Background
The
UK Speechwriters’ Guild emerged in 2009 to raise the profile of speechwriters
and improve standards of speaking in public life. We now have over 100 members.
We have launched a prize to be awarded to an outstanding figure in the business
world who speaks well.
This
is the fourth year that judges from the UK Speechwriters’ Guild have selected
the Business Communicator of the Year. The winner in February 2010 was Sir
Martin Broughton, Chairman of British Airways. The winner in February 2011 was
Geoff Burch, the motivational business speaker and author. The winner in 2012
was Gillian Tett, the financial journalist.
The
Business Communicator of the Year receives a small trophy with an engraved
plate. This can be presented at the winner’s convenience but we do encourage
the winner to receive the award at one of our conferences (London 16 May,
Brussels 20 September 2013).
The
UK Speechwriters’ Guild hosts regular conferences to showcase top speakers and
share knowledge and ideas. Speakers have included Phil Collins, Tony Blair’s
former speechwriter, Edward Mortimer, former speechwriter to Kofi Annan and
Fred Metcalf, David Frost’s scriptwriter.
The Winner 2013
Most of the business news we’re
hearing is gloomy and dispiriting. The advertising executive, Rory Sutherland,
has emerged in recent years with entertaining anecdotes and ideas to give
entrepreneurs heart and make business fun.
David Ogilvy once said: “I only
make a couple of speeches a year but they’re designed to cause the maximum stir
on Madison Avenue.”: Mr Sutherland retains some of that provocative flair.
The UK Speechwriters’ Guild has
awarded Rory Sutherland the prize of UK Business Communicator 2013 for three
reasons:
The first is that he communicates
with style. He uses self-deprecating humour to talk about business. He makes
dull concepts, colourful, by drawing observations from familiar experience. And
he can craft smart one-liners, like: ‘Saving is consumerism needlessly
postponed’.
He has a schtick, but he’s always
funny, clear and thought-provoking. You don’t mind hearing many of his stories
over and over because he tells them rather beautifully. Politicians and CEOs
would be wise to copy his formula.
The second reason he gets the
prize is because his talks make him a great ambassador for his company. He has
expressed a fear of public speaking, but he has overcome it. As Vice Chairman
of the Ogilvy Group, he doesn’t make apologies about not representing the views
of his employers. His presentations to the Californian conference TED attract
millions of viewers, reaching audiences beyond specialists in advertising.
The third reason is because he
uses the ancient art of persuasion. His material can be challenging, but he is
likeable. He champions psychology over number crunching. He’s the first British
business leader we’ve heard quote Charlie Munger, who we think is one of the
best American business speakers.
Mr Sutherland‘s good example
illustrates how wasteful it is to try to engage audiences with Excel
spreadsheets and complex PowerPoint slides. He spreads optimism with insights
like, ‘recession is the mother of invention’ and ‘human understanding is the
future of business and Government’. These are the kind of sentiments that
entertain audiences. Business leaders like Mr Sutherland, who can inspire
audiences to try new things, will ultimately lead the way out of recession.
Brian
Jenner
Chairman
of the Judges, UK Speechwriters’ Guild
February
2013
