British persuasion culture rewards thorough preparation more than polished delivery. The presenter who clearly knows their subject deeply—who can answer unexpected questions, who has considered the implications, who has done the analysis—will be more persuasive than someone with beautiful slides and a smooth presentation style but shallow understanding.
This means investing your time in research, analysis, and thinking through objections rather than in presentation rehearsal and visual design. Substance is the foundation; presentation is amplification. Particularly important: much of the persuasion in British professional settings happens before the formal presentation, through informal conversations, pre-circulated materials, and one-on-one discussions.
Do not save your persuasion for the meeting. Build support beforehand.
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