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·Investor presentation

Pitch who you are

I cannot find the original tweet anymore, but the gist of it was this: if you are pitching your company to investors and pretend it is later stage than it really is, don’t be surprised that the whole story will come crashing down if the VC starts discussing metrics that are appropriate for the stage you claim to be in.

It is better to be honest about the stage of your company, but then blow investors away with indicators that show that you are well on track to reach the next level soon, either with or without her.

Cover image by Miguel A. Amutio on Unsplash

Listen to the CEO

The other day, I watched a documentary about film scoring, in which the composer could not stress enough how important it is to listen to the director, and the director only.

In presentation design, I see something similar. There is only one owner of a story. In many cases this is the CEO of a startup who needs to raise money, the Senior Partner in an investment fund that needs to raise money, the CFO of a publicly traded company that is updating the analyst community.

This person has a clear idea (most of the times) what her story should be. Or this person might actually not be 100% sure about the story. Or have ambiguous ideas, or contemplating different options. Existing slides/decks or other people’s stories are an interpretation of that story, or a representation of last quarter’s story. These sources hardly ever show ambiguity or uncertainty.

Part of the challenge of being a good presentation designer is to have the credibility to stand up to the CEO and push back against her if you think it is wrong, but also challenge interpretations of other people in the organisation. Credibility you get from being a good visual designer, a good communicator, but most of all, actually understanding what the story is about at a reasonably detailed level. The latter has nothing to do with presentation design.

Cover image by Holly Mandarich on Unsplash

Fresh ears and eyes

Artists and designers often say that when you use a fresh pair of ears and/or eyes to examine your work again, things can appear to be completely different from how you remember them (both in a positive or negative way). Why?

The brain mixes up reality and imagination. When writing songs for example, I can get totally immersed in what I am creating, and after a while my brain probably hears what it wants to hear, which could deviate somewhat from what my instruments produce. Your brain added context.

Listening to it again the next morning with the imaginative context, can be a rude awakening… This is a similar effect as the “Curse of Knowledge”, which says that experts find it so hard to explain something to an audience that misses their mental frame of reference.

With first versions of presentation, I almost always try to avoid sending things out “hot from the oven”, instead sleep on it one night, and use those fresh eyes as a sanity check.

Cover image by Rachel Pfuetzner on Unsplash

When it is in the papers, it is not new

People do not update their presentation decks that often, and as a result, case examples or data that was really cutting edge 6 months ago, can quickly become stale, or even incorrect. Putting up a slide with Stuxnet, the $1 Shave Club, the Gig Economy, mobile first, can flick a switch in the mind of a clued up audience to stop paying attention or worse, feeling offended.

Usually when examples hit mainstream news sources, it is not going to wow your audience anymore. Keep your presentation fresh, with insights and data that only you can provide (and are allowed to share): meetings with customers, discussions with portfolio companies, niche scientific and technical publications, access to different countries, languages.

Cover image by Manuel Pena on Unsplash

One spreadsheet = truth

Small inconsistencies in the numbers of your presentation (28 or 27 portfolio companies, 27 or 28 investments?) can confuse the audience (they are trying to figure out the numbers instead of listening to your story and evaporate your credibility (if that number is wrong, what about the others?).

Most of the time, what looks like small mistakes aren’t actually mistakes, just different cuts of the numbers (including follow up rounds, excluding Ireland, first 9 months instead of half year, rounding, etc. etc.). The analyst can easily defend them and nobody did anything wrong.

But, these “mistakes” are a pain. How do you prevent them?

Create one very simple spreadsheet with the top line numbers that is the source for every slide in the deck, and in case your presentation derails into an argument about data, put in that spreadsheet in the appendix to kill these discussions in a second.

This all sounds very easy and obvious, but think about it next time, someone makes a direct edit in a column chart from the top of her mind (“hmmm, that 27 should be 28”).

Cover image by Mathyas Kurmann on Unsplash

Upwork scams?

Upwork is a huge platform for buying and selling freelance services. I start seeing of lot posts and complaints about scams recently. My 2 cents as a freelancer (who is not on Upwork by the way).

Outsourcing work to freelancers can be incredibly valuable to companies, and creates a huge opportunity for employment including parts of the globe which are not downtown Manhattan. Over the past decade, I had many clients who were a bit nervous in the beginning to trusting a stranger 7 time hours ahead in time with their important presentation slides.

Platforms like Upwork can be helpful to match buyers and sellers, but the current effort to scale things up are taking it too far I think. Getting hundreds of applications for a small job, mechanistic monitoring (forced screenshots every 10 minutes), the whole thing just sounds wrong and is turning freelancers into the cog wheels pretty much like what happened in factories in the 19th century. If you try to make things efficient, stir price competition among suppliers, you get cheats, poor quality work, disputes.

If you want a $10 logo done in 24 hours, it will always be “a lottery”. The other approach is to look for a longer-term relationship, with potentially bigger projects. Take more time to get to know the freelancer, have a dialogue, check out previous work rather than star ratings generated by a system.

As the use of remote freelancers grows, the best way to find one might simply be the oldest: ask around among friends and/or colleagues, pretty much the same way you would find a piano teacher for your kid. The advantage over the piano teacher is that you now can engage designers anywhere in the world.

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·Sales presentation

Apple's iPhone XS / Watch 4 event

I watched the live stream of Apple’s iPhone and Watch product update presentation last night. Here are my quick observations (from a presentation perspective, not the products :-) ).

  • The slide presentation quality was incredible, a combination of great layout, great photography (editing), and importantly this massive, massive projection screen
  • The transitions between slides, videos, build ups, animations was very well done
  • Guest speakers were a refreshing break, small company entrepreneurs who get the chance to tell their story to an audience of millions

Watching the whole event, I felt that the overall presentation was a bit too long, a feeling that crept in towards the end of the iPhone part of the session. The Watch presentation had lots of new features (all the heart sensors), but the iPhone story was similar to previous iPhone presentations: bigger screen, more power, better camera. I think Apple could have delivered the same message in a shorter time frame.

The videos with Jony’s voice over were duplicating messages that were said before. In previous events I could remember, these videos would go into the details of things that were not addressed by the presenter (for example how to machine drill phone casings). It looked like the video and the slide deck were done by separate teams and their content were merged relatively late into the process.

From a content perspective, the difference between the XS and XR phones was left less clear to the audience. The presentation of the XR phone felt and looked a top of the range phone, so there was a constant voice in the back of my head, “hey this is the cheaper one, what is different?” In the end, I got the answer from reading press reviews rather than the presentation itself.

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Slideshare RIP?

This blog post popped up in my Twitter feed the other day: SlideShare is no longer what it used to be.

I agree, personally, I do not use the service anymore, and a quick visit to today’s home page shows a stale site showcasing “today’s” top presentations that are 4 months old. I can still remember those annual presentation design competitions a couple of years ago that attracted a lot of attention.

In retrospect, SlideShare was a mix up of a lot of businesses:

  • A tool to save email attachment size
  • A place to search for content
  • A curated content discovery platform
  • An engine that enabled you to embed presentations in web site
  • Etc.

The service was hindered by technical limitations: somehow the quality of played back presentations was not that high, and full of SlideShare branded links and content, which is why I moved away from the platform. Recently, SlideShare killed the re-upload feature that preserved back links and view counts. Also, the acquisition by LinkedIn which then got acquired by Microsoft did not help to focus management. And finally, there are lots of other platforms out there that can host clickable slides somehow. None of them have managed to attract crowds that SlideShare could assemble though.

Ultimately, there is a market for a SlideShare-like platform I believe. And now 10 years after SlideShare was founded the economics of running the platform (storing lots of media rich content) could be fundamentally different.

Those terrible manuals

I own some pieces of music gear and most of these devices have a manual which is pretty much incomprehensible. Why is it so difficult to create a manual?

 The opening page of one of my manuals

The opening page of one of my manuals

  • Users have vastly different experience levels, some are just starting out, others are pros
  • A manual serves different purposes ranging from a getting started tutorial, to a reference lookup for obscure featrues
  • Sequential pages of A4 is a poor media platform to navigate complex technical content quickly
  • Technical language is inherently boring and looks almost the same for descriptions of different features
  • Manuals are written by people who understand the product in and out, they have reached a point where it is impossible for them to understand what issues a novice user might have when first encountering the product.
  • Logical grouping of features usually do not correspond to the way people learn things. Some features in a certain category are more important (at first) than others.

Manufacturers try. Quick start guides, how-to videos, etc. etc. But still they are not pushing it far enough I think. They should take the perspective of an introduction course that someone would give in person. Forget about the logical structure of the device menus. Forget about the logical groupings of the content. Just record how you would go about creating something from start to finish and touching on all the device’s essentials on the way. Basically, a presentation.

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Shana Tova!

Tel Aviv is celebrating the Jewish new year today and tomorrow. Misaligned holidays and weekends (ours are Friday to Saturday) can be inconvenient for clients and maybe even you, blog readers, but then, many have discovered the joys of slide decks being turn around over Xmas :-) Shana Tova to everyone who is celebrating.

Photo by Clique Images on Unsplash