In public speaking, our clients put out the welcome mat. They invite in the audience to have a conversation with them. And that conversation is an experience. Public speakers know they have achieved their goals in delivering a speech, presentation, podcast, or webinar when members of the audience feel they have gotten something unique out of that experience.
That might be just a memory. Baby Boomers vividly recall the experience of hearing John F. Kennedy speak. It may be an internal paradigm shift. Those attending the financial planner's seminar commit to managing their money strategically. Or the experience will be one of those which simply has the listeners wanting more because they feel smarter, safer, and/or more flexible. They will sign up for the conference or series of 10 webinars.
Because public speaking is a conversation, set scripts are a mistake. They serve only as a document to distribute to the press, post on the organization's Media Center, and leverage as marketing material with clients and prospects. Increasingly seasoned speakers only use point outlines, highlighting talking points. Depending on what they observe in the audience, they will emphasize one topic, downsizing another, and introduce what wasn't planned - all during the performance.
Experiences, at least in real life, don't happen according to any script.