SlideMagic Blog

A highly competent presentation designer asked me why I put my slide titles always at the same position (top left). Good question. My slide titles have started to drift, depending on the composition of the chart.

Many presentations end in some sort of Q&A session. During this discussion, the slide show usually comes to a standstill, and the last visual used stays on the projector for a long time. Make sure it is a useful one, since it might be the image that the audience will remember best. To be avoided:

• A completely random slide from the deck (the one that sparked the discussion for example)
• A “thank you” or “Q&A” slide
• A slide that addresses one of your weaker points (i.e., you got a touch question about the competition and did the best you could using the competitor comparison slide), move it after you used it.
• A dry list of bullet points recapping the content of your presentation using language full of abstract concepts (“ROI”) and buzz words (“key competencies”)

What could work: a visual that links back to a key point in your presentation. For example, if you spend 5 slides on describing how a teenager will use your mobile social network, just putting a picture of her back up will remind the audience of the story. (This time you can leave out the bullets arrows, boxes, just an image to refresh the memory).

Bullet points happen to the best, even Steve Jobs uses them. See the slide below from the iPad 2 launch presentation (thank you Engadget).

The good:

• They are short
• They do not have a bullet in front of them
• He has them pop up as he speaks, so you can’t read ahead (good here, but not recommended for all presentations though)

The bad:

• The “volume” orphan at the bottom
• All those “dual core”, “2x”, “9x”, “CPU” makes it a bit hard to read
• You can see Steve Jobs looking down, pausing to read them off a screen

What do you think of this alternative?

Videos that are posted online often come with an explanation: “skip to 4:03”. Think about that when designing your presentation: the audience is watching a video without a remote control or Tivo. It should be interesting from 0:00 to 15:00.

A weekend post. Talking about cramming in a lot of information in 5 minutes… This entertaining video by Oliver Humpage manages to remind me about lots of math I forgot about a long time ago. I think the speaker could actually have done a better job by cutting out even more content from the story. Maybe it would have been possible in 4 minutes…

The Internet is full with layouts of investor pitches, they all go something like this:

• What’s the pain
• What’s the solution
• What’s the revenue model
• What’s the edge over the competition
• Who’s the team
• What’s the traction of the company

Your pitch should address all these issues, but think about your potential investor’s mind when deciding about the structure. You might have to deviate from the text book approach.

Investors are constantly evaluating critical questions. And when they (think they) have answered them, they move on to the next one. Questions are not always in the order of your pitch deck.

• “That guy looks 12!” “Oh, he is 28 and already climbed Mount Everest”
• “They are doing what exactly?” “Ah, something to do with mobile payments”
• “Isn’t that a Groupon me-too?”
• “That would take 5 years to develop!”
• “Great idea, but where are the dollars?”

If there is an obvious elephant in the room, you might as well address it early on in the pitch. Your audience will be calmer and more open to digest the other important points you want to make.

Far more important than sticking to the text book pitch structure.

Far more important than spending time repeating the obvious (i.e., stats on how big Facebook has become).

I stumbled on this post on the Dutch Presentatie Blog: 3 reasons why Prezi is not a PowerPoint killer. In short (and in English):

1. Non-linearity is great for conveying information, it is poor for building up the suspense of a story
2. Dramatic zooming effects take away attention from the speaker to the screen (the blog speaks jokingly about “Prezi motion sickness”)
3. The graphical capabilities of Prezi are (still) poor (colors, fonts, shapes, data charts) when compared to other applications

I must say, I tend to agree with the assessment for the traditional stand-up presentation. Does that mean Prezi should be written off? I am not sure either. Where it could be useful:

• In the hands of highly specialized designers, rather than the mass market. It could be the basis for a great way to let people discover a product or service interactively on a web site. It would be expensive and time consuming to develop, but once it’s there it should provide a great return on investment.
• For the mass market, maybe the product should be simplified to create a basic web-based presentation tool with great ability to embed things into web sites and blogs. With the advent of HTML5, I think we are going to see a dramatic shift in how web sites look. And there will be a huge market for a simple tool that can create great web content. Obviously here it is open to competition from Sliderocket, Google Docs, and others (a PC World review of PowerPoint alternatives via Tony Ramos).

The structure of your presentation sets the flow of the story. There is no one fits all structure though. I am discussing three different types of structure here, the names are invented by me and do not refer to well established definitions.

Analytical structure. A rigorous and organized framework that cuts up the material in all the components required to solve a problem or run an analysis. Management consultants use issue trees, university text books have section headings going down three levels. It makes sure you covered everything, that there are no overlaps, and that it is very easy to find a piece of information without having to read through the entire text. Despite that this structure is too boring, and too exhaustive for a presentation, it is often used.

Logical structure. The sequence of facts that provides a rock solid proof of your point, every aspect is dealt with, the logical deductions and implications cannot be disputed. Not as exhaustive as the analytical structure,  it still usually uses some sort of agenda or summary page that prepares people for the logical drill that is about to follow. Market is big, competitors s**ck, etc. Better, but lacking emotion.

Implicit structure. My preferred one for a presentation. You tell a story, the audience is captivated without a rigorous agenda page, your listeners are not aware of an underlying structure of the story. It’s there, it’s just hidden.

I use the analytical structure to solve the problem, the logical structure to develop the check list of points I need to cover, and then construct my story free of these rigorous frameworks. When I am done, I go back to the first two to see whether I covered everything.

I am not suffering (yet) from Fred Wilson’s blogger’s block, but his call for blog topics is a good idea. What presentation design issues would you like me to discuss on these pages? Let me know in the comments.

A post inspired by a question on Quora: how to talk about competitors in a VC pitch?

• There is no business that does not have competitors. If you say so, you just lost a lot of maturity and credibility points. Maybe there is no company that does the exact thing you do, but people have alternatives. (Before the advent of the car, people used horses to get around). Discuss them.
• There is not much point in hiding the truth. Smart investors will find out in subsequent phases of the due diligence, and when they find a big competitor at this stage, you will have lost significant integrity points.
• Find a good visualization to show your distinctiveness. Put the competitors in some sort of 2x2, or a heat map that shows on what aspects you are similar and what aspects you are different.
• Sometimes competitive differentiation is not just about product features. Maybe your competitors are not focussed enough (they are part of a larger organization), maybe you move faster than your competitors (“look at their roll outs over the past year”), maybe you focus on a different geography.

In short be honest, but have a good story at the same time.