Based on extensive research studies from the fields of
communication, marketing, psychology, multimedia, and law,
Advanced Presentations by Design, Second Edition, provides
fact-based answers to the most-often-asked questions about
presentation design. The book shows how to adapt your presentation
to different audience personality preferences, what role your data
should play and how much of it you need, how to turn your data into
a story, and how to design persuasive yet comprehensible visual
layouts.

The book's accessible 10-step Extreme PresentationTM method has
been field-tested in organizations such as Microsoft, ExxonMobil,
HJ Heinz, PayPal, and the Executive Office of the President of the
United States. Written from the perspective of a marketer and
business manager, this new edition offers practical, evidence-based
advice for bringing focus to problems and overcoming challenges.
The book offers practical guidelines for:

* Structuring Stories: The book presents the SCORE method
for sequencing data (Situation, Complication, Resolution, Example)
into a powerful story that grabs the audience's attention at the
beginning and holds it through to the end.

* Using Graphics: The author provides numerous examples of
charts and other graphics, explaining which can help you best
present your data.

* Setting Goals for Presentations: The book reveals why
it's important to set measurable objectives for what you want your
audience to think and do differently after your presentation.

This comprehensive resource offers a proven process for creating
a presentation that gets noticed and compels your audience to take
action.

Praise for Advanced Presentations by Design

"Shocking but true: You don't have to be Steve Jobs to create
presentations that your audience will enjoy and that will also get
you results. Even for everyday presentations, I've found that Dr.
Abela's unique approach helps you replace crushingly dull and
overlong presentations with fresh work your audience really cares
about and that you actually enjoy creating!"

--Sanjay Acharya, Vice President, Akamai
Technologies

"Advanced Presentations by Design is the best researched
book on presentation design that I've ever had the privilege of
reading. I recommend it for those of you who want the confidence of
knowing how best to plan and design successful presentations."

--Gene Zelazny, author, Say It with Charts and
Say It with Presentations

"This book is essential for any executive who doesn't have time
to wade through sixty-page PowerPoint decks. You will want to make
this book required reading for all your staff."

--Stew McHie, Global Brand Manager, ExxonMobil

Dr. Andrew Abela is the Dean of the School of Business & Economics at The Catholic University of America. He contributes to a wide-range of publications and consults to several major corporations on marketing and internal communications issues.

Based on extensive research studies from the fields of communication, marketing, psychology, multimedia, and law, Advanced Presentations by Design, Second Edition, provides fact-based answers to the most-often-asked questions about presentation design. The book shows how to adapt your presentation to different audience personality preferences, what role your data should play and how much of it you need, how to turn your data into a story, and how to design persuasive yet comprehensible visual layouts.

The book's accessible 10-step Extreme PresentationTM method has been field-tested in organizations such as Microsoft, ExxonMobil, HJ Heinz, PayPal, and the Executive Office of the President of the United States. Written from the perspective of a marketer and business manager, this new edition offers practical, evidence-based advice for bringing focus to problems and overcoming challenges. The book offers practical guidelines for:

• Structuring Stories: The book presents the SCORE method for sequencing data (Situation, Complication, Resolution, Example) into a powerful story that grabs the audience's attention at the beginning and holds it through to the end.

• Using Graphics: The author provides numerous examples of charts and other graphics, explaining which can help you best present your data.

• Setting Goals for Presentations: The book reveals why it's important to set measurable objectives for what you want your audience to think and do differently after your presentation.

This comprehensive resource offers a proven process for creating a presentation that gets noticed and compels your audience to take action.

Praise for Advanced Presentations by Design

"Shocking but true: You don't have to be Steve Jobs to create presentations that your audience will enjoy and that will also get you results. Even for everyday presentations, I've found that Dr. Abela's unique approach helps you replace crushingly dull and overlong presentations with fresh work your audience really cares about and that you actually enjoy creating!"

—Sanjay Acharya, Vice President, Akamai Technologies

"Advanced Presentations by Design is the best researched book on presentation design that I've ever had the privilege of reading. I recommend it for those of you who want the confidence of knowing how best to plan and design successful presentations."

—Gene Zelazny, author, Say It with Charts and Say It with Presentations

"This book is essential for any executive who doesn't have time to wade through sixty-page PowerPoint decks. You will want to make this book required reading for all your staff."

—Stew McHie, Global Brand Manager, ExxonMobil

Foreword xiii

Acknowledgments xv

Introduction 1

PART I: WHO? 15

CHAPTER 1: AUDIENCE

Understanding What Types of Communication Will Be Most Effective for Your Audience 17

Step 1: Identify the Communication Preferences of the Different Personality Types in Your Audience 17

How to Estimate Your Audience's Personality Types 18

How to Match Your Presentation Design to Different Personality Types in the Same Audience 19

Additional Information About Your Audience 25

PART II: WHAT? 27

Why You Should Have Specifi c Presentation Objectives 27

Why Discuss Problem Solving in a Book About Presentation Design 28

Why You Should Always Focus Your Presentation on an Audience Problem 28

You Do Need Evidence! 29

The Reality Principle: Show Concrete and Specific Data Whenever Possible 30

CHAPTER 2: OBJECTIVE

Setting a Measurable Objective for Your Presentation 33

Step 2: Set Specific Objectives for What You Want Your Audience to Think and Do Differently After Your Presentation 33

The Typicaland WrongWay to Set Presentation Objectives 33

Developing Effective Presentation Objectives 35

The Curse of the Update Presentation 37

How Do You Know Whether You Have Set the Right Objectives? 38

CHAPTER 3: PROBLEM SOLUTION

Articulating the Audience's Problem and Your Proposed Solution to It 39

Step 3: Identify a Problem Your Audience Has That Your Presentation Will Contribute to Solving 39

Choosing the Right Problem 40

Crafting Your Solution 48

CHAPTER 4: EVIDENCE

Marshalling Your Evidence 57

Step 4: List All the Information That You Think You May Need to Include in Your Presentation 57

What Kinds of Evidence Should You Include? 57

Is There Any Kind of E…