We’ve all been there. Waiting to make a presentation, mentally reviewing all the salient points, going over the budgets, nervously rehearsing the target market benefits.

That’s what Denajo Amaro was doing before the SBDC Youth Business Concept Competition. As he scanned the crowd for the arrival of his 7th grade teammates, he set up his model, arranged his hand-printed labels, and sat shyly in his plastic chair behind his display in the center of the mall.

As a judge, I wanted a close-up look at each exhibit and a chance to interview each student personally to hear their explanation of how their prototype would attract tourism for their home island of St. Thomas.

Denajo’s entry was surely made by the students themselves. His slightly awkward presentation of “The Yard” demonstrated island culture in the 1700s complete with outdoor cooking fires, laundry stones and native fruit trees. When asked to explain, Denajo softly told me that this typical family yard would be built as an attraction near a popular tourist beach to encourage visitors to experience how a Virgin Islands family spent their day hundreds of years ago. As he got into his presentation, he rose out of his chair to point out details. This kid new his stuff. He got louder and more animated and could answer every question asked of him. Those who know me know how delighted I am with bright children and love to challenge them with questions. Denajo was one of the best I’ve grilled.

The competition began. The other 3 teams — all from high schools —presented with colorful exhibits, videos and slick powerpoints set to music. And still, Denajo sat alone. Forced to forfeit or present, he courageously rose and started his explanation of “The Yard”. His parents, teachers and advisors sat behind him, silently supporting him.

We, the judges, cast individual votes for the project we felt would most boost tourism without consulting each other. We all held our breath as the winners were announced. It was down to two teams; the slick high-tech presenters in suits and young Denajo, sole defender of the 7th grade. And he won.

We can take some cues from Denajo Amaro. He wasn’t about flash and pomp. He won by having a good idea, believing in it so thoroughly that he spread his enthusiasm to everyone in the audience. All by himself.

His project has been funded and being built just as he had imagined, near a popular beach.

Great work stands the test of time — and the test of target audiences. MLB Creative was awarded the top ADDY prizes for print, radio, online and creativity. While these awards are great, what we prize even more are results.

It’s great to hear that Annie with TooJay’s Gourmet Deli was besieged with coupons from their eblasts. We’re honored that Orlando Ballet Artistic Director and dance legend, Bruce Marks, thought the Nutcracker Direct Campaign was the best he’s seen. We love it when drivers are singing along in their cars to the McDonald’s Snack Wrap Rap.

Reaching the right audience, in the media they are most influenced by, with a creative message that tickles their funny bone or resonates with emotion, is the key to making the right impressions that build brand relationships.

It’s not enough to buy an ad or book a spot or send a lackluster email. Invite your audience to become involved with exceptional creative. Make them want more. Only then will you get results — and maybe win some awards!