1.

STORIES AND EXAMPLES ARE THE

BUILDING BLOCKS OF A PRESENTATION
If you use only one tip, this is the one. The #1 mistake
weve observed in presentationsand there is no close
secondis that the message is too abstract. The presenter
oers concepts and conclusions but not evidence. He talks
at a high level about the big picture, but gives no concrete
details that might make the big picture understandable and
plausible. He may sprinkle in a few stories or examples,
but they are treated like garnish. Most people communicate
with, say, 3 parts exposition to 1 part example. Thats exactly
backwards. In a compelling presentation, examples arent
garnish, theyre the entre.
A presentation is a sequence of concrete examples and
stories that snap together to form a compelling argument.
For instance, think of the examples that Al Gore used in his
movie An Inconvenient Truth: The before and after photos
of Mt. Kilimanjaro, showing the vanishing snow caps.
The simulated satellite images of Manhattan ooded by
rising sea levels. In Michael Moores Sicko, he doesnt make
conceptual points about the health care systemhe makes
his case through the stories of individuals, like the carpenter
who accidentally cut o 2 ngers, and then had to choose
which nger to reattach since he couldnt aord to do both!
A social enterprise called VisionSpring provides eye-
glasses to the poor. There are hundreds of millions of people
in the developing world who need glasses. But when the
founder of VisionSpring makes a presentation to potential
donors, he is careful to tell the stories of individuals.
For instance, hell talk about a 35 year-old weaver in India
a master craftsman with 20 years of experience. He earns
a good living for his family and uses some of his income
to send his kids to school. Then, as his eyesight begins to
degenerate (as everyones does at that age), he nds him-
self increasingly unable to accomplish the up-close work
thats the heart of weaving. He simply cant see well enough.
He begins to rely on his children to help, which means they
miss days at school. As his eyesight deteriorates further, his
income suers and he becomes increasingly reliant on his
wife and kids to supplement it. Heres a man who is at the
height of his skills but can no longer provide for his
familyand the solution is as simple as a generic pair of
reading glasses, the kind that you and I could buy at a drug
store for $5! Without understanding that story, you cant
appreciate the full value of what VisionSpring does.
We know many of you have to present data in your pre-
sentations. But because data is pretty abstract, you should
resist your temptation to lead with the data or to let the data
stand alone. Which is more compelling? Saying that there
are 900,000 poor adults with declining eyesight in
Mumbai, and we need your help to start solving the prob-
lem. Or telling the story above about the 35-year-old
weaver, and then saying, Our research suggests that there
are 900,000 stories like this, in Mumbai alone, and we
need your help to start solving the problem. Data are just
summaries of thousands of storiestell a few of those
stories to help make the data meaningful.
For more on this point, we strongly recommend the story
in Made to Stick about Gary Kleins attempt to capture
the takeaways of a conference. See pages 235-237. And
consider how Stephen Denning used stories to change the
attitude of his colleagues at the World Bank toward knowl-
edge management on pages 231-235.
2. DONT PREAMBLE, PARACHUTE IN
The rst mission of a presentation is to grab attention.
And thats why its disturbing that many presentations stum-
ble out of the gate with a preamblea laborious overview of
whats going to be covered. This problem is understandable.
After all, weve all been coached to Tell em what youre
gonna tell em, then tell em, then tell em what you told em.
Y
ou cant talk about sticky ideas without talking about presentations. Although most of us dread
presentations, pause for a moment and think about the advantages you have when youre making
a presentation. Unlike a journalist who is trying to get a reader to read an article, or an advertiser whos
trying to stand out in a crowded market, or a parent whos trying to shout a message to a teen who is
running to a friends house, youve got it made: Youve received an invitation to make an idea stick.
You have a dedicated slice of time and an audience willing to sit still. Thats a precious opportunity.
How do you make the most of it?
We believe there are a few basic rules that should govern any kind of presentation, whether youre
selling a product to a customer, or training a new employee, or discussing your churchs outreach
program, or explaining the Smoot-Hawley Tari Act.
Making Your Presentation Stick
Making Your Presentation Stick 1
But that advice is overstructured and, frankly, unnecessary.
Steve Jobs doesnt present this way. Ronald Reagan didnt
present this way.
Toss out the preamble and parachute into the action.
Rebecca Fuller was giving a critical presentation to a
group of museum directors. Fuller is the founder of RAF
Models, a group that creates tactile museum exhibits, such
as landscapes for history museums that guests can touch.
Her tactile exhibits are particularly great for visually im-
paired guests. Fuller wanted to help the museum directors
see how important it is to push beyond visual-only exhibits.
So she started the presentation with a bang: She had a
colleague kill the lights, abruptly, leaving the presentation
room in darkness. Fuller said, This is what its like to be
a blind person in most museums. Theres nothing to learn,
nothing to experience, because all the good stu is in a
medium that is o limits to you. Within seconds of starting
her presentation, she has focused her audiences attention
on the problem she wants to solve.
When Scott Cook was leading the road show for his
rm Intuit, he used to start by asking his audience a ques-
tion: How many of you balance your own checkbooks? Lots
of hands would go up. Then hed ask, OK, how many of you
enjoy it? And all the hands would go down. In less than
a minute, hed established the core value proposition of
Quicken, Intuits top product.
Clearly neither of these presentations would have been
improved with a warm-up. Today Im going to give you an
overview of the challenges faced by the visually impaired in
visiting museums. Id like to begin today, by indulging in a
brief survey of existing techniques for nancial planning. If
you bring us face-to-face with the problem, we wont need a
lot of upfront hand-holding.
For more on grabbing attention, see the Unexpected
chapter of Made to Stick, and review the story of the high
school journalism teacher whose first lesson was still vivid
in his students minds two decades after graduation. Or see
p. 120-123 for an unexpected pitch by an entrepreneur that
lined up millions in venture capital.
3. LET YOUR MAIN POINTS HOG THE
SPOTLIGHT
If you say 10 things, you say nothing. You probably agree
with that statement, and yet its a hard rule to live by! Youve
put a ton of research into your presentationyouve done
the research, youve analyzed the data, youve struggled with
the conclusions. All of it seems important. Cutting that third
bullet point on slide 17 feels like a wound.
But it shouldnt. Think about yourself as the director of a
play, and youre allocating speaking parts among your main
points. You can create a great monologue or a great dia-
logue, but if youve got 22 characters speaking, you havent
developed any of them properly. So dont dwell on the pain
of cutting the bullet point on slide 17, think about the extra
attention youve allocated to your main characters.
A vice-president of a large department-store chain
was leading an eort to help front-line store managers
reclaim their time from unnecessary tasks and procedures.
He had plenty of examples to discuss, but he wisely decided
to focus his presentation by highlighting the single most
glaring example of wasted work: Kicking o his presenta-
tion, he slapped down on the conference table an unruly
stack of paperwork (519 pages of it). And then he
announced, to the horror of his superiors, This is 2 weeks
worth of the audit documentation thats required of our
stores. Youve all heard the phrase that the road to hell
is paved with good intentions? Well, this is the road to hell.
Are you giving the spotlight to your most important
points? Here are two quick tests: What percentage of your
speaking time is going to those points? And what percentage
of your slides are dedicated to them? If youre not spending
at least half of your time and your visuals on the core of your
message, youre probably trying to accomplish too much.
For more on prioritizing your main points, take a look at
the Simple chapter of Made to Stick and think about how
journalists learn to highlight the leads of their stories.
4. TEASE, DONT TELL
Before your audience will value the information youre
giving, theyve got to want it. Demand has to come before
supply.
Most presenters take the audiences desire for granted,
but thats a big mistake. Great presentations are mysteries,
not encyclopedia entries. An online video called The Girl
Eect starts by recounting a list of global problems: AIDS.
Hunger. Poverty. War. Then, it asks, What if there was an
unexpected solution to this mess? Would you even know
it if you saw it? The solution isnt the Internet. Its not
science. Its not government. Curious? See, it works.
(Go to girleect.org for the answer.)
Curiosity must come before content. Imagine if the TV
show Lost had begun with an announcement: Theyre all
dead people and the island is Purgatory. Over the next 4
seasons, well unpack how they got there. At the end well
take questions. Weve all had the experience of being in the
2 Making Your Presentation Stick
audience as a presenter clicks to a slide with 8 bullet points.
As he starts discussing the rst bullet point, we quickly read
all 8. Now were bored. Hes lost us. But what if there had
been 8 questions instead? Wed want to stay tuned for the
answers.
The teases dont need to be particularly dramatic.
For instance, David Foster of St. Timothys Episcopal Church
in Mountain View, CA was asked to make a presentation on
the churchs nances. Usually, not many people show up to
the meetings. So Foster tried something dierent.
He put a quiz in the church newsletter the week before
the meeting, in hopes of sparking some curiosity. He asked
questions like these:
How much does St. Timothys spend to host coee-hour
after services in a year? (a) $3,500; (b) $8,000;
(c) $8,750; (d) $9,250
If income and expenses are on track with the budget, at
the end of the year, we will have: (a) a large surplus;
(b) a large decit; (c) break even; (d) a small decit.
Foster says attendance more than doubled this year,
despite it being a year with no major nancial news to report
(i.e., a budget crisis). A little teasing goes a long way.
The best presenters dont structure their presentations
by thinking, Whats the next point I should make? Instead,
they decide, Whats the next question I want them
to wrestle with?
For more on sparking curiosity, see the discussion of
curiosity gaps in the Unexpected chapter of Made to Stick.
5. BRING REALITY IN THE ROOM
You may be tempted to stress out about the look and
feel of your presentation. At some point, all of us have
surfed the web obsessively looking for the perfect image to
reinforce our point. At midnight, you call over your spouse
to weigh in: Honey, which one better says innovation?
The bunny coming out of the magicians hat or the smiley
guy with a lightbulb over his head?
Relax. We need to end once and for all the cult of clip
art, as well as the splinter church of stock photography.
Show, dont tell doesnt mean that you take your slide about
thinking globally and add a clip-art world map. Thats
decoration, not communication. A good idea doesnt
need visual drapes. When James Carville said, Its the
economy, stupid, he didnt pause to send his direct reports
out looking for pictures of dunce hats. (Sorry, James, we
couldnt nd a dunce hat, but is a kid drooling on his desk
stupid enough?)
1.
2.
Show, dont tell can be easier than it sounds. Just
bring a little reality into the room. Tom Duncan, the
president of the U.S. division of Positec Power Tool Group,
had a sales call last year with a key account. At the last
minute, he abandoned his PowerPoint presentation, lled
with a predictable homage to the virtues of his tools. Instead,
he set two drills on the tablehis and his competitors.
Hedisassembled them side-by-side to show the durability
of his companys design. The customers reaction to this
surprising dose of reality (and absence of PowerPoint
slides)? He loved it, Duncan says, and he closed the deal.
Brian Leinbach, the EVP Systems Development for
Macys Systems and Technology, was arguing that Macys
need to improve its inventory tracking systems. He said that
when you go into Nordstrom, if you nd something that you
like that they dont have in your size (say a pair of shoes or
a belt), they have an easy way of nding it on their systems
for you and having it home-delivered. At Macys, its more
complicated. There are 3 dierent inventory-tracking
systems: One for the store youre in, another for other
nearby stores, and a third for Macys.com. To help a
customer, youve got to look in all three places. And heres
the critical part: While Leinbach was talking, he showed
screenshots of the three dierent interfaces to demonstrate
the inelegance of this process. He made it possible for the
audience to empathize with the sales rep on the oor. Thats
powerful. Leinbach brought reality in the room.
Neither Duncan nor Leinbach worried about clip art.
Clip art will always be a metaphor for reality (i.e., the light-
bulb as innovation). Why not go straight to reality?
For more on bringing reality in the room, see the Concrete
chapter of Made to Stick. One example: Think about how
James Grant convinced heads of state to change their
countrys health policies by using a simple prop.
Making Your Presentation Stick is an article written
by Chip Heath and Dan Heath, the authors of the book
Made to Stick: Why Some Ideas Survive and Others Die,
published by Random House in January 2007. Some of
the material in this article comes from Made to Stick.

Chip Heath (chip@madetostick.com) and
Dan Heath (dan@madetostick.com) are the
authors of the book Made to Stick: Why
Some Ideas Survive and Others Die. They
blog at http://www.madetostick.com/blog.
Copyright 2008 by Chip Heath and Dan Heath
Making Your Presentation Stick was published on October 20, 2008.
Making Your Presentation Stick 3