- Paperback: 272 pages
- Publisher: John Wiley and Sons; 1 edition (September 28, 2010)
- Language: English
- ISBN-10: 0470632011
- ISBN-13: 978-0470632017
- Product Dimensions: 9 x 0.6 x 8.9 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 218 customer reviews
- Amazon Best Sellers Rank: #10,027 in Books (See Top 100 in Books)
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Presentations are meant to inform, inspire, and persuade audiences. So why then do so many audiences leave feeling like they've wasted their time? All too often, presentations don't resonate with the audience and move them to transformative action.
Just as the author's first book helped presenters become visual communicators, Resonate helps you make a strong connection with your audience and lead them to purposeful action. The author's approach is simple: building a presentation today is a bit like writing a documentary. Using this approach, you'll convey your content with passion, persuasion, and impact.
- Author has a proven track record, including having created the slides in Al Gore's Oscar-winning An Inconvenient Truth
- Focuses on content development methodologies that are not only fundamental but will move people to action
- Upends the usual paradigm by making the audience the hero and the presenter the mentor
- Shows how to use story techniques of conflict and resolution
Presentations don't have to be boring ordeals. You can make them fun, exciting, and full of meaning. Leave your audiences energized and ready to take action with Resonate.
Create a S.T.A.R. Moment
Presentation Tips from Resonate
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 water cooler 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 your information.
• Emotive Storytelling: Stories package information in a way that people remember. Attaching a great story to the big idea makes it easily repeatable beyond the presentation.
• 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 information.
Famous S.T.A.R. Moments
|Richard Feynman |
Richard Feynman helped investigate the space shuttle Challenger disaster. He quickly identified the failure of a crucial O-ring as the probable cause of the explosion. To illustrate his point, he bent and clamped a piece of the rubber O-ring and secretly placed it in a cup of ice water. At a perfectly timed moment, he loosened the clamp and as the rubber slowly uncurled he said, “…[F]or more than a few seconds, there is no resilience in this particular material when it is at a temperature of 32 degrees.” The press went nuts because it should have expanded in a millisecond.
|Bill Gates |
Through his philanthropy, Bill Gates hopes to solve some of the world’s biggest problems, including malaria. In his 2009 TED talk, Gates established the gravity of this disease by stating that millions have died, and 200 million people are suffering from it at any given time. He then stated that more money is spent developing baldness drugs on behalf of wealthy men than on fighting malaria for the poor. At that moment, he released a jar of mosquitoes into the room saying, “There’s no reason only poor people should have the experience.”
|Steve Jobs |
Steve Jobs is a master at unveiling Apple products in intriguing ways. “This is the MacBook Air,” he said in January 2008, “so thin it even fits inside one of those envelopes you see floating around the office.” With that, Jobs walked to the side of the stage, picked up one such envelope, and pulled out a MacBook Air. The audience went wild as the sound of hundreds of cameras clicking and flashing filled the auditorium. “You can get a feel for how thin it is. It has a full-size keyboard and full-size display. Isn’t it amazing? It’s the world’s thinnest notebook,” said Jobs.
Case Study: Michael Pollan
Michael Pollan is a natural storyteller who teaches people where food comes from. His books, The Omnivore’s Dilemma and In Defense of Food, have reshaped how Americans think about the current food system.
When Pollan spoke at Pop!Tech in the fall of 2009, there was one point in particular where he wanted to leave a deep impression on the audience. He and his team had calculated how much crude oil it takes to create a fast food double cheeseburger. It was a staggering amount, and he wanted that message to stick.
When he was introduced at the beginning of his presentation, Pollan walked on stage carrying a paper bag from a fast food chain. “A little something for later,” he said. He placed it on a table in the middle of the stage and started his presentation—thereby leaving the audience in suspense about the prop on the table.
Later, when Pollan was drawing connections between oil and the food supply, he said, “I want to show you how much oil goes into producing this [cheeseburger].” He pulled out the burger from the paper bag. Then he pulled out an empty eight-ounce glass and a container full of oil. He filled the glass with oil. “But that’s not all. You need another eight ounces.” He reached under the table and pulled out a second glass. Then he did it again. And again. In all, it took twenty-six ounces of oil to produce one double cheeseburger.
Showing the audience the burger next to the crude oil used to produce it was a disturbing visual—one that the audience would almost certainly remember the next time they made food choices.
From the Author: PowerPoint Templates for Presenting Abstract Ideas
Check out 10 PowerPoint templates to help illustrate abstract concepts.
a lavish, coffee table-style book packed with useful and adaptable techniques for improving your presentations Resonate
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Rule 1. Resonance causes change
Rule 2. Incorporating story into presentations has an exponential effect on outcomes.
Rule 3. If a presenter knows the audience's resonant frequency and tunes to that, the audience will move.
Rule 4. Every audience will persist in a state of rest unless compelled to change.
Rule 5. Use the big idea to filter out all frequencies other than the resonant frequency.
Rule 6. Structure is greater than the sum of its parts.
Rule 7. Memorable moments are repeated and retransmitted so they cover long distances.
Rule 8. Audience interest is directly proportionate to the presenter's preparation.
Rule 9. Your imagination can create a reality.
IMHO, this is a very good book, well organised and written with heart. Yet, those who want to improve presentation technique rather than strategy may not be satisfied. In short, recommended, though I found slideology more helpful.
p.s. Below please find some of my favorite passages for your reference.
The problem is this: No spreadsheet, no bibliography and no list of resources is sufficient proof to someone who chooses not to believe. The skeptics will always find a reason, even if it's one the rest of us don't think is a good one. Relying too much on proof distracts you from the real mission - which is emotion connection. - Seth Godin pg14
Stories are the most powerful delivery tool for information, more powerful and enduring than any other art form. Pg16
You are not the hero who will save the audience; the audience is your hero. (With a photo of Yoda (That's you!) on the back of Luke Skywalker (The audience is the hero). Pg20
Creating desire in the audience and then showing how your ideas fill that desire moves people to adopt your perspective. This is the heart of a story. Pg27
There is a moment in every story where the character overcomes reluctance to change, leaves the ordinary world , and crosses the threshold into an adventure in a special world. Pg32
Designing a presentation without an audience in mind is like writing a love letter and addressing it "to whom it may concern". Pg56
There are three components of a big idea. It must articulate your unique point of view. It must convey what's at stake. It must be a complete sentence. Pg78
Aristotle claimed that to persuade, one must employ three types of argument: ethical appeal (ethos), emotional appeal (pathos), and logical appeal (logos). Facts alone are not sufficient to persuade. Pg100
The heart has its reasons which reason know not of. - Blaise Pascal pg101
Technology is meaningless until you understand how humans use it and benefit from it. This is often the conundrum in presenting technology. The emphasis is placed on the object and its features rather than on how it will help the user. Pg112
There is a thinking process commonly used at McKinsey called MECE (mutually exclusive (each idea) and collectively exhaustive(don't leave anything out)) pg120
Motivating Structure: We missed our Q3 forecast. No. of new clients is up 15%. Revenue is down. Doing well compared to competitors. Our market share is up. Launching new products today. Pg135
Before opening the presentation software, keep in mind the following: One idea per slide. Keep it simple. Turn words into pictures.
Steve Jobs does not deliver a presentation. He offers an experience. - Carmine Gallo Pg163
Presentation fail because of too much information, not too little. Don't parade in front of the audience spewing every factoid you know on your topic. Only share the right information for that exact moment with that specific audience. Pg176
Most people aren't aware that Lincoln wasn't the featured speaker that day (Gettysburg Address, 278 words). Edward Everett shared the platform and delivered a eulogy in the traditional style, spending two hours praising the virtues of the soldiers. Pg176
People can only process one inbound message at a time. They will either listen to you or read your slides. They cannot do both. Pg178
The only reason to give a speech is to change the world. - J.F.K. pg194
If a business is really a decision factory, then the presentations that inform those decisions determine their quality. - Marty Neumeier pg196
Her new book, resonate: Present Visual Stories that Transform Audiences, is a prequel to the best-selling slide:ology, which set a new standard for excellence in PowerPoint design. Resonate is the book to read before you read slide:ology, because it explains how to understand audiences, create persuasive content and structure a talk before firing up PowerPoint.
The book equals slide:ology's beauty, sharing the same high production standards and stunning graphics. But don't be seduced by its design or the misled by the subtitle. My one complaint with resonate is that the subtitle is too limiting. It's far more than a book on how to "present visual stories"; rather, it's an extensive listing of the secrets and essential truths of the best storytellers and public speakers, whether they use visuals or not.
Whereas Duarte's first book explored the intricacies of design and the contrasts of the color wheel, resonate explores the intricacies of storytelling and effective ways to build emotional contrasts into the core of the speakers' message.
The book not only opposes the cultural norm that presentations are nothing more than written reports, filled with mind-numbing detail; it also stands firmly on the side of the speaker who tells a story, crafted to produce an emotional response and deliver a memorable experience. Stories, Duarte explains, have conveyed meaning to audiences through the ages. They've been a tool of persuasion since the earliest myths were told around campfires.
Hearts and minds
The fundamental secret of changing the audience's minds, Duarte tells us, is to tell a story that resonates with them:
"The audience does not need to tune themselves to you--you need to tune your message to them. Skilled presenting requires you understand their hearts and minds and create a message to resonate with what's already there."
The strength of the book is the clarity with which Duarte explains, step by step, how to change the minds of an audience. From the screenwriter who opens a movie with an inciting incident to an understanding of the stages of the hero's journey in a novel, Duarte explains how to deliver presentations where something magical happens. Of course, that means her suggestions can be used for good or evil; for example, she explains how Enron executives used presentations as a propaganda device to spread lies and defraud thousands. Fortunately, her other case studies describe presentations which change the world for the better, with inspirational messages that convey feeling, emotion and meaning.
Duarte has invented a powerful analytical tool she calls a "sparkline" to map the structure of any speech. A sparkline is a graphical representation of a presentation that shows the points at which it moves between describing "what is" to describing "what could be." Color-coding and text-positioning on the sparkline reveal the "shape" of a particular presentation and map the audience response by noting laughter and applause. No two sparklines are alike, because no two presentations are alike.
Sparklines offer communications professionals a way to make an impact in the C-Suite. Anyone with the time (and courage) to create a sparkline analyzing executive speeches in your own organization will now be able to deliver a report on the strengths and weaknesses of the presentation that can be grasped at a glance.
Turning information into stories
If you are responsible for executive communications in the corporate world, you'll appreciate the practical steps Duarte shares that turn abstract information into emotionally appealing stories. Her case study on how her company--Duarte Design--transformed a single high-tech product slide into a story with a "hero" who faces conflicts and challenges that the product then solves, shows what can be achieved with a little creative effort.
The creative process that Duarte Design uses with clients such as Cisco Systems, Google, Adobe and Microsoft is outlined for all of us to learn and apply as we grow in our careers. As Dan Post, the President of Duarte Design, says in the foreword:
"If great presentations were easy to build and deliver, they wouldn't be such an extraordinary form of communication. Resonate is intended for people with ambition, purpose, and an uncommon work ethic. Applied with passion and purpose, the concepts in this book will accelerate your career trajectory or propel your social cause .... Few pursuits in professional self-improvement have as much professional leverage."
Changing the world
Duarte's real heroes are those people who give speeches that change the world, none more so than Dr. Martin Luther King. Her sparkline analysis of his I Have a Dream speech is worth the price of the book. She analyzes the "shape" of King's speech as it moves from what is to what could be, highlighting the use of repetition, dramatic pauses and metaphor to change the minds of his audience and ultimately change the world.
But you’ve been in that room…way too many times. The powerpoint presentation begins. By the third slide you know it’s going to be dreadful. Slides full of words read out loud, charts you can’t read, information endlessly spewed out. Or painfully worse, that’s you droning or rambling on at the front of that room.
Take heart! You’ve got a friend. Author Nancy Duarte has worked on thousands of presentations, most notably An Inconvenient Truth. In her book, Resonate, she draws on the likes of Joseph Campbell, Martin Luther King, Martha Graham, Abraham Lincoln and Steve Jobs to illustrate what makes a presentation powerful and compelling.
A few key thoughts from Resonate:
• The audience is the hero—not the presenter, not the presenter’s organization. The presentation is not about us, but about what the audience can do. Duarte asks us to challenge the audience to a big adventure, a hero’s journey.
• Create dramatic tension between what is and what could be. This goes back and forth and can be mapped on a “sparkline.” The hero audience is to help make the shift happen.
• Have a clear, unique Big Idea, what the audience can do and why it’s important. This needs to be said in one sentence.
Tell stories. Turn information into stories.
• Deliver a STAR (Something They Will Always Remember) Moment. Speaking on malaria, Bill Gates released a jar of mosquitoes into the room.