sticky presentations
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Sticky Ideas
Sticky = SUCCESS
Sticky = SUCCESSS I M P L I C I T Y
Sticky = SUCCESSS I M P L I C I T YU N E X P E C T E D N E S S
Sticky = SUCCESSS I M P L I C I T YU N E X P E C T E D N E S SC O N C R ET E N E S S
Sticky = SUCCESSS I M P L I C I T YU N E X P E C T E D N E S SC O N C R ET E N E S SC R E D I B I L I T Y
Sticky = SUCCESSS I M P L I C I T YU N E X P E C T E D N E S SC O N C R ET E N E S SC R E D I B I L I T YE M O T I O N
Sticky = SUCCESSS I M P L I C I T YU N E X P E C T E D N E S SC O N C R ET E N E S SC R E D I B I L I T YE M O T I O NS T O R I E S
S I M PL I C I T Y
SIMPLICITY GETS TO THE CORE OF YOUR
MESSAGE
TO ACHIEVE THIS YOU MUST BE A MASTER OF
EXCLUSION
WHY IS ACHIEVING SIMPLICITY SUCH A
STRUGGLE?
TH E CURSE O F KNOWLEDGE
ONCE WE KNOW SOMETHING, IT IS HARD
TO IMAGINE WHAT IT WAS LIKE TO NOT KNOW
IT
Here are three ways that
you can look for/identify the
core of your message:
Language
Metaphor
Slide Design
Language
WE WANT TO USE SENSORY LANGUAGE
THAT IS APPROPRIATE FOR OUR AUDIENCE AND
OCCASION
THE IDEA IS TO WRITE IT SO THAT PEOPLE HEAR IT AND IT SLIDES THROUGH
THE BRAIN AND GOES STRAIGHT TO THE HEART.
MAYA ANGELOU
Metaphor
By using the classic Snow
White, Disney Character
Story line, IBM has aligned
their Green program with
something we can all
identify with. The idea is
simple and easy to digest
for anyone.
Slide Design
Great Slides
Great SlidesT E L L A V I S U A L S T O R Y
Great SlidesT E L L A V I S U A L S T O R Y
H A V E S I M P L E B A C K G R O U N D S
Great SlidesT E L L A V I S U A L S T O R Y
H A V E S I M P L E B A C K G R O U N D S
U S E AP P R O P R I AT E F O N TS
Great SlidesT E L L A V I S U A L S T O R Y
U S E I M AG ES AS I L LU ST R ATI O NS
H A V E S I M P L E B A C K G R O U N D S
U S E AP P R O P R I AT E F O N TS
Great SlidesT E L L A V I S U A L S T O R Y
U S E I M AG ES AS I L LU ST R ATI O NS
H A V E S I M P L E B A C K G R O U N D S
U S E AP P R O P R I AT E F O N TS
The first incarnations of
keynote design programs
(PowerPoint) were viewed as
a vehicle for posting
massive amounts of
information on a screen.
Once upon a time, there was a little girl who lived in a village near the forest. Whenever she went out, the little girl wore a red riding cloak, so everyone in the village called her Little Red Riding Hood. One morning, Little Red Riding Hood asked her mother if she could go to visit her grandmother as it had been awhile since they'd seen each other. "That's a good idea," her mother said. So they packed a nice basket for Little Red Riding Hood to take to her grandmother. When the basket was ready, the little girl put on her red cloak and kissed her mother goodbye. "Remember, go straight to Grandma's house," her mother cautioned. "Don't dawdle along the way and please don't talk to strangers! The woods are dangerous."
"Don't worry, mommy," said Little Red Riding Hood, "I'll be careful." But when Little Red Riding Hood noticed some lovely flowers in the woods, she forgot her promise to her mother. She picked a few, watched the butterflies flit about for awhile, listened to the frogs croaking and then picked a few more. Little Red Riding Hood was enjoying the warm summer day so much, that she didn't notice a dark shadow approaching out of the forest behind her... Suddenly, the wolf appeared beside her. "What are you doing out here, little girl?" the wolf asked in a voice as friendly as he could muster. "I'm on my way to see my Grandma who lives through the forest, near the brook," Little Red Riding Hood replied. Then she realized how late she was and quickly excused herself, rushing down the path to her Grandma's house.
The wolf, in the meantime, took a shortcut... The wolf, a little out of breath from running, arrived at Grandma's and knocked lightly at the door. "Oh thank goodness dear! Come in, come in! I was worried sick that something had happened to you in the forest," said Grandma thinking that the knock was her granddaughter. The wolf let himself in. Poor Granny did not have time to say another word, before the wolf gobbled her up! The wolf let out a satisfied burp, and then poked through Granny's wardrobe to find a nightgown that he liked. He added a frilly sleeping cap, and for good measure, dabbed some of Granny's perfume behind his pointy ears.
A few minutes later, Red Riding Hood knocked on the door. The wolf jumped into bed and pulled the covers over his nose. "Who is it?" he called in a cackly voice. "It's me, Little Red Riding Hood." "Oh how lovely! Do come in, my dear," croaked the wolf.
When Little Red Riding Hood entered the little cottage, she could scarcely recognize her Grandmother. "Grandmother! Your voice sounds so odd. Is something the matter?" she asked. "Oh, I just have touch of a cold," squeaked the wolf adding a cough at the end to prove the point.
"But Grandmother! What big ears you have," said Little Red Riding Hood as she edged closer to the bed. "The better to hear you with, my dear," replied the wolf. "But Grandmother! What big eyes you have," said Little Red Riding Hood.] "The better to see you with, my dear," replied the wolf. "But Grandmother! What big teeth you have," said Little Red Riding Hood her voice quivering slightly "The better to eat you with, my dear," roared the wolf and he leapt out of the bed and began to chase the little girl.
Almost too late, Little Red Riding Hood realized that the person in the bed was not her Grandmother, but a hungry wolf. She ran across the room and through the door, shouting, "Help! Wolf!" as loudly as she could.
A woodsman who was chopping logs nearby heard her cry and ran towards the cottage as fast as he could. He grabbed the wolf and made him spit out the poor Grandmother who was a bit frazzled by the whole experience, but still in one piece. "Oh Grandma, I was so scared!" sobbed Little Red Riding Hood, "I'll never speak to strangers or dawdle in the forest again." "There, there, child. You've learned an important lesson. Thank goodness you shouted loud enough for this kind woodsman to hear you!"
The woodsman knocked out the wolf and carried him deep into the forest where he wouldn't bother people any longer. Little Red Riding Hood and her Grandmother had a nice lunch and a long chat.
Then, the dreaded bullet
point began to take
prominence. Notice how the
“Little Red Riding Hood”
story is condensed from
several paragraphs to
several bullet points.
• Little Red Riding Hood (LRRH) takes basket to Grandma through woods
• Woods are dangerous
• Filled with animals
• LRRH stops to pick flowers
• Wolf sees LRRH and takes shortcut to Grandma’s House
• Eats Grandma before LRRH arrives
• Wolf dresses in Grandma’s gown and greets LRRH
• LRRH is a doofus and thinks Wolf is Grandma
• Wolf attacks LRRH
• Woodsman hears LRRH’s cries and kills Wolf with Axe
• Extracts Grandma from Wolf’s stomach intact
• LRRH and Grandma share treats from basket
In the last few years, a
revolution in the world of
presentation design has led
to the inclusion of far more
images and far fewer
bullets; creating more
provocative and memorable
presentations.
Now, if we really want to
harness the power of slides,
we will take the 9 previous
images and tell the story in
just a few slides, perhaps even
one slide, in such a way that it
gets to the heart of what we
want to say. And we can do it
in a new and modern way....
Little RedRiding Hood...
Careful Red!
He’s a Big Bad Wolf!
Now we have a better quality image of the story of Little Red Riding Hood that draws in our audience and gets their attention!
Great SlidesT E L L A V I S U A L S T O R Y
H A V E S I M P L E B A C K G R O U N D S
If you want to highlight a
picture and make sure that it
takes prominence in the
attention of your audience,
don’t detract from it with
distracting backgrounds.
Simple black or white is
best . . .
Look how it starts to fade
away when we use a very
simple, textured
background . . .
And, now look at what happens
when we put it on more
complicated slide backgrounds
VOARB
Just as with sticky ideas, if
you want your slides to stick
with your audience --
SIMPLICITY is key!
Great SlidesT E L L A V I S U A L S T O R Y
H A V E S I M P L E B A C K G R O U N D S
U S E AP P R O P R I AT E F O N TS
Great slides use fonts that
are:
SIMPLE
CLEAN
&
CONSISTENT
Great SlidesT E L L A V I S U A L S T O R Y
U S E I M AG ES AS I L LU ST R ATI O NS
H A V E S I M P L E B A C K G R O U N D S
U S E AP P R O P R I AT E F O N TS
Look at the difference in the
impact of one trillion dollars
when we show what it looks like
with text and then with
images.
One Trillion Dollars
$100
$10,000
$1,000,000
$100,000,000
$1,000,000,000
$1,000,000,000,000
Which is more powerful to
you? By illustrating the
concept of one trillion
dollars visually, your
audience is more likely to
be persuaded by the
message!
While we are on the
subject, use only high
quality images! Be
careful not to distort
the image so much that
it is no longer clear --
and, thus, unusable!
UNEXPECTEDNESS
TO UNDERSTAND WHAT IS UNEXPECTED, FIRST
CONSIDER WHAT IS EXPECTED
VIOLATE PEOPLE’S EXPECTATIONS =
ATTENTION
This advertising
campaign is truly
unexpected!
PROCEED WITH CAUTION!!UNEXPECTED DOES NOT MEAN CHEESY, CLICHED OR
OVER THE TOP.
CONCRETENESS
You can be concrete
by appealing to our
senses (touch,
taste, smell, sight,
sound)
AVOCADOBOATBLANKETHATSKUNKLAMPTREESUNRISESKYSCRAPERSANDBOXLIGHTBULBPANTSLEMONMILKZEBRA
SELF ESTEEMJUSTICEPERSISTENCELOVEIMAGINETRUSTPASSIONDEVOTIONDEDICATIONCOMMITMENT
Concrete Abs
trac
t
“WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT”
“WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT”
V.
“WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT”
“WE WILL BUILD AN AIRPLANE THAT SEATS 131 PASSENGERS, FLIES NONSTOP FROM MIAMI TO NEW
YORK CITY AND LANDS ON RUNWAY 4-22 AT LA GUARDIA (A NOTORIOUSLY SHORT RUNWAY AND,
AT THAT TIME, FAR TOO SHORT FOR ANY PASSENGER PLANE TO LAND).”
V.
Do you have a
pretty good idea of
what kind of plane
they planned to
build? Yes!!
HOW DO YOU MAKE SOMETHING ABSTRACT, LIKE ACCOUNTING, A CONCRETE
EXPERIENCE?
HOW DO YOU MAKE SOMETHING ABSTRACT, LIKE
ARCHITECTURE, A CONCRETE EXPERIENCE?
C R E D I B I L I T Y
TELL A STORY WITH THE EVIDENCE & USE
STATISTICS TO ESTABLISH
RELATIONSHIPS
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only one in five is enthusiastic about their organization’s goals
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only one in five is enthusiastic about their organization’s goals
•Only one in five have a clear “line of sight” between their tasks and their organization’s goals
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only one in five is enthusiastic about their organization’s goals
•Only one in five have a clear “line of sight” between their tasks and their organization’s goals
•Only 15% feel their organization fully enables them to execute key goals
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only one in five is enthusiastic about their organization’s goals
•Only one in five have a clear “line of sight” between their tasks and their organization’s goals
•Only 15% feel their organization fully enables them to execute key goals
•Only 20% fully trust their organization
•Only 37% of employees have a clear understanding of what their organization is trying to achieve
•Only one in five is enthusiastic about their organization’s goals
•Only one in five have a clear “line of sight” between their tasks and their organization’s goals
•Only 15% feel their organization fully enables them to execute key goals
•Only 20% fully trust their organization
Stephen Covey “The 8th Habit”
Stephen Covey
establishes credibility
by putting his
statistics into context:
if the organization were
a soccer team . . .
•Only 4 of 11 players on the field know which goal is theirs
•Only 4 of 11 players on the field know which goal is theirs
•Only 2 of the 11 would care
•Only 4 of 11 players on the field know which goal is theirs
•Only 2 of the 11 would care•Only 2 of the 11 would know what
position they play and what they are supposed to do
•Only 4 of 11 players on the field know which goal is theirs
•Only 2 of the 11 would care•Only 2 of the 11 would know what
position they play and what they are supposed to do
•And all but two players would, in some way, be competing against their own team members rather than the opponent
•Only 4 of 11 players on the field know which goal is theirs
•Only 2 of the 11 would care•Only 2 of the 11 would know what
position they play and what they are supposed to do
•And all but two players would, in some way, be competing against their own team members rather than the opponent
Stephen Covey “The 8th Habit”
REMEMBER: STATISTICS ARE NOT INHERENTLY HELPFUL .
SCALE & CONTEXT MAKE THEM HELPFUL
E M O T I O N S
“WE ARE HARD WIRED TO FEEL THINGS FOR PEOPLE
NOT ABSTRACTIONS” DAN HEATH
HOW DO WE ELICIT EMOTION FROM OUR
AUDIENCE ABOUT SOMETHING THEY
DON’T KNOW OR CARE ABOUT (YET)?
CONNECT IT TO SOMETHING THEY CARE
ABOUT
THE THING THEY CARE ABOUT MOST?
THEMSELVES!
STORYTELLING
BY APPEALING TO OUR NEED FOR:
A SHORTCUT
A SHORTCUTA MIRACLE
A SHORTCUTA MIRACLE
MONEY
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETY
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETYEGO
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETYEGOFUN
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETYEGOFUN
PLEASURE
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETYEGOFUN
PLEASUREBELONGING
A SHORTCUTA MIRACLE
MONEYSOCIAL SUCCESS
SAFETYEGOFUN
PLEASUREBELONGING
OR TAPPING INTO OUR FEAR OF RELATED TO THE ABOVE THINGS
Everyone is telling the same story which means no one remembers
anyone’s story!
Jennifer’s dirty hands are visually
more interesting than any text box of
words could ever be. CEO and Muddy Hands = Brilliant
Jennifer’s dirty hands are visually
more interesting than any text box of
words could ever be. CEO and Muddy Hands = Brilliant
By pointing out that Jennifer was
9 years old when the company
started, she becomes three
dimensional to us
Jennifer’s dirty hands are visually
more interesting than any text box of
words could ever be. CEO and Muddy Hands = Brilliant
The font used in the word finally and years is perfect for story telling. It is sophisticated and jumps off the page at the reader
By pointing out that Jennifer was
9 years old when the company
started, she becomes three
dimensional to us
Jennifer’s dirty hands are visually
more interesting than any text box of
words could ever be. CEO and Muddy Hands = Brilliant
The font used in the word finally and years is perfect for story telling. It is sophisticated and jumps off the page at the reader
By pointing out that Jennifer was
9 years old when the company
started, she becomes three
dimensional to us
Most of us won’t take the time to stop and read the text. That’s the truth of it. But in this case, Jennifer’s Muddy hands create intrigue and interest and makes me want to learn more about her
Jennifer’s dirty hands are visually
more interesting than any text box of
words could ever be. CEO and Muddy Hands = Brilliant
The font used in the word finally and years is perfect for story telling. It is sophisticated and jumps off the page at the reader
By pointing out that Jennifer was
9 years old when the company
started, she becomes three
dimensional to us
Most of us won’t take the time to stop and read the text. That’s the truth of it. But in this case, Jennifer’s Muddy hands create intrigue and interest and makes me want to learn more about her
With just one shot, Backwoods has told a story about their CEO. Today, most stories are told
this way, making your ability to tell your story all the more important.
“CONSUMERS ARE ALL DIFFERENT, BUT ULTIMATELY THEY ALL WANT
THE SAME OUTCOME. THEY WANT TO BE PROMOTED, TO BE POPULAR, TO BE HEALTHY, WEALTHY, AND WISE.
THEY WANT TO BE PLEASANTLY SURPRISED AND HONESTLY
FLATTERED.”SETH GODIN
MOST STORIES WANT TO TELL ABOUT FEATURES
BUT CONSUMERS DON’T CARE ABOUT STORIES
THAT ARE ABOUT FEATURES AND THEY
ARE UNLIKELY TO REMEMBER THEM
CONSUMERS PAY ATTENTION TO AND REMEMBER STORIES
ABOUT BENEFITS!
OUR RESOURCES