What Great Presenters Know

Historian Doris Kearns Goodwin notes that people would come from far and wide to hear Abe Lincoln speak, even when he was simply a prairie lawyer. From his “stage” atop a tree stump, Lincoln “could simultaneously educate, entertain, and move his audiences,” she writes.  Although times have changed, human nature has not, and Lincoln’s speaking techniques are as compelling as ever.
 
Writing In The Harvard Business Review, Harvard instructor and communication author Carmine Gallo credits Lincoln’s gift for storytelling as key to his ability to captivate audiences. She goes on to enumerate some key differences between mere “presenters” and compelling storytellers.

• Presenters open PowerPoint; storytellers craft a narrative:  A bulleted list is not a story. The latter is a connected series of events, with a theme, attention-grabbing moments, heroes, and a satisfying conclusion. “Nicely designed slides cannot compensate for a poorly structured story.”
• Presenters dump data; storytellers humanize it:  Data is abstract until it’s put into context that people can understand. And people can understand people. The next time you have large datasets to present, add a face to the statistics.
• Presenters are predictable; storytellers surprise. Most PowerPoints are predictable, hence boring. Stories have twists, turns, and elements of surprise. The human brain loves novelty and perks up when we detect something that breaks a pattern.
• Presenters use text; storytellers love pictures:  If you want to engage an audience, build a presentation that favors pictures to complement the story you tell. Researchers have found that an audience will recall about 10% of the content if they simply hear information. But due to the “picture superiority effect,” if they hear information and see a picture, they’ll retain 65%.

 
What might you do to add elements of great storytelling to your next presentation? To join the conversation, click "comments" above.  We would love to hear from you.

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