HBR Guide to Persuasive Presentation (Nancy Duarte, 2010)


  • Know your audience: what make them sleepless
  • Find a common ground to break the ice
  • Resistance: logical, emotional, practical
  • Types of relationship:
    Doers - instigate activities
    Suppliers - get resources
    Influencers - change perception
    Innovators - generate ideas
  • Divergent (evolution and random) to convergent (filter & merge)
  • Rhythmic repetition - repeat in the beginning, middle and end
    Concrete comparison - metaphor (e.g. heart transplant)
    Slogan - concise statement
  • Using situation to portray “the real message”
  • Audience should understand your slide within first 3 seconds
  • Conceptual image in presentation (e.g. 100% cotton made by slaves at gunpoint”
  • Use only 1 idea per slide
  • Don’t use cliches:
    Goal > bull’s eye > maze / threshold
    Partnership > handshake > Reef ecosystem
    Security > lock & key > pepper spray
  • Slide style:
    Flow - entire image with only few text
    Contrast - blurred background with fore focus
    White space - luxurious
    Hierarchy - Picture first > headline > content
    Unity - Consistency slide style


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