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Presentation
SECRETS
  a book by Alexei Kapterev
Hi. I’m Alexei.




SOME OTHER GUY       ALEXEI KAPTEREV
I live in Moscow and I teach at the
Moscow University’s business school
4  year s ago

 I pub lished

a pr esen tation

     Slideshare
 on
As se

                           TV!
                                 en on




W hich became one the world’s
  most popular presentation
 about presentations (funny, yes)
B ut let
me make
a small confession...
Back then I
wasn’t really
much of a
guru myself
I was just
making my
first steps
But when “Death
 by Powerpoint”
 went viral, lots
of people came to
 me asking for



 helP!
I had no
choice but
to become
an expert
Q:   So, 4 years later, do
     we still suffer from
     Death by Powerpoint?




     YES.
A:
Most presentations
               still have:




Incomprehensible   Lousy    Sleep-inducing
   structure       slides      delivery
Typical
structure


You cannot summarize the argument

No answer to the question “why bother?”

No story arc — just tons of facts
Typical
                  slides
                       (it did get a bit
                       better, but still…)




Too much text and data

Aesthetics? What’s “aesthetics”?

Pictures for the sake of pictures
Typical
  delivery


  Talking to the mic, not to the audience

  Mo-no-to-ny-mo-no-to-ny-mo-no-to-ny

  Scripted, canned… inauthentic
What is still wrong?
Bad presenters share either
  of the 2 extreme beliefs:



                     or


It’s voodoo magic,        You can do it
 you have to be            by following
  born with it            “3 simple rules”
are
OK, presentations




difficult
(This is true and I’m not
gonna lie to you on this)
It m ight SEEM like
you have to become:

            Scriptwriter



              YOU

 Designer
                     Actor
But after
doing it myself
 I’m convinced:


EVERYONE
CAN DO IT
4 RULE
It’s just NEVER
                  PRESE
 a matter of      1. Don’t e
“simple rules”.   2. Use san
                  3. Avoid u
For example…      4. Always
The rule
“Use pictures
 not words”


often leads to
 irrelevant,
cheesy slides
So I suggest adopting
3 PRINCIPLES (not rules):




Focus    Contrast   Unity
Focus      Contrast    Unity



 Our attention is limited, so we
should FOCUS only on few things
    and leave out the rest.
Focus      Contrast       Unity



We can truly understand
 facts only in CONTRAST
        to other facts.
Focus      Contrast    Unity



      By working from a
  SINGLE UNIFIED METAPHOR
you achieve internal consistency.
Theory



                      pracTice




   Now, principles are easy.
    Applying them is hard.
Let me give you some examples.
Structure



                       1st
                                point

                       2   nd
                                 point
      GOAL             3   rd
                                 point

                       4   th
                                point


  Ideally, a presentation should have
ONE GOAL supported by 3-5 KEY POINTS.
Slides



                                   LARGE
    BIG STATEMENT                  PICTURE
    • Much

    • Smaller

    • Supporting   KEY INDICATOR
    • Points




 A slide should have a CLEAR FOCAL
    POINT, something it is “about”.
Delivery



           A presenter
           has to GUIDE
           the audience’s
           attention,
           making sure
           they can
           FOLLOW.
Structure




  The story must describe both solutions
and PROBLEMS — otherwise it’s POINTLESS.
Slides




         Best illustrations COMPARE
         or show things CHANGING.
Delivery




        Great presenters

 ENGAGE        *
                   the audience.

 *
     En•gage [enˈgāj]:

 1. occupy, attract, or involve

 2. enter into conflict or combat
Structure



                          Solution
    +

        Intro
                              Call for action


                Problem
    —


The S-curve is a CLASSIC PATTERN of CHANGE.
  What’s the overall pattern of your story?
Slides




         This font works
         with this object


         This font works
         with this object



What’s your OVERALL DESIGN METAPHOR?
 For this presentation it’s a whiteboard.
Delivery




                   Improvise



               Rehearse




    Both improvisation and rehearsal are
INDISPENSABLE if you want to look authentic.
OK, principles are
important, but this
book is NOT about
the principles.

It is mostly about
ILLUSTRATIONS,
EXAMPLES, CASES.
I believe that by
studying examples you
learn to APPLY those
principles CREATIVELY —
and this is the secret
of GREAT presentations.

Get your copy of
Presentation Secrets
                          ALEXEI KAPTEREV
on WILEY.com.
                          www.kapterev.com

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Presentation Secrets

  • 1. Presentation SECRETS a book by Alexei Kapterev
  • 2. Hi. I’m Alexei. SOME OTHER GUY ALEXEI KAPTEREV
  • 3. I live in Moscow and I teach at the Moscow University’s business school
  • 4. 4 year s ago I pub lished a pr esen tation Slideshare on
  • 5. As se TV! en on W hich became one the world’s most popular presentation about presentations (funny, yes)
  • 6. B ut let me make a small confession...
  • 7. Back then I wasn’t really much of a guru myself
  • 8. I was just making my first steps
  • 9. But when “Death by Powerpoint” went viral, lots of people came to me asking for helP!
  • 10. I had no choice but to become an expert
  • 11. Q: So, 4 years later, do we still suffer from Death by Powerpoint? YES. A:
  • 12. Most presentations still have: Incomprehensible Lousy Sleep-inducing structure slides delivery
  • 13. Typical structure You cannot summarize the argument No answer to the question “why bother?” No story arc — just tons of facts
  • 14. Typical slides (it did get a bit better, but still…) Too much text and data Aesthetics? What’s “aesthetics”? Pictures for the sake of pictures
  • 15. Typical delivery Talking to the mic, not to the audience Mo-no-to-ny-mo-no-to-ny-mo-no-to-ny Scripted, canned… inauthentic
  • 16. What is still wrong?
  • 17. Bad presenters share either of the 2 extreme beliefs: or It’s voodoo magic, You can do it you have to be by following born with it “3 simple rules”
  • 18. are OK, presentations difficult (This is true and I’m not gonna lie to you on this)
  • 19. It m ight SEEM like you have to become: Scriptwriter YOU Designer Actor
  • 20. But after doing it myself I’m convinced: EVERYONE CAN DO IT
  • 21. 4 RULE It’s just NEVER PRESE a matter of 1. Don’t e “simple rules”. 2. Use san 3. Avoid u For example… 4. Always
  • 22. The rule “Use pictures not words” often leads to irrelevant, cheesy slides
  • 23. So I suggest adopting 3 PRINCIPLES (not rules): Focus Contrast Unity
  • 24. Focus Contrast Unity Our attention is limited, so we should FOCUS only on few things and leave out the rest.
  • 25. Focus Contrast Unity We can truly understand facts only in CONTRAST to other facts.
  • 26. Focus Contrast Unity By working from a SINGLE UNIFIED METAPHOR you achieve internal consistency.
  • 27. Theory pracTice Now, principles are easy. Applying them is hard. Let me give you some examples.
  • 28. Structure 1st point 2 nd point GOAL 3 rd point 4 th point Ideally, a presentation should have ONE GOAL supported by 3-5 KEY POINTS.
  • 29. Slides LARGE BIG STATEMENT PICTURE • Much • Smaller • Supporting KEY INDICATOR • Points A slide should have a CLEAR FOCAL POINT, something it is “about”.
  • 30. Delivery A presenter has to GUIDE the audience’s attention, making sure they can FOLLOW.
  • 31. Structure The story must describe both solutions and PROBLEMS — otherwise it’s POINTLESS.
  • 32. Slides Best illustrations COMPARE or show things CHANGING.
  • 33. Delivery Great presenters ENGAGE * the audience. * En•gage [enˈgāj]: 1. occupy, attract, or involve 2. enter into conflict or combat
  • 34. Structure Solution + Intro Call for action Problem — The S-curve is a CLASSIC PATTERN of CHANGE. What’s the overall pattern of your story?
  • 35. Slides This font works with this object This font works with this object What’s your OVERALL DESIGN METAPHOR? For this presentation it’s a whiteboard.
  • 36. Delivery Improvise Rehearse Both improvisation and rehearsal are INDISPENSABLE if you want to look authentic.
  • 37. OK, principles are important, but this book is NOT about the principles. It is mostly about ILLUSTRATIONS, EXAMPLES, CASES.
  • 38. I believe that by studying examples you learn to APPLY those principles CREATIVELY — and this is the secret of GREAT presentations. Get your copy of Presentation Secrets ALEXEI KAPTEREV on WILEY.com. www.kapterev.com