Cover image for Presenting to win : the art of telling your story
Title:
Presenting to win : the art of telling your story
Author:
Weissman, Jerry.
Personal Author:
Publication Information:
Upper Saddle River, NJ : Prentice Hall, 2003.
Physical Description:
xli, 257 pages : illustrations ; 24 cm.
General Note:
Includes index.
Language:
English
Contents:
What's past is prologue -- The wizard of aaaahs -- You and your audience -- The power of the WIIFY -- Getting creative: the expansive art of brainstorming -- Finding your flow -- Capturing your audience immediately -- Communicating visually -- Making the text talk -- Making the numbers sing -- Using graphics to help your story flow -- Bringing your story to life -- Customizing your presentation -- Pitching in the majors -- Tools of the trade -- Presentation checklist.
ISBN:
9780130464132
Format :
Book

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Summary

Summary

In Presenting to Win: Persuading Your Audience Every Time , the world's #1 presentation consultant shows how to connect with even the toughest, most high-level audiences--and move them to action. Jerry Weissman shows presenters of all kinds how to dump those PowerPoint templates once and for all--and learn to tell compelling stories that focus on what's in it for their listeners. Drawing on dozens of practical examples and real case studies, Weissman shows presenters how to identify their real goals and messages before they even open PowerPoint; how to stay focused on what their listeners really care about; and how to capture their audiences in the first crucial 90 seconds. From bullets and graphics to the effective, sparing use of special effects, Weissman covers all the practical mechanics of effective presentation--and walks readers through every step of building a Power Presentation, from brainstorming through delivery. Unlike the techniques in other presentation books, this book's easy, step-by-step approach has been proven with billions of dollars on the line, in hundreds of IPO road shows before the world's most jaded investors.


Author Notes

Jerry Weissman , the world's #1 corporate presentations consultant, is known worldwide for his confidential executive coaching sessions. Weissman's private client list reads like a Who's Who of the world's great companies, including the top brass at Yahoo!, eBay, Intel, Intuit, Cisco Systems, Microsoft, and many others. Weissman's techniques have helped nearly 400 client firms hone persuasive IPO road show presentations that have raised hundreds of billions of dollars in the stock market; and have helped hundreds of other public and pre-public firms develop and deliver crucial business presentations.


Excerpts

Excerpts

What's Past Is Prologue My first experience with the power of the spoken word came on December 8, 1941, when as a child, I joined my father and mother at the family Philco radio to hear President Franklin Delano Roosevelt, in the wake of the attack on Pearl Harbor, deliver his stirring Day of Infamy speech. I'll never forget how he concluded, his rich voice reverberating: "With confidence in our armed forces, with the unbounded determination of our people, we will gain the inevitable triumph. So help us God." In that exhilarating moment, Roosevelt's potent words pierced through our dismay, lifted our spirits, and restored our confidence in our nation and in our future. Later, I learned more about the ability of words to move people's minds in my graduate classes in the Speech and Drama Department at Stanford University, where I studied the works of the great Greek orators. Still later, in my work as a news and public affairs producer for CBS Television in New York, I witnessed the momentous impact of the words of great national leaders, from John F. Kennedy to Martin Luther King, Jr. But I never fully realized the universal significance of communication until I left the broadcast medium and entered the world of business. The medium of choice in business is the presentation, and I soon discovered the force it can exert: A poor presentation can kill a deal, while a powerful one can make it soar. Early in my business career, I was privileged to work on the Initial Public Offering presentation, known as an IPO road show, for Cisco Systems, and saw, on its first day of trading after the road show, Cisco's valuation increase by over 40 million dollars. The big Aha! for me was the realization that every communication is an IPO. Everyone communicates every day. You do. I do. Every time we do, we can either fail or succeed. My job is to help you succeed in your everyday communications, just as I helped the Cisco IPO, and as I've helped hundreds of corporations like Microsoft and Intel, and thousands of clients who are executives or managers or salespeople just like you. My job is to help you persuade every audience, every time. The very same principles that propelled Cisco's success reach all the way back to the classical concepts of Aristotle. Those same basics underlie Abraham Lincoln's towering rhetoric that healed a nation torn asunder by civil war. They underlie Sir Winston Churchill's inspiring orations and Franklin Roosevelt's assuring fireside chats that rallied their nations to the victorious defense of the free world. And they underlie Martin Luther King's rousing speeches that spearheaded the civil rights movement. They also underlie your sales pitch, your presentation to a potential new customer, your bid for financing, your requisition for more resources, your petition for a promotion, your appeal for a raise, your call to action, your own quest for the big Aha! They are the principles that will empower you to present to win. Excerpted from Presenting to Win: The Art of Telling Your Story by Jerry Weissman All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Table of Contents

Preface: What's Past Is Prologue
Introduction: The Wizard of Aaaahs
The Mission-Critical Presentation
The Art of Telling Your Story
A New Approach to Presentations
The Psychological Sell
Company Examples: Cisco Systems
Microsoft
1 You and Your Audience
The Problem with Presentations
The Power Presentation
Persuasion: Getting from Point A to Point B
Audience Advocacy
Getting Aha!s
Company Examples: Network Appliance
Luminous Networks
2 The Power of the WIIFY
What's In It For You?
WIIFY Triggers
The Danger of the Wrong "You"
Company Examples: Brooktree
Netflix
Luminous Networks
3 Getting Creative: The Expansive Art of Brainstorming
The Data Dump
Managing the Brainstorm: The Framework Form
Brainstorming: Doing the Data Dump Productively
Focus before Flow
Company Example: Adobe Systems
4 Finding Your Flow
The 16 Flow Structures
Which Flow Structure to Choose?
Guidelines for Selecting a Flow Structure
The Value of Flow Structures
The Four Critical Questions
Company Examples: Intel
Cisco Systems
BioSurface Technology
Tanox
Cyrix
Compaq Computer
ONI Systems
Epimmune
5 Capturing Your Audience Immediately
Seven Classic Opening Gambits
Compound Opening Gambits
Linking to Point B
Tell 'em What You're Gonna Tell 'em 90 Seconds to Launch
Winning Over the Toughest Crowd
Company Examples: Intuit Software
DigitalThink
Mercer Management Consulting
Cisco Sytems
Yahoo! Macromedia
Argus Insurance
TheraTech
Microsoft
Network Appliance
Cyrix
ONI Systems
Laurel Elementary School
6 Communicating Visually
The Proper Role of Graphics
Presenter Focus
Less Is More
Perception Psychology
Graphic Design Elements
Company Example: Microsoft
7 Making the Text Talk
Bullets Versus Sentences
Wordwrap
Crafting the Effective Bullet Slide
Minimize Eye Sweeps with Parallelism
Using the Build
Bullet Levels
Verbal Style
Visual Style
Text Guidelines
8 Making the Numbers Sing
The Power of Numeric Graphics
Bar Charts
Pie Charts
Typography in Numeric Graphics
The Hockey Stick
9 Using Graphics to Help Your Story Flow
The 35,000-Foot Overview
Graphic Continuity Techniques
Presenter Focus Revisited
Graphics and the 35,000-Foot View
Company Examples: Intel
Modex Therapeutics
10 Bringing Your Story to Life
Verbalization: The Magic Ingredient
Spaced Learning
Internal Linkages
Internal Linkages in Action
Phraseology
Company Example: Central Point Software
11 Customizing Your Presentation
The Power of Customization
The Illusion of the First Time
External Linkages
Gathering Material for Customization
External Linkages in Action
Company Examples: Integral Capital Partners
Cisco Systems
12 Pitching in the Majors
End with the Beginning in Mind
It All Starts with Your Story
Practice, Practice, Practice
Every Audience, Every Time
Company Example: Microsoft
Appendix A Tools of the Trade
Appendix B Presentation Checklist
Acknowledgments
Index