A speaker has many goals as they develop a presentation, but one goal remains central: leave a lasting impact. This is where audience comes into play. Everything the speaker does before, during, and after the presentation is all about the audience receiving the message. It is important to know that how they perceive the message matters so we must leave very little room for misconception.
When we know who is in our audience, we can deliver an exception message intended for them. They will feel more engaged with the message knowing they are getting something specifically for them. Know thy audience!