Keynote: HOW TO TARGET EACH CONTINENT

Preparing a Keynote speech (or any high-stake presentation), we start with topic, theme, and target audience. The latter made me delve into geographic stereotypes of target audiences: How can you ever specifically address something as vast and diverse as “Asia”?

Well, while far from being perfect, here are some broad stereotypes I found useful:

* For North America, dare to visualize bold and fast-paced. PowerPoint in TikTok-speed. (h/t JamesTaylor.me)

* For South America, add in just a pinch of extra humor. Just because you are a professional doesn’t mean you can’t have a good time.

* For Western Europe, try data-driven storytelling : Have your facts and figures, but weave them into a coherent narrative.

* In Eastern Europe (my origin), add in some extra figures and charts to support your point.

* In Asia (as incredibly diverse as it is), tone down a notch. Humility and respect for local customs go a long way. Emphasize harmony, and mix visions with practical advice.

* Africa, like Asia, is vast and diverse. However, across many African cultures, storytelling is a fundamental way of passing knowledge. Weave your message into a meaningful story, and experiment with 2-way-dialoges.

And to emphasize the country I spent most of my life:

* In Germany, intellectual rigor is respected and expected. Your points shall be well-argued and logically stringent, the audience will spot any missing links.