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The science & design ofpersuasive business presentations:
a workshop
Adam L. StockChief Marketing & Client Services Officer
Allen Matkins
@adamlstock
1. Tell your audience why they should care
Listeners are more engaged if they understand:
• Why a topic is important or relevant
• Why they should be involved
• What’s at stake
Web data has shown that many of the design“best practices” that I learned were wrong
fMRI technology has shown that many of the design“best practices” that I learned were wrong
What we’ll cover
Business presentation definition
Presentation science
Presentation graphic design improvements
Presentation instructional design improvements
What we’ll do
Several interactive exercises covering the material
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BUSINESS PRESENTATIONS
a definition
The way we present information in business has evolved dramatically
A “Business Presentation” is the presentation format that we give when conducting business
Used to persuadeothers to adoptan idea
The TED talk format is engaging
but it is not well suited to business
TED Talks and Business Presentations have different attributes
Attribute TED Talk Business Presentation
Dominant theme Inspirational story Logical argument
Narrative driven by Words Visuals
Performance type Linear/Scripted Interactive/Adaptive
Protagonist Presenter/Audience Idea/Company
Business Presentations need to weather challenging, often contradictory, conditions
“You have only 10 minutes, not 30.”Need to be easily shortened
“We only want to hear about …”; “Provide more detail on …”
Need to be non-sequentially accessible and adaptable
“Sorry, something's come up and I can’t be there. Please send your slides.”
Need to stand on their own without explanation
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TED Talk Business Presentation
PRESENTATION SCIENCE
Hypothesis: the best path between originating and receiving an idea is the shortest
Originate ReceiveTransmit
Information Theory
Cognitive Load Theory
INFORMATION THEORY
By boosting the signal-to-noise ratio, we can design better presentations
COGNITIVE LOAD THEORY
By understanding the brain processes involved in learning, we can design better presentations
Cognitive Load Theory builds upon the widely accepted model of human information processing
SensoryMemory
Long-TermMemory
WorkingMemory
Incominginformation
Encoding
Retrieval
Rehearsal
Forgotten Forgotten
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We need to optimize the use of Working Memory
EXTRANEOUShow information is presented
INTRINSIC the learning task
GERMANEprocessing information,constructing andautomating schema
Working Memory is limited
Load imposed by:
better graphic &instructional design
Improve through:
Working Memory can process both words and pictures simultaneously
This is your brain on “word heavy” presentations
1250 MB/s
Sight
125 MB/s
Touch12.5 MB/s
HearingSmell
Taste
Our visual system is>100x more efficient
than our hearing
2. Use visual andverbal channels
Pictures with word-based explanations work best
What matters most is how you view yourself 2. Use visual and
verbal channels
Place labels as close as possible to the corresponding graphics
Dr. Seuss, One fish, two fish, red fish, blue fish
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WORKSHOP EXERCISE
MAKE YOUR POINT WITH VISUALS
Instructions
• Use the crayons and paper on your table
• Sketch the very, very first image that comes into your head(If something doesn’t come to mind, move on to the next example)
• We’ll compare examples afterward
“Client’s Return on Sales ranks fourth” Exercises
• The task forces are moving in opposite directions
• The age distribution of the firm differs sharply from its clients
GRAPHIC DESIGN
IMPROVEMENTS
3. Remove all marks that don’t support your idea
Unnecessary marks cause “split attention”
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3. Remove all marks that don’t support your idea4. Provide a consistent format so people know
where to look
REASONS SLIDE TEMPLATES WORK WELL
Provide a consistent structure
Font sizes are consistent and readable
Color and design is consistent
5. Don’t use decorative fonts
Which of these headlines is easiest to read?
Which of these headlines is easiest to read?
6. Choose color & contrast to improve legibility
Which of these headlines is easiest to read?
Which of these headlines is easiest to read?
In dim lighting
6. Choose color & contrast to improve legibility
Which of these headlines is easiest to read?
Which of these headlines is easiest to read?
6. Choose color & contrast to improve legibility
In bright lighting
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INSTRUCTIONAL DESIGN
IMPROVEMENTS
7. Break information into manageable chunks
One concept per slide
Maximum of four bullets per slide
12
34
Which of these is easier to remember?
854 679 6329
8546796329
8. Begin presentations with your recommendation or point
Dear Shirley,
Remember last Saturday afternoon when I was playing with my boyfriend in the park and you came over, and he told me that when my back was turned you kissed him?
And also, on Sunday when you came to my house and my Mom made you a tuna fish salad for lunch and you said: “Yech! That’s the worst salad I ever ate!”?
And yesterday, when my cat brushed against your leg, you kicked her and threatened to sic your dog “Monster” on her?
Well for all these reasons, I hate you, and I no longer want to be your friend.
LucyGene Zelazny, Say It With Presentations
8. Begin presentations with your recommendation or point
Dear Shirley,
I HATE you. Here are my reasons:
• You stole my boyfriend
• You insulted my mother
• You scared my cat
Gene Zelazny, Say It With Presentations
9. Ensure that your message is clear on EVERY slide
BEFORE
Types of Patent Applications
• Defensive Patents – protect your work
• Offensive Patents – protect against workarounds
• Combination Patents – enable partnering
AFTER
A strong patent portfolio mix will advance your business goals• Defensive Patents – protect your work
• Offensive Patents – protect against workarounds
• Combination Patents – enable partnering
Topic (Fact) Message (Editorial)
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Slide titles should be clauses that communicate your message
30% of the time we’re not focused
They help people re-engage when they re-focus
They communicate your message when you’re not there to present
WORKSHOP EXERCISE
COMMUNICATING YOUR MESSAGE IN YOUR SLIDE TITLES
Rewrite the headline
Rewrite the headline
JD Supra Report for 2012
Content Views
Avg. Views/Document
Average AMLAW100 Firm (1 – 100)
335,600 1,246
Average AMLAW200 Firm (101 – 200)
192,800 987
Our Firm (AMLAW 165)
447,600 1,301
be a slide DJYou need to
Adapt the slides you show &
their order to fit your audience
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10. A hierarchical slide organization provides the flexibility to easily address changes
High level Detail Backup
“We’re short on time…”
High level Detail Backup
A hierarchical slide organization is flexible
“We only want to hear about …”
High level Detail Backup
A hierarchical slide organization is flexible
“Can you provide more detail?”
High level Detail Backup
A hierarchical slide organization is flexible
11. Use simple, straightforward language
Be culturally aware
11. Use simple, straightforward language
Your message may not survive translation
“Out of sight;out of mind.”
“Invisible thingsare crazy.”
Don’t use idioms
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12. Use charts to communicate quantitative information
Numerical data is hard to understand
The data
Are these data similar?
Numerical data is hard to understand
Can’t tell
x y
10.0 8.04
8.0 6.95
13.0 7.58
9.0 8.81
11.0 8.33
14.0 9.96
6.0 7.24
4.0 4.26
12.0 10.84
7.0 4.82
5.0 5.68
x y
10.0 9.24
8.0 8.14
13.0 8.74
9.0 8.77
11.0 9.26
14.0 8.10
6.0 6.13
4.0 3.10
12.0 9.13
7.0 7.26
5.0 4.74
x y
10.0 7.46
8.0 6.77
13.0 12.74
9.0 7.11
11.0 7.81
14.0 8.84
6.0 6.08
4.0 5.39
12.0 8.15
7.0 6.42
5.0 5.73
x y
8.0 6.58
8.0 5.76
8.0 7.71
8.0 8.84
8.0 8.47
8.0 7.04
8.0 5.25
19.0 12.50
8.0 5.56
8.0 7.91
8.0 6.89
Numerical data is hard to understand
Property Value
Mean of x 9
Sample variance of x 11
Mean of y 7.50
Sample variance of y 4.12
Correlation btw x and y 0.816
Linear regression line y = 3.00 +0.500x
These data sets have similar propertiesAre these data similar?
Common analytics say that they are similar
Yes
Analytics of the same data
Charts show us complex data best
Charts of the same data
We understand the patterns in charts effortlessly though our visual systems!
Are these data similar?
No!
13. Each chart should have a message (not a topic)
Possible messages: pick one!
The number of contracts has increased
The number of contracts has been fluctuating
In August, the number of contracts reached its highest point
The number of contracts declined in two of the eight months
0
20
40
60
80
J F M A M J J A
Number of Contracts
Topic
Gene Zelazny, Say It With Charts
0
20
40
60
80
J F M A M J J A
Number of Contracts
Topic
13. Each chart should have a message (not a topic)
Possible messages: pick one!
The number of contracts has increased
The number of contracts has been fluctuating
In August, the number of contracts reached its highest point
The number of contracts declined in two of the eight months
Gene Zelazny, Say It With Charts
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Choosing the correct chart form depends completely on your being clear about what your message is
There are five basic types of charts
Pie Bar Column
Line ScatterGene Zelazny, Say It With Charts
14. Use the appropriate chart for your message
Pie Charts Show components
“Yellow products are 26% of sales”
Gene Zelazny, Say It With Charts
Part of a Whole
14. Use the appropriate chart for your message
Bar ChartsCompare quantities
“Region 1 had the most sales.”
Gene Zelazny, Say It With Charts
Comparison
14. Use the appropriate chart for your message
Column ChartsShow changes in quantity over time
“Sales were highest in our most recent quarter”
Gene Zelazny, Say It With Charts
Time or Frequency
14. Use the appropriate chart for your message
Line ChartsShow trends
“Sales are increasing.”
Gene Zelazny, Say It With Charts
Trend
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14. Use the appropriate chart for your message
Scatter ChartsShow correlations
“Product sales correlate with ad exposure.”
Gene Zelazny, Say It With Charts
Correlation
14. Use the appropriate chart for your message
STEPS
1. Determine your message
2. Identify the comparison
3. Select the chart form
Component Item Time Series Frequency Correlation
BA
RP
IEC
OLU
MN
LIN
ESC
AT
TE
R
Kinds of Comparisons
Bas
ic C
har
t Fo
rms
Choose the chart form based on the kind of comparison WORKSHOP EXERCISE
CHOOSING THE CORRECT COMPARISON
Revenues are forecast to increase over the next 10 years
Component
Item
Time Series
Frequency Distribution
Correlation
The largest number of employees earns between $50,000 and $60,000
Component
Item
Time Series
Frequency Distribution
Correlation
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The size of salary increases is not related to tenure
Component
Item
Time Series
Frequency Distribution
Correlation
In December, Litigation outperformed of all other practice groups
Component
Item
Time Series
Frequency Distribution
Correlation
The partner spends only 15% of her time on business development activities
Component
Item
Time Series
Frequency Distribution
Correlation
Using these principles, you can create exciting & versatile business presentations
References
columbia.com
instructionaldesign.org/
theelearningcoach.com/
en.wikipedia.org/wiki/Cognitive_load
mindtools.com/
info.shiftelearning.com/
THANK YOU
Adam L. Stock
[email protected]@adamlstock