Presentation preparation is often left at the end of the task. However, no matter how important or valuable your content is, if it is not presented in a way that sparks and maintains attention, you lose. This is especially true when you present to C-level executives. They are busy. They are in demand. They are hungry for ideas and most have a painfully low tolerance for beating around the bush.
As creative professionals, creating stunning presentation slides is table stakes. However, visual expression is just an aid to storytelling. There are many more considerations to getting a blue ocean idea across the boardroom… in a bullet-proof way.
Using a business case as an inspiration for storytelling
Midway through my career, I enrolled in a part-time postgraduate programme from a business school. The programme expanded my perspectives and helped me develop new thinking habits.
Writing business cases became a norm during that year through school assignments . The proposals taught me how to convey my reasoning for a strategy or project in a holistic manner. Its structure has inspired me to tell better stories in my presentations to clients.
In my experience, most effective business cases have these 7 sections in common:
1. Executive Summary
2. Problem Analysis
3. Solution Description
4. Market Information
5. Strategic Alignment
6. Risks and Assumptions
7. Idea Roadmap
Here’s how I improvised them to make presentations relevant from a business standpoint, and compelling from a creative lens.
1. Executive Summary = Presentation Summary
Set your audience in the right frame of mind
Some of your audience may leave before they get to hear your brilliant conclusion. You should therefore make sure everything that really matters is in the introduction.
Besides sharing the outline, make your presentation promise clear — What’s in it for the audience? How will they change at the end of it? Consider using a provocative statement that creates interest, or leads your audience to use their imagination , by starting with “What if…” or “Picture this…”
2. Problem Analysis = The Problem to Solve
Convince your audience that this problem needs immediate attention
This is the critical moment where you establish the context that demands a solution. Illustrate the problem or unmet need that you are trying to solve. The key here is not to talk about it in detail as that will overwhelm your audience.
Leverage simple yet compelling statistics to prove the seriousness of the problem. If you have years of data as evidence, avoid cramming them in. Be ruthless in distilling the information, perhaps with a single graph. Help them connect the dots to your point.
3. Solution Description = The Concept
Create the “aha!” moment, sparking audiences’ curiosity and interest to learn more
Most stakeholders become the most attentive at the solution reveal. And to me, when everyone understands your proposed solution, you’re already halfway there. People cannot appreciate what they do not understand.
If you’re not familiar enough with the audience to speak their language, stick to simple or layman terms. Avoid jargons as much as possible. And never over-explain to the point that it feels insulting or patronising for your audience.
If possible, emphasise the one point you want them to take away from the presentation, giving them room to process as you build on it. You can also use analogies and metaphors to help explain new concepts. For example, describing LinkedIn as “Networking for Businesses 2.0” helps your audience paint a mental picture.
In my experience, a prototype showcase leaves little room for confusion and clients do appreciate this tangible aspect.
4. Market Information = The Potential
Prove the need for your solution or concept
Now that you have sparked their interest, sustain it by proving how your solution or concept can be impactful. Market analysis varies depending on the market you study (Is it local, national, or global?) and type of your project (Internal vs external? Service or product?).
Some examples are:
• Market size & potential estimation
• Market evaluation by using SWOT, PESTLE, Porter’s Forces
• Competitive landscape
5. Strategic Alignment = Stars Alignment
Convince your audience that little time and resources will be wasted
Your concept may be great. But to get buy-in from your stakeholders, you need to demonstrate how your solution is aligned with the company’s vision and strategic plans.
To C-levels, choosing which project to invest in is a strategic decision informed by data. Perhaps your company’s objective for the year is to increase both sales and operating efficiency — use these points if your solution can deliver both. Others may be related to brand purpose and resources etc. When your solution can be proven to be strategically aligned with that company, you’ll have a higher success rate.
6. Risks & Assumptions = Managing Expectations
Assess worst-case scenarios and mitigate their risks
Instead of jumping into a slide, I suggest you keep this part less formal and show nothing first. Open the floor to questions. This is the time to get challenged by your audience. It can be scarier than the presentation itself!
You’d want them to come up with their own risks and assumptions so they become more vested in the concept. Think of it as an opportunity to show off your expertise, expand on your message and make connections. But if your audience doesn’t raise any comments, then of course, you should reveal a slide to show your thinking.
7. Idea Roadmap = Bring it to Life
Make it clear what the execution steps are
Sharing your idea roadmap is the finale of your presentation. There are many templates out there that help you detail it out but you should simplify and show an overview for now. A detailed plan is usually not necessary until the project has been greenlit.
Although I can’t tell you exactly how to build a roadmap that suits your project, here are a few basic elements to consider in your roadmap:
• Milestones
• Roles and responsibilities
• Process methodology
There it is, my tips and tricks to using the art of storytelling in your presentations. I hope it helps you in crafting more compelling propositions both within and outside of your organizations. Thank you for reading!
Hi, I’m Faith and have been to both art and business schools. Over the last 15 years, I’ve worked for boutique and multinational creative agencies. My last adventure was being a co-founder of a strategic design consultancy based in Singapore and China. If you’d like to connect, please send me an email: faith.limsy@gmail.com
