Many people confuse the topic (what they want to talk about), with the message (what they want the audience to know). These slides show clearly the difference of impact if you extract only the relevant information and if you summarize it with a clear message on top as opposed to presenting all the data and only a neutral topic for the title.

1. © Bruno Poirier 2017
Sales (2013-2016) in ‘000 units
160146131120TOTAL
9876Omega
38353026Alfa
1131039488Fiesta
2016201520142013

2. © Bruno Poirier 2017
Sales of the three models in 2016
Fiesta
Alfa
Omega
70.6%
23.8%
5.6%
In % of total units

3. © Bruno Poirier 2017
Sales of the three models in 2016
So we’ve extracted the relevant data (sales of three models in 2016). It’s a
bit better but this slide shows clearly that if you remove the details, the title
conveys nothing useful to your audience, it’s only a neutral topic.
In the next slide we’ll see an example of a good message.

4. © Bruno Poirier 2017
Fiesta dominates
sales of the segment
Fiesta
Alfa
Omega
70.6%
23.8%
5.6%
2016 sales as a % of total units

5. © Bruno Poirier 2017
Now, if you remove the details, the title still conveys what’s important in
your slide.
Also, if you need to speed up and don’t have enough time to go into the
details your audience will get your message anyway, and will probably
remember it.
Fiesta dominates
sales of the segment