Create a moment where you dramatically drive the big
idea home by intentionally placing Something They’ll
Always Remember—a S.T.A.R. moment—in each presentation.
This moment should be so profound or so
dramatic that it becomes what the audience chats about
at the watercooler or appears as the headline of a news
article. Planting a S.T.A.R. moment in a presentation
keeps the conversation going even after it’s over and
helps the message go viral.
Since you might be presenting to an audience that sees
lots of presentations—like a venture capitalist or a customer
who is reviewing several vendors—you want to
stand out two weeks after you presented, when they’re
making their final decision. You want them to remember
YOU instead of all the other presenters they encountered.
The S.T.A.R. moment should be a significant, sincere,
and enlightening moment during the presentation that
helps magnify your big idea—not distract from it.
There are five types of S.T.A.R. moments:
• Memorable Dramatization: Small dramatizations convey
insights. They can be as simple as a prop or demo,
or something more dramatic, like a reenactment or skit.
• Repeatable Sound Bites: Small, repeatable sound
bites help feed the press with headlines, populate and
energize social media channels with insights, and give
employees a rally cry.
• Evocative Visuals: A picture really is worth a thousand
words—and a thousand emotions. A compelling
image can become an unforgettable emotional link to
• Emotive Storytelling: Stories package information in
a way that people remember. Attaching a great story
to the big idea makes it easily repeatable beyond
• Shocking Statistics: If statistics are shocking, don’t
gloss over them; draw attention to them.
The S.T.A.R. moment shouldn’t be kitschy or cliché.
Make sure it’s worthwhile and appropriate, or it could
end up coming off like a really bad summer camp skit.
Know your audience and determine what will resonate
best with them. Don’t create something that’s overly
emotionally charged for an audience of biochemists.
S.T.A.R. moments create a hook in the audience’s
minds and hearts. They tend to be visual in nature and
give the audience insights that supplement solely auditory