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Building Great
Presentations
What I’m going to cover
   The State of Presentations
   Crafting the Story
   How Do You Make It Look Good?
   The Art of the Delivery
ONT L
                                                           FR
Mattan Griffel




                                                                    A
                                                      E
                                                      TH




                                                                        BS
Founder & CEO, The Front Labs
Partner, Grow/Hack

I run the world’s first growth hacking agency based
out of New York City and have helped launch
dozens of different products. I've also spoken at
various industry events – including at Bloomberg,
Internet Week, and Social Media Week – and have
been featured in BusinessWeek, Mashable and The
Next Web.
This material is adapted from Garr Reynolds,
Chip & Dan Heath, Kevin Allison, and others, as
       well as from my own experience
Have you ever sat through a
really shitty presentation?
Have you ever sat through a
really shitty presentation?

             (it’s a rhetorical question)
Who the hell likes to digest content this way?

• There’s way too much text. It’s pretty easy to lose track of
  where you are. Are you still even listening to the speaker?
• The audience has to do too much work. What is the point
  of this slide? What am I supposed to take away from it?
• The font, colors and images are crazy ugly. Seriously, if
  you’re trying to visually represent something, at least put
  some thought into how it’s going to look.
• This could be the most interesting content in the world,
  and it would still be boring. A bad presentation can kill any
  topic.
Building Great Presentations
“   Countless innovations fail because
    their champions use PowerPoint
    the way Microsoft wants them to,
    instead of the right way.

                                     ”
                           – Seth Godin
Seth’s 4 rules for slides:
1) Make slides that reinforce your words, not repeat them
2) Don’t use cheesy images
3) No dissolves, spins or other transitions
4) Create a written document to leave behind
Sample Slides
from Seth Godin
I like Seth’s approach
I like Seth’s approach




           but I don’t think it’s
                           practical
Teach Yourself to Code.
                                                                                                                                                                  How to




                                                           Growth Hacking
                                                           LEAN MARKETING FOR STARTUPS




                                                                           When they sold to Microsoft 1.5 years
                                                                           after launch, Hotmail had 12 million users


“   Put ‘PS: I love you. Get your
    free e-mail at Hotmail’ at the
    bottom of each e-mail.
                                                                                                                                                                    A lot of you just have

                                                                                                                                                                    an idea                       Web applications are applications

                                                             ”      July    September   November    January    March     May       July   September   November
                                                                                                                                                                                                    accessed over the internet




                                                                                         Viral growth
                                                                                                                                                                                                  This is your rails command center
   Do you pivot?
                           Do you keep releasing new features?
                                                                                 Landing page optimization
                                                                                                                               Product management

               What do you do?                                                                     SEO
                                                                                                                   Analytics
                                                                                                                                                                           Part 3:
                                                                                                                                   Onboarding                              How I Taught Myself
                                                                                                                                                                                                  Terminal                        TextMate
Do you experiment with other                                                            Email marketing
                                                                                                                                  UX
                                                                                                                                                                           to Code in One Month
marketing channels?
                                Do you try to target a different
                                                                                                              PR        Behavioral economics
                                demographic?                                                                                                                                                                      Google Chrome
My presentations have been shared over
            150,000 times
How do I do it?
Start at the

               end
The first step is to figure out
       your take-away
What’s the
 point?.
Sure, you can want people
    to just know more
Sure, you can want people
    to just know more
      and that’s okay
Sure, you can want people
    to just know more
      and that’s okay
 (but it’s also shallow and boring)
You want people to act
                   act!
“OH!”
ASK YOURSELF:
Who is your audience?
ASK YOURSELF:
Why are they there?
ASK YOURSELF:
What do they care about?
ASK YOURSELF:
How can I speak to them?
What makes
messages stick?
Simplicity
Unexpectedness
Concreteness
Credibility
Emotion
Story
First slide   ???   ???   Last slide
Stories have 5 Beats
Stories have 5 Beats

    1)
  Set-up


Establishes
the Who &
   What
Stories have 5 Beats

    1)           2)
  Set-up      Inciting
              Incident

Establishes   A journey
the Who &      begins
   What
Stories have 5 Beats

    1)           2)           3)
  Set-up      Inciting      Rising
              Incident      Action

Establishes   A journey     Stakes
the Who &      begins     continue to
   What                    increase
Stories have 5 Beats

    1)           2)           3)           4)
  Set-up      Inciting      Rising       Main
              Incident      Action       Event

Establishes   A journey     Stakes      A turning
the Who &      begins     continue to     point
   What                    increase      occurs
Stories have 5 Beats

    1)           2)           3)           4)           5)
  Set-up      Inciting      Rising       Main       Resolution
              Incident      Action       Event

Establishes   A journey     Stakes      A turning   Explains
the Who &      begins     continue to     point     what it all
   What                    increase      occurs      means
problem
                      to a
           building up
Start by
Write
        your o
  • One        utline
                      :
 • Line
 • At
•A
• Time
Each line builds on the
    previous one
And ultimately leads to your

big take-away
Here’s mine:
Presentations are about
                  flow
And anything not essential
   should be removed
You can use paper, whiteboards
  or stickies for storyboarding
I like to storyboard in Keynote
So how do you make it
          look good?
1
No more than   idea per slide
Reduce the noise
Slides from Garr Reynold’s Presentation Zen
Slides from Garr Reynold’s Presentation Zen
Slides from Garr Reynold’s Presentation Zen
Also please take your logo off every slide
Also please take your logo off every slide


                                  (are you really afraid
                                   people will forget?)
“   If you want people to understand better, then
    get that stuff off the screen... it is simply
    making it more difficult for people to




                                                                   ”
    understand what you are saying.


                 – Tom Grimes, Kansas State Journalism Professor
What simple visual element
would complement each idea?
It could be an image
Or maybe just some
typography
Building Great Presentations
Building Great Presentations
Building Great Presentations
Where can you get good
images?
Buy (good) stock
 photography


  iStockPhoto (www.istockphoto.com)
  Shutter Stock (www.shutterstock.com)
Find images online




             Google Images (images.google.com)
             Flickr Creative Commons (www.flickr.com/creativecommons)

             (be careful of copyright issues)
Take your own photos
Give it room to breathe


     (use plenty of empty space)
Consistency is
REALLY
important
Make sure you always use the
        same font

            And same colors
Don’t center everything
Asymmetry is more
    interesting
Invisible lines are important
Rule of thirds


                 (just do it.)
Buy (good) stock
 photography


  iStockPhoto (www.istockphoto.com)
  Shutter Stock (www.shutterstock.com)
“   Countless innovations fail because
    their champions use PowerPoint
    the way Microsoft wants them to,
    instead of the right way.

                                     ”
                           – Seth Godin
Asymmetry is more
    interesting
Sure, you can want people
    to just know more
And try to line everything up
Either on the sides


               Or in the middle
Avoid templates
Avoid clip art & bad stock images
Don’t use common fonts
Like Arial
Or Helvetica
Or	
  Calibri
Or Times New
   Roman
Choose a good font like Serifa
                   like Futura
                   like Rockwell
                   like Avenir
                   like PF Din
Check out FontSquirrel.com
I like widescreen              (you get way
resolution slides               more room)




               4:3 (default)
                                   16:9
I like widescreen              (you get way
resolution slides               more room)




               4:3 (default)
                                   16:9
Black on white is easier to read
Black on white is easier to read

                   (Unless you’re in the dark)
Pick a color scheme:
background color
main text
emphasis text
complement text (optional)
Keep an archive of good
presentations to inspire you
100SOME
                                                            1
                                                                                                                                        “
                                                                                                                                                    Audiences everywhere are tough.
                                                                                                                                                    They don’t have time to be bored!
                                                                                                                                                    or brow beaten by orthodox, !
                                                                                                                                                    old-fashioned advertising.!
                                                                                                                                                    !
                                                                                                                                                    We need to stop interrupting !




  E
                                                                                                                                                    what people are interested in !




  W
                                                                                                                                                    & be what people are




A
                                                                                  !
                                                                                  INBOUND !                                                         interested in.” 
                                                                                  VS. !
                                                                                  OUTBOUND !                                                        CRAIG DAVIS




                                              MARKETING!
                                                                                                                                                    CHIEF CREATIVE OFFICER, WORLDWIDE


                                                                                  MARKETING!
                                                                                                                                                    J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)




                                                   STATS!
                                                                                  
                                                     4




                                                 CHARTS !         One third of US consumers !
                                               & GRAPHS!          spend >3 hours online every day.
                                                                                                                                              46% 
WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED!             
                                                                                     of daily
                                                                 180+ MINUTES
                                                   35%
                                                                                                                                              searches
                                                                                                                                              are for
                                                                 60-79 MINUTES
                                               33%
                                                                                                                                              info on
                                                                                                                                              products
                                                                  1-59 MINUTES
                    14%
                                                                                                                                              or
                                                                    0 MINUTES
                               19%
                                                                                                                                              services.

                                                            7
                        SOURCE: THE MEDIA AUDIT, OCTOBER 2010                                       SOURCE: SRI, OCTOBER 2010
                                                                                                                                        29
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1    Your Idea
                                                                                  Starting with your branded message...




                       Advertising
            launch ⋅ accelerate ⋅ measure




Get more ROI with Viral Lift
BuzzFeed consistently delivers viral distribution even for advertising content.
                                                                                    Make it Viral
                                                                                    with BuzzFeed
For every 100,000 clicks generated to our advertisers’ content through paid
media, they saw an average of 60,000 “free clicks” generated by sharing
activity.




                                                                                    salesteam@buzzfeed.com
THE




FRIENDSHIP
          HOW TO BUILD BRAND ADVOCACY
          IN A CONSUMER-DRIVEN WORLD

                                                              YES                                                                             Thank you
                                                                                                                                                                                                               But the real problem...




MODEL
                                                               Copyright © 2007 22squared




                                                                               Here’s how we size up advocacy:
                                                                               % of brand’s customers who are...

                                                                                                                                                                                                               ... we must create

                                                                                                                                                                                                            relationships
                                                                              SHAREHOLDER
                                                                                              EVANGELIST
                                 Copyright © 2007 22squared
                                                                                                           RECOMMENDER




                                                                                                                                                                                                            worth talking about.
                                                                                                                     REPEAT   SATISFIED
                                                                                            ADVOCATES                    BUYERS                  CRITICS

                                                                                                                                          MARGINAL
                                                                                                                                          CUSTOMER
                                                                                                                                                     DISSATISFIED
                                                                                                                                                      CUSTOMER      ACTIVELY
                                                                                                                                                                    AGAINST




                                                              Copyright © 2007 22squared                                                                                       Copyright © 2007 22squared
The art of the delivery
Start by speaking with
                your audience
Move away from the podium
Hans Rosling at
Use a clicker
Make good
   eye contact
Take your time
Keep the lights
            on
Next steps
Presentation Zen
       by Garr Reynolds



Read
       Made to Stick
       by Chip & Dan Heath
Practice speaking at:


Do
Learn

        everywhere
Thank you.


                           Connect with me at
                          www.mattangriffel.com
Mattan Griffel
mattangriffel@gmail.com
@mattangriffel

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Building Great Presentations

  • 2. What I’m going to cover The State of Presentations Crafting the Story How Do You Make It Look Good? The Art of the Delivery
  • 3. ONT L FR Mattan Griffel A E TH BS Founder & CEO, The Front Labs Partner, Grow/Hack I run the world’s first growth hacking agency based out of New York City and have helped launch dozens of different products. I've also spoken at various industry events – including at Bloomberg, Internet Week, and Social Media Week – and have been featured in BusinessWeek, Mashable and The Next Web.
  • 4. This material is adapted from Garr Reynolds, Chip & Dan Heath, Kevin Allison, and others, as well as from my own experience
  • 5. Have you ever sat through a really shitty presentation?
  • 6. Have you ever sat through a really shitty presentation? (it’s a rhetorical question)
  • 7. Who the hell likes to digest content this way? • There’s way too much text. It’s pretty easy to lose track of where you are. Are you still even listening to the speaker? • The audience has to do too much work. What is the point of this slide? What am I supposed to take away from it? • The font, colors and images are crazy ugly. Seriously, if you’re trying to visually represent something, at least put some thought into how it’s going to look. • This could be the most interesting content in the world, and it would still be boring. A bad presentation can kill any topic.
  • 9. Countless innovations fail because their champions use PowerPoint the way Microsoft wants them to, instead of the right way. ” – Seth Godin
  • 10. Seth’s 4 rules for slides: 1) Make slides that reinforce your words, not repeat them 2) Don’t use cheesy images 3) No dissolves, spins or other transitions 4) Create a written document to leave behind
  • 12. I like Seth’s approach
  • 13. I like Seth’s approach but I don’t think it’s practical
  • 14. Teach Yourself to Code. How to Growth Hacking LEAN MARKETING FOR STARTUPS When they sold to Microsoft 1.5 years after launch, Hotmail had 12 million users “ Put ‘PS: I love you. Get your free e-mail at Hotmail’ at the bottom of each e-mail. A lot of you just have an idea Web applications are applications ” July September November January March May July September November accessed over the internet Viral growth This is your rails command center Do you pivot? Do you keep releasing new features? Landing page optimization Product management What do you do? SEO Analytics Part 3: Onboarding How I Taught Myself Terminal TextMate Do you experiment with other Email marketing UX to Code in One Month marketing channels? Do you try to target a different PR Behavioral economics demographic? Google Chrome
  • 15. My presentations have been shared over 150,000 times
  • 16. How do I do it?
  • 18. The first step is to figure out your take-away
  • 20. Sure, you can want people to just know more
  • 21. Sure, you can want people to just know more and that’s okay
  • 22. Sure, you can want people to just know more and that’s okay (but it’s also shallow and boring)
  • 23. You want people to act act!
  • 25. ASK YOURSELF: Who is your audience?
  • 26. ASK YOURSELF: Why are they there?
  • 27. ASK YOURSELF: What do they care about?
  • 28. ASK YOURSELF: How can I speak to them?
  • 35. Story
  • 36. First slide ??? ??? Last slide
  • 37. Stories have 5 Beats
  • 38. Stories have 5 Beats 1) Set-up Establishes the Who & What
  • 39. Stories have 5 Beats 1) 2) Set-up Inciting Incident Establishes A journey the Who & begins What
  • 40. Stories have 5 Beats 1) 2) 3) Set-up Inciting Rising Incident Action Establishes A journey Stakes the Who & begins continue to What increase
  • 41. Stories have 5 Beats 1) 2) 3) 4) Set-up Inciting Rising Main Incident Action Event Establishes A journey Stakes A turning the Who & begins continue to point What increase occurs
  • 42. Stories have 5 Beats 1) 2) 3) 4) 5) Set-up Inciting Rising Main Resolution Incident Action Event Establishes A journey Stakes A turning Explains the Who & begins continue to point what it all What increase occurs means
  • 43. problem to a building up Start by
  • 44. Write your o • One utline : • Line • At •A • Time
  • 45. Each line builds on the previous one
  • 46. And ultimately leads to your big take-away
  • 49. And anything not essential should be removed
  • 50. You can use paper, whiteboards or stickies for storyboarding
  • 51. I like to storyboard in Keynote
  • 52. So how do you make it look good?
  • 53. 1 No more than idea per slide
  • 55. Slides from Garr Reynold’s Presentation Zen
  • 56. Slides from Garr Reynold’s Presentation Zen
  • 57. Slides from Garr Reynold’s Presentation Zen
  • 58. Also please take your logo off every slide
  • 59. Also please take your logo off every slide (are you really afraid people will forget?)
  • 60. If you want people to understand better, then get that stuff off the screen... it is simply making it more difficult for people to ” understand what you are saying. – Tom Grimes, Kansas State Journalism Professor
  • 61. What simple visual element would complement each idea?
  • 62. It could be an image
  • 63. Or maybe just some typography
  • 67. Where can you get good images?
  • 68. Buy (good) stock photography iStockPhoto (www.istockphoto.com) Shutter Stock (www.shutterstock.com)
  • 69. Find images online Google Images (images.google.com) Flickr Creative Commons (www.flickr.com/creativecommons) (be careful of copyright issues)
  • 70. Take your own photos
  • 71. Give it room to breathe (use plenty of empty space)
  • 73. Make sure you always use the same font And same colors
  • 75. Asymmetry is more interesting
  • 76. Invisible lines are important
  • 77. Rule of thirds (just do it.)
  • 78. Buy (good) stock photography iStockPhoto (www.istockphoto.com) Shutter Stock (www.shutterstock.com)
  • 79. Countless innovations fail because their champions use PowerPoint the way Microsoft wants them to, instead of the right way. ” – Seth Godin
  • 80. Asymmetry is more interesting
  • 81. Sure, you can want people to just know more
  • 82. And try to line everything up Either on the sides Or in the middle
  • 84. Avoid clip art & bad stock images
  • 89. Or Times New Roman
  • 90. Choose a good font like Serifa like Futura like Rockwell like Avenir like PF Din
  • 92. I like widescreen (you get way resolution slides more room) 4:3 (default) 16:9
  • 93. I like widescreen (you get way resolution slides more room) 4:3 (default) 16:9
  • 94. Black on white is easier to read
  • 95. Black on white is easier to read (Unless you’re in the dark)
  • 96. Pick a color scheme: background color main text emphasis text complement text (optional)
  • 97. Keep an archive of good presentations to inspire you
  • 98. 100SOME 1 “ Audiences everywhere are tough. They don’t have time to be bored! or brow beaten by orthodox, ! old-fashioned advertising.! ! We need to stop interrupting ! E what people are interested in ! W & be what people are A ! INBOUND ! interested in.” VS. ! OUTBOUND ! CRAIG DAVIS MARKETING! CHIEF CREATIVE OFFICER, WORLDWIDE MARKETING! J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY) STATS! 4 CHARTS ! One third of US consumers ! & GRAPHS! spend >3 hours online every day. 46% WARNING: SAFETY GOGGLES HIGHLY RECOMMENDED! of daily 180+ MINUTES 35% searches are for 60-79 MINUTES 33% info on products 1-59 MINUTES 14% or 0 MINUTES 19% services. 7 SOURCE: THE MEDIA AUDIT, OCTOBER 2010 SOURCE: SRI, OCTOBER 2010 29
  •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
  • 100. 1 Your Idea Starting with your branded message... Advertising launch ⋅ accelerate ⋅ measure Get more ROI with Viral Lift BuzzFeed consistently delivers viral distribution even for advertising content. Make it Viral with BuzzFeed For every 100,000 clicks generated to our advertisers’ content through paid media, they saw an average of 60,000 “free clicks” generated by sharing activity. salesteam@buzzfeed.com
  • 101. THE FRIENDSHIP HOW TO BUILD BRAND ADVOCACY IN A CONSUMER-DRIVEN WORLD YES Thank you But the real problem... MODEL Copyright © 2007 22squared Here’s how we size up advocacy: % of brand’s customers who are... ... we must create relationships SHAREHOLDER EVANGELIST Copyright © 2007 22squared RECOMMENDER worth talking about. REPEAT SATISFIED ADVOCATES BUYERS CRITICS MARGINAL CUSTOMER DISSATISFIED CUSTOMER ACTIVELY AGAINST Copyright © 2007 22squared Copyright © 2007 22squared
  • 102. The art of the delivery
  • 103. Start by speaking with your audience
  • 104. Move away from the podium
  • 107. Make good eye contact
  • 111. Presentation Zen by Garr Reynolds Read Made to Stick by Chip & Dan Heath
  • 113. Learn everywhere
  • 114. Thank you. Connect with me at www.mattangriffel.com Mattan Griffel mattangriffel@gmail.com @mattangriffel