“A good speaker with bad beginnings is like a fitness trainer who smokes.”
-- Carmen Taran
From the Six Minutes review of Better Beginnings: Most speech opening advice begins by telling you the types of openings you can try. For example, you might open with a personal story, a startling statistic, or a quotation. However, none of these types of openings are inherently focused on your audience. (A story or statistic can be focused on the audience, but it might not be.)
I really like the approach taken in Better Beginnings because it is organized not around types of openings, but according to the emotional or cognitive response you would like to trigger in your audience. Audience-focused!