Competition
guidance.

Read all three paragraphs before you write anything

Paragraph 2 has the specific data that makes your answer non-generic. Most people read Paragraph 1 and start outlining. That's why most answers sound the same. Read the whole thing, then start your recommendation.

Write your one recommendation before mapping PIs

Before touching the PI list, write a single sentence: 'My recommendation is to ___ because ___.' If you can't write that sentence cleanly, you don't have a recommendation yet, you have a direction. The PIs are steps in the plan, not the plan itself.

Notes are anchors, not a script

Number your PIs and write keywords. 'PI 1: segment → 18–24 cohort, 3x purchase frequency' is useful. A full written sentence is something you'll read out loud instead of say. If you're writing paragraphs during prep, you're preparing the wrong thing.

Start with your name and position while shaking hand

Walk in, extend your hand, and open with your name and position while shaking. 'Hi, I'm [Name], and I serve as [role] at [company].' This sets a professional tone immediately and signals you're ready to present.

Lead with a hook before your recommendation

After introducing yourself, open with a compelling hook, a surprising statistic, a sharp question, or a single sentence that frames the urgency of the situation. This earns the judge's attention before you state your recommendation.

Give an agenda so the judge knows your timeline

After your hook and recommendation, briefly preview your structure: 'I'll cover X, then Y, then Z, and I'll leave time for your questions at the end.' This shows organization and helps the judge follow along.

Missing a PI costs 14 points, don't cut one to save time

If you're running short, compress each PI explanation to one tight sentence rather than dropping one entirely. A polished four-PI presentation scores below a rougher five-PI presentation, every time. That's how the rubric works.

Never mention the PI name fully, use 2–3 key words, worded your way

Don't say 'My second performance indicator is market segmentation.' Instead, use 2–3 of the PI's key terms naturally: 'To identify our highest-value segment, the 18–24 cohort driving 3x purchase frequency, we'd focus targeting here.' The judge recognizes the PI without you naming it.

Estimate a number, any number

'Based on industry benchmarks, a loyalty program like this typically drives 15–20% improvement in repeat visit frequency.' You don't need exact figures. You need any figure, stated with reasonable confidence. Vague language makes recommendations sound like wishes.

If the judge is writing, slow down slightly

They're capturing your key points. Speed up and they'll miss them. If they've set the pen down and are just watching, that's your signal to be more present, more eye contact, let the ideas land before moving on.

When a judge pushes back, hold the position

'Is that really feasible?' is not a correction, it's a test of conviction. Don't cave. 'I understand the concern. Here's why I still think this holds: [specific scenario detail].' Then stop. Over-explaining after a pushback looks like backpedaling.

Don't introduce a new idea during Q&A

If a judge asks about something you didn't cover, connect it back to what you presented. 'That ties directly into the segmentation step, here's how they'd interact.' Introducing a new concept in Q&A signals you forgot it during the presentation.

When you need a moment: ask the judge to repeat the question

Instead of saying 'Give me a moment,' ask: 'Could you repeat that?' This is more professional, buys you the same thinking time, and has the added benefit, the judge's repetition often clarifies exactly what they're asking. Composure under pressure is scored.

Agree on one recommendation before you split up

The most common TDM mistake: both partners plan independently, then spend the last few minutes merging two different presentations. Write a single recommendation sentence together in the first five minutes. Every PI from both members has to support that one answer.

Script the handoffs and say them out loud

'I'll now turn it over to [name], who will walk through...', write the exact sentence, then say it out loud during prep. If you haven't said it out loud before the room, you haven't practiced it. A stumbled handoff is one of the clearest visible signs of underprepared.

Both members need to know all 7 PIs

The judge can ask either of you about any PI during Q&A, not just the ones you personally covered. Split the prep work, but before you walk in, both of you should be able to explain every step in the plan. 'That's my partner's section' is not an answer.

Business professional has no exceptions at state or ICDC

Suit or equivalent. Pressed. Clean shoes. At larger conferences, judges are working professionals, executives, consultants, managers who dress this way every day. They notice the difference between 'dressed up' and 'dressed professionally.'

Know your time checkpoints: 8 min, 11 min, 12–15 min

At 8 minutes you should be wrapping your last PI. At 11 minutes you should be closing. Minutes 12–15 are reserved for judge questions. Internalize these checkpoints, checking your watch mid-presentation is a tell.

Close by shaking hand, offering your visuals, and wishing them well

When you finish, shake the judge's hand cleanly. Ask: 'Would you like to keep the visuals?' Then say something genuine like: 'Thank you, it was a pleasure presenting to you. I hope you have a great day.' That's your exit. Clean, professional, and memorable.