Dynamic Marketing Communiqué

Trust BUILDER or trust KILLER? Here’s how you can show the amount of care and effort you put into a speech! [Tuesdays: Return Driven Strategy]

July 26, 2022

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson

In my 30+ years in the industry, one of the business models I find truly effective is Return Driven Strategy (RDS). 

This pyramid-shaped framework has 11 tenets and 3 foundations that help businesses achieve true wealth and value creation. Professor Joel Litman and Dr. Mark L. Frigo explained this in detail in the book, “Driven.” 

Another thing I like about RDS is its applicability to one’s career. Just apply its tenets and foundations to the microlevel and you have Career Driven Strategy (CDS). 

Today, let’s discuss this framework with a focus on holistic communication. 

Continue reading to know how you can establish your credibility as a speaker and gain the trust of your listeners. 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Return Driven Strategy 

Publice speaking is oneof the common fear of people. This Task brings a lot of strees to some one who’s especially not used to speak infrnot of an audience. or represent his/her brand or company.

Wait a minute. Do you think there’s something wrong with the paragraph above? 

Hang on. We’re trying to make a point here. 


We are well aware of the stress novice speakers—and sometimes, even veteran speakers—go through when they’re tasked to deliver a speech in front of a large group of audience. 

For some of them, if only they could avoid public speaking altogether, they would. 

However, we think that shouldn’t be the mentality! After all, practice is all that’s needed. 

The reason why it’s necessary for speakers to practice or rehearse their presentations is to make sure EVERYTHING is clean and clear. Having a well-polished speech will help them build credibility and gain their audience’s trust. 

As a speaker, what’s one of the ways you can polish your speech? 


Photo from ThoughtCo.com

Proofreading is the final step in the editorial process before publication. This involves examining a written output carefully to make sure there are no typographical errors and mistakes in grammar, style, and spelling. 

Did you know that proofreading gives power and credibility to your presentation? 

It shows the amount of care and preparation you put into what you share—or plan to share—with your listeners. 

Here are some of the things you have to watch out for when proofreading a presentation script or slide

  • Grammatical errors
  • Misused punctuation marks
  • Typographical errors
  • Format inconsistencies

Make sure you avoid or eliminate these errors because having lousy-looking content and slides (such as the first paragraph of this article), or not sounding prepared for what you have to say negatively impacts an audience’s impression of you as a speaker. 

Below are several effects of NOT proofreading your presentation: 

  • You can be seen as unprofessional. Having too many mistakes in grammar, spelling, punctuations, etc. gives the impression that you are an amateur. 
  • You’ll miss seeing inconsistencies in the layout and content of your talk. Inconsistencies kill your audience’s trust in your presentation and in you as a speaker. When they notice lots of errors, they’ll easily lose interest and no longer listen to what you have to say. 
  • Your message will lack clarity. An erroneous message or presentation slide distracts your listeners and makes them confused. On the other hand, if your entire talk is clean, your audience will easily understand the idea you want to convey. 

Simply said, risking going on stage without proofreading your slides or script, and ending up having lots of errors in your content, says a lot about your professionalism, character, ethics, and credibility. 

Proofreading a Speech and Career Driven Strategy (CDS) 

According to Professor Joel Litman and Dr. Mark L. Frigo in the book, “Driven,” verbal and non-verbal communication is important in every aspect of a business. 

Holistic communications are made with the whole of the business in mind

This means if you’re representing a company in your speech, you have to make sure both your audience AND your brand will benefit from your message. 

… but how can you do that if your presentation script or slide contains lots of errors? That will only confuse your listeners and push them away from your brand. 

That’s why proofreading is important. It not only ensures clarity to your message but also helps you communicate with a purpose such as: 

  • Getting customers and prospects to buy your offerings
  • Encouraging employees to stay longer at the company
  • Convincing an investor to buy or sell a stock

… and others. 

Whatever it is, you must have a purpose or goal as you choose the communication method, style, format, and tone that you’ll use in your speech—and proofreading can help you deliver that message effectively and holistically. 

Apply this tip as you prepare for your next public speaking engagement! 

Keep in mind that better communication strategies not only help you succeed in exchanging information; it also proves effective in positively impacting people’s hearts, minds, and lives. 

… and by delivering a well-polished presentation, you’ll offer clear information that leads your listeners to an offering that fulfills their needs. 

We hope you find today’s return-driven and career-driven insights helpful! 

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Tuesdays: Return Driven Strategy”

In the book, “Driven,” authors Professor Joel Litman and Dr. Mark L. Frigo said that the goal of every long-term successful business strategy should incorporate the combined necessity of “making the world a better place” and “getting wealthy.” 

That is why they created Return Driven Strategy and Career Driven Strategy―frameworks that were built to help leaders and professionals plan and evaluate businesses so they can also help others achieve their organizational goals and career goals. 

The frameworks describe the plans and actions that drive returns for anyone in an organization such as independent contractors, marketers, brand managers, communicators, and other people in any field. These actions lead to the creation of wealth and value for customers, employees, shareholders, and the society. 

Every Tuesday, we’ll highlight case studies, business strategies, tips, and insights related to Return Driven Strategy and Career Driven Strategy. 

In planning, building, or managing brands and businesses, these strategies, case studies, and guidelines will help you choose what specific actions to take and when to take them. 

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Return Driven Strategy!”


Kyle Yu 

Head of Marketing 
Valens Dynamic Marketing Capabilities 
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