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Writing an Impactful Purpose Statement: A Step-by-Step Guide

The purpose of a business is the foundation on which its success is built. A clear and meaningful purpose statement can differentiate between achieving your goals and falling short. It sets the direction for decision-making, guides strategy, and focuses on all aspects of your business operations. 

Crafting an inspiring and effective purpose statement requires careful consideration and thoughtfulness. To help you create one that will have maximum impact, we have put together this step-by-step guide on how to write a purpose statement for your business. We’ll cover how to define what matters most to you, develop key messages based on those values, and craft a powerful message that resonates with customers, stakeholders, employees, and beyond. So let’s get started!

Table of Contents

What is a Purpose Statement

Why is a purpose statement important, defining your values, identifying your unique value proposition, writing out the main points of your purpose statement, creating an emotional connection with your target audience, how to structure a purpose statement, purpose statement examples.

A purpose statement is a concise and meaningful declaration of why a company exists, with a clear alignment with the company’s goals, mission , and vision statements . Following Simon Sinek’s book , a purpose statement answers the “Why” behind a company, which helps to inspire all members of an organization towards a common goal. This should be the primary objective of leadership.

You can also come across a purpose statement under the name of a “position statement,” as a purpose statement reinforces how a product, service, or company answers a consumer’s need while at the same time establishing itself in the market.

A purpose statement is crucial for any marketing plan . It serves as an anchor point for employees and helps to unify the company’s efforts by creating clarity around what matters most. It should drive decision-making at every level and guide strategy development.

A purpose statement is critical for an organization to have to define its vision and align the collective efforts of employees toward achieving that vision . It provides clear guidance for decision-making at all levels and helps focus resources for maximum efficiency and effectiveness. A purpose statement should be designed to inspire, motivate, and engage all stakeholders in the organization, including customers, suppliers, investors, and employees.

The role of Purpose Statements in Strategy

Having a purpose statement gives an organization a solid framework to build upon when developing strategies and tactics to reach its goals. It serves as a roadmap for setting up projects, organizing activities, measuring progress, and providing feedback to refine operations or adjust its course if necessary. This allows organizations to quickly identify opportunities or potential issues that may arise along the way so they can take corrective action.

Inspiring Current and Prospect Employees

A compelling purpose statement can draw in promising professionals driven by a unified mission rather than just financial compensation. It has been proven that employees who seek fulfillment beyond money tend to stay with an organization longer, resulting in higher retention rates and helping to build a company’s culture . Additionally, having a meaningful purpose statement can give organizations an edge during competition with other firms, making them stand out from their peers. 

Transparency for Customers

Most importantly, a well-crafted purpose statement will clarify why an organization exists and what it stands for beyond making money which speaks volumes about its values and commitment to making positive contributions to society. This type of transparency can go a long way in building trust from customers and shareholders, as it shows that they are invested in something greater than financial success. Better said, getting in touch with an organization’s purpose statement is the first step to building social capital .

What Should a Purpose Statement Include

Values represent the heart and soul of an organization and should be clearly articulated to ensure that employees, customers, and stakeholders understand what the company stands for. 

When defining values, it’s essential to think beyond surface-level qualities such as customer service or collaboration – instead, focus on deeper principles that guide decisions and serve as the foundation for all operations. To begin, companies need to consider their core beliefs and philosophies, including ideas related to social responsibility, sustainability, innovation, integrity, respect for diversity, etc. Once these have been identified, they can then be distilled into specific statements that capture their essence.

Organizations must also address if the values are applicable across their different departments. This shall draw clarity at each level on decision-making, initiatives, and strategy decisions. 

A company’s Unique Value Proposition in a purpose statement presentation is essential for distinguishing it from other competitors in the marketplace. A solid and compelling proposition should be clear, concise, relevant, and tailored to the target audience’s needs. This statement should reflect a company’s core values and prove why they are distinctive and better than its competitors.

Start by understanding the target audience, its requirements, and the needs and desires to fulfill. Once this step is completed, companies should define how their organization attends those fill gaps in the market, distinguishing themselves from competitors by highlighting what makes them stand out. 

Another important point is to set clear the competitive advantage. A list of perks could include exclusive benefits, better quality products or services, a customizable service, lower prices for the same quality, etc. Cutting-edge technologies should take special mention in a purpose statement presentation, as it helps to elevate the quality proposition a company offers among other players in the industry. Management can back up this information in the form of customer testimonials, data statements, or any other valuable proof that presents key points in an easy-to-access format.

Crafting a Purpose Statement Presentation

At the moment of designing your company’s purpose statement presentation, write down an outline of the key elements to mention or include:

1. Target audience and their needs.

2. How the product or service solves customer pain points or fills gaps in the market. 

3. Any competitive advantages that set them apart from others.

4. Quality of products or services offered.

5. Customer service offering.

6. Claims backed up with evidence, such as customer testimonials and reviews.

7. Visuals such as videos or infographics to draw attention to key points.

While it is true that tools such as storytelling help us connect at an emotional level with the target audience, the first level of emotional connection must be in company. A good practice for this objective is to run surveys across your employees, potential customers, and stakeholders, knowing different views of what builds a successful consumer experience. 

Having contrasting insights and not just counting on customer-based input is an excellent exercise to evaluate how self-critical an organization is, how its employees and stakeholders help build a story that contributes to society, and why the company serves the needs of its consumers. Craft a narrative that conveys that message in an understandable format, with keyphrases that generate an emotional retention element.

Now it is time to create the presentation itself. How do we create a compelling purpose statement presentation to drive engagement and common ground among stakeholders? Follow the list below to define the slides to include.

1. Introduction: Provide an overview of the purpose statement and why it is important. Take some extra time if you consider several options on how to start a presentation . Your presentation style has to be in accordance with the branding so the introduction is the first impression the audience shall get.

2. Target Audience & Their Needs : Describe the target audience and list their needs.

3. Unique Value Proposition: Explain how the company’s offering meets customer needs more effectively than competitors do, and highlight any competitive advantages that set them apart from others in the industry. 

4. Customer Value: Highlight qualities that help craft an exceptional customer experience. This information can be extracted from the survey’s analysis. 

5. Testimonials: Include customer reviews to show social proof of why a company’s offering is superior to others on the market.

6. Visual Aids: Add visuals such as videos or infographics to draw attention to key points while making statements more engaging for viewers. This is an excellent opportunity to test the reception of video ads explaining the purpose statement in front of an audience. 

7. Summary & Conclusion: Summarize key takeaways and provide evidence for claims made throughout the presentation.

Before concluding this article, we want to list some examples of companies whose purpose statements successfully express the intention and reason for existence. 

AT&T: “Inspire human progress through the power of communication and entertainment.”

Cognizant: “We engineer modern businesses to improve everyday life.”

GE (General Electric): “We rise to the challenge of building a world that works.”

A well-crafted purpose statement can: – Motivate employees by connecting their work to a larger mission. – Foster a sense of belonging and shared values. – Improve retention by appealing to professionals seeking fulfillment beyond financial rewards.

A purpose statement shows: – Commitment to values beyond profit. – Transparency in the company’s goals and actions. – A focus on positively impacting society, which resonates with socially conscious customers.

– Define your values. – Identify your target audience and their needs. – Establish your unique value proposition. – Highlight the emotional and practical impact of your offerings. – Create a clear and concise narrative that resonates with stakeholders.

– Builds a consistent brand message. – Differentiates the company in the marketplace. – Strengthens emotional connections with customers. – Reinforces trust and loyalty through transparency.

– The purpose statement focuses on the “why” behind the organization. – The mission statement describes how the purpose will be achieved. – The vision statement outlines the long-term goals and aspirations inspired by the purpose.

As we have seen, crafting a purpose statement is vital for any organization that desires to stand out in the market. Doing so allows potential customers to have an accurate understanding of why they should choose your product or service over others on the market while also empowering organizations on their journey to success.

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Home - Blog - Best Purpose Statement Examples From the Fortune 500

Published on July 11, 2024

The best purpose statements weave values into the corporate DNA.

Nearly every company has a mission statement, but what about a purpose statement? Among the Fortune 500 companies, 425 have a mission statement. This is expected: Missions are mainstays in corporate governance frameworks. However, less than a quarter of Fortune 500 companies have gone out of their way to write a purpose statement.

Purpose statements are founded on what companies and organizations do best to advance or improve people’s lives. Companies that excel at purpose move beyond a statement of social responsibility . They reinvent themselves from the inside out, based on their purpose, and then measure their impact. 

While some view purpose as a reputation-enhancing initiative , other companies have it woven into the DNA of who they are . While neither is inherently superior, this contrast is clear from the placement of companies’ purpose statements. In presenting purpose statement examples, we noted that presenting purpose as part of “Our Story” is different from detailing it only in an environmental, social and governance (ESG) report. 

We have identified the emerging space for brand purpose in The Purpose Report . Purpose should be leveraged. Consumers care about purpose-driven initiatives and want companies to care too. 4 in 5 people surveyed believe a brand or company should have a purpose beyond making money. Companies that incorporate brand purpose into their corporate governance stand to gain. 

The best purpose statements weave values into the corporate DNA. These purpose statement examples reflect statements found on Fortune 500 company websites, not necessarily reality. Each reader must examine a company’s culture, content and actions to understand whether a company is purposeful.

B2C PR Case Studies

• The Placement With the Helpful Millennial Focus
• Staging a Welcoming Homecoming Journey
• Social Media Framework Promotes Gifts with Social Impact
• Three Public Transit Agencies. One New Payment Method. Millions of Customers Onboard.

What Is an Example of a Purpose Statement?

A purpose statement can be a corporate branding slogan incorporated into logos or a positioning statement deep within a corporate social responsibility report. Many Fortune 500 purpose statements are featured on the company’s website home page or About section, and here we’ve linked to each of them. These purpose statements show how major companies value their products as a social good in themselves, independent of the values and principles that produced them.

Customers purchase goods and services as a means to an end, and a purpose statement captures that ultimate end goal to improve their lives and the lives of others. They may not be labeled as such, but they reveal the change we want to see in the world.

These 115 Fortune 500 companies find their corporate purpose meaningful enough to share it with the world explicitly.

ABM Industries : To take care of the people, spaces and places that are important to you.

Advance Auto Parts : To execute our mission: Passion for customers … passion for Yes!

Advanced Micro Devices : Technology enabling a better world.

Aecom : Built to deliver a better world.

Allstate : We help customers realize their hopes and dreams by providing the best products and services to protect them from life’s uncertainties and prepare them for the future.

Ally Financial : Our giving back efforts are focused on reducing barriers to economic mobility through financial education, affordable housing, workforce preparedness and digital job training.

American Family Insurance : We’re dedicated to inspiring, protecting and restoring your dream.

AmerisourceBergen : We are united in our responsibility to create healthier futures.

Applied Materials : We are dedicated to conducting our business in an environmentally and socially responsible way, taking action to protect the health and safety of workers, customers and neighboring communities.

Aramark : Our purpose revolves around our mission to enrich and nourish lives: We strive to create a better world by considering the company’s environmental, economic, social and ethical dimensions.

Archer Daniels Midland : We unlock the power of nature to enrich the quality of life.

Assurant : We protect what matters most.

AT&T : Inspire human progress through the power of communication and entertainment. 

Bank of America : To help make financial lives better through the power of every connection.

Bank of New York Mellon : Powering global investments to help our clients succeed.

Becton Dickinson : We will consistently provide superior products and services in pursuit of our purpose of advancing the world of health.

BlackRock : To help more and more people experience financial well-being.

Booz Allen Hamilton Holding : We empower people—our colleagues, our clients, our communities—to change the world. 

BorgWarner : BorgWarner chooses to be a leader — in serving our customers, advancing our technologies and rewarding all who invest in us. 

Diversity PR Case Studies

• Meeting the Moment for a Robust Public Health Regimen
• Educating and Engaging O’Hare Communities
• Social Media Amplifies Sweepstakes to Promote Debt-Free Education for All
• Healthcare Startup Embraces a Neglected Market

Campbell Soup : Real food that matters for life’s moments. 

Cardinal Health : To improve people’s lives by merging innovation and technology with healthcare.

CarMax : To drive integrity by being honest & transparent in every interaction.

Casey’s General Stores : To make the lives of our guests and communities better every day.

CDW : To help our customers achieve their goals by providing them with the technology advice and products they need, when they need them.

Centene : Transforming the health of the community, one person at a time.

Charles Schwab : To champion every client’s goals with passion and integrity.

CHS : To create connections that empower agriculture.

Coca-Cola : Refresh the world. Make a difference.

Cognizant Technology Solutions : We innovate to find a better way—for the clients who depend on us, the customers who rely on them and the communities who count on us all.

Commscope Holding : We create lasting connections.

Corteva : To enrich the lives of those who produce and those who consume, ensuring progress for generations to come.

Coty : To celebrate and liberate the diversity of your beauty. 

CSX : To capitalize on the efficiency of rail transportation to serve America.

CVS Health : Helping people on their path to better health.

Danaher : Helping realize life’s potential.

Dick’s Sporting Goods : We create confidence and excitement by personally equipping all athletes to achieve their dreams.

eBay : To empower people and create economic opportunity for all.

Ecolab : To make the world cleaner, safer and healthier – helping businesses succeed while protecting people and vital resources.

Eli Lilly : Lilly unites caring with discovery to create medicines that make life better for people around the world.

Financial PR Case Studies

• A Sustainable Campaign to Reveal and Reward ESG Impact
• Wall Street’s Opening Bell for Investment in Africa
• Bringing Individuals to the Table as Private Equity Investors
• Packaging a Global Food Processor’s Menu for C-Suite

Entergy : To grow by providing customers with low-emission, reliable energy at reasonable cost; superior service; a strict focus on safety; operational excellence and engaged employees.

Equitable Holdings : Helping our clients live their lives with confidence is at the core of who we are as a company and individuals.

Erie Insurance Group : To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.   

Expedia Group : To bring the world within reach.

Fiserv : To deliver superior value for our clients through leading technology, targeted innovation and excellence in everything we do.

Fluor : We transform the world by building prosperity and empowering progress.

Foot Locker : To inspire and empower youth culture

Ford Motor Co. : To drive human progress through freedom of movement.

Fortive : Essential technology for the people who accelerate progress.

Fortune Brands Home & Security : To fulfill the dreams of home. 

Arthur J. Gallagher : Tomorrow starts with confidence. What will tomorrow bring? How will you face it? And most importantly, what can you do today to make sure you’re positioned for success? Wherever you grow, we’ll be there.

General Electric : We rise to the challenge of building a world that works.

General Mills : To make food the world loves. 

W.W. Grainger : We keep the world working. 

Graybar Electric : Graybar strives to be a profitable, progressive business that provides employees with long-term career opportunities and the financial means to achieve a high quality of life, both while working and into retirement.

HD Supply Holdings : To improve our associates’ lives and equip them with the tools needed to provide exceptional customer experiences every day.

HCA Healthcare : We exist to give people a healthier tomorrow.

The Hershey Co. : Giving underserved children the skills and support they need to be successful.

Hess : To be the world’s most trusted energy partner.

Hewlett Packard Enterprise : To advance the way people live and work.

Hormel Foods : Inspired people. Inspired food. 

Huntington Bancshares : To make people’s lives better, help businesses thrive, and strengthen the communities we serve.

Real Estate PR Case Studies

• Laying Groundwork for the Healthy Neighborhood of the Future
• Real Estate Authority Sparks Reaction in Life Sciences
• Earning Prime Contracts in Architecture, Engineering and Construction
• Residential Brokerage Builds Foundation With Developers

Ingredion : We bring the potential of people, nature, and technology together to make life better.

Intel : To create world-changing technology that enriches the lives of every person on earth.  

Interpublic Group : Interpublic is committed to operating sustainably.

IQVIA Holdings : Our solutions enable life sciences companies to innovate with confidence, maximize opportunities and, ultimately, drive human health outcomes forward.

JLL : We shape the future of real estate for a better world.

Kellogg : Nourishing families so they can flourish and thrive.

Kohl’s : To inspire and empower families to lead fulfilled lives.

Kroger : To feed the human spirit.

Kyndryl : We make the complex simple to enable customer innovation.

M&T Bank : To make a difference in people’s lives. 

MASCO : Delivering better living possibilities.

Massachusetts Mutual Life Insurance : To help people secure their future and protect the ones they love.

Mastercard : We work to connect and power an inclusive digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible; Connecting everyone to Priceless possibilities.

McKesson : Advancing health outcomes for all.

MetLife : To help our customers navigate life’s twists and turns.

Molson Coors Beverages : Uniting people to celebrate all life’s moments.

Mondelez International : We empower people to snack right. 

Newell Brands : To make life better every day for hundreds of millions of consumers where they live, learn, work and play. 

Newmont : To create value and improve lives through sustainable and responsible mining.

NRG Energy : We bring the power of energy to people and organizations.

Office Depot : It’s all about doing the right thing – for our shared planet, our valuable communities, and the future of how we service and support our customers.

Oneok : Grow our businesses safely, profitably and in an environmentally sustainable manner while maintaining financial strength.

Owens & Minor : Owens & Minor insists on inclusion, support, and respect. 

Owens Corning : Our people and products make the world a better place.

Parker-Hannifin : Enabling Engineering Breakthroughs that Lead to a Better Tomorrow.

Pfizer : Working together for a healthier world.

Phillip Morris International : To deliver a smoke-free future. 

PPG Industries : Achieve superior shareholder returns.

Principal Financial : To give you the financial tools, resources and information you need to live your best life.

Procter & Gamble : We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.

PVH : We power brands that drive fashion forward – for good.

Technology PR Case Studies

• Aviation Services Branding Takes Flight
• Birthing an International Life Sciences Center
• Establishing a New Retail Technology Leader
• Social Media Framework Sets Stage for Project Management Success

Ralph Lauren : Our purpose at Ralph Lauren is to inspire the dream of a better life through authenticity and timeless style. 

Realogy Holdings : Opening Doors – an all-encompassing description that reflects a larger idealistic motivation for coming to work each day. 

Robert Half International : To help people find meaningful employment and businesses identify the talent they need to grow. 

Rush Enterprises : To provide superior customer service with every interaction and support our customers whenever and wherever they need us. 

S&P Global : We accelerate progress in the world by providing intelligence that is essential for companies, governments and individuals to make decisions with conviction.

Securian Financial Group : Helping our customers build secure tomorrows.

J.M. Smucker : Feeding connections that help us thrive – life tastes better together.

Sonic Automotive : Deliver an experience for our guests and teammates that fulfills dreams, enriches lives and delivers happiness. 

Southwest Airlines : Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Stanley Black & Decker : For those who make the world.

Starbucks : As it has been from the beginning, our purpose goes far beyond profit. We believe in the pursuit of doing good.

State Street Corp. : We help create better outcomes for the world’s investors and the people they serve.

Target : To help all families discover the joy of everyday life. 

TD Ameritrade Holding : We exist to transform lives and investing for the better. 

Tech Data : To continuously satisfy the world’s ever-evolving demand for technology.

Truist Financial : To inspire and build better lives and communities.

Tyson Foods : Raising the world’s expectations for how much good food can do.

Union Pacific : The people of Union Pacific deliver North America’s safest, most reliable and most efficient supply chain solutions.

United Airlines : Connecting people. Uniting the world.

Verizon Communications : Verizon’s core purpose is to give people the ability to do more. 

VF : We power movements of sustainable and active lifestyles for the betterment of people and our planet. 

Walgreens Boots Alliance : We help people across the world lead healthier and happier lives.

Wells Fargo : To help our customers succeed financially.

Fortune 500 Marketing

• Corporate Diversity Data: What Fortune 500 DEI Reports Reveal
• 2023 Sustainability Reports Track Fortune 500 Corporate Climate Action
• 2023 Fortune 500 ESG Reports Build on Solid Marketing Pillars
• In Corporate Responsibility Marketing, It’s a Small World After All

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9 Examples: How to Write a Purpose Statement

By Status.net Editorial Team on September 30, 2023 — 14 minutes to read

• Key Elements of a Purpose Statement Part 1
• How to Write a Purpose Statement Step-by-Step Part 2
• Identifying Your Goals Part 3
• Defining Your Audience Part 4
• Outlining Your Methods Part 5
• Stating the Expected Outcomes Part 6
• Purpose Statement Example for a Research Paper Part 7
• Purpose Statement Example For Personal Goals Part 8
• Purpose Statement Example For Business Objectives Part 9
• Purpose Statement Example For an Essay Part 10
• Purpose Statement Example For a Proposal Part 11
• Purpose Statement Example For a Report Part 12
• Purpose Statement Example For a Project Part 13
• Purpose Statement Templates Part 14

A purpose statement tells the reader what the project is about, why it’s important, and what the writer hopes to achieve.

Part 1 Key Elements of a Purpose Statement

When writing a purpose statement, there are several key elements that you should keep in mind. These elements will help you to create a clear and effective statement that accurately reflects your goals and objectives.

1. The Problem or Opportunity

The first element of a purpose statement is the problem or opportunity that you are addressing. This should be a description of the issue that you are trying to solve or the opportunity that you are pursuing.

2. The Target Audience

The second element is the target audience for your purpose statement. This should be a description of the group of people who will benefit from your work.

3. The Solution

The third element is the solution that you are proposing. This should be a clear and specific description of the action that you will take to address the problem or pursue the opportunity.

4. The Benefits

The fourth element is the benefits that your solution will provide. This should be a description of the positive outcomes that your work will achieve.

5. The Action Plan

The fifth element is the action plan that you will follow to implement your solution. This should be a clear description of the steps that you will take to achieve your goals.

Part 2 How to Write a Purpose Statement Step-by-Step

• Start with a clear research question: The first step in writing a purpose statement is to have a clear research question. This question should be specific and focused on the topic you want to research.
• Identify the scope of your study: Once you have a clear research question, you need to identify the scope of your study. This involves determining what you will and will not include in your research.
• Define your research objectives: Your research objectives should be specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your research question and the scope of your study.
• Determine your research design: Your research design will depend on the nature of your research question and the scope of your study. You may choose to use a qualitative, quantitative, or mixed-methods approach.
• Write your purpose statement: Your purpose statement should be a clear and concise statement that summarizes the purpose of your study. It should include your research question, the scope of your study, your research objectives, and your research design.

Research question: What are the effects of social media on teenage mental health?

Scope of study: This study will focus on teenagers aged 13-18 in the United States.

Research objectives: To determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Research design: This study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals.

Purpose statement: The purpose of this study is to examine the effects of social media on teenage mental health among teenagers aged 13-18 in the United States. The study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals. The research objectives are to determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Part 3 Section 1: Identifying Your Goals

Before you start writing your purpose statement, it’s important to identify your goals. To do this, ask yourself the following questions:

• What do I want to achieve?
• What problem do I want to solve?
• What impact do I want to make?

Once you have a clear idea of your goals, you can start crafting your purpose statement. Your purpose statement should be a clear and concise statement that outlines the purpose of your work.

For example, if you’re writing a purpose statement for a business, your statement might look something like this:

“Our purpose is to provide high-quality products and services that improve the lives of our customers and contribute to the growth and success of our company.”

If you’re writing a purpose statement for a non-profit organization, your statement might look something like this:

“Our purpose is to improve the lives of underserved communities by providing access to education, healthcare, and other essential services.”

Remember, your purpose statement should be specific, measurable, and achievable. It should also be aligned with your values and goals, and it should inspire and motivate you to take action.

Part 4 Section 2: Defining Your Audience

Once you have established the purpose of your statement, it’s important to consider who your audience is. The audience for your purpose statement will depend on the context in which it will be used. For example, if you’re writing a purpose statement for a research paper, your audience will likely be your professor or academic peers. If you’re writing a purpose statement for a business proposal, your audience may be potential investors or clients.

Defining your audience is important because it will help you tailor your purpose statement to the specific needs and interests of your readers. You want to make sure that your statement is clear, concise, and relevant to your audience.

To define your audience, consider the following questions:

• Who will be reading your purpose statement?
• What is their level of knowledge or expertise on the topic?
• What are their needs and interests?
• What do they hope to gain from reading your purpose statement?

Once you have a clear understanding of your audience, you can begin to craft your purpose statement with their needs and interests in mind. This will help ensure that your statement is effective in communicating your goals and objectives to your readers.

For example, if you’re writing a purpose statement for a research paper on the effects of climate change on agriculture, your audience may be fellow researchers in the field of environmental science. In this case, you would want to make sure that your purpose statement is written in a way that is clear and concise, using technical language that is familiar to your audience.

Or, if you’re writing a purpose statement for a business proposal to potential investors, your audience may be less familiar with the technical aspects of your project. In this case, you would want to make sure that your purpose statement is written in a way that is easy to understand, using clear and concise language that highlights the benefits of your proposal.

The key to defining your audience is to put yourself in their shoes and consider what they need and want from your purpose statement.

Part 5 Section 3: Outlining Your Methods

After you have identified the purpose of your statement, it is time to outline your methods. This section should describe how you plan to achieve your goal and the steps you will take to get there. Here are a few tips to help you outline your methods effectively:

• Start with a general overview: Begin by providing a brief overview of the methods you plan to use. This will give your readers a sense of what to expect in the following paragraphs.
• Break down your methods: Break your methods down into smaller, more manageable steps. This will make it easier for you to stay organized and for your readers to follow along.
• Use bullet points: Bullet points can help you organize your ideas and make your methods easier to read. Use them to list the steps you will take to achieve your goal.
• Be specific: Make sure you are specific about the methods you plan to use. This will help your readers understand exactly what you are doing and why.
• Provide examples: Use examples to illustrate your methods. This will make it easier for your readers to understand what you are trying to accomplish.

Part 6 Section 4: Stating the Expected Outcomes

After defining the problem and the purpose of your research, it’s time to state the expected outcomes. This is where you describe what you hope to achieve by conducting your research. The expected outcomes should be specific and measurable, so you can determine if you have achieved your goals.

It’s important to be realistic when stating your expected outcomes. Don’t make exaggerated or false claims, and don’t promise something that you can’t deliver. Your expected outcomes should be based on your research question and the purpose of your study.

Here are some examples of expected outcomes:

• To identify the factors that contribute to employee turnover in the company.
• To develop a new marketing strategy that will increase sales by 20% within the next year.
• To evaluate the effectiveness of a new training program for improving customer service.
• To determine the impact of social media on consumer behavior.

When stating your expected outcomes, make sure they align with your research question and purpose statement. This will help you stay focused on your goals and ensure that your research is relevant and meaningful.

In addition to stating your expected outcomes, you should also describe how you will measure them. This could involve collecting data through surveys, interviews, or experiments, or analyzing existing data from sources such as government reports or industry publications.

Part 7 Purpose Statement Example for a Research Paper

If you are writing a research paper, your purpose statement should clearly state the objective of your study. Here is an example of a purpose statement for a research paper:

The purpose of this study is to investigate the effects of social media on the mental health of teenagers in the United States.

This purpose statement clearly states the objective of the study and provides a specific focus for the research.

Part 8 Purpose Statement Example For Personal Goals

When writing a purpose statement for your personal goals, it’s important to clearly define what you want to achieve and why. Here’s a template that can help you get started:

“I want to [goal] so that [reason]. I will achieve this by [action].”

Example: “I want to lose 10 pounds so that I can feel more confident in my body. I will achieve this by going to the gym three times a week and cutting out sugary snacks.”

Remember to be specific and realistic when setting your goals and actions, and to regularly review and adjust your purpose statement as needed.

Part 9 Purpose Statement Example For Business Objectives

If you’re writing a purpose statement for a business objective, this template can help you get started:

[Objective] [Action verb] [Target audience] [Outcome or benefit]

Here’s an example using this template:

Increase online sales by creating a more user-friendly website for millennial shoppers.

This purpose statement is clear and concise. It identifies the objective (increase online sales), the action verb (creating), the target audience (millennial shoppers), and the outcome or benefit (a more user-friendly website).

Part 10 Purpose Statement Example For an Essay

“The purpose of this essay is to examine the causes and consequences of climate change, with a focus on the role of human activities, and to propose solutions that can mitigate its impact on the environment and future generations.”

This purpose statement clearly states the subject of the essay (climate change), what aspects will be explored (causes, consequences, human activities), and the intended outcome (proposing solutions). It provides a clear roadmap for the reader and sets the direction for the essay.

Part 11 Purpose Statement Example For a Proposal

“The purpose of this proposal is to secure funding and support for the establishment of a community garden in [Location], aimed at promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh, healthy produce.”

Why this purpose statement is effective:

• The subject of the proposal is clear: the establishment of a community garden.
• The specific goals of the project are outlined: promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh produce.
• The overall objective of the proposal is evident: securing funding and support.

Part 12 Purpose Statement Example For a Report

“The purpose of this report is to analyze current market trends in the electric vehicle (EV) industry, assess consumer preferences and buying behaviors, and provide strategic recommendations to guide [Company Name] in entering this growing market segment.”

• The subject of the report is provided: market trends in the electric vehicle industry.
• The specific goals of the report are analysis of market trends, assessment of consumer preferences, and strategic recommendations.
• The overall objective of the report is clear: providing guidance for the company’s entry into the EV market.

Part 13 Purpose Statement Example For a Project

“The purpose of this project is to design and implement a new employee wellness program that promotes physical and mental wellbeing in the workplace.”

This purpose statement clearly outlines the objective of the project, which is to create a new employee wellness program. The program is designed to promote physical and mental wellbeing in the workplace, which is a key concern for many employers. By implementing this program, the company aims to improve employee health, reduce absenteeism, and increase productivity. The purpose statement is concise and specific, providing a clear direction for the project team to follow. It highlights the importance of the project and its potential benefits for the company and its employees.

Part 14 Purpose Statement Templates

When writing a purpose statement, it can be helpful to use a template to ensure that you cover all the necessary components:

Template 1: To [action] [target audience] in order to [outcome]

This template is a straightforward way to outline your purpose statement. Simply fill in the blanks with the appropriate information:

• The purpose of […] is
• To [action]: What action do you want to take?
• [Target audience]: Who is your target audience?
• In order to [outcome]: What outcome do you hope to achieve?

For example:

• The purpose of our marketing campaign is to increase brand awareness among young adults in urban areas, in order to drive sales and revenue growth.
• The purpose of our employee training program is to improve customer service skills among our frontline staff, in order to enhance customer satisfaction and loyalty.
• The purpose of our new product launch is to expand our market share in the healthcare industry, by offering a unique solution to the needs of elderly patients with chronic conditions.

Template 2: This [project/product] is designed to [action] [target audience] by [method] in order to [outcome].

This template is useful for purpose statements that involve a specific project or product. Fill in the blanks with the appropriate information:

• This [project/product]: What is your project or product?
• Is designed to [action]: What action do you want to take?
• By [method]: What method will you use to achieve your goal?
• This app is designed to provide personalized nutrition advice to athletes by analyzing their training data in order to optimize performance.

What are the key elements of a purpose statement?

A purpose statement should clearly communicate the main goal or objective of your writing. It should be concise and specific, providing a clear direction for your work. The key elements of a purpose statement include the topic or subject matter, the intended audience, and the overall goal or objective of your writing.

How can a purpose statement benefit your writing?

A purpose statement can help you stay focused and on track when writing. It can also help you to avoid going off-topic or getting bogged down in unnecessary details. By clearly identifying the main goal or objective of your writing, a purpose statement can help you to stay organized and ensure that your writing is effective and impactful.

What are some common mistakes to avoid when writing a purpose statement?

One common mistake is being too vague or general in your purpose statement. Another mistake is making your purpose statement too long or complex, which can make it difficult to understand. Additionally, it’s important to avoid including unnecessary information or details that are not directly relevant to your main goal or objective.

How can you tailor your purpose statement to your audience?

When writing a purpose statement, it’s important to consider your audience and their needs. You should tailor your purpose statement to your audience by using language and terminology that they will understand. You should also consider their level of knowledge or expertise on the subject matter and adjust your purpose statement accordingly.

What are some effective templates for writing a purpose statement?

There are many effective templates for writing a purpose statement, but one common approach is to use the following structure: “The purpose of this writing is to [insert goal or objective] for [insert audience] regarding [insert topic or subject matter].”

Can you provide examples of successful purpose statements?

• “The purpose of this report is to provide an analysis of the current market trends and make recommendations for future growth strategies for our company.”
• “The purpose of this essay is to explore the impact of social media on modern communication and its implications for society.”
• “The purpose of this proposal is to secure funding for a new community center that will provide educational and recreational opportunities for local residents.”
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Top 10 Objectives Slide Templates with Examples and Samples

Tejas Prasanna

A successful business venture depends on the objectives you want to achieve. Clear and well-defined objectives have the qualities of sensible, relevant, specific, time-bound, quantifiable, and within the realms of achievement, even as these involve some stretch from all stakeholders in the organization.

Setting goals, however, requires lots of planning and taking small actions to greater achievements. Above all, you will also need to monitor how your action plans are doing and whether you are on the path toward achieving your business objectives.

You can use tools for this process, including worksheets, traditional calendars, pen and paper, or online tools.

At SlideTeam, we offer handy, readymade PowerPoint Presentation Slides. These slides on objectives helps you set and achieve verifiable progress like 15% increase in revenue in a quarter, and so on.

Even better, each of these templates is 100% editable and customizable. You get structure and flexibility both, and can tailor the presentation to unique audience profile.

Also, explore our goals and objectives templates with a click here !

Let’s explore our slides on objectives below.

Template 1 Objectives slide pitch deck PPT Presentation 

This PPT Template pitch deck serves as a tool to assess your company's willingness and attitude toward change. With this template, you can gauge your employees' skill level and performance. Use this slide to monitor two aspects: Your firm’s progress and yearly milestones, such as product development or application optimization. Set and achieve goals for your organization and emerge on top.

Download now!

Template 2 - Goals Objectives Strategies: Company Objectives Goals Strategies Measures

This PPT depicts your strategies and business objectives. It also lets you measure those strategies and change them as required. The template comprises a business framework that defines strategies that help achieve business and organizational objectives and suggests measuring their effectiveness. You can also adopt business models that align with these strategies. Specify your vision, the goals you want to achieve, and the plan you want to use.

A company model that defines your business objectives, a means to measure your business goals and strategies, customer awareness, and buyer journeys are among the other essential elements of this template. The slide on understanding objective-driven, performance-based company structure maps four major business goals to objectives. These four goals are increased awareness, drive conversions, generate conversion and build customer loyalty.

Get it now!

Template 3 - Aims and Objectives Relevant Business Plan Planning Process Requirement

Use this PPT Template to define specific, measurable, actionable, relevant, and time-bound objectives. Also, chart your aims and objectives and ensure they align with your business strategies. Use the objectives planning triangle to specify an overall purpose, specific aims, and objectives, or the process flow, to create roadmaps to achieve your goals. Business aims and objectives worksheet, case study, formation, hierarchy, and setting objectives for your business are also covered.

Download today!

Template 4 - Media objectives example of PPT presentation

The template depicts objectives relevant to media organizations, such as values, communication, satisfaction, product, and engagement. As a media organization, you must stand true to your values. You must also be able to communicate your goals and objectives and ensure your customers are happy with your offerings. Use this presentation template to engage more with your customers through your brands and products.

Get it today!

Template 5 - Project review with cost objectives, status accomplishments changes

This PPT Template lets you state your project goals and objectives, what you will gain, what is the total cost of the project, who are the stakeholders, and what are the challenges and risks. You can also set a strict timeline for the project and ensure you stick to it. The presentation comes with indicators that can help track your projects. For instance, 'G' represents that you are on track, whereas 'N' means the project hasn’t begun yet. This tool is an efficient project tracker; get it now!

Download this template now!

Template 6 Business objectives optimize operations and infrastructure with icons

Optimize your business operations and infrastructure with this handy PPT Template. The slide lets you streamline business processes and optimize operations and infrastructure. It can also help simplify your services and improve the product, and related customer experience. Meet all your business objectives with this slide, be it streamlining your business by optimizing infrastructure or delivering a better product and consumer experience.

Get this template now!

Template 7 - Smart objectives slide

Create and achieve SMART objectives with this slide. Objectives must be specific, meaning that your goals must be clear. Second, they must be achievable. That is, your goals must be attainable within a clearly defined timespan. Your goals must also be relevant to your business or company and time-bound. That means you must be able to achieve your business objectives within a well-defined timeframe. So, set smart goals and work hard towards achieving your business objectives.

Download this template today!

Template 8 Performance  objectives PPT model

You may have fixed assets, or you may be working with capital. However, you will still need to track how your assets are doing and determine how they can help achieve your business objectives. Performance indicators for these assets could include turnovers or average revenues. You can track them all with this presentation.

The template also lets you track the total value of the assets that you have with you and your working capital. 

Get this template today!

Template 9 - Multistep new business development process map with summary objectives

Map out each stage of the business development process with this template. Set a timeframe and focus on your customers. Use the summary objective to summarize what you will do in each stage. For instance, you could identify new opportunities and develop long-term customer relationships within a month or two. Similarly, with a full understanding of your customers and their preferences, you could select potential prospects that can help your business grow manifold in three to six months. Map out each step of the business development process with this presentation template now.

Download this presentation now!

Template 10 - Target Objectives PowerPoint PPT Template Bundles

Achieve your business objectives by setting relevant and achievable targets. You get types of targets in this slide that can help meet your business objectives. Examples include the business strategy scorecard with key and source targets or the company-weighted goals with target performance levels. Organization target objectives with action plans, vital financial objectives with target status, and sales and marketing target objectives for business growth are other notable features of this presentation template.

Get this presentation now!

MEET YOUR TARGETS AND OBJECTIVES WELL

These templates are a great way to create and achieve your objectives, be it business, organizational, or any other purpose. Use these to let your target audience know how they can achieve their business goals. The slides have compelling visuals, charts, and infographics; you can use them to explain to customers your business objectives and how you plan to meet your targets. Don’t forget to use these presentation slides to achieve your business objectives.

Quality is also a key business objective. Check out our must-have quality objective templates here .

PS If you are looking for and objectives and key results – OKR templates, please click here !

FAQs on Objectives

What is an objective slide.

Objective slides are PowerPoint Presentations that let you know about specific goals or objectives. They usually appear at the beginning and act as an orientation for the audience by setting expectations. These are important as how they are defined can be pathbreaking or scuttle deals, if poorly presented or executed. 

What is an example of an objective?

Let's say that you want to give a presentation on clothing. Your goal here may be to urge your audience to buy your brands or certain types of clothing. Similarly, if your presentation is on dental health, your objective could be to stress the importance of brushing your teeth regularly and keeping them clean.

What are the types of objectives?

There are three types of objectives: process, behavioral, and community-level outcome. Process objectives form the foundation for the implementations required for achieving your goals. Behavioral purposes look at what people do and say and how they do it. These objectives define behavioral patterns and changes. For example, the objectives for a neighborhood improvement group would be increased home repairs that could help the locality have fewer broken windows.

Community-level objectives, however, focus on the results of behaviors rather than on the behaviors themselves. In the above example, community-level outcome objectives could be having more people come and live in that neighborhood and, consequently, focus on building more houses.

Related posts:

• 4 Must-have Process Objectives Examples with Samples and Templates
• Top 10 Goals and Objectives Templates with Samples and Examples
• Top 10 Business Goals Templates with Examples and Samples
• Top 7 Marketing Objectives Templates with Examples and Samples

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Developing trainers, presenters and facilitators to make a difference

Present With Purpose

Before you present: Clarifying the purpose helps you avoid a data-dump. You will design your presentation with a focused viewpoint and avoid excess content. Because you are designing more efficiently, you save tons of time and energy.

As you present: By stating your presentation’s purpose in the first few minutes, you shape your audience’s expectations. You also make an overt commitment to achieving that purpose. This adds to your credibility as a speaker.

Here are a couple of examples:

• “The purpose of my presentation is to inform you of the new changes in our contract.”
• “My purpose today is to introduce the preliminary findings of our report.”
• “Today I will show you the 5 benefits of our new venture.”

Why Don’t More Presenters Do This?

I have three big guesses as to why more presenters don’t develop and use a clear, concise purpose statement.

1. The lure of PowerPoint. Even though using PowerPoint to organize a presentation almost guarantees a data dump-style presentation, many presenters have grown up thinking this is the only way.

I have nothing against using PowerPoint as a tool once you have clarified the presentation purpose. In fact, I suggest putting your purpose statement on the very first PowerPoint slide!

2. The belief that the audience already knows what you are going to say. Your audience may know the fuzzy parameters of your speech. It’s your job to shape their expectations toward what you want to say.

3. Ignorance. Many presenters simply have never considered the importance of using a presentation purpose statement to guide their process.

Where to Start

The best way to develop your purpose statement is to start with this bare-bones template:

“The purpose of my presentation is to:

(2) audience (you can say “you” here)

(3) topic.”

Examples #1 and #2 above follow this template. Example #3 throws in a little “what’s in it for you” statement. All are effective.

My Challenge to You

Try it out! Create a purpose statement for your very next presentation. If you already have a presentation that lacks a purpose statement, develop one NOW and use it the next time you present.

You will find yourself and your audience more focused on the message. Let me know how it goes!

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What's the purpose of a presentation? You might well think that there's a simple answer. But, of course there isn't. That's because the purpose of your presentation depends on you, the presenter. That's right. What is it that you want to achieve with your audience? And, of course, that's the starting point for some serious work.

What's The Purpose Of A Presentation?

Because your job is to achieve results with your audience. That's results set against your own objectives.

So, what do you want to achieve? To help, you can phrase another question, along the lines of…" what do you want your audience to understand after your presentation ?

You want your audience to…

• Understand something,
• Know something,
• Believe something, or
• Do something

You plan to achieve a result with your audience, all because of your presentation. And that result is a change in their understanding . Or a change in their knowledge or beliefs . Or, perhaps your audience will choose to do something, all because of your presentation.

So, that's the purpose of a presentation. It's your purpose…your objective for your own presentation. So, it's not important whether it's a PowerPoint or a Keynote presentation. Your purpose is what really matters.

What's Your Purpose?

And, if you don't have a rationale for your presentation?

Then you need one. Because without purpose your presentation won't work. Your purpose for your presentation drives everything:

• Your points
• Your examples
• And, your evidence with which you illustrate your points

And, as your presentation is the best way to forge a communication with your audience, then now is the time to get cracking with a purpose for your presentation.

All the best public speakers have an answer to the question, " why give a speech ?" And so should all of us.

You can always discover more presentation tips with our regular series of podcast and video tips. And, when you are ready for more intensive learning, then you can always join us on a presentation course or ask us to organise a coaching session. Please don't hesitate to get in touch when the time is right.

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How to Structure your Presentation, with Examples

August 3, 2018 - Dom Barnard

For many people the thought of delivering a presentation is a daunting task and brings about a  great deal of nerves . However, if you take some time to understand how effective presentations are structured and then apply this structure to your own presentation, you’ll appear much more confident and relaxed.

Here is our complete guide for structuring your presentation, with examples at the end of the article to demonstrate these points.

Why is structuring a presentation so important?

If you’ve ever sat through a great presentation, you’ll have left feeling either inspired or informed on a given topic. This isn’t because the speaker was the most knowledgeable or motivating person in the world. Instead, it’s because they know how to structure presentations – they have crafted their message in a logical and simple way that has allowed the audience can keep up with them and take away key messages.

Research has supported this, with studies showing that audiences retain structured information  40% more accurately  than unstructured information.

In fact, not only is structuring a presentation important for the benefit of the audience’s understanding, it’s also important for you as the speaker. A good structure helps you remain calm, stay on topic, and avoid any awkward silences.

What will affect your presentation structure?

Generally speaking, there is a natural flow that any decent presentation will follow which we will go into shortly. However, you should be aware that all presentation structures will be different in their own unique way and this will be due to a number of factors, including:

• Whether you need to deliver any demonstrations
• How  knowledgeable the audience  already is on the given subject
• How much interaction you want from the audience
• Any time constraints there are for your talk
• What setting you are in
• Your ability to use any kinds of visual assistance

Before choosing the presentation’s structure answer these questions first:

• What is your presentation’s aim?
• Who are the audience?
• What are the main points your audience should remember afterwards?

When reading the points below, think critically about what things may cause your presentation structure to be slightly different. You can add in certain elements and add more focus to certain moments if that works better for your speech.

What is the typical presentation structure?

This is the usual flow of a presentation, which covers all the vital sections and is a good starting point for yours. It allows your audience to easily follow along and sets out a solid structure you can add your content to.

1. Greet the audience and introduce yourself

Before you start delivering your talk, introduce yourself to the audience and clarify who you are and your relevant expertise. This does not need to be long or incredibly detailed, but will help build an immediate relationship between you and the audience. It gives you the chance to briefly clarify your expertise and why you are worth listening to. This will help establish your ethos so the audience will trust you more and think you’re credible.

Read our tips on  How to Start a Presentation Effectively

2. Introduction

In the introduction you need to explain the subject and purpose of your presentation whilst gaining the audience’s interest and confidence. It’s sometimes helpful to think of your introduction as funnel-shaped to help filter down your topic:

• Introduce your general topic
• Explain your topic area
• State the issues/challenges in this area you will be exploring
• State your presentation’s purpose – this is the basis of your presentation so ensure that you provide a statement explaining how the topic will be treated, for example, “I will argue that…” or maybe you will “compare”, “analyse”, “evaluate”, “describe” etc.
• Provide a statement of what you’re hoping the outcome of the presentation will be, for example, “I’m hoping this will be provide you with…”
• Show a preview of the organisation of your presentation

In this section also explain:

• The length of the talk.
• Signal whether you want audience interaction – some presenters prefer the audience to ask questions throughout whereas others allocate a specific section for this.
• If it applies, inform the audience whether to take notes or whether you will be providing handouts.

The way you structure your introduction can depend on the amount of time you have been given to present: a  sales pitch  may consist of a quick presentation so you may begin with your conclusion and then provide the evidence. Conversely, a speaker presenting their idea for change in the world would be better suited to start with the evidence and then conclude what this means for the audience.

Keep in mind that the main aim of the introduction is to grab the audience’s attention and connect with them.

3. The main body of your talk

The main body of your talk needs to meet the promises you made in the introduction. Depending on the nature of your presentation, clearly segment the different topics you will be discussing, and then work your way through them one at a time – it’s important for everything to be organised logically for the audience to fully understand. There are many different ways to organise your main points, such as, by priority, theme, chronologically etc.

• Main points should be addressed one by one with supporting evidence and examples.
• Before moving on to the next point you should provide a mini-summary.
• Links should be clearly stated between ideas and you must make it clear when you’re moving onto the next point.
• Allow time for people to take relevant notes and stick to the topics you have prepared beforehand rather than straying too far off topic.

When planning your presentation write a list of main points you want to make and ask yourself “What I am telling the audience? What should they understand from this?” refining your answers this way will help you produce clear messages.

4. Conclusion

In presentations the conclusion is frequently underdeveloped and lacks purpose which is a shame as it’s the best place to reinforce your messages. Typically, your presentation has a specific goal – that could be to convert a number of the audience members into customers, lead to a certain number of enquiries to make people knowledgeable on specific key points, or to motivate them towards a shared goal.

Regardless of what that goal is, be sure to summarise your main points and their implications. This clarifies the overall purpose of your talk and reinforces your reason for being there.

Follow these steps:

• Signal that it’s nearly the end of your presentation, for example, “As we wrap up/as we wind down the talk…”
• Restate the topic and purpose of your presentation – “In this speech I wanted to compare…”
• Summarise the main points, including their implications and conclusions
• Indicate what is next/a call to action/a thought-provoking takeaway
• Move on to the last section

5. Thank the audience and invite questions

Conclude your talk by thanking the audience for their time and invite them to  ask any questions  they may have. As mentioned earlier, personal circumstances will affect the structure of your presentation.

Many presenters prefer to make the Q&A session the key part of their talk and try to speed through the main body of the presentation. This is totally fine, but it is still best to focus on delivering some sort of initial presentation to set the tone and topics for discussion in the Q&A.

Other common presentation structures

The above was a description of a basic presentation, here are some more specific presentation layouts:

Demonstration

Use the demonstration structure when you have something useful to show. This is usually used when you want to show how a product works. Steve Jobs frequently used this technique in his presentations.

• Explain why the product is valuable.
• Describe why the product is necessary.
• Explain what problems it can solve for the audience.
• Demonstrate the product  to support what you’ve been saying.
• Make suggestions of other things it can do to make the audience curious.

Problem-solution

This structure is particularly useful in persuading the audience.

• Briefly frame the issue.
• Go into the issue in detail showing why it ‘s such a problem. Use logos and pathos for this – the logical and emotional appeals.
• Provide the solution and explain why this would also help the audience.
• Call to action – something you want the audience to do which is straightforward and pertinent to the solution.

Storytelling

As well as incorporating  stories in your presentation , you can organise your whole presentation as a story. There are lots of different type of story structures you can use – a popular choice is the monomyth – the hero’s journey. In a monomyth, a hero goes on a difficult journey or takes on a challenge – they move from the familiar into the unknown. After facing obstacles and ultimately succeeding the hero returns home, transformed and with newfound wisdom.

Storytelling for Business Success  webinar , where well-know storyteller Javier Bernad shares strategies for crafting compelling narratives.

Another popular choice for using a story to structure your presentation is in media ras (in the middle of thing). In this type of story you launch right into the action by providing a snippet/teaser of what’s happening and then you start explaining the events that led to that event. This is engaging because you’re starting your story at the most exciting part which will make the audience curious – they’ll want to know how you got there.

• Great storytelling: Examples from Alibaba Founder, Jack Ma

Remaining method

The remaining method structure is good for situations where you’re presenting your perspective on a controversial topic which has split people’s opinions.

• Go into the issue in detail showing why it’s such a problem – use logos and pathos.
• Rebut your opponents’ solutions  – explain why their solutions could be useful because the audience will see this as fair and will therefore think you’re trustworthy, and then explain why you think these solutions are not valid.
• After you’ve presented all the alternatives provide your solution, the remaining solution. This is very persuasive because it looks like the winning idea, especially with the audience believing that you’re fair and trustworthy.

Transitions

When delivering presentations it’s important for your words and ideas to flow so your audience can understand how everything links together and why it’s all relevant. This can be done  using speech transitions  which are words and phrases that allow you to smoothly move from one point to another so that your speech flows and your presentation is unified.

Transitions can be one word, a phrase or a full sentence – there are many different forms, here are some examples:

Moving from the introduction to the first point

Signify to the audience that you will now begin discussing the first main point:

• Now that you’re aware of the overview, let’s begin with…
• First, let’s begin with…
• I will first cover…
• My first point covers…
• To get started, let’s look at…

Shifting between similar points

Move from one point to a similar one:

• In the same way…
• Likewise…
• Equally…
• This is similar to…
• Similarly…

Internal summaries

Internal summarising consists of summarising before moving on to the next point. You must inform the audience:

• What part of the presentation you covered – “In the first part of this speech we’ve covered…”
• What the key points were – “Precisely how…”
• How this links in with the overall presentation – “So that’s the context…”
• What you’re moving on to – “Now I’d like to move on to the second part of presentation which looks at…”

Physical movement

You can move your body and your standing location when you transition to another point. The audience find it easier to follow your presentation and movement will increase their interest.

A common technique for incorporating movement into your presentation is to:

• Start your introduction by standing in the centre of the stage.
• For your first point you stand on the left side of the stage.
• You discuss your second point from the centre again.
• You stand on the right side of the stage for your third point.
• The conclusion occurs in the centre.

Key slides for your presentation

Slides are a useful tool for most presentations: they can greatly assist in the delivery of your message and help the audience follow along with what you are saying. Key slides include:

• An intro slide outlining your ideas
• A  summary slide  with core points to remember
• High quality image slides to supplement what you are saying

There are some presenters who choose not to use slides at all, though this is more of a rarity. Slides can be a powerful tool if used properly, but the problem is that many fail to do just that. Here are some golden rules to follow when using slides in a presentation:

• Don’t over fill them  – your slides are there to assist your speech, rather than be the focal point. They should have as little information as possible, to avoid distracting people from your talk.
• A picture says a thousand words  – instead of filling a slide with text, instead, focus on one or two images or diagrams to help support and explain the point you are discussing at that time.
• Make them readable  – depending on the size of your audience, some may not be able to see small text or images, so make everything large enough to fill the space.
• Don’t rush through slides  – give the audience enough time to digest each slide.

Guy Kawasaki, an entrepreneur and author, suggests that slideshows should follow a  10-20-30 rule :

• There should be a maximum of 10 slides – people rarely remember more than one concept afterwards so there’s no point overwhelming them with unnecessary information.
• The presentation should last no longer than 20 minutes as this will leave time for questions and discussion.
• The font size should be a minimum of 30pt because the audience reads faster than you talk so less information on the slides means that there is less chance of the audience being distracted.

Here are some additional resources for slide design:

• 7 design tips for effective, beautiful PowerPoint presentations
• 11 design tips for beautiful presentations
• 10 tips on how to make slides that communicate your idea

Group Presentations

Group presentations are structured in the same way as presentations with one speaker but usually require more rehearsal and practices.  Clean transitioning between speakers  is very important in producing a presentation that flows well. One way of doing this consists of:

• Briefly recap on what you covered in your section: “So that was a brief introduction on what health anxiety is and how it can affect somebody”
• Introduce the next speaker in the team and explain what they will discuss: “Now Elnaz will talk about the prevalence of health anxiety.”
• Then end by looking at the next speaker, gesturing towards them and saying their name: “Elnaz”.
• The next speaker should acknowledge this with a quick: “Thank you Joe.”

From this example you can see how the different sections of the presentations link which makes it easier for the audience to follow and remain engaged.

Example of great presentation structure and delivery

Having examples of great presentations will help inspire your own structures, here are a few such examples, each unique and inspiring in their own way.

How Google Works – by Eric Schmidt

This presentation by ex-Google CEO  Eric Schmidt  demonstrates some of the most important lessons he and his team have learnt with regards to working with some of the most talented individuals they hired. The simplistic yet cohesive style of all of the slides is something to be appreciated. They are relatively straightforward, yet add power and clarity to the narrative of the presentation.

Start with why – by Simon Sinek

Since being released in 2009, this presentation has been viewed almost four million times all around the world. The message itself is very powerful, however, it’s not an idea that hasn’t been heard before. What makes this presentation so powerful is the simple message he is getting across, and the straightforward and understandable manner in which he delivers it. Also note that he doesn’t use any slides, just a whiteboard where he creates a simple diagram of his opinion.

The Wisdom of a Third Grade Dropout – by Rick Rigsby

Here’s an example of a presentation given by a relatively unknown individual looking to inspire the next generation of graduates. Rick’s presentation is unique in many ways compared to the two above. Notably, he uses no visual prompts and includes a great deal of humour.

However, what is similar is the structure he uses. He first introduces his message that the wisest man he knew was a third-grade dropout. He then proceeds to deliver his main body of argument, and in the end, concludes with his message. This powerful speech keeps the viewer engaged throughout, through a mixture of heart-warming sentiment, powerful life advice and engaging humour.

As you can see from the examples above, and as it has been expressed throughout, a great presentation structure means analysing the core message of your presentation. Decide on a key message you want to impart the audience with, and then craft an engaging way of delivering it.

By preparing a solid structure, and  practising your talk  beforehand, you can walk into the presentation with confidence and deliver a meaningful message to an interested audience.

It’s important for a presentation to be well-structured so it can have the most impact on your audience. An unstructured presentation can be difficult to follow and even frustrating to listen to. The heart of your speech are your main points supported by evidence and your transitions should assist the movement between points and clarify how everything is linked.

Research suggests that the audience remember the first and last things you say so your introduction and conclusion are vital for reinforcing your points. Essentially, ensure you spend the time structuring your presentation and addressing all of the sections.