{"id":6157,"date":"2026-05-31T03:17:09","date_gmt":"2026-05-31T02:17:09","guid":{"rendered":"https:\/\/lucilleossai.com\/blog\/?p=6157"},"modified":"2026-05-31T04:16:00","modified_gmt":"2026-05-31T03:16:00","slug":"the-abf-formula-a-practical-framework-for-speaking-that-drives-action","status":"publish","type":"post","link":"https:\/\/lucilleossai.com\/blog\/2026\/05\/31\/the-abf-formula-a-practical-framework-for-speaking-that-drives-action\/","title":{"rendered":"The ABF Formula\u2122 \u2014 A Practical Framework For Speaking That Drives Action"},"content":{"rendered":"\n
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It doesn\u2019t matter if you\u2019re at entry level, mid-level, or in the C-suite. Sooner or later, you\u2019ll be required to speak, and that dread happens to us all.<\/p>\n\n\n\n

Over the last 20 years, I\u2019ve learnt different frameworks for public speaking, storytelling and presentations, including the PREP structure, the STAR system, the hero\u2019s journey, and the origin story. However, what I\u2019ve realised, having interacted with more than 1,000 executives over a decade at the FT-ranked Lagos Business School, and in my coaching, training and facilitation work, is simple:<\/p>\n\n\n\n

Overwhelm causes inaction. The problem isn\u2019t a lack of frameworks for effective speaking and presenting; it\u2019s the over-abundance of tools, techniques, and models. Too many options lead to decision paralysis or inconsistent application of speaking principles.<\/p>\n\n\n\n

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Overwhelm causes inaction.
 <\/p>~ Lucille OssaI<\/cite><\/blockquote><\/figure>\n\n\n\n

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So, when writing my business communication book, Influence and Thrive<\/u><\/em><\/a>, I distilled the insights I\u2019d been teaching and blogging on for years into one of the simplest frameworks for speaking:<\/p>\n\n\n\n

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The ABF Formula\u2122<\/strong><\/p>\n\n\n\n

A<\/strong> \u2014 Audience<\/p>\n\n\n\n

B<\/strong> \u2014 Beacons (simplicity, brevity, and clarity with a call to action)<\/p>\n\n\n\n

F<\/strong> \u2014 Feedback (timely and factual)<\/p>\n\n\n\n

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The ABF Formula\u2122 is a three-component framework for professional speaking and presenting. A represents ‘Audience’, ensuring you tailor your communication to specific stakeholders. B represents ‘Beacons’, providing the principles of simplicity, brevity, and clarity that make your message memorable and actionable. F represents ‘Feedback’, incorporating timely, factual inputs that close the gap between how effectively you think you communicate and how you\u2019re actually received. The Formula helps professionals at every level cut through overwhelm, structure their communication, and drive the outcomes that matter.<\/p>\n\n\n\n

The individual components of this framework may seem too simple to be taken seriously. But when combined and considered as an integrated<\/em> system, its usefulness becomes clear. <\/p>\n\n\n\n

That is also why the ABF Formula\u2122 is embedded within the Global 4-Domain Communication Skills Rating Tool\u2122<\/a>, alongside the Three Rules of Business Writing\u2122 and the Flexible Communications Strategy\u2122. The Tool is the first culturally intelligent four-domain communication assessment of its kind, structured across 55 assessment items and aligned with communication behaviours of more than 30 countries. It does what many frameworks cannot: diagnosing the specific communication blind spots that quietly limit your credibility and influence before you even take the stage. Where the ABF Formula gives you the structure to speak with impact, the Tool shows you precisely where you need it most. Together, they form a coherent developmental system \u2014 one that has been field-tested with executives across four continents and built for the world you actually work in.<\/p>\n\n\n\n

Once you begin using the ABF Formula\u2122, you\u2019ll notice how quickly your communication lands, whether you’re briefing, presenting, or persuading.<\/p>\n\n\n\n

Below are three reasons the ABF Formula strengthens your speaking, especially in high-stakes contexts:<\/p>\n\n\n\n

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1) A \u2014 Audience<\/strong><\/h2>\n\n\n\n
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Ensuring your speaking is audience-centric to gain traction<\/em><\/p>\n\n\n\n

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The audience is the most important factor when planning your speech or presentation. They determine the context, content, style and even the vocabulary you choose.<\/p>\n\n\n\n

Considering the audience<\/a> is rightly the first rule of effective communication, because unless you tailor your messaging to address their needs, fears, and concerns, your material and delivery won\u2019t resonate.<\/p>\n\n\n\n

In practical terms, below is how the audience analysis helps when giving a presentation on a proposed partnership to an external audience.<\/p>\n\n\n\n

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A) Tailor your message for the stakeholders who will be present<\/strong><\/h3>\n\n\n\n
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For example, finance leaders will focus on quarterly cost implications. Project leaders will need clear implementation plans and deployment milestones. Operations stakeholders will prioritise integration timelines, compliance, and continuity.<\/p>\n\n\n\n

Therefore, your explanation must address the priorities of the different stakeholders:<\/p>\n\n\n\n

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For Stage 1 of Project Coral, we\u2019re recommending a phased investment model across Q3 and Q4 to reduce the budget impact on a single quarter<\/em>. (Finance)<\/p>\n\n\n\n

Our proposal includes a mobilisation payment to support deployment and systems onboarding ahead of the planned rollout on 15 June 2026<\/em>. (Project management)<\/p>\n\n\n\n

To ensure we address operational realities, we\u2019ve also outlined an implementation plan to minimise disruption during integration. Both teams will validate performance and confirm compliance readiness before the full deployment<\/em>. (Operations)<\/p>\n\n\n\n

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Why this approach works:<\/p>\n\n\n\n

The sentences address the concerns of a mixed audience, thereby increasing the relevance of your material \u2014 without increasing its complexity.<\/p>\n\n\n\n

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B) Ask yourself the foundational question to zero in on the critical factors<\/strong><\/h3>\n\n\n\n
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The foundational question compels you to consider the audience\u2019s perspectives, ensuring your content is relevant to their needs. With AI tools available, you can drill the audience evaluation down to what matters most to them.<\/p>\n\n\n\n

So, strip away the complex analysis and focus on the foundational question:<\/p>\n\n\n\n

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If I were a member of the audience, what critical information would I need to make a (measured) decision?<\/em><\/p>\n\n\n\n

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The operative word is ‘critical’, not ‘good-to-know’ information.<\/p>~ Lucille Ossai<\/cite><\/blockquote><\/figure>\n\n\n\n

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The operative word is ‘critical’, not ‘good-to-know’ information. The distinction matters. Overloading your presentation with ‘interesting’ content that does little to tackle what\u2019s important for the audience causes them to disengage, thereby losing you the room. In high-stakes situations, a lost audience is difficult to win back.<\/p>\n\n\n\n

Over the years, I\u2019ve taught this foundational question principle and written about it<\/a>. Then, in 2024, I finally delivered the five-minute DisruptHR talk<\/a> below on its premise.<\/p>\n\n\n\n

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