When writing a presentation, the starting point is to understand the audience. 

What does the audience care about? 

What issues is the audience facing? 

What is keeping the audience up at night, or making the audience get up at 2 A.M.?

Often, people assume the audience is the same as they are.  Or different for that matter.   Rather than assuming, ask the audience.

Filed by Coleen Davis at 4:58 pm under Customers, Negotiations, Solving Problems, Tips for Students