SlideMagic Blog

The past few weeks have been quite a roller coaster here in Israel. I spent a lot of work, and emotional energy on preventing that Israel would loose its democratic foundation. It looks like we are out of the woods for a couple of months and I will try to pick up the blogging effort. From a communications perspective, I learnt some interesting things over the past weeks.

On women’s day, here is an interesting visualization by The Economist to show the role and influence of women in the workforce:

What is used:

• Big, bold, fat lines
• Color coding using a gradient based on the last available year’s ranking
• (Not visible on the static image) When you hoover over a line, it lights up with the rest being faded out

Lines that break the pattern will pop out (Israel, Hungary).

One caveat though, these are all 29 reasonably wealthy countries. The situation might be a lot worse in the other 150+ countries that are not on this list.

On many famous music recordings, an artist’s first take often made it on the final record:

• A stress-free, we will just try something, approach
• Some happy mistakes that turned out great
• A clear mind, free of tangents

In presentations, something similar often happens. After weeks of work, you sit down and say “OK, this is what it actually boils down to”, and out comes the perfect story.

This only works after, you invested in the hard work and really understand what you are talking about. It is a first take of telling your story, not a first take of doing the project.

The F1 graphics designer has the same problem that we presentation designers face: how to deal with logos that have completely different aspect ratios. Very long ones vanish in a square tile, square and round ones don’t look good in a wide rectangular box.

Their solution: let go of the requirement that the entire logo should be visible. Carefully crop out parts of the logo while making sure that it can still be recognized and read. All this is supported by borrowing the dominant color of the logo in the text box.

As a founder of two software startups, I started to receive a lot of cold emails from software vendors that sell to startups. Most people who write them, have read the marketing story telling Bibles: people try to catch my attention with a headline that tries to connect with me (“Hey SlideMagic, wouldn’t it be great to increase conversion by 10%?”), take action (“Speak to you on our Zoom next Tuesday” , but I never agreed to the call), and are persistent and very self-aware (“Yes, I know this is the third time I send this email”).

The only thing these subject line tells me, “this is spam”, before I even understand what they are trying to sell.

A better way (for me at least) would be to write a subject line about what your company does without the marketing language that in 2023 sounds spammy.

PS. A startup idea for someone to build: develop a granular set of codes to classify software vendors, include that in the email (subject line), and offer an email filter to classify the marketing emails. Recipients can browse later for solutions they need and/or (silently) let emails from relevant vendors get through (some sort of category subscription). Lots of revenue model options.

The current crisis in Israel (this Economist article sums things up pretty accurately) is waking up a whole group of the population that until now was not really involved in politics. People start posting politically charged messages on LinkedIn and other social media platforms that they used only for work or family updates. As a result, things can get out of control quickly, with heated debates turning up in the comments. Some thoughts.

• The people you are most likely to convince are the ones in the center. A die hard believer in an extreme position will never change her mind. So write for the people who might be sitting on the fence.
• Aggressive images, rude language, calling people stupid, is unlikely to work. It confirms stereotypes of you being unreasonable. “Hmm, that person just called me an idiot, maybe she is right, and I should change my mind / upgrade my intellectual capabilities” Nope.
• Write your post with a real person in mind, a friend who might disagree with you, but is not unreasonable. What would you tell her? What are her beliefs?
• When you get flaming comments back, count to 10, and either ignore, or post a polite reply. “Everyone has the right to their own opinion”. Maybe correct a fact that was wrong. As a result, the aggressive heckler will look bad, not you. And remember, you are not replying to the heckler to convince her that she is wrong, you are writing to other people who could be more reasonable and are glancing over the comments.

Israel is going through a major political crisis now that has little to do with the traditional conflict here that usually makes headlines around the world. As a result, I have been attending a number of large rallies pretty much for the first time in my life, to try to prevent the current government from making the Supreme Court and legal system subordinate to the parliament with a simple 51% majority vote, effectively ending the separation of power that is crucial for a democracy to function properly.

Some lessons here when it comes to public speaking at these events with 100,000 attending:

• Your script is basically a list of sound bites, paragraphs of tension / release. Build up tension one way with a problem, then provide release with a punch line. There is very little room for sophisticated story lines.
• Don’t be afraid to put really, really long pauses in between, to get the crowd to calm down.
• Make sure your punch line is short and does not get washed out by the noise of the crowd.
• Balance your voice volume. If you are at the top of your voice all the time, you can no longer add extra drama to the punch line. (Yes, some people have a microphone voice with lots of lower frequencies, giving them an unfair advantage).
• Use the crowd creatively. “Raise your hand if you…” “Turn on the flashlight of your mobile phone if you…”

Most of the people in these rallies follow the speaker on giant screens. In between speakers, video clips are shown with a mix of regular footage and “slides”, usually big text messages that come in and out with animations.

Here is an interesting twist on the traditional annual calendar:

Image credit: https://bigthink.com/starts-with-a-bang/one-page-calendar/

Yes, it is a lot more efficient when it comes to the amount of space it takes (or the required font size to fit a whole year on a page). But I think the point of the big, dense, calendar is to schedule and plan things across the year. Also, you need to do a few mental steps to get your head around looking at a specific month.

I added a template with this calendar to the SlideMagic template library, search for “calendar” in the SlideMagic app and it will show up.

You can read the full discussion of this alternative calendar format here.

Zelensky’s speeches will enter the history books as examples of powerful public speaking. Here is a link to the speech to the combined houses of Parliament in London on February 8, 2023. Zelensky starts speaking at around 10:33 (start the video at this time by clicking this link)

Some thoughts:

• He speaks in English with a very heavy accent. Instead of hurting his talk, it makes it a lot more powerful. It shows courage and effort. And the way he speaks (slowly, determined) makes it actually sound very good and easy to understand. When he (almost) gets stuck, he pauses, looks at his notes, and keeps going confidently
• Zelensky again drags the audience in. You fought your wars for values you believed in, you won, and now we are in the same position as you.
• In very news sources, a few sound bites of the speech are summarized, but they do not reflect the whole speech, you need to hear things in context. (Although he has a few powerful one liners, for example the one referring to the UK having a king who is a pilot, while in Ukraine there are pilots who are kings.
• Zelensky has a very clear agenda, he wants planes. It comes back in the one liners, it comes back in the examples, at the start, in the middle, at the end, all the time. It is very clear what he is asking for. Highlighting the bravery of the UK to be one of the first to support Ukraine, and implying that it should be ready to set the next step as a first as well.
• He switches skillfully from complimenting the host, creating empathy for his country, referring to very big concepts (the find between Good and Evil) and zapping the tension with humor.
• He uses props (the pilot helmet and the story with the meaning of the scribbles on it).

Adhoc brainstorm meetings are very hard to manage. If you have to discuss a complex issue, it might be worth to prepare and rehearse your white board sketch before entering the room.

On its own, a white board (or a black board at school) is not very meaningful. A bunch of words and drawings out of context. For the person who sat through the meeting, the board is very meaningful. Every scribble on a specific location on the board is a visual anchor for the entire rich discussion that was held about it.

So rather than prepare a big slide deck, maybe you should prepare your white board. Where do you put what. How do you connect elements. The whiteboard gives you the perfect excuse not to make perfect drawings. Try 3, 4, 5, or even more versions until you are left with one you like.