Every presenter’s goal is that their information is remembered, used, or applied in some way. But how can presenters change memories? How can they access the long-term memory of their audience?
An interesting article from the Harvard Business Review entitled “Getting an Audience to Remember Your Presentation” by Art Markham states that the purpose of presentations is to influence the explicit memory of the audience. Markham argues that, for presentations to have high impact, speakers need to be aware of how information gets into memory.
One of the most effective ways to influence memory is through conversational delivery. The best presentations emulate good conversations—whether someone is presenting to an audience of one or one thousand.
Markham identifies three factors than can be used to improve what people remember. The first is to follow the right sequence.
Information presented at the beginning and end of a talk is always best remembered, he says. This is why it’s critical to state the call to action up front. The audience should be encouraged to either apply the information or take action on it, and this should be clearly stated at the beginning of every business presentation.
It's important to set the tone for the sequence. According to Markham, “many speakers open their talks with an anecdote that is engaging, but only tangentially relevant to the topic of the presentation. The audience may easily recall this anecdote later, but it won’t help them to learn what they really needed to know.”
Opening with jokes or anecdotes that distract from the main topic is always risky. Do you want the audience to remember your jokes or how to apply or take action on your information?
Markham's second factor is to draw connections. To make his point, Markham uses a peanut analogy: “If you take peanuts out one at a time, you get three peanuts when you reach into the bowl three times. But, if you pour caramel over the peanuts, then when you pull one out, you get a whole cluster. After you draw from the bowl three times, you may have gotten almost all of the peanuts out.”
He states that memory works the same way and “making connections among the key points in your talk helps pour caramel over the peanuts in memory and increases the amount that people remember from what you present.”
The third factor is to make the audience work. Markham states that presentations must “provide opportunities for audiences to think for themselves.” The more the audience thinks about the ideas in the presentation, the greater the likelihood they will remember those ideas later. It is important to control when the audience thinks and what they think about. As anyone who as attended one of my workshops or presentations know, pausing is essential. Pausing before you speak allows you to formulate the idea in your mind before articulating it. Pausing after each idea allows the audience time to think about and absorb your information, one idea at a time.
Think of the best presentations you have attended. What made the presenter memorable? It is the feeling that the presenter is speaking to us individually, even if we are in a room with a thousand other people. It is the feeling that they are having the same conversation with a group of people that they would have one-on-one.
This is how presenters achieve their business and communication outcomes. This is how they change memories.
There is one nightmare that nearly every presenter has both experienced and witnessed—one thing of which audience members are terrified when they walk into a presentation.
Not only do presenters often bore audiences, but in the worst circumstances, presenters bore themselves.
An interesting article in the Harvard Business Review entitled “The #1 Killer of Meetings (And What You Can Do About It),” Peter Bregman describes the journey he took to stop boredom and enhance engagement during his presentations. His conclusion is simple. If you don’t want anyone to be bored during your meetings or presentations, there is one simple thing you can do: turn off the projector.
Bregman’s transformation began after a two-day off-site meeting several years ago as he both watched and delivered slide-based presentations. In each presentation one of two things occurred: the audience tuned out or they poked holes in the presenter’s content.
“People tune out because nothing is required of them,” he explains in the article. “Or they poke holes because, if they don’t tune out, it’s the most interesting thing to do when someone is trying to prove there are no holes.”
After his experience, Bregman was determined to find a better way. “Over time,” he says, “I identified a single factor that makes the biggest difference between a great meeting and a poor one: PowerPoint. The best meetings don’t go near it.
“PowerPoint presentations inevitably end up as monologues,” he continues. “They focus on answers, and everyone faces the screen. But meetings should be conversations. They should focus on questions, not answers, and people should face each other. I know it sounds crazy, but I’ve found that even the hum of the projector discourages dialogue.”
Bregman’s findings directly support a recent experience I had with a group of emergency physicians from the Toronto area. Prior to this one-day workshop with a group of very experienced presenters, each participant was asked to bring a presentation with them to the training session. One by one, they stood up, loaded their slides, and began their presentation. After a few minutes, the projector was turned off and they were asked to and continue their presentation, using their slides as notes.
The results were amazing. As soon as the projector was turned off, everyone’s full and undivided attention shifted to the presenter. The audience immediately became engaged.
The tone of each presentation shifted from a monologue to a conversation and the audience started asking questions. The presenter became focused on answering questions and building understanding, rather than going through the pedantic exercise of marching through one slide after another.
Presenters began to think more before speaking, bringing more precision to what they said. They paused to allow the audience to think and absorb their information. They connected with the audience more effectively because they were looking at them, instead of at a screen.
All of which are aspects of a good conversation and, ultimately, an effective presentation.
Some people think that slides are not the problem. They believe presenters that don’t use slides properly is the reason we experience Death by PowerPoint. But, slides don’t bore people, people using slides bores people.
Throughout the last thirty years, I have watched the evolution of slides. I have never seen the use of slides improve the skills of any presenter, but I have frequently seen the use of slides make good presenters less effective.
If you wish to reduce boredom at your presentations, the answer is simple: Turn the projector off. Carry on a conversation with your audience.
Over the years, I have had some interesting conversations with organizations, such as municipalities and school boards, that have delivered presentations to upset and disgruntled community members.
Prior to the presentation, they know the community is upset. Often, they know why.
To prepare, the team spends days (and sometimes weeks) putting their presentation together. They assemble the best, most logical ideas possible. And, when they deliver the presentation, they wonder why it fails to reduce the tension in the room.
I have often used an analogy to help them understand why the audience doesn’t “get it.”
I ask them to imagine their bank has made a major mistake with their account. They try to call and email the bank, but are told they can only fix the problem at their local branch.
By the time they get to the bank, they are agitated. When they start explaining their perspective, the person on the other side of the counter interrupts and says: "Before you go any further, I’d like to tell you how we do things here at our bank."
Compare this to the presentation delivered to the community by a municipality, school board, or other organization. The team knows the people in the room are upset or downright angry. This anger may even have been the catalyst for the public meeting being organized in the first place.
Like the misguided employee at the bank, the team is talking rather than listening. When you make an audience (especially an angry one) wait any length of time before answering their questions and/or listening to their concerns, it doesn’t matter how perfect the presentation. Nobody is listening.
Let’s examine how the core values for the practice of public participation can guide a more successful approach. The first of those states that public participation is based on the belief that those who are affected by a decision have the right to be involved in the decision-making process.
To bring this value to life, the team needs to open a receiver-driven dialogue at the public meeting. The needs of the audience outweigh the needs of the team. Because they are upset, the audience is like the disgruntled customer at the bank. They are not ready to receive information. They first want their questions answered and their concerns addressed.
Without a receiver-driven process, it is impossible to achieve the second core value: Public participation includes the promise that the public’s contribution will influence the decision. If the team’s desire is public participation, they must listen closely to what the community has to say, and directly apply this information to their final decision.
Within any aspect of public engagement, the organization should be willing to listen more than it speaks. Demonstrating good listening skills within a receiver-driven dialogue is the surest path to achieving the values of public participation.
The next time you face a potentially disgruntled audience or community group, keep a couple of concepts in mind. Listen before you talk. And when you talk, communicate. Don’t transmit.
It’s the best way to prevent public engagement from resembling a bad day at the bank.
Eric Bergman is the author of The Engaging Public Participation Presentation. For more than thirty years, he has helped his clients shape their stories and tell them effectively.
He left government in 1985, and has since been self-employed as a communications consultant. As a significant part of his consultancy for nearly a decade, he wrote hundreds of speeches for executives in the private, public and not-for-profit sectors.
In the early 1990s, he shifted his focus to providing presentation skills training in workshops and seminars, and one-on-one coaching. Over the ensuing years, he has helped his clients develop strategic, compelling content for a host of presentation challenges, and provided his unique insight to also help them deliver that content effectively.
I was once asked by a pharmaceutical company to provide one-and-one-half hours of presentation skills training to a group of urologists. These physicians had gathered to put the finishing touches on a continuing medical education (CME) program.
As a presentations skills consultant, my role was to help them understand how they could effectively communicate their knowledge when they later fanned out to conduct workshops across the country. I was scheduled to speak from 10:30 to noon.
From 8:30 to 9:15 a.m., one of the urologists who was leading the content stood at the front of the room and took 30 or so of his peers through the information they would later be asked to present. To my very pleasant surprise, he was a brilliant communicator. He didn’t use slides. He showed two short videos.
He created a conversation with 30 of his colleagues. In 45 minutes, he provided incredible insight and answered close to a hundred questions. It was a case study in communication effectiveness. Everyone was engaged.
During a short break after his talk, I circulated through the room and noticed that people were talking in small groups. There was a buzz in the room. Everyone was commenting on how much they learned, and how the session was one of the best (if not the best) they had ever attended.
After the break, they broke into groups to put the finishing touches on their slides.
This exercise took longer than anticipated. When they reconvened at 11:40 a.m., I had twenty minutes remaining for my session before we had no choice but to break for lunch. I could have given a short version of my presentation, but I didn’t.
These are highly educated individuals, I thought to myself. I’m going to challenge them a bit.
I focused their attention on the presentation we had witnessed earlier. They agreed it was brilliant. Everyone learned a lot.
I then asked how many slides were used. This caught them by surprise. It took a minute before they realized their colleague hadn’t used any, which he verified (he was still in the room).
Then I asked if they were going to use the slides they spent the past two-and-a-half hours working on when they delivered their own CME sessions. They said yes. I asked: “Why?” At first there was silence. Then they pushed back.
To say that this evolved into a spirited conversation would be an understatement. Anyone watching would have thought I had refuted the holy grail of urology without a single shred of evidence.
“That’s the way CME programs are delivered,” one physician commented. Another told me that CME programs had been delivered that way since speakers actually carried carousels of 35-mm slides from presentation to presentation. That’s the way it’s done, and that’s the way it’s always been done.
Perhaps, I said. But is that the best way? Wouldn’t it be better to re-create what we all witnessed earlier?
My parting thought was that I hoped they would bring a similar analysis to the communication process that they bring to their profession.
There’s no doubt that communication is an art. But make no mistake, there’s a growing body of social science research around communication. Three credible studies have shown that you can increase communication effectiveness by up to 30 per cent by delivering the same information without showing a single slide.
This research needs to be understood and properly applied, because it clearly shows what we all know in our heart-of-hearts: that slides impede communication.
The bottom line on communication effectiveness is simple. What someone says to an audience is less unimportant than how the audience applies the information or takes action on it.
I have no doubt that the 30 urologists I observed learned things they will be able to apply to their practice by participating in their colleague’s 45-minute presentation.
But could their audiences do the same? If they showed the slides they spent all day developing, the research is actually quite clear.
I believe that six seemingly innocuous words have been decreasing the quality of conference presentations for nearly 20 years now.
These words are so common that you’ve probably written or seen them a hundred times without giving them second thought. Yet every single conference I’ve spoken at during the past 20 years has included these six words in their instructions to presenters and subject matter experts:
Why are these words so damaging?
￼The reason is simple: They make the assumption that slides are necessary and expected in all presentations delivered at the conference. However, as research now shows, this assumption decreases communication quality, ultimately leading to lower comprehension and retention among conference attendees.
According to three separate studies from universities on two continents, if each presenter delivered the same information without showing a single slide, conference attendees would receive 20 to 30 per cent additional educational value.
Researchers from Purdue, Barcelona and Munich tested understanding and retention when exactly the same information was presented with and without slides. Depending on the study, those who receive information without slides being shown score 20 to 30 per cent higher on quizzes administered after the presentation.
And, all three studies confirm that what is lost in oral retention during regular slideware presentations is not made up anywhere else. “It is remarkable,” the Munich researchers wrote, “that this suppressive effect of regular slides on retention of information from speech could not be demonstrated to be the downside of a trade-off in favour of the retention of information on the slides.”
What Alternatives Exist?
Ultimately, the best way to eliminate this problem is to simply encourage conference presenters to turn off the projector, leave their laptop open and deliver their presentation—delivering exactly the same information without showing a single slide. I talked someone into this exact approach at a professional development event with excellent results. But to help others ease into a new paradigm, I have a few other suggestions.
First, let speakers know that they can use a projector, but they’ll have to pay for it themselves. This works particularly well with not-for-profit organizations. You can generate significant savings and your audiences will ultimately learn more. (I recently helped a client save $10,000 by removing projectors from breakout rooms.) You may not want to ask your keynote speakers to pay for their projectors, but you can encourage them to focus more on telling compelling stories than showing slides.
Second, ask speakers to contribute articles and information that can be sent to participants to “prime the pump” in advance of their presentation, rather than slides as handouts after the presentation. When everyone gets together, tell stories about how the information can be applied. Case studies, examples, anecdotes and comparisons aid retention. Bullet points kill it.
Third, make sure flip charts and/or whiteboards are available in each presentation room—particularly breakout rooms. If someone has 30 to 50 participants in a breakout room, a flip chart will work well when a visual is needed (and any visual used in that medium can be precisely adapted to the needs of the group and that conversation at that moment in time). Consider removing projectors in breakout rooms with fewer than 50 seats.
Fourth, encourage dialogue. Again, if someone has 30 to 50 participants in a breakout room, why should everyone wait until the end to ask questions? They should be able to ask questions throughout. Everyone benefits when the process becomes two-way and receiver-driven.
These are a few suggestions; there are many ways in which dialogue can be enhanced (panel presentations that encourage structured dialogue with all the speakers, for example). But the bottom line is simple when it comes to “Please send your slides in advance.”
Please don’t ask. And, if asked, please don’t.
When reading blogs on the subject, or by simply talking to people and asking them what they think, there is often some confusion as to what actually constitutes a presentation.
But let's be absolutely clear: for a presentation to exist, the presenter is the only essential element. Everything else is secondary.
To put this into perspective, let's suppose your senior management team has assembled to attend a presentation that will be delivered by an outside consultant. When the presentation begins, the projector suddenly breaks down. PowerPoint is unavailable.
Could the presenter still deliver the presentation? Of course.
In fact, according to three research studies that measure audience retention when slides are used versus simply talking to the audience without the use of slides to convey the same information — one from Purdue University, one from the University of Barcelona and one from the University of Munich — the audience will understand and retain up to 30 per cent more information from the presentation if the projector does break down than if the slides are actually delivered.
(Hint for future presentation effectiveness: Turn off the projector to deliver your next presentation and you’ll achieve 30 per cent greater audience retention.)
Now, imagine another scenario. The presenter is on a flight that has been delayed and he or she can no longer deliver the presentation in person. Instead, the slides are sent via email. Would the presentation still exist? Would the senior management team assemble in the boardroom to go over the slides and discuss the information? No, probably not.
If slides are sent in advance that can be understood without the presenter, a horizontal written document has been circulated. A presentation has not been delivered.
Let's be clear. A movie is not a presentation. A slideware file is not a presentation. A presentation deck is not a presentation, no matter how often some people use the words 'presentation' and 'PowerPoint' interchangeably.
And that brings us to the original assertion.
If there is no presenter, there can be no presentation.
It is common knowledge that Steve Jobs set an extremely high standard for the presentations he delivered. But how did he do it? How was he able to give presentations that not only provided valuable information, but also potentially allowed people to apply that information and teach it to others?
The YouTube video below is a clear demonstration of how and why Steve Jobs was so successful. And there are lessons here from which every presenter — and indeed every leader — can learn.
First, Mr. Jobs matched the needs of his audience with his business objectives. In this example, he clearly defines the future direction of Apple computers for developers, and how that direction will influence the ways in which developers can support Apple's hardware with meaningful products.
Second, he carefully structures the conversation. It would be easy to imagine him having this same conversation with three people sitting around a boardroom table, or with 3000 software developers in an auditorium. He pauses between ideas to allow the audience to absorb what is being said. By delivering his ideas conversationally, he is able to convey his message and personality effectively.
Third, he minimizes the visual aids he uses. While one could make the case that one or two of the visuals did not add value (were the binoculars really necessary?), most did not distract from what was being said, and indeed directly supported his objectives. Rather than bombarding the audience with words on a screen, he minimizes the number of words and carefully selects a few images that help the audience follow his ideas.
By using these strategies, Steve Jobs presented a completely new direction to developers in a way that enhanced understanding. By simply paying attention, developers could go back to their office and effectively explain his vision to their colleagues.
And that is the true test of presentation success. If you’d like to test the power of this approach, watch the YouTube video now, and see if you can explain his vision to a colleague tomorrow morning over coffee in relaxed conversation.
Then try that with the “average” presentation you attend this week and compare the results.
A study conducted at the University of Munich has confirmed the results of two previous studies I’ve written about—a study from Purdue and another from the University of Barcelona.
And the news is truly bad for the 30 to 40 million slide-driven presentations, lectures, workshops, seminars, and training programs delivered worldwide each day.
If slides are your crutch, it’s bad news for you, too.
There is now absolutely no question that your audience misses large portions of what you say when you show your slides and talk at the same time.
The Munich study confirmed that “the retention of oral information was significantly lower in the condition with regular slides than in the condition without slides.”
Of course, if you believe that what the presenter says isn’t important, perhaps it makes no difference. But there is a critical question to ask of those who believe the presenter isn’t absolutely essential to every effective presentation: If what the presenter says isn’t important, why is she or he taking up our time in the first place?
In another objection to the research, some might ask: “If the audience loses a large portion of what’s said, isn’t there an offsetting gain by showing the slides?”
According to the researchers, the answer is no.
In other words, if you use what the researchers called “regular” slides in your presentation (like the one to the right), your audience is going to miss large portions of what you say, no matter how well you say it or how hard they struggle to absorb it.
Logically, this would apply even more to charts and graphs, which require more reading and more concentration to decipher than the regular slide shown here.
And there is no question that what you lose by asking your audience to read and listen at the same time is not regained in any way by showing your slides.
Regular Slides vs Concise Slides
The regular slide format contained a total of 12 slides: a title slide; a structural slide; and 10 additional slides. No slide in this series contained more than eight lines (excluding the heading) or six bullet points.
Conversely, concise slides used six slides to explain the same information: a title slide, a structural slide; and four additional slides. The researchers also used “black” slides between the regular slides. No slide in this series contained more than seven lines (excluding the heading) or five bullet points.
While their research confirmed that the “retention of oral information is higher with concise slides or without slides than with regular slides,” they could not state that the overall retention of concise slides was any better than not using slides at all.
The Bottom Line
In 5 Steps to Conquer ‘Death by PowerPoint’, the third step is: “Minimize visual aids.” I am 100 per cent confident that the research from Purdue, Barcelona and Munich supports the logic of that suggestion.
There are three things to keep in mind when minimizing visual aids, two of which were dealt with directly in the research.
First, to enhance your success, you must absolutely minimize the information on slides if you cannot overcome your PowerPoint addiction and eliminate them altogether (or only use one or two where needed). If your slides look like the regular slide shown here, turn off the projector, use your slides as notes (visible to you, but not to the audience), and talk to your audience.
Second, you must absolutely minimize the number of slides you use. As the researchers demonstrated, by cutting the number of content slides by 60 per cent, and by using blank slides between content slides, retention of information increased.
There is a simple test to determine this. If someone can read your slides and understand your presentation, you have too many slides and too much on each slide.
Third, don’t be afraid to use other visual aids. Whiteboards, flip charts, blackboards and pieces of paper are not only excellent visual aids, they are not slides. Each one is a different tool; each one has a different purpose.
Finally, don’t be afraid to turn off the projector and talk to your audience. If you believe that what you say is important, the research is clear:
Simply talking to your audience, while minimizing your visual aids, is absolutely the best way to be heard, understood and remembered.
Like the Purdue study, the Barcelona results are bad news for the 40 million people each day who deliver “standard” slideware presentations.
Their slides are getting in the way of the communication process, leading to lower understanding and retention by the audience.
However, the study indicates that presenters can achieve better outcomes by turning off the projector, talking to their audience, and using a chalkboard, whiteboard or flip chart when needed.
205 Students in Four Classes
Researchers conducted their study with a base of 205 students registered in a course entitled the Psychology of Education during the 2010-2011 academic year—a compulsory course for those working toward a bachelor’s degree in psychology.
The course was divided into four groups and led by two professors. Each professor taught one course in the morning and one in the afternoon. For this test, each professor used slides for one class and a blackboard for the other.
The two professors worked together to develop a 19-slide presentation for the class in which slides would be shown. The number of lines in each slide did not exceed 13. The number of words per slide varied between 42 and 93.
This is actually a “light” treatment of the use of slides by industry standards (as this page of conference handouts clearly demonstrates).
The professors prepared a 10-question multiple-choice test to evaluate the knowledge acquired by students during the class. The test was administered immediately after the presentation. The questions and their correct answers were based on information taught during the class.
During the first 40 minutes of class time, the professor delivered the presentation (lecture). The remaining time was devoted to allowing students to complete the quiz.
Results Are Significant
There is no question that slides impeded the communication process. The students who weren’t exposed to slides scored higher on the quiz than those who were.
The average score for those who didn't see slides was 8.21. The average score for those who were exposed who did see the slides was 6.73.
In other words, eliminating slides enabled students to score 22 per cent higher on the quiz.
“The evaluations of contents presented without PowerPoint yielded better results (more correct answers and consequently fewer mistakes) than when the same contents were presented using the PowerPoint methodology,” the researchers concluded. “If we take the class taught without PowerPoint as a reference, the effect of this technology used according to the procedure described is to lower learning by 18%, which can be considered a significant effect (or defect).”
Verifying Step Three: Minimize Visual Aids
The researchers are verifying step three of the 5 Steps to Conquer ‘Death by PowerPoint’: Minimize visual aids.
If presenters need a visual to explain a concept, they should use a visual (and, as the Purdue study indicated, there is no added value to developing a slide versus simply drawing a diagram with a whiteboard or flip chart). Once it’s no longer needed, remove the visual from view and talk to your audience.
But if presenters feel compelled to always have something in front of the audience, they are negatively impacting their ability to communicate effectively.
For those who believe that communication, understanding and retention are important to their personal and/or professional business success, there is a lot to be gained from the Barcelona study.
When slides are used, the researchers concluded, the audience retains nearly 30 per cent less than if presenters eliminate PowerPoint and simply talk to their audience.
In other words, by simply turning off your projector and using your slides as notes, you can significantly enhance your communication effectiveness.
Two Styles of Lectures
The researchers conducted their study as part of a course entitled “Human Factors in Engineering” that was delivered to students from four majors—engineering, humanities, management and technology. The course was attended by both undergraduate and graduate students and was taught three times a week for 16 weeks.
There were two separate streams of classes for the course, which was based on the textbook Human Factors in Simple and Complex Systems.
For two lectures, two distinctly different delivery styles were used—one that showed slides during the lecture and one that did not.
Researchers then used a 20-question quiz to test students’ ability to recall information in four categories: oral information presented during lectures, graphic information presented during lectures, alphanumeric information from the lectures, and information presented orally with visual support.
The Negative Affect of Slides
The researchers’ first hypothesis was that PowerPoint would have a negative effect on what was said during the lecture—that it would be more difficult for the audience to listen to the presenter while slides are shown.
And there is no question this is true. Students who didn't see slides during the lecture scored 29 per cent higher on the quiz in recalling oral information, and achieved higher overall scores with the recall of all information. “The presence of PowerPoint negatively affected the recall of auditory information,” the researchers concluded, adding that “graphic scores reveal there was no notable gain when using PowerPoint to display graphic information.
“The same could be said for alphanumeric information. There was no notable gain for using PowerPoint vs. the chalkboard.”
Ever spent hours putting a slide together? According to this research, that effort was virtually a complete waste of time.
But the news gets even worse for habitual users of all slideware programs. In addition to testing lectures with and without slides, the researchers also tested those people who didn’t attend class at all during the two lectures in which the comparison was made. Unbelievably, those who didn’t attend either lecture “heard” more than those who attended the slide-driven lecture.
“The negative affect that PowerPoint has on the retention of auditory information is similar to not attending class and hearing the information at all,” the researchers wrote in their conclusions.
In other words, if you use slides, your audience is better off reading your slides and skipping the meeting, webinar, training session or conference at which those slides were presented. They’ll understand and retain more.
Fortunately, if understanding and retention are important to your business success, you can enhance both with one simple action:
Turn off the projector, or close the deck, and simply talk to your audience.
I had a fascinating experience last fall that underscored everything I’ve believed about how using slides kills interactivity and audience engagement—and that by simply shutting off the projector you can reverse those negative outcomes.
The title of my presentation was: Cognitive Science + Common Sense = Effective Presentations. Once I showed a short video during the first part of my presentation—to demonstrate that humans cannot read and listen at the same time—I shut the projector off.
During the lull between my presentation and the next one, the speaker (we’ll call her Shauna) started up the projector, attached her laptop, and began loading her presentation.
Watching this on-screen, one of the participants commented: “Wow, look at all the slides! Didn’t you hear anything Eric said during the past hour?”
He said it quietly and politely, but his point was well made. Shauna looked a little lost, so I walked over and quietly said to her: “If you need your slides as notes, use them. But shut the projector off.”
She did shut it off and, shortly after she started her presentation, an interesting thing happened. The group began asking questions. And they didn’t just ask questions, they fired them at her.
“I’ve just changed jobs,” one person said. “What information do I need from my previous employer? Is there anything different I need from my current employer?”
“I’ve just been laid off,” another said. “How will that affect my path to becoming licensed? Can I get an extension if I need it?”
On it went. Shauna was easily asked more than 50 or 60 questions, which helped audience members shape the licensing information to their particular circumstance, which is when communication actually works.
After the presentation, I asked Shauna if this was more questions than she normally receives. “Definitely,” she replied. “In fact, it’s more questions in one evening than I’ve received in the dozens of times I’ve delivered this presentation combined.”
I also talked to a few aspiring engineers at the end of the evening. They told me they got great value from the presentation. They already knew the path to licensure. The interaction gave them the opportunity to relate that path to their specific circumstances.
And that is when face-to-face communication actually works.
So, if you want to improve your next presentation, why not learn from Shauna’s experience? Shut off the projector and use your slides as your notes.
Create an interactive exchange that has structure for you, but ultimately provides more value to them.
After all, aren’t they the most important people in the room?
What do I believe? You can enhance your presentation success and improve your sales results by telling your story effectively, while minimizing the slides you use or eliminating them altogether.
I was hired by a mutual fund company to provide presentation training to portfolio managers in advance of the company’s bi-annual sales conference in San Diego, CA. The conference was attended by retail investment advisors and was an important sales opportunity for the firm; investment advisors are its primary retail sales channel.
The purpose of the training was to help all portfolio managers shape their stories and tell them effectively in an interactive format. The goal was to create a conversational atmosphere that encouraged engagement, questions and dialogue with the audience. The assumption was that this would strengthen relationships and enhance sales results.
The portfolio managers were divided into six presentation teams according to investment style. For about five weeks prior to the conference, each team participated in five or six two-hour training sessions and rehearsals.
Using my strategic approach, which is freely available to everyone, I first helped each team shape its story for a 45-minute presentation on how they manage money to help clients achieve their financial goals. The remainder of training then focused on helping them tell their stories effectively, while answering questions clearly and concisely.
As the content development process unfolded, all breakout sessions became slide-free zones. This was not necessarily done by design, but it became clear to everyone that very few, if any, visuals would be needed to tell each team’s investment story effectively.
As an added bonus, the company saved US $10,000 by not using slide projectors during the breakout sessions.
And, instead of handing out thick, cumbersome copies of presentation slides at the conference (the previous conference provided a 176-page book of two slides per page that was likely never read), a short feature article (500-800 words) was written to recap each breakout session. The logic was that investment advisors could use these articles in subsequent sales discussions with their clients.
Finally, the group established the objective of generating a Q-Ratio equal to or greater than one for each breakout session. In other words, the portfolio managers would strive to answer more than 45 questions during their 45-minute breakout session, while still completing their presentation content and finishing on time.
The logic is simple. More questions from the audience equals more interest and more engagement. Interest and engagement are critical to sales success.
Results Demonstrate Success
The breakout sessions generated as many as 50 to 80 questions and exceeded a Q-Ratio of 1. Some of the comments on evaluations included:
- Very interactive, especially amongst the fund managers. Hope to see this more often at future conferences.
- Outstanding in every sense.
- Great interaction during the conference.
- Interactive and informative. Very enjoyable.
- The best conference of its kind that I’ve ever attended.
- Ninety-six per cent of attendees rated the investment team as industry-leading (36%) or strong (61%). Four per cent rated the investment team as average. For many attendees, this was their first opportunity to meet the investment team.
- Seventy-one per cent of attendees said they would be more willing to recommend this company’s investment products to their clients.
- Seventy-seven per cent of attendees said they will make this mutual fund company one of the top three mutual fund companies that they recommend to their clients.
At the start of the process, portfolio managers had difficulty understanding how they could deliver presentations without using slides. At the end of the conference, it was clear to everyone that minimizing the slides they use in presentations is the way forward to enhance engagement, understanding and sales success.
Those words form the headline of a Wall Street Journal article from a few years ago that focused on the amount of time and effort put into developing PowerPoint slides for the war in the Middle East, and how that time is relatively poorly expended.
The generals quoted in the article are all critical of PowerPoint, but each deals with the inevitability of PowerPoint in his own way. In their own way, each is implementing aspects of The Audience Manifesto.
“Defense Secretary Robert M. Gates reviews printed-out PowerPoint slides at his morning staff meeting, although he insists on getting them the night before so he can read ahead and cut back the briefing time.”
In other words, I can read faster than you can talk. Send me the reading. I’ll do it. Then you’ll answer my questions when we get together. And, by the way, don’t bring additional slides to the briefing.
Gen. David H. Petraeus, who oversees the wars in Iraq and Afghanistan and says that sitting through some PowerPoint briefings is “just agony,” nonetheless likes the program for the display of maps and statistics showing trends.
If you have a picture of value to show me — one that is truly worth 1,000 words — show it. Otherwise, bring two pieces of paper (instead of 20) and/or learn to use the “B” key on your keyboard (and blank the screen) when the picture’s no longer necessary.
General Mattis, despite his dim view of the program, said a third of his briefings are by PowerPoint.
In other words, there are may brave people in the armed forces. Everyone knows the Boss hates PowerPoint, but a third of those serving under him have the courage to ignore his wishes and use it.
According to a recent article in Symmetry magazine, a group of physicists working on the Large Hadron Collider project at Fermilab has banned the use of slides at biweekly meetings in favour of whiteboards.
The result of the ban? The physicists say the move has led to more “interaction and curiosity,” made it easier for the group to discuss the project’s “ongoing work and future goals,” and enhanced the connection between speaker and audience to improve decision-making.
Are there lessons here that can apply to others?
- As I’ve written before, Amazon and LinkedIn have banned slide-driven presentations at their meetings, resulting in enhanced productivity and improved decision-making.
- I have long believed that boards of directors should ban slideware presentations at their meetings to achieve the same results: save time and enhance the overall quality of decisions made.
- Most conference organizers I know would like to enhance engagement. It’s a bold move, but banning slides (not just PowerPoint, but Keynote, Prezi, SlideRocket, Haiku Deck and others) would force speakers to use a variety of tools that lead to greater engagement.
- A recent Gallup survey indicated that only 30 per cent of employees are engaged. Fewer than one in three! Care to make a wager on how most of those employees receive information from their leaders? What has an organization got to lose by banning slides at internal meetings?
- Planning a sales meeting? Why not ban slides? The sales force undoubtedly has knowledge to contribute. Like the physicists, if the sales force was more engaged, wouldn’t the group benefit from the collective experience of others?
It takes courage to implement a ban. But it appears that those organizations who do are gaining significant benefits as a result.
Two of the business world’s top CEOs—Jeff Bezos at Amazon and Jeff Weiner at LinkedIn—have eliminated slide-driven presentations from their meetings.
“All of our meetings are structured around six-page memos,” Bezos says, pointing out that this also eliminates bullet points. “When you have to write your ideas out in complete sentences and complete paragraphs, it forces a deeper clarity of thinking.”
Bezos believes that slides make it easy for the presenter but difficult for the audience. As a result, his meetings may start with up to 30 minutes of silence while everyone reads the documents.
The result of separating the written word from the spoken word? “It saves a lot of time,” he points out.
In a blog post, LinkedIn CEO Jeff Weiner points out that “at LinkedIn, we have essentially eliminated the presentation.” Information is sent 24 hours in advance, giving people an opportunity to review it. However, not everyone can find the time, so five to 10 minutes is set aside at the start of the meeting to give everyone time to review the written document.
"Once folks have completed the reading, it’s time to open it up for discussion,” Weiner writes. “There is no presentation.”
Are these leaders are on the right track? Absolutely. Cognitive science tells us that humans cannot read and listen at the same time. In fact, trying to do both is absolutely the least effective option and a virtual waste of time—terrible news for the “average” slide-driven presentation delivered in boardrooms, meeting rooms, training rooms and conference halls.
Organizations that wish to regain lost productivity, and to communicate most effectively to make the best decisions, should learn to separate the written word from the spoken word. There is a time to read and a time to discuss. For best results, those times should never, ever be the same time.
Let’s hope more leaders have the courage to follow suit.
On a recent LinkedIn discussion, I stated my belief that we really only have two methods of communication as human beings: the spoken word (the communication tradition of orality) and the written word (the communication tradition of literacy).
Every medium of communication we’ve ever had—or ever will have—can be divided into one of those two categories.
Tablets from the mount or Dead Sea scrolls? Literacy. Sermon from the mount or stories around the campfire? Orality.
Whether we’re trying to inform, persuade, reminisce or share a tender moment, we either say it or write it. Nothing more; nothing less.
When I posted this, someone asked: “What about non-verbal communication? Don’t you think this is a separate method of communication?”
Interesting thought. But, honestly, I don’t think so. It’s simply a subset of orality.
Imagine you’re standing with a friend and you want to communicate something. You might be able to communicate basic emotions: joy, sadness, confusion, anger.
But you wouldn’t be able to give your friend directions to the nearest washroom without pointing or gesturing in some way. Once you do that, you’re engaged in sign language, which is simply another form of orality.
In my experience, when someone puts that much faith in non-verbal communication, they have probably fallen prey to The Mehrabian Myth, which is something I’ve often written about.
Your body language must be natural. You cannot mimic or create gestures. As Mehrabian’s research indicates, when you do that, you’re sending one message: “My words cannot be trusted.”
Copyright © Eric Bergman All Rights Reserved
The fundamental premise, therefore, is that relaxed conversation is our best possible presentation style. This video examines why it’s important to have the same conversation with the group that you had one-on-one.
I recently came across an interesting article in the Small Wars Journal, in which military commander Ben Zweibelson expresses his belief that because the “military has become addicted to the benefits of PowerPoint,” decision-makers have become blinded to “the many negative impacts on organizational learning, creativity, and critical thinking” of slide-driven briefings.
There are a number of reasons why Zweibelson believes that PowerPoint negatively impacts decision-making:
- PowerPoint-driven briefings focus on the “What” versus the “Why”
- PowerPoint-driven briefings kill productivity
- PowerPoint-driven briefings emphasize quantity over quality
￼Zweibelson uses a bicycle metaphor to make this point. Imagine that your briefing is focused on the strategic benefits of using bicycles during war. PowerPoint-driven briefings focus on each individual part of the bicycle—the seat, the gears, the wheels, the tires, the spokes, the handlebars. Information is categorized into small, isolated packets.
Because of its linear nature, PowerPoint encourages decision-makers to focus on data, rather than how that data could and should be interrelated, even though interrelationships are critical to effective decision-making.
Ideally, decision-making should focus on why. In other words, the bicycle needs to be assembled and consideration given to where or why (or if) it should be ridden, and could be used strategically in battle. The interrelationships of the various parts should be the primary consideration when people sit down to make decisions.
Instead, Zweibelson writes that PowerPoint presentations are used to standardize briefings into “uniform and repetitive procedures that codify organizational perspective into ‘group think.’ We follow the slides, and conform to the slide requirements. Next slide, please.”
Zweibelson points out that modern military briefings (and indeed the vast majority of presentations to all decision-making groups) consist of densely packed slides. More often than not, the person conducting the briefing reads from the slides while offering little additional information of value.
He recommends that decision-makers ask the presenter to turn off the slide projector as soon as this situation manifests itself. “If the presenter is unable to articulate their thoughts or convey much of anything,” Zweibelson writes, “you might determine that the slideshow is the actual briefer, while the human has become the willing presentation aid.”
We’ve all witnessed the same issue with printed presentation decks.
When everyone gets together, the conversation focuses on the “what” in the deck, not “why” it’s important to the organization. If you want to change this, put the decks away; they should never form the basis for any meeting.
Painstakingly (and painfully!) plodding through decks may very well be the ultimate productivity sin of the 21st century.
Quantity over Quality
In any presentation—whether briefing a group of decision-makers or delivering a keynote to 1,000 or more—there is always more information than time.
The challenge is to apply critical thinking skills to bring precisely the right information to create understanding and facilitate effective decision-making. However, as Zweibelson points out, PowerPoint-driven briefings always attempt to cram “ten pounds of dirt into a five pound bag,” which “does little to improve organizational learning” or facilitate effective decision-making.
Zweibelson makes some interesting recommendations to enhance critical thinking, improve productivity and facilitate decision-making:
- Presenters should be limited to a maximum of three slides, yet the length of the meeting should be maintained. Group discussion will identify critical issues that require attention.
- The projector should be turned off and presentation decks should be put away.
- Other briefing aids should be encouraged and staff should be challenged to conduct briefings with no PowerPoint whatsoever.
- And, in a radical departure, he even recommends removing chairs and tables. “We become programmed to behave in certain ways because we are conditioned to sit and be silent while a briefer spoon-feeds us information while the same information is projected,” he writes. “Why? What happens when everyone is no longer seated for a briefing?”
Copyright © Eric Bergman All Rights Reserved
When seeking body language advice for presentations and television interviews (or sales calls and job interviews, for that matter), the best place to begin is with the work of psycholinguists.
In her book Hearing Gesture: How our hands help us think, psycholinguist Susan Goldin-Meadow points out that no culture has been discovered in which people do not move their hands as they talk. In other words, if you're reading this, there is an extremely high probability that you gesture in conversation -- even if you're not aware of it.
As Dr. Goldin-Meadow discovered, a person speaking does not even have to be sighted to use gestures. In her book, she describes an experiment in which children and teens blind from birth participated in a series of conversational tasks. All of the children used gestures. "The blind group gestured at the same rate as the sighted group," she writes, "and conveyed the same information using the same range of gesture forms."
Regardless of our culture or language, we all use gestures to help us think and communicate.
Most of us intuitively know that gestures help us communicate. "Several types of evidence lend support to the view that gesture and speech form a single, unified system," Dr. Goldin-Meadow writes. "The gestures that speakers produce along with their talk are symbolic acts that convey meaning." This is why we get more out of face-to-face meetings than telephone conversations.
But the evidence also indicates that gestures make it easier to think. "When the act of speaking becomes difficult, speakers seem to respond by increasing their gestures," Dr. Goldin-Meadow writes. Her hypothesis is that gesturing reduces demands on a speaker's cognitive resources. Attempting to reduce or eliminate gestures (i.e. being told to reduce your gestures by a psycholinguist conducting an experiment or, potentially, by a presentation or media training consultant trying to get you to convey the "right image") adds to your cognitive burden. It makes it more difficult to think of what you're trying to say at times when, during presentations and interviews, you don't need the added pressure.
In other words, if you want to increase your ability to think on your feet during presentations, or in your seat during television interviews, bring your gestures with you and let them happen naturally.
Or, as Dr. Goldin-Meadow was quoted as saying on page 14 of the November 25, 2003, edition of the Chicago Sun-Times:
"At the very least, we ought to stop telling people not to move their hands when they talk."
Copyright © Eric Bergman All Rights Reserved
I’ve given the issue much deliberation and I’ve come to the conclusion that the next edition of PowerPoint (or Keynote or any other slideware program) should encompass two changes. These two simple changes would not only improve presentations and other forms of face-to-face communication, they would also have the potential to make the world a better place.
The first change is quite simple. For all-text slides, no font smaller than 96 point. This would solve a number of problems.
Second, this change would make it virtually impossible for presenters to put their notes on-screen. Ever wondered what causes bullet-point boredom? Now you know. (Of course, the best way to avoid bullet-point boredom among audiences is to never, ever use PowerPoint as a content development tool. Instead, use the free workbook available from this website.)
Third, a minimum 96-point font would also solve the problem of presenters reading to their audiences. (As an aside, for those who feel compelled to read their presentations to us word-by-word, I would like to express a sentiment that the entire world shares: In the name of all that is beautiful and gentle on this planet, please stop.)
Finally, presenters who feel compelled to create all-text presentations will not be able to use much text, especially when we consider the second change I propose.
Link PowerPoint to User’s Bank Account
The second change is radical, but possible. It would improve presentations, and has the potential to make the world a better place in which to live.
Every PowerPoint user would be required to link the program to his or her bank account. They would be allowed four slides per presentation (which, by the way, includes the title slide).
For every additional slide, the program would automatically transfer twenty-five dollars (or the equivalent in pounds, euros, francs or yen) from their bank account to the bank account of their favourite charitable organization.
Think of it. More than 40 million presentations will be produced today. If we conservatively estimate 30 slides per presentation, we end up with more than one billion extraneous slides (40 million x 26). That’s $25 billion per day pouring into the coffers of charitable organizations the world over—or more than $125 billion per working week.
If people didn’t change their behaviour, we could tackle homelessness, hunger and health care around the world in less than a month. Half a trillion dollars goes a long way.
Heck, after a few months, we could focus on tackling the budget deficits of most major nations on the planet.
Of course, this is a no-lose proposition. If presenters do change their behaviour and live within the four slide limit (and focus on creating conversations with audiences rather than dumping data), the world would still become a better place for everyone.