If you really want to inspire others and leave them feeling motivated to make a difference after your meeting or presentation, issue a call to action.

My recipe for success is that the actions must trigger specific types of behaviour that provide direction for a whole day, week or month and get the job done. Just saying “be more proactive” may inspire consumers to think, but it isn’t much of a call-to-action.

Saying “identify the problem, come up with the solution, and knock on the door” has far greater impact – it makes them want to do something. The more precisely articulated your calls to action, the more successful you will be at transforming strategy into outcomes.