha Murulitharan
Practice Head – Business Presentations