2. Sticky Ideas

3. Sticky = SUCCESS

4. Sticky = SUCCESS
S I M PL I C I T Y

5. Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S

6. Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S
C O N C R ET E N ES S

7. Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S
C O N C R ET E N ES S
CR EDI BILIT Y

8. Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S
C O N C R ET E N ES S
CR EDI BILIT Y
E M O TI O N

9. Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S
C O N C R ET E N ES S
CR EDI BILIT Y
E M O TI O N
S T O R I ES

10. S I M PL I C I T Y

11. SIMPLICITY GETS TO
THE CORE OF YOUR
MESSAGE
T O ACHIEVE THIS YOU
MUST BE A M ASTER OF
EXCLUSION

12. WHY IS ACHIEVING
SIMPLICITY SUCH A
STRUGGLE?

13. THE CURSE OF
KNOWLEDGE

14. ONCE WE KNOW
SOMETHING, IT IS HARD
TO IMAGINE WHAT IT
WAS LIKE TO NOT KNOW
IT

15. ys that
hree wa ify the
He re are t or/ident
n look f essage:
you ca your m
core of

16. Language
Metaphor
Slide Design

17. Language

18. WE WANT TO USE
SENSORY LANGUAGE
THAT IS APPROPRIATE
FOR OUR AUDIENCE AND
OCCASION

20. THE IDEA IS TO WRITE IT
SO THAT PEOPLE HEAR IT
AND IT SLIDES THROUGH
THE BRAIN AND GOES
STRAIGHT TO THE HEART .
M AYA A NGELOU

21. Metaphor

22. ic Snow
e class ter
By using th y Charac
Whit e, Disne has aligned
ine, IBM gram with
Story l en pro
th eir Gre we can all
so mething The idea is
y with. to digest
identif easy
sim ple and yone.
for an

23. Slide Design

24. Great Slides

25. Great Slides
T EL L A V I S UA L STO R Y

26. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S

27. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S
U S E AP P R O P R I AT E F O NTS

28. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S
U S E AP P R O P R I AT E F O NTS
US E I MAG ES AS ILLUSTRATI O NS

29. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S
U S E AP P R O P R I AT E F O NTS
US E I MAG ES AS ILLUSTRATI O NS

30. ions of
ncarnat rams
Th e first i ign prog
keyn ote des re viewed as
( int) we sting
PowerPo le for po
a vehic mounts of
ma ssive a a screen.
inform ation on

31. Once upon a time, there was a little girl who lived in a village near the forest. Whenever she went out, the little girl wore a red riding cloak, so
everyone in the village called her Little Red Riding Hood. One morning, Little Red Riding Hood asked her mother if she could go to visit her
grandmother as it had been awhile since they'd seen each other. "That's a good idea," her mother said. So they packed a nice basket for Little
Red Riding Hood to take to her grandmother. When the basket was ready, the little girl put on her red cloak and kissed her mother goodbye.
"Remember, go straight to Grandma's house," her mother cautioned. "Don't dawdle along the way and please don't talk to strangers! The
woods are dangerous."
"Don't worry, mommy," said Little Red Riding Hood, "I'll be careful." But when Little Red Riding Hood noticed some lovely flowers in the woods,
she forgot her promise to her mother. She picked a few, watched the butterflies flit about for awhile, listened to the frogs croaking and then
picked a few more. Little Red Riding Hood was enjoying the warm summer day so much, that she didn't notice a dark shadow approaching
out of the forest behind her... Suddenly, the wolf appeared beside her. "What are you doing out here, little girl?" the wolf asked in a voice as
friendly as he could muster. "I'm on my way to see my Grandma who lives through the forest, near the brook," Little Red Riding Hood replied.
Then she realized how late she was and quickly excused herself, rushing down the path to her Grandma's house.
The wolf, in the meantime, took a shortcut... The wolf, a little out of breath from running, arrived at Grandma's and knocked lightly at the door.
"Oh thank goodness dear! Come in, come in! I was worried sick that something had happened to you in the forest," said Grandma thinking
that the knock was her granddaughter. The wolf let himself in. Poor Granny did not have time to say another word, before the wolf gobbled her
up! The wolf let out a satisfied burp, and then poked through Granny's wardrobe to find a nightgown that he liked. He added a frilly sleeping
cap, and for good measure, dabbed some of Granny's perfume behind his pointy ears.
A few minutes later, Red Riding Hood knocked on the door. The wolf jumped into bed and pulled the covers over his nose. "Who is it?" he
called in a cackly voice. "It's me, Little Red Riding Hood." "Oh how lovely! Do come in, my dear," croaked the wolf.
When Little Red Riding Hood entered the little cottage, she could scarcely recognize her Grandmother. "Grandmother! Your voice sounds so
odd. Is something the matter?" she asked. "Oh, I just have touch of a cold," squeaked the wolf adding a cough at the end to prove the point.
"But Grandmother! What big ears you have," said Little Red Riding Hood as she edged closer to the bed. "The better to hear you with, my
dear," replied the wolf. "But Grandmother! What big eyes you have," said Little Red Riding Hood.] "The better to see you with, my dear,"
replied the wolf. "But Grandmother! What big teeth you have," said Little Red Riding Hood her voice quivering slightly "The better to eat you
with, my dear," roared the wolf and he leapt out of the bed and began to chase the little girl.
Almost too late, Little Red Riding Hood realized that the person in the bed was not her Grandmother, but a hungry wolf. She ran across the
room and through the door, shouting, "Help! Wolf!" as loudly as she could.
A woodsman who was chopping logs nearby heard her cry and ran towards the cottage as fast as he could. He grabbed the wolf and made
him spit out the poor Grandmother who was a bit frazzled by the whole experience, but still in one piece. "Oh Grandma, I was so scared!"
sobbed Little Red Riding Hood, "I'll never speak to strangers or dawdle in the forest again." "There, there, child. You've learned an important
lesson. Thank goodness you shouted loud enough for this kind woodsman to hear you!"
The woodsman knocked out the wolf and carried him deep into the forest where he wouldn't bother people any longer. Little Red Riding Hood
and her Grandmother had a nice lunch and a long chat.

32. d bullet
e dreade ake
Then, th gan to t
point be otice how the
nce. N g Hood”
promine ed Ridin
“ Little R ndensed from
stor y is co raphs to
l parag ints.
severa ullet po
se veral b

33. • Little Red Riding Hood (LRRH) takes basket to Grandma
through woods
• Woods are dangerous
• Filled with animals
• LRRH stops to pick flowers
• Wolf sees LRRH and takes shortcut to Grandma’s House
• Eats Grandma before LRRH arrives
• Wolf dresses in Grandma’s gown and greets LRRH
• LRRH is a doofus and thinks Wolf is Grandma
• Wolf attacks LRRH
• Woodsman hears LRRH’s cries and kills Wolf with Axe
• Extracts Grandma from Wolf’s stomach intact
• LRRH and Grandma share treats from basket

34. ears, a
st few y rld of
I n the la n the wo
revo lution i sign has led
ation de f far more
present lusion o
to the inc d far fewer
ima ges an ing more
; creat morable
bullets and me
pro vocative ations.
p resent

44. want to
e really f slides,
N ow, if w ower o
s the p 9 previous
harnes ke the
w e will ta tell the story in
ima ges and s, perhaps even
j w slide way that it
ust a fe n such a
one slide, i eart of what we
ts t o the h an do it
ge nd we c y....
o say. A odern wa
want t and m
i n a new

47. Little Red
Riding Hood...

48. He’s a Big Bad
Wolf!
Careful Red!

49. Now we hav
e a better
quality ima
ge of the
story of Lit
tle Red
Riding Hood
that
draws in ou
audience an r
their attend gets
tion!

50. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S

51. ghlight a t
nt to hi e that i
I f you wa ake sur
pictu re and m nence in the
takes promi dience,
your au with
ntion of from it
atte
don’t detract kgrounds.
d ng bac ite is
istracti ck or wh
S imple bla . . .
best

55. to fade
starts very
Loo k how it e use a
away when w ured
simp le, text .
backgro und . .

57. t what rehappens
ow look a it on mo
And, n we put
when e backg rounds
complica ted slid

59. BRAO
V

60. eas, if
sticky id stick
Just as with lides to
t your s ence --
you wan our audi
with y ITY is key!
SI MPLIC

61. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S
U S E AP P R O P R I AT E F O NTS

62. use fo nts that
Gre at slides re:
a
SIMPLE
CLEAN
&
CONSI STENT

63. Great Slides
T EL L A V I S UA L STO R Y
H A V E S I M P L E BA C K G R O U N D S
U S E AP P R O P R I AT E F O NTS
US E I MAG ES AS ILLUSTRATI O NS

64. ce in the
differen ollars
Look at the rillion d
of one t it looks like
impact w what
when we sho d then with
with text an .
images

65. One Trillion Dollars

66. $100

67. $10,000

68. $1,000,000

69. $100,000,000

70. $1,000,000,000

71. $1,000,000,000,000

78. rful to
e powe he
Which is mor ting t
you lustra lion
? By il ne tril
conce pt of o , your
do isually ly to
llars v re like
a e is mo y the
udienc aded b
be persu e!
me ssag

81. we are on the
While ly high
su bject, use on e
ges! B
ity ima istort
qual
ca ot to d hat
reful n much t
t ge so
he ima ger clear --
it is no lon able!
and , thus , unus

82. UNEXPECTEDNESS

83. TO UNDERSTAND WHAT
IS UNEXPECTED, FIRST
CONSIDER WHAT IS
EXPECTED

84. VIOLATE PEOPLE’S
EXPECTATIONS =
ATTENTION

85. is ad vert ising
Th truly
ca mpa ign is
un expec ted!

86. PROCEED WITH CAUTION!!
UNEXPECTED DOES NOT
MEAN CHEESY, CLICHED OR
OVER THE TOP .

87. CONCRETENESS

89. an b e con crete
You c ling t o ou r
by a ppea
ense s (to uch,
s ight,
te, sm ell, s
tas
s ound)

90. AVOCADO
BOAT
BLANKET SELF ESTEEM
HAT JUSTICE
SKUNK PERSISTENCE
LAMP LOVE
TREE IMAGINE
SUNRISE TRUST
SKYSCRAPER PASSION
SAND DEVOTION
BOX DEDICATION
LIGHTBULB COMMITMENT
PANTS
LEMON
t
rac
Co
MILK
nc
ZEBRA st
re
Ab
e t

91. “WE WILL BUILD THE GREATEST
AIRPLANE EVER BUILT”

92. “WE WILL BUILD THE GREATEST
AIRPLANE EVER BUILT”
V.

93. “WE WILL BUILD THE GREATEST
AIRPLANE EVER BUILT”
V.
“WE WILL BUILD AN AIRPLANE THAT SEATS 131
PASSENGERS, FLIES NONSTOP FROM MIAMI TO NEW
YORK CITY AND LANDS ON RUNWAY 4-22 AT LA
GUARDIA (A NOTORIOUSLY SHORT RUNWAY AND,
AT THAT TIME, FAR TOO SHORT FOR ANY
PASSENGER PLANE TO LAND).”

94. Do you h ave a
ty go od id ea of
pret plane
wh at ki nd of
plann ed to
they
b uild? Yes!!

95. HOW DO YOU MAKE
SOMETHING ABSTRACT LIKE
,
ACCOUNTING, A CONCRETE
EXPERIENCE?

96. HOW DO YOU MAKE
SOMETHING ABSTRACT LIKE
,
ARCHITECTURE, A
CONCRETE EXPERIENCE?

97. C R E DI B I L I T Y

98. TELL A STORY WITH
THE EVIDENCE & USE
STATISTICS TO
ESTABLISH
RELATIONSHIPS

99. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve

100. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve
• Only one in five is enthusiastic about
their organization’s goals

101. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve
• Only one in five is enthusiastic about
their organization’s goals
• Only one in five have a clear “line of
sight” between their tasks and their
organization’s goals

102. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve
• Only one in five is enthusiastic about
their organization’s goals
• Only one in five have a clear “line of
sight” between their tasks and their
organization’s goals
• Only 15% feel their organization fully
enables them to execute key goals

103. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve
• Only one in five is enthusiastic about
their organization’s goals
• Only one in five have a clear “line of
sight” between their tasks and their
organization’s goals
• Only 15% feel their organization fully
enables them to execute key goals
• Only 20% fully trust their organization

104. • Only 37% of employees have a clear
understanding of what their organization
is trying to achieve
• Only one in five is enthusiastic about
their organization’s goals
• Only one in five have a clear “line of
sight” between their tasks and their
organization’s goals
• Only 15% feel their organization fully
enables them to execute key goals
• Only 20% fully trust their organization
Stephen Covey “The 8th Habit”

105. S Covey
tephen dibility
blishe s cre
esta ng his :
by putti
into c ontext
stat istics tion were
if ganiza . . .
the or team
as occer

106. • Only 4 of 11 players on the field know
which goal is theirs

107. • Only 4 of 11 players on the field know
which goal is theirs
• Only 2 of the 11 would care

108. • Only 4 of 11 players on the field know
which goal is theirs
• Only 2 of the 11 would care
• Only 2 of the 11 would know what
position they play and what they are
supposed to do

109. • Only 4 of 11 players on the field know
which goal is theirs
• Only 2 of the 11 would care
• Only 2 of the 11 would know what
position they play and what they are
supposed to do
• And all but two players would, in some
way, be competing against their own
team members rather than the opponent

110. • Only 4 of 11 players on the field know
which goal is theirs
• Only 2 of the 11 would care
• Only 2 of the 11 would know what
position they play and what they are
supposed to do
• And all but two players would, in some
way, be competing against their own
team members rather than the opponent
Stephen Covey “The 8th Habit”

111. REMEMBER: STATISTICS ARE
NOT INHERENTLY HELPFUL.
SCALE & CONTEXT MAKE
THEM HELPFUL

112. E M O TI O N S

113. “WE ARE HARD WIRED TO
FEEL THINGS FOR PEOPLE
NOT ABSTRACTIONS”
D AN H EATH

114. HOW DO WE ELICIT
EMOTION FROM OUR
AUDIENCE ABOUT
SOMETHING THEY
DON’T KNOW OR CARE
ABOUT (YET)?

115. CONNECT IT TO
SOMETHING THEY CARE
ABOUT

116. THE THING THEY CARE
ABOUT MOST?

117. THEMSELVES!

118. STORYTELLING

120. BY APPEALING TO OUR
NEED FOR:

121. A SHORTCUT

122. A SHORTCUT
A MIRACLE

123. A SHORTCUT
A MIRACLE
MONEY

124. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS

125. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY

126. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY
EGO

127. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY
EGO
FUN

128. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY
EGO
FUN
PLEASURE

129. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY
EGO
FUN
PLEASURE
BELONGING

130. A SHORTCUT
A MIRACLE
MONEY
SOCIAL SUCCESS
SAFETY
EGO
FUN
PLEASURE
BELONGING
OR TAPPING INTO OUR FEAR OF
RELATED TO THE ABOVE THINGS

134. Everyone is telling the same story
which means no one remembers
anyone’s story!

136. are visually
Jennifer’s dirty hands
n any text box of
more interesting tha
.
words could ever be
nds = Brilliant
CEO and Muddy Ha

137. are visually
Jennifer’s dirty hands
n any text box of
more interesting tha
.
words could ever be
nds = Brilliant
CEO and Muddy Ha
Jennifer was
By po inting out that
company
9 year s old when the
ecomes three
started, she b
us
dimensional to

138. are visually The fo
Jennifer’s dirty hands years
nt used
in the
n any text box of is perf word f
more interesting tha sophist ect for inally a
. story t nd
words could ever be icated
an d j u elling.
nds = Brilliant mps of It
CEO and Muddy Ha at the f t he p is
reader age
Jennifer was
By po inting out that
company
9 year s old when the
ecomes three
started, she b
us
dimensional to

139. are visually The fo
Jennifer’s dirty hands years
nt used
in the
n any text box of is perf word f
more interesting tha sophist ect for inally a
. story t nd
words could ever be icated
an d j u elling.
nds = Brilliant mps of It
CEO and Muddy Ha at the f t he p is
reader age
Most of us won’t take
the time to stop and
Jennifer was read the text. That’s
By po inting out that the truth of it. But
company in this case, Jennifer’s
9 year s old when the Muddy hands
ecomes three create intrigue and inte
started, she b rest and makes me
us
dimensional to want to learn more ab
out her

140. are visually The fo
Jennifer’s dirty hands years
nt used
in the
n any text box of is perf word f
more interesting tha sophist ect for inally a
. story t nd
words could ever be icated
an d j u elling.
nds = Brilliant mps of It
CEO and Muddy Ha at the f t he p is
reader age
With just one shot, Backwoods has told a story
about their CEO. Today, most stories are told
this way, making your ability to tell your
story all the more important.
Most of us won’t take
the time to stop and
Jennifer was read the text. That’s
By po inting out that the truth of it. But
company in this case, Jennifer’s
9 year s old when the Muddy hands
ecomes three create intrigue and inte
started, she b rest and makes me
us
dimensional to want to learn more ab
out her

141. “CONSUMERS ARE ALL DIFFERENT ,
BUT ULTIMATELY THEY ALL WANT
THE SAME OUTCOME. THEY WANT
TO BE PROMOTED TO BE POPULAR,
,
TO BE HEALTHY, WEALTHY, AND WISE.
THEY WANT TO BE PLEASANTLY
SURPRISED AND HONESTLY
FLATTERED .”
S ETH G ODIN

142. MOST STORIES WANT TO
TELL ABOUT FEATURES

143. BUT CONSUMERS DON’T
CARE ABOUT STORIES
THAT ARE ABOUT
FEATURES AND THEY
ARE UNLIKELY TO
REMEMBER THEM

144. CONSUMERS PAY
ATTENTION TO AND
REMEMBER STORIES
ABOUT BENEFITS!

145. OUR RESOURCES