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Prepared for:

             XXXX




                             The CVD Test™
                             How well does...
The Content & Visual Design (CVD) Test was created
                    to determine how likely a sales presentation is to
...
WHAT IS THE CVD TEST?
                                     On my first McKinsey & Company project, I felt we spent too much...
HOW DID YOU DO?
The 3-Step CVD Score Review Process.




                       1                      2            3
    ...
PRESENTATION REPORT CARD (1 of 2)
We believe this presentation needs significant content and visual
revision to clearly com...
PRESENTATION REPORT CARD (2 of 2)
Failure to writing from the prospects point of view and lack of a
story are biggest prob...
HOW DID YOU DO?
The 3-Step CVD Score Review Process.




                       1              2                       3
 ...
PRESENTATION SCORING (1 OF 2)
CVD scoring is based on best practices from some of the world’s top
communication experts

 ...
PRESENTATION SCORING (2 OF 2)

To make grading as unbiased as possible, we created objective ways to test key
areas.

    ...
HOW DID YOU DO?
The 3-Step CVD Score Review Process.




                       1              2            3
            ...
OUR THOUGHTS (1 of 2)
                                             Tell how this slide fits
     Summarize slide’s main    ...
OUR THOUGHTS (2 of 2)
Does it make sense for us to help you create a presentation?




                        Yes        ...
APPENDIX
SCORE DETAILS (1 of 4)

Content scores come from eight areas.

    Sub-       Factor Tested        Description            ...
SCORE DETAILS (2 of 4)

Content scores come from eight areas.
     Sub-      Factor Tested         Description            ...
SCORE DETAILS (3 of 4)

Content scores come from eight areas.

     Sub-      Factor Tested       Description             ...
SCORE DETAILS (3 of 4)

Visual scores come from four areas.

     Sub-       Factor Tested       Description              ...
SCORE DETAILS (3 of 4)

Visual scores come from four areas.

     Sub-      Factor Tested         Description             ...
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The Agile CVD Test

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The CVD Test was created based on concepts from top sales, marketing, and communication experts. The tool takes an in-depth strategic look at principles that must be followed to ensure your sales message is delivered and understood.

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  • Transcript of "The Agile CVD Test"

    1. 1. Prepared for: XXXX The CVD Test™ How well does your presentation convince difficult prospects? © 2010 The Agile Institute
    2. 2. The Content & Visual Design (CVD) Test was created to determine how likely a sales presentation is to convert a prospect. This document is an actual companyʼs CVD test. However, for confidentiality, we have removed the companyʼs name and any sensitive information. © 2010 The Agile Institute
    3. 3. WHAT IS THE CVD TEST? On my first McKinsey & Company project, I felt we spent too much time working on our presentation. I thought the “work” was the research and analysis we preformed to reach our conclusion and couldn’t understand why we spent hours going over the best way to C present our ideas. Our first client meeting taught a valuable lesson... ontent & ...although the meeting was scheduled for an hour, the CEO arrived V 10 minutes late and, promptly, told us he had to leave in 15 minutes. Luckily, during the 70+ hours we spend on the presentation, we had summarized our ideas into the 10 slides. Using these slides (written isual in plain language with simple visuals), we convinced the CEO to D follow our recommendation and continue our $4 million project. As an entrepreneur, I’ve, unfortunately, encountered many more esign situations like this - especially during the sales process. These experiences led to the creation of the Content & Visual Design (CVD) Test™ and The Agile Institute. The CVD Test™ is designed to show how your presentation may be viewed by a Fortune 1,000 executive with a short attention span and a healthy dose of skepticism. While not perfect, this test has helped numerous people win more business. I hope it does the same for you. Sincerely, AJ Igherighe Founder The Agile Institute © 2010 The Agile Institute
    4. 4. HOW DID YOU DO? The 3-Step CVD Score Review Process. 1 2 3 Report Card Scores Ideas A summary of your scores. Your CVD scores and comparisons to benchmarks. © 2010 The Agile Institute
    5. 5. PRESENTATION REPORT CARD (1 of 2) We believe this presentation needs significant content and visual revision to clearly communicate your message. COMPARISON Average SECTION GRADE SCORE (as a percentage) Overall presentation F 25/100 0 100 Content F 13/60 0 100 Visual Design F 12/40 0 100 Source: Agile Institute CVD Grading System™ © 2010 The Agile Institute
    6. 6. PRESENTATION REPORT CARD (2 of 2) Failure to writing from the prospects point of view and lack of a story are biggest problem areas. COMPARISON SCORE (as a percentage) Average 5 Areas Customer Focus 0/20 0 100 CONTENT Compelling Message 8/20 13/60 0 100 Clear Message 5/20 0 100 Presentation Story 0/20 VISUAL 0 100 12/60 Visual Appeal 12/20 0 100 Source: Agile Institute CVD Grading System™ © 2010 The Agile Institute
    7. 7. HOW DID YOU DO? The 3-Step CVD Score Review Process. 1 2 3 Report Card Scores Ideas How your presentation was graded. A high-level explanation of our grading methods. See APPENDIX for detailed scores, scoring framework and explanations. © 2010 The Agile Institute
    8. 8. PRESENTATION SCORING (1 OF 2) CVD scoring is based on best practices from some of the world’s top communication experts Content Personalization | Dr. David Lieberman Customer Focus Visual Design Credibility | Chip & Dan Heath Emotion | Dr. David Lieberman Compelling Message Call-to-Action | Dr. David Lieberman Unexpectedness | Chip & Dan Heath Clear Message Readability | Dr. Rudolph Flesch Concreteness | Chip & Dan Heath Story Logic | Barbara Minto Presentation Logic | Barbara Minto Presentation Story Font Size | Guy Kawasaki Visual Appeal Visual Clarity | Kim Baer Chart Clarity | Gene Zelanzny © 2010 The Agile Institute
    9. 9. PRESENTATION SCORING (2 OF 2) To make grading as unbiased as possible, we created objective ways to test key areas. Mini-Test Example - Using Flesh-Kincaid Language Test to judge readability According to the Flesch-Kincaid test, parts of your presentation are more difficult to read than the notoriously challenging Harvard Law Review. 65 Target readability Your Score Reader’s Digest score. A document Time Magazine with a 65 Reading Harvard Law Review Ease Score is considered to be written in plain language. 0 Source: Actual Flesch-Kincaid Test run in Microsoft Word 2007, Reader’s Digest, Time, and Harvard Law score estimates from wikipedia.com © 2010 The Agile Institute
    10. 10. HOW DID YOU DO? The 3-Step CVD Score Review Process. 1 2 3 Report Card Scores Ideas A few recommendations. Improvement tips and suggested next steps. © 2010 The Agile Institute
    11. 11. OUR THOUGHTS (1 of 2) Tell how this slide fits Summarize slide’s main into presentation story idea to make sure prospect understands your point Facebook Data Model Comparison Group to reduce clutter XXXX service Rewrite to make easier to understand at a glance © 2010 The Agile Institute
    12. 12. OUR THOUGHTS (2 of 2) Does it make sense for us to help you create a presentation? Yes No Maybe Email or call to schedule an Please email us feedback Email or call to schedule an appointment with an Agile to improve the CVD. appointment with an Agile Institute expert to discuss Institute expert to answer your needs. your questions. CONTACT US: AJ Igherighe | Founder aj@theagileinstitute.com (404) 247-7687 © 2010 The Agile Institute
    13. 13. APPENDIX
    14. 14. SCORE DETAILS (1 of 4) Content scores come from eight areas. Sub- Factor Tested Description Foundation Grading Method Prospect You Example(s) Category Mentioned Mentioned Customer Personalized This test estimates According to psychologist, Dr. David We divide the number of times the prospect is 0 16 From our calculation, “You” focus language how well a Lieberman, in his book, Get Anyone to mentioned in the presentation vs the number of was only mentioned in the presentation speaks to Do Anything, in order to get someone to times you or your company is mentioned. “Thank You” message on a prospect’s interests. take your advice (to do business with Although not perfect, it gives a directionally slide X. your company) you must convert the correct estimate of how target a presentation is to facts to clear and specific benefits that a prospects needs. appeal to someone emotionally. Sub- Factor Tested Description Foundation Grading Method Supported Total Ideas Example(s) Category Ideas Compelling Credibility Estimates the In their book, Made to Stick, Chip Heath Here we simply divide the number of supported 10 13 On slide 3, a quote from a Message likelihood a prospect (Stanford Graduate School of Business) points (Ideas) by the total number of points Disney executive is used to will believe the and Dan Heath (former Harvard (Ideas) made. show the importance of reasons given to do Business School researcher) argue that Facebook to their business business with you. for someone to believe a new idea it and own television must either be endorsed by someone/ networks. This is an something they already trust, contain excellent use of a third-party sufficient concrete details to appear testimonial to give credibility. possible, use statistics that relate to something already understood, or, finally, make a point self-testable. Sub- Factor Tested Description Foundation Grading Method Benefits Features Example(s) Category Mentioned Mentioned Compelling Emotional Estimates how well According to psychologist, Dr. David We divide the number of times your product’s/ 5 8 Slide 6 is a good example of Message Impact your presentation Lieberman, in his book, Get Anyone to service’s features are translated to benefits for giving prospects features emotionally appeals to Do Anything, in order to get someone to prospects in the presentation. and translating it into prospects. take your advice (to do business with benefits. The fact XXXX your company) you must convert the can use Facebook APIs by facts to clear and specific benefits that itself means little until you appeal to them emotionally. state it means greater efficiency. However, slide 7 is a simply a feature list. Prospects may not know the significance of the capabilities listed. © 2010 The Agile Institute
    15. 15. SCORE DETAILS (2 of 4) Content scores come from eight areas. Sub- Factor Tested Description Foundation Grading Method Rules Used Rules Example(s) Category Compelling Call-to-Action Estimates how well Dr. David Lieberman, in his book, Get We count the number of the 5 rules used in the 0 5 It is unclear on slide 12 Message your presentation tells Anyone to Do Anything, gives 5 rules to presentation’s call to action. exactly what you want the prospects what they follow to get someone to take action prospect to do. should do next. quickly: (1) limit their decision options - preferrably to 2 or 3, (2) give a deadline of some sort, (3) make a small initial request first, (4) set expectation, (5) and make the next step simple and easy. Sub- Factor Tested Description Foundation Grading Method Different Total Example(s) Category Message Competitors Compelling Unexpected- Estimates how well One of the most difficult but important We research a small group of competitors and 1 3 While we believe your Message ness your presentation parts of pitching is getting a prospect to count how many have a different message. access to Facebook API is emotionally appeals to pay attention to what makes you unique we struggled to see prospects. special. Chip and Dan Heath, Made to how it was different from Stick,say the best way to accomplish what social media this is to communicate the parts of your advertisers Cubics message that are uncommon sense. (cubics.com) and the Lollipop Group (lollipopgroup.com) did. However, your message was different from Mirrorball (mirrorball.com). Sub- Factor Tested Description Foundation Grading Method Passage Target Example(s) Category Score Clear Reading ease Estimates how quickly Created by readability expert and plain We take text from a slide in the presentation and 16 65 The text on slide 9 is Message a prospect will English writing proponent, Dr. Rudolf run it through the Flesch-Kincaid test in Microsoft extremely difficult to read. understand your Flesch, the Flesch-Kincaid readability Word and divide it by the plain english target In fact, this slide is more message. test uses sentence and word length to score of 65. difficult to read than the estimate how difficult writing is to notoriously challenging comprehend. A score of 65 is Harvard Law Review. considered to be written in “plain English” meaning most people can easily understand it. © 2010 The Agile Institute
    16. 16. SCORE DETAILS (3 of 4) Content scores come from eight areas. Sub- Factor Tested Description Foundation Grading Method Concrete Idea Slides Example(s) Category Slides Clear Concreteness Estimates how quickly Chip and Dan Heath, Made to Stick, We count the number of slides that communicate 5 11 Slide 3 concretely Message a prospect will introduce the concept of “The ideas in concrete terms. communicates the understand your Knowledge Curse.” The curse is importance of Facebook by message. experts often communicate in abstract showing how much time ideas making it more likely people will Disney spends on it. Slide 6 either not understand or misinterpet could be improved by ideas. To combat this, Chip and Dan adding an analogy or chart suggest experts spend time making to show how few companies their messages concrete - use language can access Facebook’s API. that links to things most of their audience understands. Sub- Factor Tested Description Foundation Grading Method Rules Used Rules Example(s) Category Clear Story Logic Estimates how likely a Barbara Minto, writing expert who We count the number of rules you use in the 0 5 The presentation does not Message prospect is to developed the McKinsey & Company presentation. state your argument for why understand the communication style, created the Minto a prospect should do reasons they should Pyramid Principle in her book, The business with you. do business with you. Minto Pyramid Principle, she explains a good presentation should (1) introduce the situation, (2) clearly state problem, (3) give the main idea [top of pyramid], (4) group the supporting ideas for the main idea using inductive logic, and (5) use deductive logic to support the inductive groups. © 2010 The Agile Institute
    17. 17. SCORE DETAILS (3 of 4) Visual scores come from four areas. Sub- Factor Tested Description Foundation Grading Method Rules Used Rules Example(s) Category Presentation Presentation Estimates how well a Barbara Minto, also gives a blueprint to We count the number of rules you use in the 0 3 The presentation does not Story Logic prospect is able to use to ensure people can easily follow presentation. provide a way for people to follow the your argument. In The Minto Pyramid follow your argument. presentation. Principle, she states a presentation should (1) layout the main points to be addressed at the beginning of the presentation, (2) provide a way of tracking where you are on each slide, and (3) tell the entire story in the presentation titles. Sub- Factor Tested Description Foundation Grading Method Smallest Target Font Example(s) Category used Visual Font Size Estimates how likely Marketing expert, Guy Kawasaki, in his We divide the smallest font size used by the ideal 18 30 On slide 5, 18 point font is Appeal the presentation is to book, The Art of the Start, states his 30 point font. used in bullets. grab and keep a 10/20/30 Rule. The rule states his ideal prospect’s interest. presentation has 10 slides, takes 20 minutes, and uses a minimum of a 30 point font. We have adapted this rule slightly for presentations that are sent to prospects instead of presented. © 2010 The Agile Institute
    18. 18. SCORE DETAILS (3 of 4) Visual scores come from four areas. Sub- Factor Tested Description Foundation Grading Method Uncluttered Total Slides Example(s) Category Slides Visual Visual Clarity Estimates how well a In the Information Design Workbook, We count the number of “uncluttered” slides and 11 18 Slide 11 has a tremendous Appeal prospect will visual communication expert, Kim Baer, divide by total number to get percentage of amount of visual information understand the main shows how to use whitespace and color uncluttered slides. and it is unclear what the point of the to keep documents clear and easy to main idea is of the slide. presentation. understand. Sub- Factor Tested Description Foundation Grading Method Rule Points Total Rule Example(s) Category Points Visual Chart Clarity Estimates how well a Gene Zelanzny, Director of Visual For each chart, we count how many of the 4 rules 8 16 The chart on slide 2 we Appeal prospect will Communication for McKinsey & are followed. To reach the total rule points, we assume is meant to show understand your Company, has a few rules for charts multiple the number of charts by 4. We divide the most people use Facebook. charts and graphs. and graphs: (1) select the chart that rules followed for each chart by the total rule While it is the appropriate shows the relationship being points possible to reach a score. type of chart, it is unclear communicated, (2) state the idea the the exact point of the slide, chart communicates in the title, (3) for instance, it could show clearly identify point viewer should pay that more females than attention to in the chart, and (4) give the males use Facebook. Also, source of data in chart. we don’t know where this information comes from so a prospect may question its validity. © 2010 The Agile Institute
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