SlideMagic Blog

Some technology solutions appear to be magic, almost too good to be true. Complicated algorithms that are hard to apprehend for example. Your audience might not believe you, because they cannot understand it, you are trying to sell snake oil. How to pitch magic?

• Do not start of your audience on the wrong foot by claiming yourself that it is magic. It does magical things, but it is not snake oil, everything is science and engineering.

• Use two stories:

• One: a powerful analogy/story that explains the fundamental approach your system takes. This is to explain the concept.

• Two: a super detailed, super in-depth deep dive on one aspect of your algorithm, show how it works on one micro example. This is to show that it is tangible and real

Many people try to make story 1.5: an analogy that is too forced and complicated to understand quickly, and a technology explanation that is too vague that it leaves people wondering whether they are looking at a magician instead of an engineer.

Strangely enough, it is a visual analogy that might drive you to story 1.5. A simpler, verbal story might do a better job here.

While at McKinsey I spent a lot of time interviewing candidates. The main challenge in a first interview was to cut through the woolly CV language and build a picture of the real person in front of me. Strategic problem solvers, team workers, risk seekers, people persons, big picture people, all these expressions do not mean much since they have been used too many times on CVs.

When designing a slide about your team, it is better to replace the CV language with the actual evidence and cut it down to something that is truly unique about yourself.

In conservative industry sectors such as finance, the use of images in presentation is not very common. When I put on in, the immediate reaction is one of: that is not how things work here. But usually, over time, people get somehow used to the image and realise that even serious presentations do not have to be boring.

This slide was created with  presentation design app SlideMagic for presentations that mean business

Accounting regulation and business reality can sometimes be far apart. A client could show incredible revenue growth because it was forced to recognise revenues early because of accounting regulations. At first sight, it looks great, but as soon as an analyst tries to dig in only a centimeter deeper (“Why does the cash flow not match?”) the story starts to unravel.

Yes, you can explain them how undo the accounting policies, yes a good analyst will probably ignore the profit and loss account (which is merely a tool to set tax rates), and focus on the cash flow. But, you left an impression of hiding the truth. And that leaves a bitter after taste with investors even if the company is actually doing very well (even without the help of obscure accounting policies).

You might have to come clean up front.

A number out of contrast is hard to put in perspective. That is why our measurements originally were all somehow related to things we can compare to: feet, kilo (1 litre of water), inch (thumb). But when things get really big, or really small it is hard to absorb the scale of something.

In presentations, you would use bar or column charts to compare 2 numbers to each other. The best comparisons are those where the audience can relate to.

Many people tried to use images to put the size of Comet 67P in perspective (example, example). Below is my attempt, where I put the 4.1km height of the big blob in perspective to the 158m height of 26 Broadway in New York. I think the vertical compositions are much more dramatic than the juxtapositions on horizontal maps.

As long as the content is right in an investor presentation, you probably will get away for poor graphics design. Even if you did not manage to draw that banana perfectly, the audience will get the point. It even shows that you are a prudent CEO of an early-stage company not to waste money on expensive graphics designers*.

That changes with sales presentations. If you show up with poorly designed slides, you will lose credibility instantly, even if the content, visual concepts, and story flow are great. You come across as an immature, brand new startup (which you actually are), and that makes people scared to buy from you.

• Note of a professional presentation designer: getting the slides to look pretty from a graphics perspective is not the hard part, it is hard to get the content and concepts right.

When you ask a VC what to include in your pitch, she will instantly produce a check list with menu items. But taking this check list and use its components as the chart headings for your pitch deck will make a boring story. Grocery shopping lists have not won Pulitzer prices (yet).

Craft a story that will excite potential investors, then go back to the check list to see whether you covered everything. Even if the she says that the only thing that matters is the check list. VCs are human and want to be surprised, entertained, and intrigued.

Many investors will scroll rapidly with the page down key through a presentation that is attached to an email. They will skip the cover letter in the email body (too much text), they will skip the dense summary page one of the presentation (too much text) and will continue to scroll down your slides, stopping at pictures (newspaper readers read the caption of a photo before the headline of the article).

I have seen horribly looking presentations that pass the PGDN test. When scrolling rapidly through the pages you actually get what the author wants to say.

I have seen very sophisticated, professional-looking presentations that completely fail the PGDN test (many were written by consulting firms and investment banks).

To your own PGDN test before cold-emailing your pitch.

Sorry for the link bait title. The amount of quality stock photos (free, no attribution required, do whatever you want) is growing very rapidly. I am using more and more of them. Just run this Google search and see for yourself.

My presentation style continues to evolve, here is what I noticed:

• Fewer colours: lots of greys with one strong accent colour (maybe 2), more and more black and white images
• Fewer images: out with the overly simplistic or cliche visual metaphor (stunning photo of a guy standing on a mountain overlooking the valley)
• More consistency between image styles throughout the presentation
• Real, functional images: people using the product, our stores in Geneva, the prototype
• I use lots and lots of tables to layout elements on a slide