A big part of what we do is in the story we tell and how it’s presented. You’re probably thinking… decks, decks, and more decks. We hate em’, yet we love the good ones. There’s a certain formula that is used for every impactful story, speech, slide, and keynote. In this presentation we take a step back and really try to look at the elements of an impactful presentation. We've codified all of what goes into making a great deck, starting with the origins, the why, and ending with few tips to help elevate yours for whatever purposes they serve.

1. Creating
great decks.
T H E O R I G I N S , T H E “ W H Y,”
A N D 1 2 T I P S T O M A K E
Y O U R S B E T T E R .

2. Every presentation has a

3. The 6 “whys”
I N F O R M
I N S T R U C T
E N T E R T A I N
I N S P I R E /
M O T I V A T E
A C T I V A T E /
S T I M U L A T E
P E R S U A D E

12. They impact the way we view life.

13. Don’t believe me?
They impact the way we view life.

15. Instills faith

17. So, where did it all start?

18. 15,000 BCLascaux Cave paintings

19. 2100 BCEpic of Gilgamesh

20. 300 BC
Aesop’s Fables

21. The exchange of
stories is a
behavior
engrained
within us

22. Ok, what’s the point?

23. We swim in a sea of

25. Wait, they’re not the same?

26. Nope.

27. Character (s)
Things happen to this set of
characters
Happen in time, or through a
beginning, middle, or end.
Exist in a place.
Have an underlying theme.
Stories
have a few
things…

30. Consists of a deliberate structure
Instills a way of looking at the
world
But, a
narrative is
more.
Overarching concept or structure
that gives meaning
How thoughts, visuals, and events
are arranged for impact

36. “slides” have been a thing
for a long time

37. designed & composed
by craftsmen
for a hefty price

38. The challenge:
Make your point using as
few slides as possible
Fast forward to today…

39. The craft is dying.

43. A narrative + a point
creates more impact
than slides full of facts

44. The left The right
Understands language
Processes data
Logic
Facts
Numbers
Art and creativity
Responds with emotion
Intuition
Doesn’t process language
Holistic thought

45. A successful deck activates both sides

47. 01

48. 01 // Define a process
“Quality is not an act,
it is a habit.”
– A R I S T O T L E

49. – Have a process. Feel free to show it.
– Start with post-its, a google doc, the adobe suite, an empty
notebook, whatever works best for you.
– Focus on the point you’re trying to make.
– Then, think about it across a timeline.
– The slides come last. (People are probably cringing)
01 // Define a process

50. 02

51. 02 // Know your context
“Always design a thing by
considering it in its next larger
context – a chair in a room, a room
in a house, a house in an
environment, an environment in a
city plan.”
– E L I E L S A A R I N E N

52. – Tailor your presentation and its contents to your audience and
its key players.
– Determine the emotions or feelings you want your audience to
have.
– Use a relevant information style, visual, analytical, technical, etc.
– Have a bigger vision of where your deck will end up. Will
everyone hear you present it? Is someone going to see this
presentation with no context?
02 // Know your context

53. 03

54. 03 // Create a Narrative
“A computer is a lite brite
for bad fu*king ideas.”
– G F D A

55. – Think before you type.
– Have an underlying idea, perspective, or structure that
will support a point you’re trying to make.
– Connect the dots for your audience at a higher level.
03 // Create a Narrative

56. 04

57. 04 // Start where you want to end, then work backwards.
“Aim for a button and miss by
two inches. Aim for a shirt and
miss by two feet.”
– A M E R I C A N S N I P E R

58. – Define your endpoint.
– Boil it down to a TLDR;
– Now , this is your point to aim for.
– Working backwards will help you build your narrative structure,
while keeping sight on the point you’re trying to make.
04 // Start where you want to end, then work backwards.

59. 05

60. 05 // Lead with the problem
“Sell the problem you solve.
Not the product”
– U N K N O W N

61. 05 // Lead with the problem
– Leading with a problem grounds your audience. Anything you
say after that sounds like a solution.
– Starting with a conflict makes it easier to sell a solution.
– This sets a baseline to compare your thinking / execution
against.

62. 06

63. “If you are trying to get information
across to someone, your ability to
create a compelling introduction
may be the most important single
factor in the later success of your
mission.”
– J O H N M E D I N A
06 // Introduce your idea

64. – Pretend your audience doesn’t know what the hell
you’re talking about. Because they don’t!
– Introduce the why behind your idea or point your trying
to make.
– Ease into it. Lead with inspiration, a concept write up,
sizzle, or mood.
– Think of this as the climb to the summit (big reveal), but
you don’t want to rush it.
– Use this to build anticipation and level set your
audience so everyone understands.
06 // Introduce your idea

65. 07

66. 07 // Create peak moments
“Getting to the top has an
unfortunate tendency to
persuade people that the system
is OK after all.”
– A L A I N D E B O T T O N

67. 07 // Create peak moments
– Building anticipation gives these moments impact.
– You’ve emotionally captured your audience.
– You’ve started with the problem and now is the time to offer
your fresh thinking.
– Sell in this moment. Your audience is vulnerable.

68. 08

69. 08 // Minimize
“Make things as simple as
possible but no simpler.”
– A L B E R T E I N S T E I N

70. 08 // Minimize
– If you can say it with a visual, do it.
– If you have to say it with words, do it.
– Throw 1,000 words on a slide and a single one has no meaning.
– Ask yourself with fresh eyes, do you really need that section?
That slide? That last paragraph?
– Simplify until there is nothing left to remove. Then, you’re done.
– Actually, K.I.S.S.

71. 09

72. 09 // Have a visual language
“To design is to communicate
clearly by whatever means you
can control or master.”
– M I LT O N G L A S E R

73. 09 // Have a visual language
– Select a typeface with various weights,
maybe a second one if needed.
– Use color to drive the eye. Keep your
palettes small.
– Use a grid, or at the very least line sh*t
up. It’ll make it easier to read and
understand.
– Negative space is as important as the
content. It gives the eye relief.
– An image says 1,000 words. If it
occupies less than a quarter of the
slide, do you really need it? Keep them
large and impactful. AND HIGH
RESOLUTION.
– Just because you can use a ton of
animations and effects, doesn’t mean
you should. Have a purpose.

74. 10

75. “Nothing is anything by itself, only
in relation to other things.”
– R O B E R T L E V E R S
// Establish a hierarchy10

76. // Establish a hierarchy10
– Visual Hierarchy (Size and Scale, Color and Contrast,
Typography large to small and spacing and proximity.
– Start with 3 type sizes (Headline, sub-headline, and body copy)
Build out other sizes as needed.
– Visual breaks (divider slides and negative space)
– 1 key theme or takeaway per slide

77. 11

78. “Sometimes the most simple
conclusion is also the most correct.”
– J U L I E G A R W O O D
// Conclude11

79. // Conclude11
– You walked your audience through a lot. Give a TLDR;
recap and keep it short.
– Repeat your core message .
– Provide your recommendations.
– Ask for specific action, and make it clear.
– Open up for questions and answers.
– Be remembered.

80. 12

81. “Are you aware that rushing toward
a goal is a sublimated death wish?
It's no coincidence we call them
deadlines.”
– T O M R O B B I N S
12 // Don’t procrastinate

82. – No one wins when waiting until the last minute. Not clients, not
teams, not you, no one. Your presentation certainly won’t win
anything either.
– Keep coming back to it with fresh eyes.
– Give yourself time to rehearse and refine.
– Hitting CMD + S and walking into your meeting is instant, but
the impression you leave with a sh*tty deck lasts a lot longer.
12 // Don’t procrastinate

84. We make decks because people
crave stories.
And, a deck with a narrative
sells sh*t.

85. There’s 12 steps to make your
next deck great…

86. 1. Define your process

87. 1. Define your process
2. Know the context

88. 1. Define your process
2. Know the context
3. Creative a narrative

89. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards

90. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem

91. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea

92. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments

93. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments
8. Minimize

94. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments
8. Minimize
9. Have a visual language

95. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments
8. Minimize
9. Have a visual language
10. Establish a hierarchy

96. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments
8. Minimize
9. Have a visual language
10. Establish a hierarchy
11. Conclude

97. 1. Define your process
2. Know the context
3. Creative a narrative
4. Start where you want to end,
then work backwards
5. Lead with the problem
6. Introduce your idea
7. Create peak moments
8. Minimize
9. Have a visual language
10. Establish a hierarchy
11. Conclude
12. Don’t procrastinate

99. Appendix

100. Resources
Digital Surgeons Slide Share
Slide:ology – The Art and Science of Creating Great Presentations
Resonate – Present Visual Stories That Transform Audiences
Understanding Sparklines
Made to Stick Success Models
Hooked – How to Build Habit Forming Products

101. Great Articles
The 6 Main Purposes of Presentations
Before Powerpoint: The History of Presentations
Slides Before Powerpoint
A Very Brief History of Storytelling
10 Tips to Make Slides That Communicate Your Idea
Narrative Structure of Great Presentations
Story vs. Narrative
Story vs. Narrative and Why
There’s Always a Better Brand Story