little more than lighthearted entertainment. While you must be interesting to keep your audience engaged, your communication must achieve a greater purpose: impacting those who gather to hear you. Never speak to a group without providing a truth to ponder, a principle to apply, or a decision to make. Naturally, to impact an audience, you have to know something about them. You stand the best chance of presenting something meaningful when you know who has come to hear you and you let their needs guide your