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Get Your Message Heard

Dec 11, 2017

The 3D Framework is a big concept that, so when it comes to implementing it on a granular level, where do you start? You start with a question: what's the outcome we want to design? Which brings us to the first D in the framework.


The end game matters, and the very first question you should ask is whether you're the right person to solve the problem. It doesn't do a lot of good to chase jobs for the money, so if the answer is no, walk away. We should spend our time serving where we can do our best work. If the answer is yes, then the second part of design begins. You might be right for the client, but are you right for his or her audience? What do those people think and feel, and how are they positioned in the process? For speakers and consultants, you need to make sure every design decision you make will bring you closer to the outcome, the end game, you have decided on with your client, in relation to the audience. Once you've done this, you can move on to the second phase of the 3D Framework.


The journey matters. This is where you bring YOUR experience to bear. It's where you lead your client through a process that reveals possibility. Can you help open their eyes to what they could achieve and help them see what they couldn't see? One of the key ways to do this is through stories. You take your client, your audience, on a journey with you. And the journey has one purpose: deliver on the theme. The theme is what will guide them to the outcome you’re seeking at the end. After you've developed the path, it's time to deliver on the promise.


The first step matters. Do you know what that first step is for your client that will give them momentum on the path? If not, you need to, and there's no 'one size fits all.' Whether you're on stage or across the table from a client, you must get their attention from the very start. You need to be an ally to them on the path as you reveal the information that will help them achieve the outcome you've designed.

Speakers and consultants can both use the framework at different points in the customer journey as a way to focus on solving the problem and producing the outcome in the form of a transformation…it ties the ask, listen, learn, and serve mantra into the process and you become a servant to the client whoever they are. And that's how the 3D Framework will take you to the next level in your speaking and consulting. 

Recommended Action

Think about a recent or upcoming engagement and ask yourself: Did I design the outcome? Did I start by thinking what the end game was? Did I develop the path by sharing the stories that I have and the lessons they revealed? How did I deliver the message, and was it effective?