What do you do when your product is losing share to a new competitor and it’s time to present the annual marketing plan?

Stay positive! Acknowledge the challenges and the implication, but do so in a matter of fact manner, and move quickly to your proposed solution.

Even if you have a snowball’s chance in hell of recovering your market share, put together a plan that could work if everything were to break in your favor.

And demonstrate commitment in your choice of words, your posture, and your tone of voice. Everyone knows it’s a bad situation before you begin, so you must demonstrate belief in the possibility–however small–of success.

We are not rewarded in business for dragging problems into the board room and dumping them on the table in front of senior people. We are rewarded for being crystal clear about the situation, and giving them the best option you and your team can devise.

You are the captain of your brand. There is no honor in leaving the ship while it sinks. Your job is to fight to the end. The brand may go down, but you will be remembered for your determination and optimism in the face of dire odds.

When you present, dress conservatively, and wear a bit of red near your face.

For men, a red tie does the trick. If you’re not wearing ties these days, at least wear a sport coat you can button. It hides the wrinkles we get in the lap of our pants, and the bulge we may have acquired in the midriff.

For women, lipstick or a red scarf or blouse will work. The red draws the eyes of the listener to your face. I would also suggest avoiding sleeveless blouses and open-toed shoes. Much better to present in a suit, or at least in a blazer or jacket.

Dress for the position you want, not for the position you’re in.

The paradox of effective speaking is that when you focus on the information needs of your audience, your needs for recognition and respect are fulfilled.

However, when you focus on your own needs to tell them everything you know, regardless of their interest, their willingness to listen and respect you as an expert is damaged by–well, too much talking about what’s in your head, and not enough talking about what’s in theirs.

They therefore think less of you. Thus, paradoxically, when you focus on your own needs, you damage your audience and yourself.