If you present for an American audience you need to prepare yourself for some good entertainment to keep their attention. Microsoft’s CEO Steve Ballmer may be over the top in this video, but music, show and one-liners appeal to the American mindset. You can hear the audience, consisting of Microsoft employees, going wild and cheering with him.

In the US one usually starts a presentation with a funny joke and a personal introduction. The content of the message tends to be fairly simple and structured,   such as “five ways to speed up your business success”. An American audience wants to consume your presentation which requires you to bring the message in savory bits.

Such an approach will not get you anywhere in countries like Germany or Japan. These cultures would take a showy or simple presentation as not serious. In their minds, an effective presentation should be comprehensive, contain lots of detailed facts and figures, and no personal messages.

In France or Italy, in contrast, people appreciate a presentation that holds visions for the future and that triggers their aspirations and feelings towards such goals. But except for an occasional TV host on Rai Uno, no business leader would ever want to do a ‘Steve Ballmer’-act. Any presenter should adhere to his or her status and position as leaders or experts in their field.

As a rule of thumb, an effective presentation takes into account the audience at which it is directed. Whatever you may think of it, Steve Ballmer did have a great impact on his employees. In an international setting you need to understand the local business culture and tailor your presentation accordingly. You can select the right mix of text and visuals, of a personal or professional tone of voice, and the right use of language. Remember that words and expressions may have a totally different meaning in another culture. After all, you do not want to be thanked for your ‘interesting’ presentation…