Abela - Advanced Presentations by Design
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Table of Contents
Whether as a manager or university lecturer, we are only as effective as the buy-in we get. This marvelous book should be required reading for all managers and educators. I was embarrassed to see my own failings written up in cold print.
Tim Ambler, senior fellow, London Business School, and author of Marketing and the Bottom Line
If you could turn your typical thirty-page PowerPoint presentation into one effective page that comprehensively states your case, engages your audience, and generates the results you want, would you do it? This book shows you how.
Hedy Lukas, vice president, integrated marketing communication, Kimberly-Clark Corporation
Dr. Abelas ten-step process leads you through a logical approach to presentation development so that your audiences hear your message with absolute clarity. It will change the way you practice!
Nancy L. Losben, R.Ph., CCP, FASCP, chief quality officer, Omnicare, Inc.
If even half the strategy and market intelligence functions among the Fortune 500 took Dr. Abelas advice, corporate productivity would take a huge step forward. He brings together tried and true disciplines in such a unique way that anyone who wants to stay on top of their game will welcome this playbook.
Craig Albright, vice president, finance, Xerox Global Services, Xerox Corporation
Dr. Abelas book will give you the skills and a comprehensive and methodical approach that will be instrumental to going beyond being a mere purveyor of data to a trusted advisor.
J. David Phillips, group manager, market intelligence and planning, EMEA (Europe, Middle East and Africa), Microsoft Corporation
Dr. Abela expertly weaves all elements togetherthe audience, the story, the presentation of the storyand backs it up with reams of research from all disciplines.
Karen L. Fuller, former director, global brand research, Dell Inc.
Dr. Abelas book will give you a structured approachwhich our whole company now usesto more easily prepare impressive presentations whether for important client meetings or small internal meetings. Having the Extreme Presentation method in our arsenal enables us to provide higher value to our clients.
Denis McFarlane, CEO and founder, Infinitive Corporation
What makes this book different from other books on presentation design is that it weaves the importance of telling a powerful story throughout the ten-step process of presentation development. I guarantee you will achieve success if you follow the approach outlined in this book.
Lori Silverman, author and editor of Wake Me Up When the Data Is Over: How Organizations Use Stories to Achieve Results, and co-author of Stories Trainers Tell
All your hard workyour ideas, your research, your plans, your effortcomes to nothing if you cannot convince others to act on it. The way we get people to act in organizations today is to make a presentation. And yet the qualityand the effectivenessof the average presentation today is abysmal. We are all afflicted by a plague of Death by PowerPoint and, seemingly, we do not know what to do about it. There is plenty of advice on how to create presentations, but it is this very advice that caused the plague in the first place, and so following it will not provide the cure.
This book overturns much of the conventional wisdom and practice of creating presentations to provide a comprehensive and yet easy-to-use ten-step method for designing presentations that propel your audience to action. This method is focused exclusively on designing your presentations, not on delivering them, for the simple reason that if your content is not interesting and persuasive in itself, then most likely you have lost the game before you even begin presenting. The ten-step method shows you how to take your ideas and information and turn them into a compelling set of slides. The method is grounded in hundreds of empirical studies on different aspects relevant to presentation, and it has been field-tested among leading corporations, including Dell, Microsoft, ExxonMobil, Kimberly-Clark, Motorola, and eBay.
This book is organized around three essential questions you have to answer if you want to be sure that your audience will take action as a result of your presentation: Who? What? and How? The Who question covers audience analysis, stakeholder assessment, and measurement of presentation impact on the audience. To answer the What question, the book shows how to set clear presentation objectives, identify a relevant audience problem to solve, and choose the right evidence or content to include in the presentation. The How question is divided into two parts: How to tell your story, which covers anecdotes and story sequencing, and how to show your visuals, which addresses charting and slide layout. Answering these three questions provides a systematic and powerful method for turning a large pile of information into a persuasive presentation. Each of the parts contains an introduction to explain why that dimension is important. The individual chapters then contain material that explains how to implement each of the ten steps in the method. The first page of each chapter gives an overview of the step, so if you are in a hurry you can just read the first page of each chapter and obtain a quick overview of the method.
I dedicate this book to the loves of my life: my wife Kathleen and our
children, Theresa, Dominic, Monica, John Paul, Lucy, and Mary.
Cover image: Jeff Puda
Author photo: Ed Pfeuller
Copyright 2013 by Andrew V. Abela. All Rights Reserved.
Published by Pfeiffer
A Wiley Brand
One Montgomery Street, Suite 1200, San Francisco, CA 94104-4594 www.pfeiffer.com
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. Readers should be aware that Internet websites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read.
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