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Spinno INSIGHT 4.5.2010

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  1. 1. An Introduction to the Power of Persuasive Argumentation Intelligent Presentations for Intelligent Audiences! Preparing Great Pitches
  2. 2. Always Be Pitching! <ul><li>Two line summary / tag line </li></ul><ul><ul><ul><li>” We are the leading…” </li></ul></ul></ul><ul><li>Elevator pitch </li></ul><ul><ul><ul><li>9 floors to get the job done </li></ul></ul></ul><ul><li>Short Presentation </li></ul><ul><ul><ul><li>Use slides as support </li></ul></ul></ul><ul><li>Full Presentation </li></ul><ul><ul><ul><li>Full slide show </li></ul></ul></ul><ul><li>5-10 s </li></ul><ul><li>30-60 s </li></ul><ul><li>5-10 min </li></ul><ul><li>30-60 min </li></ul>A pitch is a verbal presentation of a notion, concept, situation, idea, or story. Pitch is presenting your business plan and business case.
  3. 3. Topics Tailoring Your Argumentation to Audience Effective Persuasive Structures Presenting Convincing Evidence
  4. 4. Persuasive Argumentation Hard-Sell Model + aggressive rhetoric + high transparency - weak substance Target-Based Model + active rhetoric + strong substance + clear benefits + high transparency + culturally neutral Informative Model + strong substance - low transparency - weak rhetoric - benefits
  5. 5. Using Right Arguments CUSTOMER Product/Solution Arguments & Benefits Shareholder Value Arguments Motivational Arguments Process Arguments/Partnership Arguments SUPPLIER OWNER EMPLOYEE
  6. 6. How VC Funds Look at Pitches <ul><li>Financially return driven </li></ul><ul><li>GROWTH stories </li></ul><ul><li>How fast can I achieve EXIT? </li></ul><ul><li>Is the finance requested big enough? </li></ul><ul><li>Does it fit our investment criteria? </li></ul><ul><li>Does this fit in our portfolio? </li></ul>
  7. 7. How Business Angels Look at Pitches <ul><li>Does it appeal to their ”hot buttons” </li></ul><ul><li>Ability to add value through involvement </li></ul><ul><li>Favourably if the case is referred to them by a trusted colleague </li></ul><ul><li>Want capital appreciation (growth) </li></ul>
  8. 8. <ul><li>Different Styles For Different Audiences </li></ul><ul><ul><li>cultural & personal differences </li></ul></ul>Adapted from Fons Trompenaars, Tomoko Yoshida, Edward Hall Style Counts Active Neutral Controlled
  9. 9. Choose a Strategy that Fits Sources: Macchiavelli, The Prince Aristotle, The Politics Plato, The Republic Relative Leverage Walk Quietly Assertive Argumentation Cautious Argumentation Walk Away Stylistic Freedom HI LO Stakeholder Interests
  10. 10. Persuading Smart People It’s About Good Reasoning & Strong Evidence <ul><li>Reasoning </li></ul><ul><li>Empirical proof </li></ul>benefits memorable interest Positive Neutral Negative Argument Positive Neutral Negative Message Proposal Supporting Evidence
  11. 11. Rethinking the Design of Presentation Slides © Michael Alley Engineering Communication Penn State January 2007 [© Zess and Thole, 2001] Computations With Fillet
  12. 12. Choosing the Evidence Argument: more readily understood [© Zhu, 2002] © Michael Alley Engineering Communication Penn State January 2007 Use of images to present evidence: more memorable Message to target group: more persuasive
  13. 13. Convincing Evidence Use cases References Market analysis Sales Customer referrals
  14. 14. Building a Clear Structure Greeting Background Opening Main Thesis Topics Presentation Length Question Policy Summary Link Summary Main Message Proposal(s) Closing Intro Link Concluding Link ARGUMENTS Reasoning Data Introduction Arguments 3-4 Conclusion Sub-Theses Evidence Sub-Messages
  15. 15. Remember to Navigate <ul><li>SUB-THESIS FLAGS </li></ul><ul><li>1st I will show that (+-) </li></ul><ul><li>2nd we will demonstrate that (+-) </li></ul><ul><li>3rd I will prove that (++) </li></ul><ul><li>4th we will argue that (+-) </li></ul><ul><li>2nd it will be shown that (--) </li></ul><ul><li>SUB-MESSAGE FLAGS </li></ul><ul><li>The point here is (+-) </li></ul><ul><li>What I’m trying to say is (+-) </li></ul><ul><li>My message is (++) </li></ul><ul><li>This would suggest that (-+) </li></ul><ul><li>This means that (+-) </li></ul>Opening: The purpose of this presentation is... Topics: We’ll cover 4 topics in this presentation: Linking: Let’s move to our first topic... Background: As you may know... Main Argument: Today we will show that... Concluding Link: In conclusion... Summary Link: To summarize... / In summary... Main Message: Our point today is that... Proposals: We would like to propose that...
  16. 16. Perfect Your Pitch <ul><li>Assume short buildings </li></ul><ul><li>Put a tag on it (one sentence to remember) </li></ul><ul><li>Solve a problem </li></ul><ul><li>Lay out the benefits </li></ul><ul><li>Conclude with a call to action </li></ul><ul><li>Make it tangible </li></ul><ul><li>Show Your Passion </li></ul><ul><li>(Tips by Bill Joos, Garage.com) </li></ul>
  17. 17. Persuasive Argumentation <ul><li>Rehearse, rehearse, rehearse… </li></ul><ul><li>Only practise makes a master </li></ul>