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Presenting Results with The Analysis
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a recommendation, your ideas will have more credibility. However, the huge risk you take when you do that is that you overwhelm the limited capacity of working memory of your clients with so much new information, as shown in Figure 9-17, that they are disoriented and confused which, ironically, diminishes your credibility.
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FIGURE 9-16 The first Key Point (Recommendation) headline of The Analysis story template, with its
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accompanying Explanation and Detail statements.
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FIGURE 9-17 Presenting your methodology and data first before your recommendations quickly overwhelms working memory.
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Reviewing a Range of BBP Examples
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A symptom that overwhelm has happened in your presentation is if your client asks you to skip ahead to the end, or asks you to get to the point which indicates that you didn t get to the point in the rst place. Journalists call this ineffective structural approach burying the lead, because you put the most important information somewhere else other than at the top level of attention of your audience. The good news is that you likely don t have to create new information for your presentation you just have to restructure what you have using the story template to ensure that you present the most important information to the audience s working memory rst. None of this is to say that you will not present detailed data or complex charts when you present the Explanation and Detail (Methodology/Data) slides. If your clients have prior knowledge of complex data structures, the slides can include those elements without overwhelming working memory because the understanding of the structure of this information is already held in the audience s long-term memory. If the source of the data is important to have available for detailed discussion, provide that on paper or in an electronic document to accompany the presentation.
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Researching and Adding Available Graphics for The Analysis
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Now that you have addressed the data that you will cover in the Explanation and Detail (Methodology/Data) columns and you have determined the priority and sequence of all the slides in Act II, you can free yourself up creatively to make the critical top level of the presentation as interesting, engaging, meaningful, and memorable to your clients as you can. Being visually creative in what is supposed to be a data-driven presentation might initially be perceived as intellectual uff, but with BBP, you know that your creative visual surfaces rest on top of a foundation built from a rigorous critical-thinking process. If your graphics are an aesthetic match with your audience, your clients will nd the images refreshing, and the presentation itself will differentiate you from the boring, disorienting, and lifeless bullet-point presentations of your competitors. As with the preceding examples, if your budget for The Analysis is limited, you ll want to take a quick look to see what graphics are available to integrate as a motif into your story template and storyboard. In keeping with the tapping into wells verbal motif, a search for oil well in iStockphoto turns up a result shown in Figure 9-18 a series of icons including oil wells. This particular graphic is termed an illustration in iStockphoto, which means that it is not a photograph but instead a vector art image that can be opened and manipulated using a vector illustration software program. If you don t know how to use that type of software, most illustrations also come with a version of the illustration that you can insert on your slides and crop to use only the parts you want, as in the following examples.
Presenting Results with The Analysis
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FIGURE 9-18 Search result for oil well in iStockphoto.
CREATING YOUR OWN GRAPHICS
If you can t nd the graphics you need, you can create your own or hire someone to create them using a vector illustration software program. Aim for a simple, pared-down style for the graphics. If you export these graphics in .emf or .wmf le formats, you might be able to group, regroup, and recolor the elements using the PowerPoint 2007 graphics tools.
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