SlideMagic Blog

President Obama’s key influencing strategy for convincing the audience of the need for tougher gun control laws in the US was appealing to shared values, the values of parents in the audience and in front of television and YouTube screens.

And it is interesting to see how he did it; taking time to let the point sink in, emotionally. The President elaborated about the process of raising a child, letting it separate from you with pain in your heart. In the end he came back to that emotion by mentioning the first name of each child that was killed. If he had just put in the elevator pitch “we need to protect our children”, it would not have been convincing. We have heard it too many times from too many politicians.

The same is true in business presentations: just giving the sound bite is often not enough to let the audience feel the point you want to make.

Scientist do not yet agree whether lying makes people touch their nose, but the popular belief is so strong that you better avoid getting rid of that annoying twitch at critical moments in your presentation: “… and this is how I will save the company! ” [scratch] [scratch]

I attended a concert by Alanis Morissette the other day in Tel Aviv. A critic of the local Israeli newspaper Haaretz found she did not sing well, but despite that everyone in the audience loved her performance.

This presentation design blog is not the right place to go into technical artist reviews. What is interesting however, is to see how Alanis managed to win the crowd over simple by being her natural self. No professional crowd pleasing techniques, no real eye contact into the audience, just pacing back and forth staring in the distance left and right of the stage. She actually came across as shy.

The audience wants you to succeed, and preferably using your own natural style.

For big audiences, you need to get the entire look of the stage right, not just your slides. Below you see that a dark background works better. A light background on a huge screen overpowers the presenter. For small conference rooms, a light background will do fine, and for reading on screen, a light background is actually better.

Audience members are not always friendly. Unfriendliness comes in 2 types:

1. the civilised audience who is reluctant to agree with your proposal (I faced many of those as a management consultant) and
2. the heckler who is out there to interrupt and derail your presentation (probably on his own).

Audience 1. A fatal mistake with audiences that do not agree with you is to invite the full debate before you have had a chance to tell your story. Highlight all the points and data quickly before you get to some slide that presents the trade off your making. That trade off slide is very important. Many of these strategy debates go in circles and keep on repeating the same points. If you have written down the point on the slide you can point at it and say “You are right, I have captured that here.”. Group/isolate/give less space to the points everyone agrees to and focus on trading off the difficult ones.

Audience 2. Hecklers are difficult. The best strategy is to try to get the audience on your side. If you ask - after 3 detailed questions - whether the audience agrees that these points are better discussed one-on-one after the presentation, there is a good chance that the heckler will stay quiet.  In addition, after you answered the heckler’s question, turn away from her, and make eye contact with another person with a question.

Good question, and the answer is “Not always”. TED talks are a good example of people delivering complex messages without the support of slides. But:

• In order to give that naked talk, you need to understand your presentation insight-out, you need to live and breathe your presentation. In the early phase of your learning curve, slides will give you a good backbone to hold on to. You start by presenting your slides, you end by telling your story. A lot of practice can of course make you jump straight to the end of this process.
• Certain types of information have to be conveyed visually. Examples are graphs with data, the latest quarterly results, or an image of a surgical procedure.
• In many cases the live presentation is actually not the main purpose of why we design slides, often we send out material ahead of our discussion. It is hard to avoid slides, unless you have the confidence to email a short recorded video of you explaining your idea (without slides).

Most people design their slides for a the 4:3 aspect ratio of older TV screens and computer monitors (I still think it is actually better than 16:9).

Increasingly conference rooms are using large 16:9 LCD screens that are much brighter than the traditional on screen projectors. And most of these 16:9 screens are set to stretch 4:3 input signals. As a result your slides will look bloated.

Grab that monitor remote (you cannot control this from your computer) and set the aspect ratio to 4:3 before you start presenting. The tech person present usually will say “What, you want those black bars?”. You can answer affirmative. Your slides will look much better, and if you use a black slide background, no one will even notice the black vertical bars.

P.S. Ancient post that touches on slide backgrounds.

After my presentation in Barcelona last night, one of the audience members came up to me and asked whether for 5-hour presentations, you should take a different approach from the one that I had been advocating for the 20 minute investor pitch. Two answers:

1. Break up your 5-hour presentation in blocks of high-energy and well-designed 20 minute pitches and discussion sessions.
2. But better still: cut that 5 hours. Give people the opportunity to read things beforehand and just do a discussion rather than going through details for 5 hours. Obviously this might require a culture change in your organisation if people usually do not do their pre-meeting homework.

In the bottom of my office drawer I just found a small card with personalised suggestions for better presenting that I had to fill out after a communication training at McKinsey all the way back in 1996. All the usual things are there: stance, eye contact, etc.

But one things stands out and is so 1996/McKinsey: “Introduce the slide before putting it up” (remember we were still in the time of the overhead projector). McKinsey slides were incredibly busy and filled with data, so plopping that overhead sheet on the projector without warning would overwhelm the audience.

Instead, we had to introduce the message of the slide, show it, talk people through the various elements of the slide (what is on the axes, what the line means, etc. etc.), and maybe repeat the key point one more time.

Now 16 years later, my approach has completely changed. When you put up a slide, it should be completely self explanatory, cutting out unnecessary clutter and spreading out content of multiple slides if needed.

I recently watched this video: The making of Aja, an album by Steely Dan released in the early 1970s. The movie shows how the bands 2 creative leaders Donald Fagen and Walter Becker going track by track, instrument by instrument, to get the album “beyond perfection”, as one of the studio musicians describes the process about halfway in the video.

Fagen and Becker were ruthless perfectionists, editing down guitar solos of the best players down to a few notes, swapping entire bands overnight, or adding a few high (1970s) synthesizer notes to make a flute sound a bit fuller.

Only when you get to a point that is beyond perfection can you start to improvise to give things that personal edge. And that is exactly the same for presentations: only when you have rehearsed in and out, you can deliver that truly relaxed and spontaneous presentation.

The movie is on Netflix, but to my surprise I also found a lower-quality version free online, the site seems legitimate:

Watch Classic Albums - Steely Dan - Aja in Music  |  View More Free Videos Online at Veoh.com