1. Case study from
Eduson.TV course
The art of presentation:
an unforgettable motivating story
Alexei Kapterev | lecturer at MSU Business School

2. never let
ience be bored
the aud

3. never let
he audience be bored
t
w
If your speech is dull, then within a fe
eir
minutes people will start checking th
mail or their tablet PCs, look out the
window, chat, drowse…
If you want them to listen to you and
remember what you have said and
e
showed, then it is vital for you to mak
your presentation catchy.

4. into account
take
s real needs
people’

5. Take into account
people’s real needs
t
Your audience may want one thing, bu
be in need of something absolutely
d
different (for example, people wishe
for faster horses, while what they
needed were cars).
Likewise, you have to offer your
potential customers something that
they really need.

6. re is the most
structu
t aspect of a
importan
presentation

7. structure is the most
aspect of a presentation
Your narration must not be
monotonous and evenly ‘’loaded’’; it
has to include conflicts and problems.
For example, while making a
presentation, you may follow the
‘’Cinderella’’ plot: grave beginning,
improvement, peak scene, another
.
difficulty, solution and happy ending

8. rd the style
Rega
eech as one
of sp
mmunication
of co
tools

9. Regard the style
of speech as one
of communication
tools
It is important to understand that a
ent
presentation is not an official docum
or a scientific publication in an
to
professional magazine. Your address
l
the audience should be an emotiona
story.

10. Avoid
data pileup

11. avoid
data pileup
ts
emely complicated arguments with lo
Extr
and
of voluminous calculations, valuations
of
columns will scare away the majority
people by their mere sight.
tation
The information provided in a presen
should be as simple as possible.
Complex data and long texts may be
provided in handout materials.

12. u audience
Motivate yo
to act

13. otivate your audience
M
to act
It is not sufficient just to tell people
ur
something and convince them that yo
conclusions are right.
eally, as a result of your presentation,
Id
d
they will start buying your product an
ur company’s services; they will feel
use yo
that they have to do something in
ms.
connection with the discussed proble

14. ance between
Strike a bal
d motivation
information an

15. e a bal ance between
strik
information and
motivation
You cannot ‘’warm up’’ your audience
t
and motivate them to act if you do no
provide them with any data - what,
how, where and how much. At the
same time, you cannot provide them
with information only.
e
To find a balance between them is on
the principal and most difficult tasks.
of

16. concentr ate
do not
cor ations»
on «de

17. do not concentr ate
on «decor ations»
It is not the font beauty or
background color that matters.
The important thing is whether the
text, tablets and diagrams help to
hieve the goal of your presentation.
ac
In most cases, a simple slide design is
the best solution.

18. resentation
finish your p
with fl air

19. your presentation
finish
with fl air
most
The final is the most difficult and the
rtant part of the presentation. The
impo
conclusion has to provide a resume of
ideas, call for action and, the same
spoken
of
e, influence the audience at the level
tim
emotions and values.
ample, what Steve Jobs «sold» to his
For ex
n
dience with the help of a presentatio
au
e
was not so much the iPod itself as th
cool
feeling of being forward-minded and
that this gadget brings.

20. do not fear
using humor

21. do not fear
using humor
ely jokes ad self-irony will help you to
Tim
n
create a positive mood for presentatio
perception among the audience.
The best example is Al Gore’s
t
«Inconvenient Truth», for which he go
obel Prize and that became a subject
the N
.
r an Oscar-winning documentary film
fo
Gore spent 6 out of 16 minutes on a
p performance to create a positive
standu
impression.

22. take a course
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