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the heck they were talking about (Heather Won Tesoriero, Merck Loss Jolts Drug Giant, Industry, Wall Street Journal, August 22, 2005). The impact of the PowerPoint presentation in Mark s opening statement proved to last long after the trial. Six months later, Mark met with the Angleton jurors during a focus group to see what they remembered about the trial, and the jurors vividly recalled the speci c story and images that Mark presented in his opening statement.
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Although using PowerPoint helped win the day in Angleton for the plaintiff, that particular story is not yet over. The $253 million verdict would be reduced to $26.1 million according to caps on such verdicts placed by Texas law, and the case is under appeal. Later the pharmaceutical company s market capitalization recovered. But what was unlocked in Angleton that July day was an example of the dramatic results an effective PowerPoint approach can have on a single presentation in a single room with a single audience. The BBP approach had never been used in a courtroom before the Angleton trial, but since that day, its impact is still reverberating through the legal profession. Today, if a legal team faces a courtroom opponent who is using BBP, they know that they have to somehow respond and raise the bar of their own presentations. Legal teams that have faced opponents using BBP in the courtroom have started to adopt the story themes and graphics that the other side uses. For example, in trials against the pharmaceutical company that followed the Angleton verdict, the defense lawyers began using the CSI theme in their presentations. When Mark faced them again, he used techniques to counter what the defense lawyers did, raising the bar even higher. The same sorts of impacts are being felt in other professions as well, as BBP begins to transform the status quo for presenters everywhere. As you consider applying BBP to your own presentations in this book, it might seem hard to imagine how to apply these types of techniques to your speci c profession. But beyond lawyers and law rms, many people in many other professions and organizations are accomplishing signi cant results with this new approach, including presenters in major corporations, governmental agencies, universities, research rms, and nonpro t organizations. Within these groups, people use BBP in a wide range of functions such as marketing, sales, training, and education. In this book, you ll nd examples of presentations from different elds and for different purposes so that you can see how you can apply BBP to your own situation. Everything Mark and many others have accomplished using the BBP approach is explained in detail in this book. In 2, you ll learn the underpinnings of BBP along
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with the key research ndings you need to know, and in 3, you ll see an overview of the three steps of the BBP approach. Then you ll get right to work on planning your rst ve slides in 4 and the rest of your slides in 5. In 6, you ll set up your storyboard and narration; in 7, you ll sketch the storyboard; and in 8, you ll add graphics. You ll see how BBP plays out through a wide range of presentation contexts and purposes in 9, and 10 offers advice on delivering BBP presentations. The companion CD included with this book provides a bonus chapter that shows you how to administer a 5-minute test of BBP with your team and provides other tools and resources that you can start using immediately. The companion Web site to this book, at www.beyondbulletpoints.com, offers advanced resources to the fast-growing community of people using BBP. By the end of this book, you should be well-equipped with the knowledge and tools you need to start applying BBP to your own presentations.
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