In executive coaching, you hear a lot of singular techniques — one framework, one mindset, one magic fix that’s supposed to solve everything. In reality, even the best techniques only work when they adapt to the terrain. The central lesson is simple: knowing not just what to do, but when and why to do it. It’s the difference between approach and technique, strategy and tactic. When I run in the mountains, I shorten my stride whether I’m going uphill or downhill, but for entirely different reasons.
Affect and Technology
Affect relates to the presentation’s general impression, the feeling it evokes. It’s like overhearing loud voices in the next room or getting “an impression” of what is happening. Affect refers to the openness, tension or mood of the experience. It is primarily intangible but a genuine and crucial part of communication.
The Technology of Communication refers to the specific procedure used to accomplish the presentation. What type of organization should be used? What vocabulary or jargon is appropriate? What persuasive approaches should be used? If it’s a team presentation, who should speak first? Is s/he an eloquent speaker? Technology carefully analyzes the specific skills required for effective communication. Do I have clear speech? Is my voice confident? Are my nerves under control?
A successful business presentation is directly related to the accuracy with which you prepare for both the Affect and the Technology inherent in the experience. Unfortunately, many “presenters” focus exclusively on their preparation and comfort level. In reality, the Affect and Technology required by the listener are equally important. A highly effective speaker is attentively conscious of the “listeners'” wants and expectations. The concept of Affect and Technology provides a viable way to analyze the overall experience critically.
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