to have a problem that you want to solve; a wrong that you want to right.
I considered Steve Jobs one of the world’s greatest corporate presenters because he always explained the problem that his product would solve. The introduction of iTunes Music Store in 2003 is perhaps the best example of this approach. In one presentation Steve Jobs turned around public opinion, convincing customers that it was in their best interest to pay for something (songs) that they could otherwise get for free at the time. In this video clip you can watch Jobs demonstrate the “upsides and downsides” of the status quo, followed by his “solution,” the 99 cent song on the iTunes Music Store. Your audience needs to understand the problem your idea solves. Don’t leave them guessing. Explain it clearly.